integrating advertising into your web design


If you are going to be placing ads on your website, you’ll appetite to put some anticipation into how you’ll integrate them. Bad off integration of ads into your website will statement visitors to click away accelerated. Acknowledged integration of ads into your site can be highly profitable. Before I appearance you where to position ads, I appetite to mention a few big points about ads.

1. Ratio of ads to content

How abounding ads should you abode on your website? There is an optimum ratio of ads to content. If your website has too aerial a proportion of advertising relative to content, the traffic on your website will suffer and you will lose almighty dollar. If your website has too low a portion of advertising relative to content, the sales on your website will suffer and you will lose almighty dollar.

What is the optimum ratio of ads to content? I can’t point to any studies, but I air the optimum ratio is somewhere around 20 to 25 percent ads relative to content. Action much above that ratio and, despite added ads, the revenue from your site goes down. But, there are ways to exceed that ratio and still accomplish added almighty dollar.

Ads as a service

Advertisements can accommodate advantageous advice, as able-bodied as content. In that position, the ads alter to content. Here’s an archetype. Rather than post ads that pament you the highest commission, post ads that accommodate the ace amount to the visitors to your website. These are ads where the amount is so acceptable you might respond to the ad yourself. This type of ad is added of a service than an advertisement.

Another archetype is ads for gifts around the holidays. Bodies expect and are not turned off by an access in ads around the holidays. Finding gifts for everyone on your list is ambitious assignment, and bodies acknowledge allowance ideas. Again, this type of ad is added of a service than an advertisement.

You can safely exceed the accustomed ratio of ads to content if you adumbrate the ads in the content. An archetype of this is product “reviews”. For archetype, computer magazines are almost 100 percent advertising posing as product reviews.

2. Repetition of ads and ad management

I accept seen websites that affectation the exact selfsame banner on every page. If I didn’t respond to the banner on the aboriginal page, what makes them anticipate I will repond to it on the second, third … hundredth page?

Displaying the selfsame banner on every page of your website is annoying to your website’s visitors, and a almighty dollar losing propostion for you. Accumulate your ads fresh. Ads are arid enough without repeating the selfsame ad over and over. Affectation a array of ads, and statement an ad management system. An archetype of an ad management system is a banner rotator.

3. Ad type relative to response percentage

I accept heard claims that content ads accept the highest reponse. I’m sure these results are not related to whether the ad is content or graphics, but added likely related to the actuality that content ads are usually placed in the added responsive areas of a webpage. All affair being equal, a graphic ad will always amuse bigger response than a content ad.

A graphic ad will amuse higher response than a content ad, and an animated graphic ad will amuse higher response than a static graphic ad. But animation can be taken to an acute. Some types of animation are annoying and not alone does the ad amuse a low response, but it again causes visitors to click away from your website.

Examples of annoying animated ads are banners that flash or jiggle or accomplish something else that distracts the visitor so they can’t peruse the webpage content. Those visitors that don’t click away will scroll the webpage so this type of ad goes off screen while they ace shot to peruse the webpage.

A secret few advertising designers apperceive is that the graphic that will amuse the most attention is a picture of a human face. Bodies are genetically predisposed to attending at a human face in their appearance area. Ace shot it yourself while you’re browsing the interlacing. If a webpage has a human face on it, that’s the aboriginal affair you will attending at.

Where to position ads on your webpage

To altercate where to abode ads on a webpage, we charge to divide a page into five sections as listed below.


  1. Header

  2. Footer

  3. Left Edge

  4. Adapted Edge

  5. Center column


Note: There is a sixth area of the webpage which is the popup window. There are abounding forms of popup windows; pop-over, pop-under, delayed, and exit. The polite road to statement popup windows is the self-closing popup window. As of popup window blockers, popup windows are much less able today, and, from my own acquaintance, when I tried using popup windows, the page views on my website dropped by 50 percent.

The most accepted position to abode advertising banners is in the header section of a webpage. Interlacing users accept programmed themselves to avoid banners in this position. The response percentage of banners in the header section of webpages has dropped to something according to .0001 percent. The Internet Advertising Bureau (IAB) has tried to affected this botheration by defining giant (what I call “battleship size”) banners. I don’t apperceive of any studies that appearance this works.

Using banners in the head section of your webpage is a squander of processor age, but most webpages still statement them. Manufacture a sale this road is a continued shot. Banners in the footer section of a webpage are even less responsive.

Actually Interlacing users accept programmed themselves to avoid all advertising on the interlacing. However, from my own acquaintance, you can amuse some response from ads in the left and adapted margins of a webpage. Most websites are designed with the menu in the left edge and possibly ads in the adapted edge. This means if the user has a low resolution affectation, depending upon the wideness of the webpage, the advertising may be off the screen.

Abode your menu in the adapted edge and statement the left edge for advertising. This places the user with a low resolution affectation in the positon of having to scroll to appearance the menu. Too bad. They should amuse a bigger affectation. Website revenue comes aboriginal.

The most responsive position to put your ads is in the center column of the webpage along with the content. As visitors are reading the article on the webpage, they come upon the ad. It’s unavoidable.

If you visualize the center column of your webpage divided into three parts; top, middle, and bottom, the most responsive position for your ad will be adapted in the middle. As the visitors are reading the article on the webpage, they are forced to attending at the ad as they abide to the lower allotment of the article. This might be a babyish annoying to the reader, but let’s achievement your content is worth that slight annoyance.

I would recommend placing your ad at the bottom of the center column. As visitors peruse the article on the webpage, they borderline up looking at your ad. This is almost as able as placing the ad in the middle of the column, and a lot less annoying to the reader.

As you can beam, how you integrate advertising into your webpages has a above appulse on your adeptness to produce revenue from your website. Bad off ad integration will statement visitors to click away. Proper integration can accomplish your website highly profitable. But, ad positon is not the alone determining agency, don’t forget the ratio of ads to content, ad management, and ad type relative to response percentage.

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Stephen Bucaro


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Originall posted October 16, 2012