Adsense Website January 2019 Case Study

Domain acquired: January 2019
Price: $1200
Primary monetization: Google Adsense

History

I bought this domain on Godaddy Auctions and it was my last purchase in 2018. The only reason I bought it is because this outdated one-page website was (is) ranking for some high traffic keywords.

OK, I also had some extra cash to invest which I wanted to include in my expenditures for 2018. I estimated (with the help of Semrush and Ahref tools) that it should bring around 1000 visitors a day. I was right.

I bought the domain on 31st of December 2018 (yes, on New Year’s Eve) and received it one week later.

While waiting for the domain I set the website, changed the main article a bit, as well as created a picture that would go along with the article.

Strategy

As I said, I only bought it because of its traffic and my goal was to monetize it with Google Adsense. It took me several tries before Google approved the website, even though previous owner also used Adsense. Seems they got a bit more demanding in recent months.

Finally in early February I started to display the ads.

Then it took me another week or so to optimize the ads and get somewhat decent RPM.

What I did to get it approved by Google Adsense is:

  • added several more pages of content (7 additional pages)
  • expanded About page, linked to Privacy and Contact pages through it
  • expanded/revised the homepage a bit more
  • sorted out the menu bar, added all relevant pages there, including Privacy policy

Current traffic and revenue

First month of having the site monetized (February) it pulled around $90 with Adsense. It also earned a few dollars with Taboola ads (I will probably ditch them as they earn almost nothing).
The second month it earned around 125 USD.
The third month it earned around 150 USD.
adsense revenue

Considering the site received around 70.000 visits in the last 30 days I’d say there is definitely some room to improve the current RPM.
adsense site

Plan and risks

This is an aged domain and website has been stable for a long time. According to Semrush these rankings have been stable for around 5 years.

Obviously, the main risk is that they will drop. If it stays stable I’d be able to get my initial investment back within the next 6 months. At that point I should be able to sell it for 25-30 x monthly revenue.

Considering I’m seeing these new pages already ranking on page 1 I see there is also potential for scaling it.

Either way, I will follow-up on the progress in a few months so stay tuned.

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