FinPlan.com as you can isn't a very sexy site, but it's been around for a very long time (almost 10 years now). The site has been reviesed through the years and updated, but never really generated much revenue let alone income. This was an odd thing since the Google PR is an impressive 5/10, which is excellent for an essentially non-commercial web property.

So what's the problem? The site generates quite a bit of traffic on a daily basis, has many useful tools and has a bunch of good sites that link to it (which is critical to get an increased Page Ranking). The problem was -- how to generate some revenue here. Well, first Google AdSense came around so that was quickly implemented. There were 2 fundamental issues with this initial implementation, from a business strategy perspective that meant that all revenue would be coming from 1 place which from a strategic perspective is corporate suicide.

So what did we do? First we implemented some ad serving technology which allowed dynamic ad placement throughout the site. Second, we suggested (and FinPlan.com agreed) to allow certain advertisers to place links directly on certain pages within the site. Why is this important? Well it's simple; in the Google uses the Eigen algorithms to determine page importance and dynamic content does not count very highly for increasing page ranking. A link placed directly on a page is what their algorithms feel is important. This is a relatively simple implementation, but needed operational tracking to determine when ads needed to renewed like a standard business. The operational issues were important to monetize this property.

The success of this project are measured by the 600% increase in revenue over the last 2 years.