Best practises for advertising on your website

The internet and adverts often come hand in hand, sometimes it’s annoying but other times it can be done incredibly well. The most common websites with advertising tends to be social media and newspapers, and mostly they do things incorrectly.

With the privacy around advertising coming under fire, I thought it’d be a great idea to highlight the good and bad ways of doing advertising.

Rule 1. Your viewers are the most important.

Even though your advertisers are paying you for your website real-estate, your viewers are the reason your advertisers are paying. A lot of websites forget this when placing their advertising and this leads us partially onto rule 2, if your viewers are annoyed then you won’t get the visits that the advertisers want.

Advertisers are usually willing to work with you to make their advert fit with your audience, and your website so don’t be afraid to work with them to sort something out.

Rule 2. Do not intrude on your visitor

Click through is important to your advertisers, and you obviously, but intruding on your visitors isn’t going to help you. If you are happily reading a website and all of a sudden you get an advert, or even a sign in button, that interrupts you from what you are reading then you won’t be happy.

The same goes for everything else you do on your website, not just on advertising though and you should always make sure your content is front and centre. At this point in the blog, I’d like to link to the Coalition for Better Ads, endorsed by all the major tech companies, they give you great advice on the best ways to show adverts on your website.

Rule 3. It’s your users choice to interact – don’t force it with autoplay

This is something you notice on news websites more often, but it happens elsewhere as well and it’s not always adverts. When it comes to interaction in adverts and video adverts, it’s up to your users to press things to make the advert work.

One of the single most annoying things I find with adverts on websites, especially when I am on mobile, is the sudden sound of someone talking or music playing and most importantly my data being used without my permission! This will scare people off, it won’t make people click on the advert.

Rule 4. Personalisation, but not creepy.

I touched earlier on how privacy is becoming a big thing when it comes to advertising, especially with Facebook’s current problem with user privacy. Personalisation is a very good thing and can increase your adverts click-through, but be careful not to be too creepy when personalising. Loose relation to something is better than targeting by name, area, or school. That makes you sound like a stalker.

This comes in very handy when you’re trying to convert someone who has previously looked at your website and not converted, e.g, looked at a piece of clothing and disappeared. Making a personal advert in Google Search from this close-to-conversion could be handy.

To conclude

Advertising is a great way to reach your audience, but you need to know how to do it properly to make the most of it without scaring away or annoying your visitors.

These best practices should help you gain brand awareness and trust, and help get anyone who is yet to convert that one step closer.


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