Dukeo » Internet Marketing » Increase Ad Conversion: Three Basics

Increase Ad Conversion: Three Basics

Steven 2 responses Internet Marketing

With most advertising networks and plans, you’ll get paid some amount just for the traffic to your blog, whether the viewers actually click the ads or not. And depending on your site traffic, you might be able to make a nice supplemental income by being paid per view.

increase ad conversion

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However, if you really want to boost your advertising income, you need to increase your actual conversion rates for your blog, not just the views. Conversion rates are the amount of viewers who actually click on the ad and follow it through to another site. Below are three ways to help you improve your conversion rates.

Switch Up Your Ads

This might seem counterintuitive, as a changing layout can be distracting. However, part of the reason that viewers don’t click on ads is that they just don’t see them. Ads are positioned in almost the exact same place on every single website that viewers go to. This means that eventually, viewers stop looking in the normal places that ads are positioned when reading or skimming a website. They become ad-blind, which means they won’t even look at your ads, much less click on them.

avoid ad blindness

The antidote to this is to place your ads in unexpected positions, making sure that readers actually see them. When readers take a moment to read and look at your ads, they’re much more likely to actually click on them.

Track Clicks With A Heat Map

One of the best ways to increase your ad conversion is to find out where your visitors are already clicking and then place ads in those spots. The easiest way to do this is to create a heat map, which shows the most popular spots that visitors click on when they visit your blog or a page on your blog. CrazyEgg comes highly recommended, and their base price starts at only $9/month.

track clicks with a heat map

You’ll use a simple javascript add-on to install the software, and then you’ll be able to access heat maps of where your visitors are clicking. Not only that, but you can also track where people from specific traffic sources click – which means that if you already know readers from Digg tend to click on ads more, or ads on a certain area of your website, then when your website hits dig you can quickly switch up your ads to increase conversion. You can also try one ad layout, check the resulting heat map, and then try another ad layout, to see which one is more effective and the effects that each one has on visitors’ behaviors.

Limit Calls to Action

Last but not least, you want to limit your calls to action. If a visitor has too many things asking for their attention at once – your ads, your email list opt-in form, your posts, requests for comments, and so forth – then they won’t know what to do, and will most likely end up clicking out of the page in frustration. This can be the hardest idea to implement, because you don’t just want visitors to click on your ads, you want them to take other actions too. However, you should try to come up with a specific priority for your calls to action, and design your layout accordingly.

clear call to action

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  1. Graham Lutz

    You’re right about too many calls to action – I think there needs to be some thought put into prioritizing the calls to action.

    I would much rather have someone opt into my email list than to get the Evernote Chrome extension or click on an ad.

    1. Indeed, finding the right balance can be quite tricky… Some bloggers take an extreme path by “banning” ads from their site, but I’m not sure it’s such a good choice either.