Especially in the age of retargeting and behavioral campaigns, ads can be… creepy. You go to an online retailer to buy a tent, and all of the sudden an ad for a cool new lantern shows up in your Facebook news feed. When this happens, you may feel like Big Brother is watching over your shoulder. Yet, targeted ads have immensely successful metrics. On the less-creepy side, ads that speak directly to consumers spark curiosity and give a sense of personalization. Publishers must be cognizant of this delicate balance, and understand the main reasons ads are not evil.
4 Reasons Ads Are Not Evil
There are four positive aspects of online advertising that content publishers can keep in mind when considering monetization opportunities.
- Ads have become a personal experience that speak directly to the consumer and provide information on products and services people actually want to buy. Consumers generally browse in small spurts of time, and providing ads based on their preferences ensures you are making most of their time rather than wasting it with irrelevant products and services.
- Ads can be entertaining. Aligning with the right monetization opportunities can actually enhance your readers’ experience, and may even help you to build credibility as a content creator.
- Ads can help buyers find promotions and save money, or get great deals. Let’s face it, everyone likes a good deal. What better way to help your reader feel valued than through an ad that will lead them to a killer deal?
- Ads are a necessary part of a healthy economy. Without ads to draw in existing and potential customers, businesses can not grow and thrive. Businesses would not be able to provide more jobs. Ads provide a way in which businesses can make their mark in this economy.
How to Keep Your Content Based Website on the Good Side
Website publishers and content creators can stay on the good side of the advertising game by remaining conscious of user experience.
- Organize ads and the pages they are on so that readers maintain trust in the content and don’t feel ‘sold to’ as soon as they land. Put some thought into your content and how it is placed by taking your readers feelings and behaviors into consideration.
- Use in-text advertising to cleverly weave ads into your content via relevant keywords you’re already using. This requires big picture thinking that elevates your content.
- Partner with an advertising network that works with good advertisers. Again, think of your customers and the type of experience you want your website to provide. You do not want to throw them to the wolves by partnering up with a wrong advertiser that does not have the same customer values as you.