The ultimate guide to ad placement

You have spent inestimable amount of time to craft perfect advertisement in place, assuring the eye-catching headline, carefully realising the images and layout is good enough to drive users to the website, doesn’t mean you have achieved your goal.

Deciding where to position your ad is the most significant choice that helps in the success of the overall campaign. To get maximum benefit, your advertisement needs to appear to right people at the right time. This can be achieved by using Adwords, which help in targeting your ads. While it’s thrilling to capitalize on your ad performance with Ad exchange, it’s also significant to think about the user experience when positioning ads on your website. 

Ask questions like:

    What does a user try to achieve while browsing my site?
    What activity does a user perform while viewing a particular page
    Which section is a user more focused on?
    How can we integrate ad in the user-focused area without coming on user’s way?

How can we place ad without making page cluttered?
If you observe these questions, you will have a new look of the website (with ad placement), logically organized and easy to navigate. One can also choose an ad style that is easy for users to read.

Initially, many publishers used A/B testing based on their website’s layout for ad placement, but with the introduction of Adsense-heat map tool it is now convenient for new publishers to start out with display ads on their websites.

Here is a list of to do things to decide the best placement for your ads:

You must place your ad near the primary content that users are concerned with, making sure that they easily discover the content they are looking for. For example, if your website offers design services, make sure the design links are just at the navigation bar or at the page footer. This placement has greater chance of good performance.

Choose ad colour that harmonize with your website. Do not attach images with ads as it is against the display ad policies.

Always place ad at location where the user can easily differentiate between ads and menu.

General best practices for ad placements

Traffic sources and guidelines
There are guidelines as per geographies developed by IAB, companies and ad networks for display ads that determine the ad size and placement. These guidelines state that display ads should have defined borders and content so that it differentiates from the web content. The standard IAB sizes for desktop are 300×250, 336×280, 728×90 and for mobile is 320×50, 320×100. These sizes are common as these are frequently used by the advertisers.

Devices and viewability
Similar to the geographic location, the devices also play a crucial role while placing ad inventory. One must make sure that the ads are device friendly so that the ads do not push the content below the fold.  It is best to create an ad which is enclosed near the main content for better viewability.

Here’s an example of ad placement with mobile traffic:

A user while browsing through Facebook feed from mobile device come across a web link. He clicks on the link and is navigated to the web page and sees an ad instead of the actual content. He then scrolls down to read through the content and sees another ad placed just below the article title. As these ad placements draw maximum revenue to publishers but loses the user experience for an additional financial benefit. This strategy looks profitable but is inefficient.

If you wish for organic users, it is recommended to keep clean layout, use clearly defined ads that promote excellent content. Also, one must avoid computer simulations in their ads as this is termed unprofessional.

As more and more advertisers opt for interactive ad content, one must make sure the interactivity is real and not just to increase click-through rate.

What makes an excellent ad space
The measure to figure out ad revenue for individual placements is Cost per Mille (CPM) or the cost for every thousand impressions. If you are looking for higher CPMs, it is important to place your ad at the right place where it can get clicks. 

Performance History
One must always check history to measure performance. The numbers really matter unless they are twisted or inaccurate. But performance history is an excellent source to verify the specific placement where ads had performed better.

Other than the display ads, sticky ads are most popular these days as they don’t scroll off the page those as the user roll down. Sticky ads are well-organized utilisation of space and are good eye catchers.  Sticky ads are not allowed in Adsense and are banned for some unknown reasons. Still, there are some defined rules under which you can run sticky ads on your website.

Given the presence of mobile phones, one of the major ways digital advertising is transforming is through the virtual/ augmented-reality (VR) of smartphones. Through three dimensional media, brands can present mass understanding that calls for contribution in a way that minimizes interruption. Publishers and advertisers will gain trust of audience by representing – how to communicate with them—and that interest is a product to be earned, not taken.

As ad positions have a huge impact on results of your campaigns, it is important to analyze the above factors so that you can get the maximum performance and revenue out of your ad placement.

Hope you found this insightful. Do let us know in the comments.

Leave a Reply

Your email address will not be published. Required fields are marked *