目前大部分的个人网站是靠广告联盟支撑的，但许多站长并不了解自己与广告联盟之间的关系，也不太清楚自己的个人网站在整个网络利益分配中处于什么位置，导致对个人网站如何盈利的思路较为狭窄。本文尝试从一个较为宏观的面上解析广告联盟与个人网站盈利之间的相互联系。
一、钱从哪里来，谁在为你的网站买单？
虽然广告联盟向个人站长支付了真金白银，但它们并不是个人网站的真正衣食父母。在背后为网站买单的是那些希望通过网络开拓市场的企业和商家，他们愿意为自己的产品和服务寻找潜在客户而支付广告费用。这种商业行为属于网络营销，也是企业市场营销战略的一部分。广告联盟充当了其中的合作渠道，把极为分散的个人网站联合起来，并通过分类广告进行准确的用户定位，从而为企业提供了客户来源。当网站用户点击了在线广告，相当于把这个用户推送到企业的服务面前。而大型企业喜欢直接在门户网站投放广告，从而省略了广告代理这里中间步骤；当然他们也重视广大个人网站手中的用户群体。因此，企业为个人网站付钱，实际上就是在为自己的市场开拓付钱。
二、个人网站为什么值钱？流量为什么能转化成收入？
从第一点的分析可以看到知道，潜在客户才是企业的最爱，他们并不关心你的个人网站上面有什么信息，他们只关心你的用户是不是他们想要找的潜在客户。个人网站手上所握的大量网民，才是最宝贵的资源，这些用户可以分为各种各样的需求人群，其中就有企业们在寻找的潜在客户。
而网站上的信息内容，也是从网民的需求出发的，个人网站生产或者整理组织了用户感兴趣的信息，从而把大量的用户握着手上，使自己的网站形成价值。所以不难理解，站长们为什么非常关心什么关键词才能吸引到大量用户的，因为热门信息往往就是热门的需求。个人网站提供了适合的内容，加上SEO帮助把内容信息更好地反馈给用户，便可以吸引到许多的网民，而这些网民到你的个人网站浏览内容，形成了独立IP数量和页面浏览数量（PageView，简称PV）。PV和IP的数量越大，证明你手上的用户越多。
对你的网站感兴趣的用户，在看过搜索引擎搜到的页面后，可能还会多浏览一些其他页面内容。因此我们把PV除以IP的得出的值（即平均每个访客所浏览的页面数），作为参考一个网站是否提供了适合的内容，或者说提供了让用户感兴趣内容的重要指标。
当个人网站手上的有用户了，而企业却在寻找用户。所以两者通过广告联盟一拍即合，站长得到了钱，企业得到了用户，双赢的合作就是这样产生的。
三、是什么在影响你的广告价格？
形成这样的盈利合作以后，还必须考虑价格情况，也就是个人网站在这次合作中的利益应该怎么分配。
首先，广告联盟提供了这样的整合渠道，必须收取一定比例的佣金，而且企业是直接与广告联盟洽谈，所以广告联盟对广告价格的调整是一个很重要因素。尤其是搜索引擎，他们本身就在为个人网站提供用户流量，所以提成也会更高。结果就是站长们分得的更少。
其次，企业不同的产品服务，投入推广成本也不一样。这个因素和目标消费者的数量有关。如果把企业总投入简单地计算为“预期消费者数量”乘以“每次点击单价”，那么总投入不变的情况下，点击数量越多，单价就显得越低。例如汽车消费者数量不多而每次交易价格非常高，花店的单价不高而消费者数量巨大。所以假如汽车厂商和花店都同样投入10万$，汽车产品的单价会比鲜花产品要高些。
第三，网站内容的相关性和质量也是一个很重要的因素。换句话说，个人网站的用户到底有多少是企业在寻找的客户？你的网站内容吸引了相对应的网民，但这些网民不一定就和显示出来的广告相符合。例如一个以男性用户为主网站，出现以美容护肤为主题的广告是不适合的，男性对美容护肤产品需求远不如女性，这样点击了广告的用户并不是企业想要的用户，企业没有必要为这样的无效用户支付高昂的单价，因此广告联盟会对这个点击用户的单价进行调整，从而保护企业避免这次不公平的广告交易。所以说，网站的内容相关度，也严重影响了广告的单价。
第四，国际上收入水平的差异。大家都知道英文广告的单价高，国外IP的单价也比国内要高，其实归根到底还是因为国外的消费水平比较国内高。举例说如果汉堡包也做广告，在国外1美元一个人们会觉得很便宜，但到了国内兑换成8元一个，就不是所有人都能接受了。同样的，企业为客户花了$1的广告成本换来一个只愿意消费$0.5 的客户，这样的结果明显不是企业想要的，因此他们也会在不同的地区实施不同的单价。有些站长采用把中文流量注入英文广告页面的做法，这样做影响了企业广告的正常效果，迟早是要受到惩罚的。因为，中文用户懂英文的不多，在英文广告上的点击多数是都是没有效果的，而企业却必须为这些无效点击付费。广告联盟会采取手段尽力降低无效点击，直接结果就是导致帐号被封停，站长与联盟的合作终止。
在这四个因素中，个人站长可以做的似乎就只有提高用户数量和相关度了。我们常常说内容为王，就是指合适的内容才能吸引到更多的用户，为企业广告提供更多购买定位更准确消费质量更高的用户群体。这些因素也很好地解释了为什么流量会成为个人网站的生命之源。
四、个人网站广告作弊的利弊与常见手法
个人网站作弊是在向公平交易的规则挑衅，而且只是一种短期的高风险手法。马克思说过只要利润去到百分之三百就会有无数人会铤而走险，所以个人站长抵抗不了诱惑的不为少数，因为作弊落马的也不少。无论作弊手法多么厉害，其实还是围绕着这三个因素在做文章：一、流量，二、点击率 三、单价。因为这三个因素决定站长广告的所有收入。
首先作弊流量，流量最多办法可想，广告联盟也难以监控，因此被使用得最多。（1）忽悠用户，抢占一些热门关键词，但实际上网站并不是以这些词为主题，而是用高价词做内容。这种文不对题的网站是用户最深恶痛绝的。（2）误导用户，用某些诱惑挑逗性语句，把用户引诱到广告页面，例如一些有色成份的宣传，把FixFox浏览器说成是成人浏览器，欺骗用户下载从而获得推介收入。近日论坛中所发出的高薪编辑注册案例就是这一类。 （3）用户循环和放大，多见于弹窗联盟。在窗口打开和关闭的时候都弹出一堆窗口，以次提高其他网站的PV，只不过这种ＰＶ对点击不会有多大帮助，但仍有改进的余地。。。（4）欺骗用户。常见于下载网站，提供了软件名称和介绍，最后却不提供下载地址，或者把下载地址跳转回网站首页。（5）通过病毒和木马强Ｘ用户的浏览器，实现随心所欲的转向，但要大规模避开杀毒软件可不是谁都能办得到的事。（6）直接购买流量，但其实这些买来的流量也是很有问题的，没有哪个用户愿意被指着去某个网站。（7）网站群，这个不想说太多。
然后是点击率的作弊。点击率基本上没多少脑筋可以动，因为广告联盟对你的点击率统计得一清二楚。现在多数都还是采用安排广告位置的正常办法来改善点击，也时广告商所提倡的。但以前也是有作弊手法的，最简单的莫过于软件自动点击，通过不断地变化代理ＩＰ来欺骗广告联盟；也有一些直接购买流量和点击服务进行广告点击，以钱养钱。现在广告联盟比以前聪明了，这些手法都较难奏效。
最后是单价的问题。前面提到过国外和国内的差异，以及不同产品服务的差异。许多个人站长在努力动脑筋企图消除这些差异的影响。（1）流量注入，国外IP注入国内，中文用户注入英文页面，低价词用户注入到高价词。 （2）欺骗广告程序，让它在低价页面显示高价词的广告。（3）网站之间的交换和推荐，也可以归入流量部分。
还有一点不得不提的就是下线的推介，下线收入高推荐人自然也有很大好处。这个方面除了朋友间相互帮忙外，其他的比较难搞。有些站长试图去帮助下线制造流量，也应该算入作弊。
作弊无论怎么搞都会打破网站与企业间交易的平衡，既然失去了平衡就无法长久发展下去的，总有一天会被发现而受到惩罚。有句话不是说出来混的迟早要还嘛，作弊就要有被K的心理准备。再加上联盟技术越来越先进，作弊生存的空间越来越小，建议广大站长从正道做起，虽然慢但却过得踏实磊落。厉害的高手是不作弊的，而是利用模糊的规则或者条款漏洞打擦边球。而更厉害的高手会从营销层面上去想问题，名利双收，个人认为懂营销的人才是最可怕的。
五、尴尬的广告联盟
写这个前先问一个问题：为什么GGAD不能做到新浪和网易者这些门户网站上去？换句话说就是为什么新浪网易为什么不会成为广告联盟的客户？因为广告联盟始终只是个中介渠道，在大笔交易的时候，为了节省成本，企业和网站会直接进行商谈。大企业设有广告部，门户网站设有市场销售部，他们可以直接进行磋商而不需要分给广告联盟中间佣金。但对于小网站广告联盟是不能得罪的，你很难把它踢到一边去。
广告联盟的夹在企业和网站中间的地位是很尴尬的。左边是企业大财主不能得罪，右边是握着用户群的个人站长们，也不能得罪，但如果只有一个两个站长还是可以随意强X的。举例说，最近某国内著名搜索引擎上了某著名电视台新闻，被商家投诉竞价欺诈；最近某著名广告联盟也被个人站长在法庭上起诉。由此可见，做广告联盟的分寸非常难把握。
虽然中间地位尴尬，但并不影响联盟赚钱。随着网络广告市场的进一步增长，越来越多的散户想进入这个市场，越来越多的个人网站开始上线，广告联盟作为其中的联系纽带是非常必须的，而且有很好的发展前景，So，Google收购了国内某。com广告联盟的消息刚刚传来。
六、除了广告联盟，个人网站还能做些什么？
本文一直在强调，个人网站的最大价值是他们的用户，再好的网站内容也是为了用户。大量的用户会有大量的需求，对各种各样的产品和服务的需求。广告联盟是把这些用户卖给了企业，站长业务能力厉害的话，也可以直接和企业合作而避开广告联盟，从而获得一些包月或者高价的广告。但其实个人网站可以直接从这些用户身上打主意。你懂得你手上的用户有什么需求吗？你的用户主要是由什么群体构成？他们是不是很想要XX产品？
随着网络支付手段的进一步完善，要从这些用户的钱包里面掏钱已经不像从前那么困难了。如果是专业网站，他们的用户就能更有针对性。例如说手机论坛，很自然而然地就有人在卖手机和手机配件。明星爱好者联盟，同样地可以售卖明星卡片，T-Shirt，纪念品甚至演唱会门票等等。如果是化工等行业网站，因为用户都是专业行内人士，还可以直接售卖材料和产品，进行商务交易。
当然，广告联盟和这些商业交易并不冲突，你完全可以一边放广告，一边搞线上线下贸易。广告收入和销售收入两不误。站长在生活中的很多业务，都可以搬到网上来做。笔者最近就打算搞一个朋友的某种原材料产品的网络营销计划。
条条大道通罗马，赚钱的办法很多。但有一点永远不变的，就是需求和供应。市场有需求，就有供应商去满足这个需求，你为这个做出了努力，就应该得到利益的分配--赚钱。所以说需求是创意之源。
七、SEO/SEM能为个人网站盈利做些什么
搜索引擎优化（SEO），不是为了作弊提高排名和流量而诞生的，它的最终目的是引导网站进行自我优化，并促进搜索引擎优化。而SEM更加是从搜索引擎营销的高度上去指导个人网站与企业间的合作。SEO最直接的效果就是用来提高排名，吸引流量。而SEM则解决了手上的流量应该怎么运用这个问题，最直接的效果就是提高了用户转化率。
SEO还有一个作用，就是通过关键词的分析，让个人站长们能更准确地抓住用户们的需求。
八、SEO/SEM对企业网络营销的作用
其实个人网站和企业网站区别并不是很大。企业网站内容也需要排名，企业网站也需要优化。但企业与个人站长的主要业务和目的不一样。做网站是个人站长的主要工作，而企业的主要工作是生产和销售。个人网站不太计较用户的类型，而企业较为关注用户是否就是潜在客户。
搜索引擎优化仍然是为了推广，比起竞价排名来说这种提高自然排名的方法较为实惠和持久。而SEM更是深入讨论了网站的用户如何转化，如何让用户转变成客户的问题。
九、诚信是与广告联盟合作的最好行为
黑猫白猫都能抓老鼠，但是白猫看起来会比黑猫更可爱点。尤其是在弱小的小猫时代，我们需要韬光养晦。小网站无法和广告联盟做对，除非这些小网站都联合起来。所以，对广告联盟诚信是最好的行为，诚信是为了持久的发展，直到盈利方式多起来了，有能力和广告联盟讲价了。虽然到了那个地步有更多选择，我们还是没有必要抛弃诚信，广告联盟依然在为我们提供收入呢。诚信合作才是持久的双赢办法。
至此，全文完。但愿我的个人看法能给各位带来一些启发。
译文:
Talk about the profits of advertisement union and personal website
At present, most of the personal websites rely on their cooperation with advertisement, but many station masters either don’t know their relationship with the advertisement, or their position in the distribution of the whole internet benefits, which lead to their shortsight about how to make benefits. This passage tries to analyze the relationshiop between the advertisement and the personal website earnings, from a comparatively macroscopical view.
1. where the money come from, who is paying for your website?
Although the advertisement federation could give the websites real cash, they are not the real parents of personal websites. The real payers are the companies and businessman which would like to exploit the market through internet. They are willing to pay the advertisement fee which is used for looking for potential customers for their product and service. This kind of commercial action belong to internet marketing, also one part of the company maketing strategy. Advertisement union works as a a cooperation channel, which cooperates the separate personal websites, and through the classification of advertisement, gives a accurate position to the clients, and therefore provide the source of clients for the companies. When the internet users click the online advertisement, which is to mean to send the user to the service of the company. However, the big company would like to put their advertisement directly on the relate websites, rather than to look for an advertisement agent. Also they pay attention to the big number of personal websites. Therefore , the company pay the cash to the personal websites, indeed, is paying for their marketing.
2. why personal websites are worth of paying, why the current could be turned into cash?
From the analysis of the first point, we get to know that the potential customers are the interest of the company, which don’t care what is going on your personal websites, but care whether your customers are the potential ones they are looking for. The personal websites are owning a lot of network users, which is the most valuable source, and these users could be divided into all kinds of crowds, which include the potential customers that the company are looking for.
The information published in the internet are also oriented from the taste of the network. The personal websites organize or produce the information that the users are interested in, so that they could take control of the big number of users to make their websites valuable. Therefore it is not hard to understand why the affilicatei take much care of what key words will attract the big number of users, because usually the information are what the users want. If the personal websites provide the proper information, wirh the help of the SEO to better feedback, they could attract many network users, which will form the number of separate IP and PV. The bigger the number of PV and IP, the more users it proves you have.
After having read the websites found through the searching engine, the users who are interested in your webstes, probably will browse the information in more else websites. So we divide the PV with the IP, we can get the number of page which evrey visitor browse. This number can be took as reference whether a website provides the proper content or interesting things.
When the personal websites have owned some users, the company is looking for customers. So through the advertisement union, the affilicatei gets the money and the company gets the customers. That is how the win-win situation is created.
3. what is affecting your advertisement price？
After foming such beneficial cooperation, you still have to consider about the price, namely how your benefits should be assigned through this cooperation,
Firstly, the advertisement union provide such a channel for integrating source from both sides that they must obtain a certain commission. Besides, the company directly discuss with the advertisement union, so it is an important element in the changes of advertisement price. Especiallly the searching engine, themsevles are providing the customer traffic for the personal websites, so the income will be more. As we can see, at last the affeilicatei only get a little.
Secondly, the company will invest a different amount of money according to the different goods and service. This element is relate to the number of target consumer. If we simply calculate all the investment into the multiplying of forested customer number and kick price, then under the situation of the same investment, the more people kick, the cheaper the kick price. For example, the car only has a few consumers, but the price is very high every time and the flower are not very expensive in the flower shop but it owns a lot of comsumers. So if the car company and the flower shop invest the same 100000, the unit price for car will be higher than the flower.
Thirdly, website informatin relativity and quality are also an important element. In another word, after all, how many network users of the personal website are needed by the company. Your website information will attract the corresponding network users, which will probably not accord with the advertisement. Take a website which aims at male users as an example, if there are some cosmetic advertisements on this website, that’s not proper, because for man, their needs for beauty products are far from that of women. Therefore, the custormers that click the advertisement will not be the wanted ones by the company and the company has no need to pay for such invalidate customers. The advertisement union will do some price change to this kind of click users, to protect the company from the unfair advertisement trade. So we can say that the information in the website could seriously influence the price of the advertisement.
Fourthly, the disparity in the international income level. As we know, the price for the English advertisement is very high, and the IP price overseas is also higher than the domestic price, in fact, which is because of the higher consuming level. For example, if the hamburgue also needs advertising, in foreign countries one dollar people will think it is very cheap, but in our countriy 8 yuan for one can not be accepted by all. In the meantime, the company spend one dollar on advertisement, in return they get a customer who would rather consume only 0.5 dollar, which cannot meet the original willing of the company, so they will take different price in the different areas. Some administrators of websites adopt the injection of chinese traffic into the english advertisement, which will influence the proper effects of the company advertisement and will be finally pubulished one day. Sine the chinese users don’t know english very much, their clicks to the english advertisement have no result. however, the company but pay for these ineffective clicks. the advertisement union will try its best to reduce the invalidate clicks. and the direct result will seal the ID No, stopping the cooperation with the affeilicatei.
among the four elements,what the administrators of personal websites can do is to enhance the number of the users and relativity of the content. It is often said that the information makes everything, which is to say only proper content will attract more users for the company advertisement, who are more accurately located and have higher consuming quality. These elements could also well explain why net traffic could become the source of the personal websites's lives.
4. the advantages and disadvantages of personal websites cheating and the usual techniques
personal website cheating is provacating the rule of fair trading, and it is only a short-time technique with high risk. Marks one said when the benefits reach 300%, a lot of peple will take risks, so many affeicatei cannot resist the attractation, but also many of them failed because of this. No matter how good the idea is, in fact it is still relate to the three elements: one is traffic; one is click and one is unit price, which decide all the advertisement income of the affeilicatei.
First technique is cheating on the traffic, which can be made to the highest. About this, it is hard for the advertisement union to control, so this technique is used most. No 1: these websites are using some hot key words to lure the users, but in fact these websites are not talking about these words, but all are the separate words, trying to attract the users to click them. These
irrelevant websites are disliked most by the users. No2: these websites use some attractive words to mislead the users, to beguide them to their websites, such as some sexual advertisement, and talking the FixFox brower into the adult brower so that they coud earn some introducing income for inveigling the users to download them. Recently we can see in some forums there are highly paid registration, which belongs to this kind of examples. No3: it is often saw in the window union that the circulation of users and enlargement. when the users open or close the window, more windows will come out to increase the PV of other websites, but this PV will no t be useful for the clicks, there are still some space to be improved. No 4: This ofen happens in the downloading websites, which provides the name and introduction of the software, but last will not give the downloading address or turn the address back to the first page. No5: By the brower which is enclosed with the virus and wooder horse, people can control the direction as they like, but it is not easy to avoid the virus-kiling software. No 6: These websites directly buy the network traffic, but in fact, these traffic bought also have problems. nobody would like to be ordered to some website.
5. sincerety and advertisement cooperation is the best
Both black cat and white cat can catch the mouse, but white cat look cuter than the black cat. Especially in the kid times, what we need to do is studying and enhancing our strenghth. small website cannot take the advertisement union as their enemy, except these small websites unite. so be sincere to the advertisement union will be the best choice. sincerety is for the long-time development, only when you have more ways to earning money, you have the ability to bargain with the advertisement union. Although we have more choice at that time, we still have no need to give up our sincerety, because the advertisement union still provide income for us. Honest cooperation will be the long-time win-win strategy.
Unitll now, this is the end. I really hope my personal views could give you some inspiration.