User experience, or UX, is a critical factor in the success of any website.
While ads are a crucial component of website monetization, they can sometimes detract from the UX. However, with the right approach, ads can actually enhance the overall UX and earn you even more revenue.
So, how can you improve your UX? Here are 10 practical and useful tips.
Why Is UX So Important, Especially With Ads?
As a publisher, maintaining good UX is critical for generating the highest possible ad revenue.
Good UX ensures repeat users and reduces the bounce rate on your site.
Poor UX harms your site in two ways.
First, it drives away users. And the less traffic you have, the less ad revenue you will generate.
Second, a poor layout results in less people clicking on the ads. And when less people click on the ads, advertisers aren’t willing to spend as much to serve the ads on our site. That means less ad revenue for you.
10 Ways to Improve UX With Ads
Don’t Put Too Many Ads
We get it, it’s logical to think that more ads equals more money. But that couldn’t be further from the truth.
Overloading your website with ads might be profitable in the short term, but it will inevitably drive away users who don’t like the poor UX.
Maintaining a good ad-to-content ratio is crucial for optimizing your ad revenue.
The endgame for every publisher should always be to show less ads for higher prices.
Optimize Your Header Bidding
Header bidding is an important tool that increases competition and drives your ad revenue.
However, poorly executed header bidding can lead to increased load times, which is detrimental for UX.
The usual culprit for this is client-side header bidding, where the bidding process occurs on the user’s web browser. When implementing client-side header bidding, it’s important to not add too many demand partners that will increase latency.
We recommend using hybrid header bidding, which combines the advantages of client-side and server-to-server header bidding. One of the many advantages of programmatic HHB is that it maintains your site’s speed.
Don’t Have Too Many Above-the-Fold Ads
Above-the-fold refers to the part of the screen that a user sees before scrolling down.
There is a common misconception that serving as many above-the-fold ads as possible will lead to higher revenue.
In reality, users have become so accustomed to scrolling past ads if they are bombarded with them. Also, serving too many above-the-fold ads might penalize you with Google, which will lead to a decrease in traffic.
Use Native Ads
Native ads, or content recommendation, are specifically created to match the appearance of your website’s content.
By blending seamlessly with the content, native ads are a great way to serve more and relevant ads without harming UX.
Limit the Number of Interstitial Ads
Interstitial ads are a powerful tool to help boost your ad revenue.
They are also intrusive by design, and if not implemented correctly, can severely harm your UX.
The last thing a user wants to see every time he or she clicks on something is an interstitial ad. Serving too many interstitials will cause people to leave your site. It can also get you a penalty with Google, which is the last thing you want.
Use Lazy Loading Ads
Lazy loading ads are ads that are served only when they come into a user’s viewport.
This not only reduces page load times – which is good for UX – but makes sure to only serve the ads when they can actually be seen.
Blank spaces in place of ads or ads that are in the middle of loading while a user is browsing harm UX.
Don’t Fool Users Into Clicking
Arranging your ads in a way that tricks people into clicking on them is bad for UX and is also considered invalid traffic.
This could mean superimposing ads over content, positioning the button in a way that causes accidental clicks, or designing the ad to resemble site content.
It’s important that your ad placement adheres to all the required regulations set by your ad provider.
Do A/B Testing
Every site is unique, which means that every user experience is unique.
The best way to know what ad layout works best for your users is to do A/B testing.
Trying different ad units and ad placements, and see which one works best.
Yes, it requires extra work, but once you figure out what works best for your site, you will be glad you put in the effort.
Ask for Feedback
Don’t underestimate the power of user feedback.
You have a great website with thousands of users – why not ask for their feedback?
Sending out a periodic survey focused on UX can help you glean important information that will help improve your UX.
Partner With a Licensed Monetization Company
Creating the best possible UX with ads is complicated. If you lack the expertise or resources to configure the best possible layout for your ads, we suggest partnering with a Google Certified Publishing Partner (GCPP) such as Adnimation.
Working alongside a reliable and Google-approved monetization firm will guarantee that you optimize your user experience while generating the highest possible revenue.
To learn more, please feel free to reach out to us for a free consultation.