Optimize advertising effectiveness: Provide advertising click-through rate

by shooven on 2009-05-06 20:42:12

Many people like to place advertisements on the homepage of a website. In fact, unless you have a site like NetEase or Sina, while your homepage may have high ad exposure, its click-through effect will definitely be low. Typically, visitors entering through the homepage are usually regulars who generally won't click on ads on your page. Your potential customers mostly come to your site's subpages via search engine links. Therefore, for blog-type sites, the key advertisements should be placed on article pages rather than the distracting homepage.

Subpage? Where is the best place to put ads on subpages—should they be at the most prominent top section of the subpage, or mixed in with the content as many download sites do? This might indeed result in a higher click-through rate, but have you considered the visitor's experience? Of course, if you're building a blog solely to make money, that’s a different matter.

And based on my own blog's ad click-through results, the best-performing ads aren’t on the homepage, not at the top of subpages, and not even at the top-right corner. Instead, they are text ads near the comment form.