The idea of monetizing a website appeals to most web builders, bloggers, and business owners. From conception to launch plans are made on how to profit from the hard work and valuable content placed upon the pages. However many make the fatal mistake of over-advertising on their site. This is one of the common causes for websites to go under. The risk of over-advertising is much greater than the benefits of multiple affiliate links and banners. Here are a few reasons why you should consider moderate advertising.

It’s all about the fans
There is a reason you are prepared to monetize your site. You have noticed the increase in traffic and an ever growing fan base. Littering your page with flashing ads from various and irrelevant affiliates will only drive away traffic rather than keeping them on your site. Choosing your advertising carefully will allow you to hand tailor your affiliates for the traffic and niche that made your site popular. Sometimes less is more and this goes for advertising as well. Keeping moderate and well placed ads can help keep your visitors interested in your sites content while still offering the products or services you want.

Losing Affiliates
Google Adsense allows only three banners or links per page. Respectable affiliates will also have the same restrictions. Due to SEO guidelines, page ranks and search engine metrics, overly linking affiliates and advertisements can do more damage than good. Search engines do not like sites that seem spammy or overflowing with ads. This in turn can bring down your page rank and even cause your affiliate accounts to close due to violating their terms of service.

Lose Credibility
If you have a plethora of advertisements that are not related to anything on your page that will also send up a red flag. Search engines check the relevancy of your links to the content on your site. The closer your links and advertising matches your niche, the better your site will do. Baby sites should offer baby products; hunting sites should offer camping gear, etc.

If your advertising doesn’t reflect your subject matter, you will find a loss in credibility. Those who once viewed your site as the go-to for information will shy away to avoid the blasting advertisements they have no interest in. It won’t take long before your competitor sees an increase of traffic as your customers flock to their more strategically and minimal ad contented site.

How to place ads on a website?
There are tried and true ways of placing advertisements on web pages. It doesn’t take a business degree to understand what the people want and what your customers or fans expect. Placing ads that compliment your site will yield better results and higher conversion rates than the large and loud “buy me” banners flashing in the center of your page.

Match your color scheme by blending, complimenting or contrasting the colors of your site. If your site has a light background, blending or complimenting colors are suggested. Contrasting colors are suggested for darker backgrounds.

Large banners and ads that take up half your page are not suggested. By taking away from the content on your page, your visitors will look elsewhere before weeding through the oversized advertisements. There are industry standard sizes for advertisements that are effective and will still keep the focus on your site. Full banners should be no more than 468×60 with an aspect ratio of 7.8; vertical banners should be 120×240 with an aspect ratio of 2. The only advertisement larger than those should be a leaderboard with a size of 728×90 and an aspect ratio of 8.09. Most affiliate marketers will supply banners of the correct size, making your placement easier. If you plan to create your own banners that better reflect the feel of your site, below is a chart of proper sizes.

When placing advertising, there are five basic and successful areas for placement. The first is the header. A properly sized banner at the header of the page will be the first thing a visitor sees as the page loads. These are the conditions one must consider when placing advertising. Above is an example of proper ad placement.

It doesn’t take a business degree (though it helps) to properly advertise on your site and increase conversion rates. Planning your advertisement should get the same consideration as the planning the site itself. Research the common placements, colors, and styles of ads that yield the best results and try them for yourself. Like anything else, effective advertising is trial and error.

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