Which Types of Ads Should You Add to Your Website (and which to avoid)
Having ads on your website has often been compared to owning a shop which works around the clock and diligently caters to your marketing and financial needs. Therefore, the issue of ad placement is of seminal importance for web owners who do not want to end up as a baker who advertises his cakes by slapping them on the face of each client that comes through the door. Talking about cakes, your ads cannot please everyone, as they do not have the privilege of being such a globally popular product. But, you can at least present them in the best possible and commercially viable manner. With that in mind, let us help you pick the best ad types while keeping the stinkers at bay.
No Autopilot with Video Ads
Similar to its physical world equivalent, the choice of ads that you can put on your website is mostly impacted by the very quality that defines it – the possibility to choose from, as the ads come in numerous types and formats. This is fueled in part by the rise of technology, as well as the market growth itself, meaning that ad networks have to juggle all of them to meet the needs of as many publishers as possible. Most of the bigger networks already offer a plethora of ad formats, unless they are specialized in working with a specific format, such as video.
And, yes, video ads do seem like a wunderkind of advertising at the moment, recording huge growth in terms of budget and outreach. They are a relatively new player in the market, but the main reasons for this meteoric rise seem to be their generally subtler approach to advertising, with its content usually being more creative and less “blatant” about its purpose. At the same time, video ads play to the ever-decreasing attention span of contemporary users, who are fed a steady diet of videos from YouTube and other platforms.
Yet, before you decide to jump on the bandwagon here, bear in mind that video ads come with a feature that places them among the least favorite online advertising techniques, and that is the dreaded autoplay. According to this poll, a video advertisement that plays automatically upon arrival at a website was voted as the most disliked element of this type of advertising, as it is usually loud and unpredictable, which is particularly evident in public places. Keep this in mind if (or when) you decide to add video ads to your websites in order to avoid having this weakness overshadow their true potential.
Display Ads: Path of Restraint
Banner or display ads act like a distant and older cousin of contemporary video ads, with both of them relying on the user’s interaction with an image-based presentation. In addition to this visual element, they usually feature a textual call-to-action, as well as a hyperlink to the advertised content. These ads come in various formats, which you can try to fit to your website’s layout, from floating banners and popup ads to wallpapers and static images. This type of ads offers a clear benefit of being more or less affordable for publishers. While rates can vary for individual deals, availing yourself of third-party services can streamline this process significantly, as well as offer you access to ads that are targeted for various types of geographic and demographic groups of users.
Yet, similar to video ads, you need to be careful with their manner of presentation, particularly for ads that cannot be skipped or ignored easily, as users tend to prefer unobstructed access to the primary content on your site that they actually look for. If you are going to opt for banner ads, your best course of action is to allow them to feel that they have control over the manner of interaction with both the advertisements and your website.
Nothing Basic about Textual Ads
Unlike the previous example, textual ads are considered the most “basic” ones, since they do not rely on visual presentation. They can be considered an inexpensive option as well, particularly if you do not have access to quality graphic design services. Their current presence is also sustained due to the ease by which they convert between desktop and mobile platforms. At the same time, their efficiency will largely depend on the quality of the text itself, rendering it obligatory to constantly monitor what sort of text is displayed on the site. Once you go beyond this, there are a few text ad placement tricks that some users swear by, boiling down to keeping an eye on the alignment of an ad text and the site’s primary content, as well as on their seamless integration within it.
Buzzword No More: Native Advertising
Similarly, blending in with both the content and the context has been the domain of a relatively new player in the market that seeks to do away with “old” banner and textual ads – yes, we are talking about native advertising. This ad format was created as a response to users’ tendency to develop “immunity” to ad exposure because ads are sometimes perceived as a source of irritation. Therefore, native ads are designed so as to appear and feel like part of the content and the website itself, without disrupting the overall user experience, thus achieving better CTR and conversion rates.
This claim is contested by those who claim that this type of ads lacks industry-wide performance benchmarks for measuring the success of your native advertising campaigns. Although It is possible, for example, to compare the results achieved through the use of banner ads vs. native ones for a specific site, there is still no real industry norm. Similarly, this type of ads is much more demanding in terms of skill and creativity, as each publisher has their own unique content that needs to be matched by ads.
You can match your advertising according to the demands of individual sections of your site as well. RevenueHits, for example, offers various ad types such as display & rich media, text ads, pop-ups/unders, notifiers, and others. Pop ads, one of the ad types on offer at Revenue Hits, are still considered one of the most successful and cost-effective ad types, despite their less than sparkling image. They are proven to boost email opt-ins, offer generally higher CTRs, and are capable of significantly improving subscription rates. Mobile dialog ads, when executed properly, can not only improve the overall success of a campaign but can also be used as a case study of the successful implementation of an otherwise risky undertaking. Obviously, one must always think about inbound marketing and keep the user experience a priority.
You are free to choose any ad type according to your preference or requirements which pertain to these sections. Your revenue will be based on ads’ performance, so choose wisely and implement the ones that will work best for you. Once you reach a certain balance, RevenueHits will organize an automatic payment mechanism. It’s that simple!
The expansion of the online advertising business brought both a gift in the form of numerous options to choose from and the burden of needing to cater to as many visitors as possible. Generally, you can easily conclude that there is no universally good or bad type of advertisement, as all of them come in a package offering strengths and weaknesses that you need to be aware of. Your wisdom will, therefore, lie in making the best use of this awareness and applying it proactively to empirical field test various ad types.