In previous posts, we’ve written quite a bit about different techniques and strategies publishers can use to maximize ad revenue. One key element that all of these strategies require is a site design that lends to a good user experience with a layout that also maximizes ad revenue and performance.
Whether your sites user sessions are long tail or a single pageview, we’ve put together a list of 18 things to keep in mind with your site’s design that will allow you to maximize your return from your programmatic and static demand partners.
- No more than five ad placements per page though there certainly doesn’t have to be five on each page.
- Create ad slots that enable the max ad size that could be served. Ex. 300×1050 could also serve a 300×600 or 300×250 or 160×600.
- Centered layout that allows for site skinning.
- Ads should be as integrated as possible into the user workflow. A part of the site vs. pasted onto the site.
- Ads shouldn’t appear directly so close to navigation links that
fradulentmis clicks could occur.
- Viewability. The designer should consider whether 50%+ of the ad is likely to be viewed for more than 1 second. If not, it’s likely not going to be considered viewable.
- If possible, each page should contain the three most common IAB ad unit sizes: 728×90, 300×250 and 160×600.
- If you’re going to run two placements, the ideal placement to double up on is the 300×250 because it returns the highest value.
- Don’t encourage quick scrolling that will lead to non-viewable ad placements.
- There needs to be padding (native content) between ad placements.
- Ad placements shouldn’t intersect with one another at any point.
- Have a small caption underneath each advertisement letting viewers know that the image is an advertisement.
- Refrain from pop-up advertisements. If you run them, make sure they’re capped 1/24 and have a clear close button.
- You do not need consistent ad templates across your site’s pages.
- Always have at least one advertisement in a reader’s sight.
- Comments are not content and placing ads in the comments looks bad, and can turn readers away.
- For sites with usage across multiple device types, create designs and ad setups specific to the device (desktop-specific units vs. mobile ad units – ex: desktop 728×90 vs. mobile 320×50 for the leaderboard).
- Consider locked rails/auto-refresh if your site does not have many pageviews and long time spent on individual pages – check with ad team first to make sure this doesn’t violate user agreements.