I tried to like BlogAds. I use(d) the system and I told others about how great I thought it was. I made a real solid effort to support something that I thought was going to finally fill a gaping void in blog sidebars everywhere and be the first system to really set up and nail the concept of a blog-only ad network. I still think it is a great concept, but one that has been poorly executed by the BlogAds crew. This system needs major work in terms of usability and overall execution if they want to capture this market, which strangely still sits wide open for the taking.

From the logo, down to the ad styles and stats, BlogAds has succeeded in butchering what was a great opportunity to corner a burgeoning market. I know, I know. They are going to be doing a “major overhaul” and will be “working out some kinks very soon”, and no doubt this will actually happen at some point…but they had better hurry up, or they are going to lose the golden ticket that one gets for being first to market with a concept that is unique or revolutionary. Honestly, if I had a nickel for each time I have heard that improvements are on the way, I wouldn’t need to run BlogAds.

Here are five basic things BlogAds can do to make their system and business better.

1. More Placement/Creative Options - Right now, you are limited to sidebar advertising at a 150×200 size limit. I understand that probably 95% of blog advertising sits in the sidebar, but adding some flexibility here would be key. As I work with people who create killer blog skins, we want to break away from the traditional2 and 3 column layouts…and without more flexibility on ad creative and ad sizes, we are not likely to continue using BlogAds. Besides, 150×200 is not even an IAB standard size at all (the 180×150 size is the closest).
2. More Stats - I know they show clicks now, but are the clicks they show unique clickthroughs or raw clickthroughs? How about showing both? How about allowing me to see stats based on a date range? How about just better stats and reporting?
3. Revenue Shared Network Ads - To me, this seems like the no-brainer revenue stream that they are just not going after. BlogAds currently has access to placements on hundreds of sites across the web, many of which are empty ad strips, ripe for the picking. Why not sell this space at a network level and use that empty inventory for CPA or CPC advertising, sharing the revenue with publishers? Finding mid to low level advertising to run in remnant inventory like that is not difficult at all. If you stink at selling ads, just log in to another affiliate network and run turnkey CPA ads in those spots. I have an empty ad strip right now, and I would certainly not mind having it filled with some CheapTickets.com ad or something else until I get another proper advertiser in there…especially if I can get a few cents per click off of it.
4. Better Payment System - Yes, BlogAds handles payment processing, which at this point might be its only real upside. Unfortunately, in this case, handling payment processing means that they have clumsily wrapped PayPal into their system and pay out at a $75 threshold. How about adding the option of being paid by check, or converting earned money into BlogAds advertising credits? No respectable ad network only pays out in PayPal, and offering to allow publishers to put money back into the system in the form of ad credit, saves BlogAds payment processing fees and helps to keep both ends of BlogAds more active.
5. Usability - BlogAds gets a solid F in usability. Aside from being ugly, the site is horribly difficult to use. I wasn’t actually able to sign up the first time I tried, because it was too confusing. Only after an existing user sent me a link he had from his sign up adventure, was I able to even get an account on BlogAds. Another major annoyance is that once you set up your BlogAd code the first time, should you need to find the ad code snippet again, you can’t. I had made some changes to my site, and went to login and get my ad code. Funny thing is…you can’t. At least not easily anyways). I had to find an old file I had deleted, recover it, and get the code from there. Real nice.

BlogAds is sitting on a great thing, as they have a head start in a particular segment of on-line advertising where the potential publisher base is growing exponentially every day. They are the one player in a corner of affiliate marketing that other ad networks have largely ignored so far and they have the chance to capitalize. However, as blogs continue to gain visibility and credibility with advertisers, it is just a matter of time before one of the big networks steps up and crushes these guys without batting an eye.

BlogAds still has a chance to step up and be the big player in this space and I hope they make some changes and seize this opportunity before it is too late. They have the name, they have the network, they have the head start. What they need is a major overhaul real soon that will give bloggers a reason to continue using them. I use(d) BlogAds for the same reason I use most web systems and turnkey scripts, because I couldn’t replicate it on my own. Now that I have played around and used it, I think I can replicate the publisher end on my own, and not share any revenue with BlogAds. One part PHPAdsNew, one part PayPal, and one part contacting BlogAds advertisers directly.