With a wide array of monetization options out there, publishers tend to easily dispose of advertising formats that don’t show results fast. Often enough, the reason why an ad type does not generate enough revenue is improper placement, such as at the bottom of a page, where nobody sees it. Ask yourself – why would an advertiser want to buy that slot?

While there is no one placement solution that works for every ad type and every publisher, here are some general rules you can use to your advantage:


1. Above the fold 

If you want to play it safe, and your website layout allows it, go for above-the-fold. You always need to bear in mind that advertisers don’t need placements where there is no opportunity to be seen.

The higher the viewability, the more advertisers will be interested in your placement and the more money they will be willing to pay.

However, bear in mind to place the ads in a way that doesn’t push the actual content below the fold.


2. If above the fold is not for you, go for middle page

Placement in the middle of the page is also attractive for the advertisers since users are likely to be more engaged.


3. Make it blend with the content

Placing an ad close to the content makes it more effective than having it isolated.

With vi stories, since the ads are already placed in the video content player, make sure to set the player in the place where it fits within the written content. Since the videos are matched contextually to your content, you will always have videos that match what your writing is about, giving users a better experience.


4. Understand your users’ behavior

Another important aspect that can make or break your revenue is knowing what your users are interacting with.

With the help of heatmaps you can gain a general understanding of where your visitors are clicking, which parts of the website are they interacting with, and then you can make educated assumptions of where you should place ads.

Your established audience might have a higher tolerance for ads than do new visitors who are not yet convinced about the quality of your content. According to a study from Ezoic, for organic search visitors, bounce rate is dramatically impacted after 2 ad impressions.

The F-layout and Z-layout theories are based on scientific evidence on how users interact with pages, so you can use these as a starting point in defining a placement strategy.


5. Be less aggressive 

Overcrowding your design with many ads doesn’t necessarily mean a higher revenue. Usually what you will accomplish with this is only to get your visitors annoyed, make them leave the site and never to return again.

If you’re using multiple ads on one page, you need to work in creating a synergy that doesn’t make the ads pop out and create a nasty experience for the user.


6. Make the design and ad layout work together 

When designing your website, bear in mind that ads might get cut off from view if you’ve optimized the site for a wide or very large display. Check the page in various screen resolution to make sure that ads are viewable.


While setting up a code or a plugin and leaving it to chance might work fine for websites that have huge traffic, most of the publishers should focus on optimizing. Test different things, track your changes, analyze the results and figure out what works best for your site. You might be sitting on a gold mine, if only you give it enough time and effort.