Finding suitable placements for ad serving
                     Finding suitable placements for ad serving
John Z
Writes on ad server solutions, involved with Adspeed 
advertising platform & Ad server software.
Determining to have ads on your site or app is just the beginning of the 
process, as there is a lot more work to be done before all goes live and 
begins generating views, clicks and sales. Also included in the process is 
finding suitable locations for ad serving. But even then, there are still 
more things to consider. What types of ads are you running and where 
are the best places to display them? Those are just a couple of things 
that need to be considered, which is why we thought it might be a good 
idea to discuss them in this article. Let’s look at what you need to 
consider when thinking about finding suitable ad placements.
Visibility with consideration
When you place an ad on a website, you certainly want it to be in a 
place where it will be seen by as many people as possible. Visitors have 
a tendency to be a little ad-blind nowadays, and while you want to grab 
their attention it’s important not to do it in a way that is intrusive or 
takes away from the reason why they are on the site in the first place. 
Ideally, the ad should fit the overall aesthetic of the site and be in a 
position, preferably above the fold, where it can obtain a good 
viewability.
Varieties of ad formats
Rather than going all in with just one type of ad, it’s always a good idea 
to experiment a little. Yes, video ads are becoming increasingly popular, 
but not everyone has time to watch a video and not every site has video 
content. Sometimes, a simple, well-placed ad banner can attract just as 
much attention as a video. Similarly, ads in email newsletters can be 
very effective for conversions and text-only ads can also get the job 
done, assuming that they are well written.
Profitability
There are different pricing models for ad serving on your site. The most 
common ones are cost per click (CPC), cost per impression (CPM) and 
cost per action (CPA). You don’t need to use the same rate type for all 
ad placements. Different ad placements can and should have different 
pricing models. The goal is to maximize profit and ad performance. You 
do not want to charge a CPC rate for low-CTR ads in a high-traffic area. 
In this situation, the ads continue to display and take up valuable 
impression inventory while generating only a small ad revenue for you. 
Typically, CPC is effective in email ads and targeted placements with 
high interest and relevancy. CPM is a good candidate for videos, above-
the-fold and high traffic placements. CPA ads are effective but must be 
integrated properly and optimized for conversion through the landing 
page and the whole ordering process.
Desirability
Not all pages on your site or app are equal in terms of traffic or 
desirability. The homepage is more likely to have the highest number of 
pageviews. Pages and areas with higher traffic are more desirable and 
can generate more ad revenue. Your goal is to increase traffic to more 
pages and areas. Also, a specific location on a page is also important. 
Above-the-fold placements have a higher viewable ratio than below-
the-fold placements.
Testing
Digital advertising moves very fast. Both publishers and advertisers need 
to adapt, change on the fly and test out different things before pulling 
the plug on an ad campaign or determining if an ad placement is not 
suitable. Very often, it is the simple but timely little tweaks that you 
make to an ad that can prove to be the difference between an ad 
campaign that delivers the goods and one that falls flat. Test ads in 
different places and make changes until you find that perfect balance. 
Luckily, online ad servers make it easy with real-time updates and 
reports. You can see what is working and what is not working and make 
the necessary changes.
About Adspeed
AdSpeed ad server is a reliable & powerful ad serving and ad 
management solution that serves your ads, tracks impressions & clicks 
and reports ad statistics in real-time. Driven by the latest ad serving 
technologies, the goal of Adspeed adserver is to provide a reliable 
platform that can help in executing online advertising strategy more 
efficiently. 
Thank you for spending your precious time in reading this article.