Your website/blog content is ready and now all you need to do is decide on the best ad placement.
While you might not realise it at first, placement is actually a crucial part of the marketing process.
It can determine whether someone clicks on an ad or ignores it completely. That in turn can be a factor in the amount of revenue you collect.
The technology and understanding in this area has improved over the years.
Google’s Adsense, for example, now produces a heat map to show where the most popular locations are.
Other ad services are sure to follow this example.
Options for Ad Placement
Ad Placement Directly in the Website/Blog Content
Putting ads directly in the content has become increasingly popular over the years – after all it’s what visitors come to your site to look at.
This normally has a couple of paragraphs of content followed by a short banner advertisement.
That means it’s more likely to attract the attention but can get in the way of the user experience.
Overdo it and you can make your content look uninviting and spammy.
Ad Placement Directly above Website/Blog Content
Another option is to place an ad above your content but below the navigation tab.
This can often benefit from accidental clicks when someone is hitting the content tabs. This way you can earn a little extra revenue.
You need to be careful about the size of the ad. Ensure it is not too obtrusive or pushes your main content below the fold.
Ad Placement Beneath the Content
Ads beneath the content can easily get ignored, particularly if someone doesn’t read your full article.
This placement normally includes ads that look like related posts but are actually sponsored links.
If it looks like part of the design rather than an out and out ad, this can be quite a successful strategy especially if you have engaging content.
Ad Placement in the Side Menu
A website that has side menus can have a few ads in this space.
Many go for this option because they don’t want their main content disturbed.
That’s all well and good but can mean less click-throughs as it’s the kind of content which is often ignored.
Choosing the Best Ad Placement Options
While all websites share common characteristics, what works for one website/blog doesn’t necessarily work for another.
As with all things to do with monetization, there needs to be some degree of trial and error before you settle on the right practice.
If you’re trying to figure out which is the best option for you then you are best opting for a platform like Google Adsense.
You can get a breakdown of engagement through the heat map which is a good place to start.
Other ad services provide their own tools for determining effectiveness.
Google Adsense also now offer an auto ad placement option. I am currently testing this out and will advise if this increases my ad revenue.
There are several other things that you should also experiment with.
The first of these is the number of ads you put into your content.
Obviously, overloading your pages with advertisements can be detrimental and turn your visitors off.
Less can certainly mean more in this case.
Secondly, it helps to get a clear idea of impact by doing split testing.
Split testing is where you keep the same ad and simply move its position and then monitor performance.
Finally, most ad services nowadays will set a limit on how many placement options you can have. This is to stop users packing a page with advertisements. This is actually a good thing but means you have to think hard about your choices.
Check out the best ad services around that you could use.