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Ad Placement: How to Do Better With What You've Got
So you've redone your titles, meta tags, and h1 headers to match the
latest trends in search engine optimization. You've got links to all the
right sites, and a whole bunch of links all pointing back to you. You've
got the world beating a path to your website. What are they doing once
they get there?
It's a safe bet that most of them aren't clicking on the banner ads you've
placed on your site. Even if your ads are targeted and relevant, fresh
and zippy - people are just increasingly used to ignoring animated appeals
to their id and ego.
A great way to combat that malaise is innovative ad placement.
Remember Audrey Hepburn in "Wait Until Dark?" Totally blind, she could
still get around her house just as well as any of us. She learned where
all the furniture was and how to move from room to room without ever bumping
any of it.
But if anyone had ever moved her furniture or dropped something in the
middle of the living room floor, she would have run right into it. (In
fact, if you've seen the movie…!)
People visiting your website are kind of like that. They know, intuitively,
where the banner ads go - across the top, down the left, in all the usual
places. And visitors know how to move through your website without ever
bumping into the ads.
Increasingly, high-profile sites are placing ads in the middle of articles
and other non-traditional places. Take a close look at Yahoo! News articles
or newspaper sites. Ads that break up the margins or sit in context with
text flows seem to "pop" more, catch the eye, and win clicks.
So if you want people to notice your ads, drop them in the middle of
the living room.
If you'd like a member of our team to take a look at your site and give
you some specific tips or suggestions, drop us a line! We'd be happy to
help you rearrange your furniture.
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