Blogger Case Study

Business

Blogger has set out to create the easiest publishing platform on the web in order to make blogging accessible to the masses. Users can go to Blogger.com and quickly create a blog, personalize its look and feel, and share their thoughts, photos, videos, and more. A free service, and available in more than 40 languages, Blogger welcomes voices across the globe and provides users the means to effortlessly show off their content to an audience of millions.

In order to attract happy and talented publishers, Blogger became the first Google AdSense API partner in February 2006. The original implementation allowed publishers to easily sign up for AdSense, place relevant Google ads on their pages, and keep 100% of the AdSense revenue. In early 2009, Blogger released an even tighter integration that featured a dedicated 'Monetize' tab in the user dashboard. In addition to making it easier for publishers to sign up for AdSense, Blogger began automatically deploying optimized ad configurations based on each user's chosen page template.

Approach

Even from early on, Blogger wanted to offer publishers the option to earn revenue from their content. Product Manager Rick Klau explains the decision to make AdSense a key part of the Blogger publishing platform: "For some users, money is a primary motivation to write and share valuable ideas. For others, it is simply another rewarding part of the experience of blogging. We want to make it easy for either type of user to make money from a blog, both to remain an attractive publishing platform, and to provide the incentive and reward for great content."

It was also important to Blogger to keep the process simple. Launched in early 2009, a new streamlined AdSense integration allows Blogger publishers to sign up for new AdSense accounts without ever leaving the site. Users with existing AdSense accounts are also supported, and both types of publishers can deploy AdSense ad code with just a few clicks. "AdSense is deeply integrated into the Blogger publishing experience through the AdSense API. Through a simple interface within the Blogger dashboard, a publisher can easily insert AdSense units into a blog," says Klau. "By default we deploy an optimized ad configuration, but users are free to edit the layout, formats, and colors of the ads depending on their individual preferences." And to remain accessible to users with varying degrees of technical expertise, all ad customization on Blogger can be done through a tool that does not require any knowledge of HTML or JavaScript.

Results

"We have been very happy with the adoption of AdSense on Blogger. The AdSense API helps us retain publishers by providing them with an easy way to monetize their blogs."

- Rick Klau
Product Manager, Blogger

By limiting the number of steps necessary to sign up for AdSense, Blogger has been able to offer revenue sharing to its users without compromising its "keep it simple" philosophy. Staying true to this mantra is core to Blogger's mission and key to their success. "We have been very happy with the adoption of AdSense on Blogger," says Klau. "Since our AdSense relaunch, we have more than doubled the number of new publishers who add AdSense to their pages. The AdSense API helps us retain publishers by making it very easy for them to monetize their blogs."

And monetize they do. Depending on the size of the blog, a user's AdSense earnings may simply cover the cost of registering a custom domain, or as Klau explains, it could be worth more. "Every so often we will hear from users who have turned blogging into a full time job. One father even told us he has been able to put his two kids through college with his AdSense earnings." Regardless of the size and scale of the site, Blogger wants to be accessible to all publishers with great content.

"There are lots of great publishing platforms available on the web, and the market is competitive," says Klau. "It is critical for Blogger to be able to offer 100% of AdSense revenue to our users, because for many, monetization can be just as important as other tools or features. It is safe to say that Blogger would not be where it is today without the AdSense API."

In the end, Klau hopes users are delighted with their experience on Blogger. "We want to make blogging simple, easy, and rewarding." He also recognizes the importance of word of mouth in growing Blogger's user base. "Happy users are more engaged, contribute more content, and attract other happy publishers. The revenue sharing we are able to offer through the AdSense API plays a major role in making sure our users have the best possible experience on Blogger, and that they keeping coming back." Repeat, satisfied users are music to Klau's ears. "When users are happy, we are happy."

About Google AdSense

Google AdSense is a program enabling online businesses to earn revenue from serving ads precisely targeted to their site. Through AdSense, website publishers can also provide their visitors with site search and Google web search, earning revenue through Google ads on the search results pages. AdSense publishers are a part of the Google Network, which includes many of the Top 100 Media Metrix sites such as AOL, About.com, Amazon, Ask.com, and Lycos.

About the Google AdSense API

The AdSense API is a free beta service that enables people to integrate Google AdSense into their website offerings. Using the AdSense API, website publishers can allow users to perform a variety of AdSense functions: create or manage their AdSense accounts, modify their AdSense ads and view ad performance and earnings reports. The AdSense API is ideal for developers whose users create their own web content through web hosting, web publishing, blogging, and social networking applications. For more information, visit 

Inspirational use of blogger

1.Personalised online communication tool to suit a variety of learning styles
2. Potentially inspiring, engaging learning and assessment tool
3.Anytime access to and publishing of media, text, video, photos
4.Anytime, anywhere access to view and record journal entries for reflection and assessment

cyber wellness tips

1.Avoid  using inappropriate dialogue.

2.Stop spending too much time online

3.Frequently downloaded stuff like free games/music and share files via Peer to Peer (P2P) file sharing software may contain Malware that can cause the computer to malfunction or lose sensitive personal information. Hence, be aware of the dangers out there and how to take precautions against these security threats.
 

4.Do not reveal your personal information and  cause other trouble such as financial loss and identity theft.

Dangers of blogger

One of the dangers of blogging is, like any other hobby or activity, the danger of spending too much time doing it. This isn't unique to blogging, or to the Internet.  Unless a hobby like blogging is interfering with your work or with your other interpersonal relationships, you are probably fine blogging just as often as you want.

Another danger of blogging is that it is possible to spend quite a bit of money doing it without receiving any remuneration. While you can blog for free at sites like Blogger or LiveJournal, many bloggers spend money on blog services or on blog-related products. When a blog becomes a money pit, however, there is some degree of danger.

Not understanding how blogs work or how the blogosphere operates can create the danger of disappointment for a blogger. You might write the greatest posts in the world and never have anyone see them because you don't know how to market your blog to draw people to it. Understanding some of the ideas behind blogging, such as social bookmarking and commenting, can help you to avoid the danger of disappointment.

A final danger to consider in regard to blogging is the exposure that blogging creates. In some cases, people blog about their personal lives and identities without realizing that there are folks out there with bad intentions who might wish to steal their identities or cause harm to them or their families. While this doesn't happen often, it certainly is a potential danger.

Interesting facts about blogger

• For Every minute 270,000 words are written on Blogger
• Almost two thirds of Blogger’s traffic comes from outside United States .The 2nd place is occupied by Brazil, followed by Turkey, Spain, Canada, and the U.K.
• This group has been created to support Gabbee Bagby through her cancer journey. Gabby does not currently have health insurance and while she waits to get approved with public health assistance they are asking for donations.
• There are 112 million users in blogger.