Ad serving has become an accepted part of the website experience, but the quality of ads that you place on your site can have a big impact on your business. Irrelevant ads can hurt the income you generate from advertisers, and can also negatively affect your overall sales and leads. High quality ads can serve to make your site better, as they generate good income, and engage visitors who want to know more about the products and services shown on your pages. The latter scenario is one where everyone wins, so how do you go about ensuring that you show high quality ads? Let’s take a look at 5 things you can do:
Deal with reputable advertisers and ad networks
Don't just accept and publish any ad that comes your way. Take some time to do a little research to know the advertisers and ad networks. There are many good and reputable ones out there, but there are also some that are not who you would want to deal with if you are interested in quality. Look at sites similar to yours that feature high quality ads, and try to find out where they go to fill their ad inventory.
Perform your due diligence
When you do your research, don't just take for granted everything that you see and read. Ad partners may look great on paper and marketing materials, but may end up being a total disappointment once you start working with them. Take the time to visit their site, search for reviews from actual users, and don't be afraid to ask questions that are not addressed via public channels. Reputable advertisers and ad vendors will have no problem answering those questions, and may even have a few for you before they decide to partner with you.
Monitor third-party ads closely
One of the quickest, most effective ways to get ads on your site is through a third-party ad provider, such as an ad exchange or an ad network. A good ad network will allow you to go in and set up the types of ads that you want to receive and restrictions on ads that you want to block. However, there are often some that can slip through the cracks that are irrelevant to your website or even bad for your site. Keep an eye on the ads being shown to make sure that what you are getting will be relevant and of interest to your visitors.
Remove low quality ads
Don't accept lower quality ads just to make a little extra money. Part of monitoring the ads that come into your site is to keep an eye out for those that are low quality, controversial, or down right dangerous. Even if those ads are making you some money, you still need to get rid of them promptly, as they will hurt the overall quality of your website in the long-term or even land you in troubles.
Deliver quality content
Having great ads on a website that has poor quality content is like asking a person to go to the movies just for the trailers. The longer people stay on your site, the more likely they are to potentially click on an ad or two. The best way to keep them there, and have them coming back for more, is to improve the quality of your content. This can also result in bigger and better advertisers looking to rent ad space on your pages.
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