Does Digg's AdSense Revenue Debunk My CTR Theory?

Yesterday’s post on the
AdSense
click through rates of Digg users drew some interesting comments, including
this
one from Haf, where he points out that Digg’s founder, Kevin Rose, is the
second largest AdSense money maker:

Hang on a
sec:




Top 8 google adsense (individual) money makers
(excluding major network site):




as of 9/26/06 from
johnchow.com




1: Markus Frind: PlentyOfFish.com – $300,000
per month


2: Kevin Rose: Digg.com –
$250,000 per month


3: Jeremy Schoemaker – $140,000 per
month


4: Jason Calacanis: Weblogs, Inc. – $120,000
per month


5: David Miles Jr. & Kato Leonard –
$100,000 per month


7: Joel Comm – $24,000 per
month


8: Shawn Hogan – DigitalPoint.com $10,000 per
month




I think – for now – Google can certainly go to
sleep knowing that people do click… a lot.

That’s a very great point, but I don’t think it disproves my theory, and here is
a graph that I believe shows why:

The
Page
Views report from Alexa
comparing
Digg (in blue) with
PlentyOfFish (in
red) shows that Digg serves a LOT1 more page views than
PlentyOfFish.com. Yet PlentyOfFish makes more money off Adsense. In fact, some
quick eyeballing leads me to believe that PlentyOfFish makes at least twice as
much per page view as Digg does.

How much a site makes per page view can depend on a lot of things, including ad
placement, page topics, and – as we’ve discussed here – audience.

1. It’s probably safe to assume that Digg users are more likely to have the
Alexa toolbar installed than PlentyOfFish users, so the difference probably
isn’t as significant as Alexa reports.

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