For example, the Internet is the only medium
where the possibility of tailor-fitting the kind of
advertisements a visitor sees can be made possible because
certain information about the visitor can be gleaned. For
example, a visitor who frequents console gaming websites, is
more likely to buy a game-related product that he sees bannered
in the gaming website he visits.
One of the terms that you will encounter when you talk about
advertising on the Internet is AdSense. AdSense is a program
devised by Google that enables web publishers to display
relevant Google ads on their websites in a manner that is both
fast and easy. The ads that will be put on a web publisher's
website is related to the kind of content or material that a
website visitor is looking for on the site. AdSense allows a
web publisher to not only enhance his website but also gives
him a great way of earning money off it. AdSense also allows
publishers to provide Google web and site search for the
visitors in their website. One other money making feature is by
allowing Google to display ads on the "Search Results" pages
generated from a search string on the website.
Google AdSense is a really powerful way of handling web ads
that ensure advertisers' message are successfully transmitted
to website visitors. It has also shown how effective it is in
providing a good revenue stream for web publishers. But what if
you can actually maximize the effectivity of an ad so that it
results in more visitors clicking on it, thus maximizing the
possibility of making a sale? This would benefit not only an
advertiser in terms of revenues generated by the sales, it
would also be beneficial to a web publisher who shall enjoy
more profits from the click throughs for the ads. This may
sound like a pipe dream but it can happen. All you need to do
is be aware of how your ads are constructed.
Believe it or not there is a science in the way an ad should be
composed so that it will attract the most number of visitors and
thus, get more clicks. The idea is simple and the solution is
equally simple - make the ads look less like an ad and more
like a part of the content of a web page.
Some people might think that this tactic is not being fair and
actually an underhanded tactic to take advantage of the Google
AdSense program's policies in order to bring in extra bucks.
The truth of the matter though is that it is not illegal. You,
as a publisher or advertiser, is just trying to address and
solve a limitation of the very nature of most web surfers -
that is, they most likely suffer from what is called as banner
blindness. Most people typically overlook anything that so much
as remotely resembles an ad. The reason? They are constantly
bombarded by advertising that they have a tendency to shut out
any awareness for an ad when they surf even if technically they
would be interested with what an ad has to offer. By using
AdSense, you can determine that Internet visitors are actually
maintaining their interest because the ads that are shown are
related to the content placed inside the page. A visitor who
clicks on an ad basically signifies her interest in whatever
product or service the ad is offering.
The key towards successfully making more money with AdSense is
not in hiding the obvious fact that the links you are
presenting are ads. Rather, the trick is in putting the ads on
the web page in such a manner that they will not be overlooked
or ignored by a visitor.
One effective way of ensuring that a website visitor will not
ignore your ad is by using the optimal ad format.
Based on surveys, the most popular format used for ads are the
336 x 280 and 300 x 250 ad sizes. The former receives the
highest click through rate among all of the available ad sizes
with the latter being a close second. All of the other
available ad sizes are not clicked as much.
There is a very good reason why the two mentioned formats are
more successful in capturing visitors' attention more than the
other formats. And it has everything to do with banner
blindness. As previously mentioned, banner blindness is a state
when most Internet visitors, who are so used to seeing forms of
advertising while they are surfing, would subconsciously ignore
anything that would remotely resemble the shape of a piece of
web advertising. Based on this, it is quite apparent that ad
formats that follow the "traditional" measurements are going to
be ignored by a majority of Internet users. The ad format that
seems to suffer most from banner blindness is the 468 x 60
banner ad format, so as much as possible avoid using this. The
728 x 90 ad format is not as bad as the 468 x 60 but it still
suffers from the banner blindness phenomenon although to a
lesser degree.
The so called thin and tall ad formats ( the 120 x 240, 160 x
600 and 120 x 600 ad measurements) also get lower click through
rates because of the simple fact that they do not fit well in
any other parts of the page except on the right side or left
side - which are traditionally used for the navigation section
of a website. Considered to be the best place for an ad would
be the middle of a web page, so try to get your ads placed in
this area to ensure a high click through rate.
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