Getting started with website monetization doesn’t always have to be such a pain in the budget. In fact, what’s the most important is making the first step. And working with a niche that you fully understand, getting great customer service and a clean feed is all it takes. 

So, to demonstrate it and keep things real, we asked one of our publishers to tell us the story of how he got started with website monetization. Currently, he’s prospering in the CIS market, building, optimizing, and monetizing multimedia websites. 

Roman is only 30, and although he entered this industry over 5 years ago and is prospering in this field, he still considers himself an amateur IT developer. 

Continue reading to find out about the multimedia industry in the CIS market, what advertising strategies he uses, and what matters most when choosing an agency, or when entering this industry. 

New to website monetization? Check this guide

Getting started with Website Monetization

You lead a small empire with multiple multimedia websites. But, what all of us would really like to know is how you got started? With what website, and what made you get into the multimedia website industry? 

Hey everyone. My name is Roman, I’m 30 and I’m an amateur IT developer. 

It all started when I decided to do some freelance and help website owners with coding. About 5 or 7 years ago music websites were in fashion and everyone wanted to repeat the success of [“No rabbits” – popular Russian website] with its huge audience – we’re talking about millions of users.

Back then* [popular Russian social network, similar to Facebook] still had a public API. This way it was easy to create a database of audio files and promote music websites.

*Now has a strict copyright policy

Tell us a bit about your websites – how do they work?

The websites that I create are open for users to contribute with content. Every user can add info to the website, in the form of reviews, comments, or song lyrics.

How did you first start monetizing your website?

At first, I was using native ads and banner ads from two different advertising networks. But then I changed to formats that were performing better.

Propellrads - monetization ad fomats overview

So many formats, so little time: All you need to know

UX, Campaign Settings, and Strategies

What is the most important thing when coming up with your monetization strategy?

I believe it’s the comfort of the website users.

What formats are you using? Any combination in particular or special setting you’d like to share with us? 

I really like using Classic Push Notifications with Direct Link. Also, Google is very okay with these formats despite the redirect (window.location.href = “”) [Reklama – Russian for “advertisement”]

Any reason you chose these formats in particular?

I chose them because they don’t take any space and don’t discourage the visitor from using the site. I place Direct Links on download buttons and the download happens in another tab. Once the download is complete, I set the ads to be shown.

We know that you have a very solid strategy of launching Popunders in a way that doesn’t harm UX. What can you tell us about that?

I made the Popunder ads convenient for visitors by setting them to be shown only after the user gets what he came to the website for.

For example, after the user downloads a file.

You also like Push Notifications, and manage to get some pretty figures with them. What secret strategy are you willing to share with our readers?

I think one of the most important things is that I don’t show push opt-in requests right away.

Instead, I set them to be triggered by the user’s action – after he scrolls or clicks somewhere on the page.

And lastly when it comes to campaign setups, what GEOs are you targeting?

Now I’m working with RU and UA.

Choosing the Advertising Network like an experienced Publisher

You have been working with various networks but ended up with PropellerAds, why?

The main things that convinced me to return to PropellerAds are: 

  • The price
  • The account managers – I have 2 Account Managers. Sometimes we can discuss certain details for a few days until we reach a great result or solution.
  • The payment conditions – In special cases Propeller even offers fixed guaranteed daily payments, and even prepayments (a week before). Although a standard weekly payment model fully satisfied me.
  • The ads quality – I see “good” brands like AliExpress or World of Tanks.

About SEO and Google Updates

How important is SEO in building a strong and successful website, and what should publishers focus on more?

It’s very important! But first come: the quality and content of the website, convenience, and originality.

How are the Google penalties for the GEOs that you’re working with? 

In case of a copyright breach, Google removes the website from the search results.

Given the upcoming changes from Google, regarding the death of Cookies and the stronger implementation of the Google Zoo (Panda, Penguin, and Hummingbird) how important would you say it will be investing in EAT (Expertise, Authoritativeness, Trustworthiness) and implicitly in user engagement, in 2022?

For me, cookies aren’t an essential instrument, and on certain websites, I don’t use cookies at all. Investing in EAT and user engagement is already important – it’s the basis of a successful website.

2022 Multimedia Website Forecast

What do you forecast for your industry in the next year?

Hard to tell, there are both pluses and minuses. Currently, the number of users has grown but competition is becoming more fierce.

Attention publishers: Quality beats Quantity

Can you give a piece of advice – something that you wished you knew sooner – from your over 5 years of experience in the publishing industry for a newcomer?

I always thought that lots of web pages in search results will result in more traffic, but in fact, it’s better to have fewer quality pages. And I recommend deleting non-informative and useless content.

The Bottomline

As you can see from Roman’s inspiring story, sometimes all it takes to start a profitable business is to find the trending content, and channel your talent into a money-making machine.

And since users come first, if you want to stay successful listen to their needs and update your content to keep them engaged.


This copywriting enthusiast has an experience of over 8-years in creating engaging online marketing content for various verticals and formats. Out of passion for copy, she devoted 4 years to master the art of sales. Her journalisms-instilled active listening, combined with the sales-bound charm give her the superpower to break boundaries and establish emotional connections with the users.