How do I increase the value of my inventory to get higher eCPMs?
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The phrase “location, location, location” is commonly used when considering real estate value. It also applies to ad placement on websites. Advertisers want to be on well constructed sites with good ad placement that will give users a positive experience.
Ad placement is basically where ads show up on a page: the physical location of the ad and the placement of the ad relative to the content on the page. This can affect your ability to generate more value. Footer banners, for example, are typically much less desirable in comparison to the following areas that have better visibility and are likely to have greater user interactions:
1. Top left: studies show that when a user first arrives on the page, this is the first place they look
2. Next to the scroll bar: typically produces a higher click-through rate than an ad placed elsewhere on the page
3. Third of the way down the page: this has to do with how the user sits at their computer and where their eyes are focused. It’s often used to divide articles and is a more esthetically pleasing way to lay out a website.
Next up is placing ads within the content of your website. Ads placed near relative content tend to perform better because users are focused on the content in that area of the page. You can compare this to ‘upselling’. Your site’s content provided value to the user, but presenting an ad for a related product or service provides an added value, and improves the users’ overall experience.
Finally, limit the number of ads per site and avoid clumping them all above the fold. Too many ads dilute your property’s value to advertisers and users. It is possible to have an ‘ad zone’ on the right side of the page but proceed with caution: too many ads and users could dismiss the ‘ad zone’ as annoying, rather than targeted advertisements, resulting in lower conversion rates. It’s better to stick to 3-4 well placed ads. Remember, less really is more, if the ads and ad placements are well thought out.
If you’re going to invest the time and energy to put ads on your site, you should take your users into consideration when constructing the site and placement of ads. Relative ads placed strategically will improve users’ experience. And if you do, you should see an increased rate of interaction and conversions.
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