Ad blindness is the phenomenon where website visitors consciously or subconsciously ignore advertisements. As more and more people are getting their information from blogs and online news websites, this problem is getting worse.
As a blogger you should know how to overcome this problem.
While there’s no perfect solution to it, there are some tips which can truly help you prevent ad blindness and maximize your online revenues:
Where should you place the ads?
When trying to engage your audience, the most important element to take into account is the placement of your ads. Your best option would be to place them above the fold, but where exactly? Well, the best location is decided by the location of your strongest content.
Some blogs might get the best results from a banner placed on top of each post, while others get the same results from a few 125 x 125 ads placed in the sidebar. Remember to always put yourself in the mind of your readers and find out which place would grab their attention the most.
Rotating ads often
A great way to prevent ad blindness is rotation of ads. You don’t necessarily have to switch your sponsors, but you should consider creating multiple banners of different sizes and designs. Being a WordPress user you can use one of the plugins capable of automatically rotating the ads for you, every time a user refreshes/reloads the page.
Place your ads near high-interest items
Such items include popular article lists, category lists, inspirational quotes, posts, and so on. Keep in mind that visitors’ attention is not random – it will be focused on the most important piece of content and its surrounding area.
Therefore, never place ads near irrelevant items, as the reader will not be tempted to access them. However, don’t place them very near to interesting content either, as the user might accidentally click on it and feel cheated. If such a thing keeps happening, your audience might stop trusting you.
Less is more
If you want to draw more attention to your blog/site’s ads then consider reducing their number. If you overcrowd your pages with ads then there’s a high chance that visitors will ignore them. Reduce their number and they will stand out rather than fade into the background.
The best case scenario would be the one in which you would have only one ad, as it will benefit from the highest number of clicks and the most attention. If this is not possible, try experimenting with ad placement in different places, and also try to reduce their number as much as possible.
Finally, it is not always a good idea to use banner ads. Some blog owners have reported that they get their best click-through rates from the anchor text links spread smartly in content. This doesn’t mean a “click here” link, but rather a contextual one used in a sentence.
If you want to prevent ad blindness, you have to closely monitor your blog’s statistics. Keep an eye out for what the user is interested in and which content gets the most attention. Then, try to implement the aforementioned strategies until you get the results that you want.
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- Tips on How to Prevent Ad Blindness - 17 June, 2013
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