I'm sure there are some rough metrics, but nothing I would trust. The possibilities are too multidimensional, and ultimately it comes down to what works in your case.
How many pages per visit is that? Can you track how many unique visitors you're getting?
I mean, I know of one site with not all that many more visitors, but their ad revenue is going to be worth hundreds of grand, because their visitors are engineering practitioners in a highly-paid field that repeatedly visit the site. They're still putting together the details of their job ad setup, but it is going to make them a lot of money (which they need, it is a very resource-intensive site).
Based on some numbers here I would guesstimate your 30k visitors are worth on the order of a couple hundred to a thousand a month, depending on numerous other variables. That might be much more depending on those other variables.
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You could try checking out traffiq.com to see what the latest ad impression auctions are going for...
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fugu: the link you provide assumes you will have advertising on your site to counteract the cost of paying for search.
Question: of the 30K visitors, do you have any idea how many of them are UNIQUE?
In the grand scheme of things, 30K users a month isn't a whole heckuva lot.
You can install Google AdSense on the site and maybe you'll get a few bucks here and there if the flow's constant and people decide to now and then actually click on something.
It's not enough to sell your own advertising, I don't think. Unless you can sell really targeted advertising and get some sort of return on it by being an affiliate site or using a service (Commission Junction, Linkshare, etc...).
Let me put it in perspective for you... To advertise on a major portal, the CPM ("cost per mil", or thousand) is anywhere from $5 to $20, depending on how targeted and how specific you want your audience to be. And that's on a portal that gets millions of hits a month, though.
Depending on the type of site, you may be able to sell targeted advertising, but it's not an easy thing to do from an individual standpoint. And don't expect any big players.
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NH: the site is from the perspective of someone looking to buy advertising, not sell it; since we're only looking for a very vague ballpark, it is reasonable enough.
Google ads are the best way for sites your size. You will get a little income, and will be able to judge somewhat the quality of your traffic. They also tend to be less intrusive.
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It entirely depends on what kind of site you have. I can't give exact figures here (google ads doesn't allow it), but here are some rough estimates.
My most popular website, mildlyamusing.com, has a really low CPM. I don't even make a quarter per 1,000 visitors.
My personal blog, Musings From The Doc has the highest Google Page Rank, thanks to some really good links I got, but doesn't even make me a nickel per 1,000, just because no one has ever clicked an ad on it. (Google Ads are pay per click, but also pay a small premium per 1,000, depending on what ads you get put on your site.)
Bottom line is, blog traffic and traffic for humor sites is relatively weak for payoffs, because people looking at those kind of sites don't really want to buy stuff, so they're not really that likely to click on ads.
On the other hand, my highest CPM is on an incomplete site I created as a test, How To Manage People. It's a site about dealing with employees, so most of the people who find it are dealing with problem employees. When they don't like my answers (or even on that rare occasion when they do), they can still click on ads around it, and these are ads with fairly high keyword bids.
The sites that make the most money are sites that are either targeted towards people with problems to solve or people who are looking to buy things.
In other words, ads being shown to people who are looking for something are worth more than ads being shown to people who are just goofing around or looking to be entertained.
Sort of a middle ground is my blog about my efforts to get fit and get out of debt, The 365 Day Turnaround. It's a personal blog, but many of the entries are written like articles, and much of the search engine traffic I get is people looking for info on stuff about finance or fitness. My CPM on that site is somewhere between my for-fun sites and my article sites.
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