How Ad Placement Can Influence Your Advertising Strategy

Digital Advertising

6 min read

To get the best results for their ads, many advertisers wonder where to put their advertising. The placement of an ad affects all metrics, including impressions, views, and clicks.

How Ad Placement Can Influence Your Advertising Strategy

Although the situation is a bit different today, the place and location of a sales point were extremely important in the old days when they were brick and mortar stores. The point where your products are displayed is a source of income in terms of reaching customers, and today, with the proliferation of digital sales points, the digital counters, ad displays have started to come to the fore. Online businesses are no longer restricted by their physical locations in order to reach their customers, therefore, the importance of an ad’s location should still be upheld and the ad placements should be regularly tracked.

Whether it’s at the top, middle, or bottom of the first page or on product detail pages, have your advertising seen where it benefits and will make an impact.

The advertising placement is something to consider because creating the ad campaign is not enough on its own. It will likely not get the reactions and returns you want when it is not placed in the right place. That means, no matter how effective your advertisements are, if they are not strategically positioned, it’s likely that your target customers won’t see them and as a result, they won’t provide the desired results. Even if you place the most fantastic advertisement in front of masses of potential customers, it may still fail due to its placement.

Things to consider besides the ad placement

In addition to the place of advertisement, it is also important to note that your ad should contain eye-catching words or be visually appealing with a strong brand message. For sure, the outcomes that advertisers get are directly impacted by an ad’s placement on a website. When compared to ads in less attractive spots, those in prime positions have substantially better interaction and get more clicks. The amount of traffic generated by each ad placement — top of search, middle/bottom, or product pages — will vary, as could the amount of money spent. When compared to page 7, the traffic you receive on the first page will be very different. You may determine how effectively your campaigns are raising awareness by realizing how your ad’s location is paying off.

To get the best results for their ads, many advertisers wonder where to put their advertising. The placement of an ad affects all metrics, including impressions, views, and clicks. For this reason, a reporting system where you can see the results of the advertising campaigns will be very useful for both advertisers and publishers. With an ad platform panel showing metrics, impressions, returns and clicks about your campaign, you can have guidance on whether the campaigns are effective or at what points you need to make a change.

A good PPC campaign requires constant monitoring, analysis, and adjustment, and you’ll need to know which placements are producing the best results and which keywords or ASINs to focus on.

The benefits of being at the right place

Sponsored Ads, displayed at the right places, are increasing the likelihood that customers will click on the ads, increase brand and product exposure, and lead to high CTR and Conversion Rates.

In the previous blogs, it has been mentioned that the Sponsored Ads may be displayed at various places (the beginning of the search result page, middle, next to it, or mixed further down the page, and product detail pages). For example, Sponsored Brand ads are just below the search bar, looking like the result of a product search, making the products typically displayed as the top results, increasing the chance that someone will click on it. This ad placement offers a particularly good chance for brand and product exposure. Furthermore, the good part is that multiple products from your listing are showcased in Sponsored Brand ads together with a visually striking call to action. On the other hand, Sponsored Products appear in various parts of the search results or product detail pages, providing a direct path to purchase for consumers, and in this ad placement, each product appears to be organic results, which encourages high CTR and conversion rates.

For further information on Sponsored Ads and their benefits you may check our previous articles.

Get on top of search

Of course, the point where the products will attract the most attention is the first page of search results, and the top of the page. If you want your product to be seen by shoppers searching for products, this is one of the first places to be. This placement often yields the highest Sponsored Product return for most companies and products, but because of the intense competition in the market, it is also the most challenging to secure. In this area, the cost-per-click is frequently the greatest. However, you don’t need to panic right away as the competition is high. Because there are other locations within search results where advertising can be served in addition to the top of the first page. Additionally, they can be positioned next to, in the middle and further down the page.

Let’s get down to the details

Sponsored Ads might appear in the Product Detail Pages and these advertisements, which are below the product listing of your competitors’ products, often highlight goods that are comparable to those seen on the detail page. So, if you’re attempting to get ads on a competitor’s product site, this can be quite helpful, and more customers may then see an advertisement for your product when they browse similar products.

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The challenge is real

Banner ads are put in areas with high traffic to raise brand awareness and produce click-throughs, sales, and leads. However, it is now more difficult than ever to impress customers with banner ads. According to a study by Infolinks, 86% of customers say they’ve developed banner blindness. They simply don’t see the banner ads displayed on the screen. It’s now the industry challenge for all online sellers at this point to combine their advertising campaigns with different formats and make more distinctive promotions.

Why placement targeting matters?

The ad placement may make or destroy a campaign. The places on your website should always be appealing as advertisers won’t bid for your ad space if it is tucked away in a page corner or hidden below the fold. The optimal places are therefore those that are above the fold or require little scrolling. Even more crucially, if visitors find it difficult to access your site’s adverts, this may lower your Click-Through-Rate and decrease your revenue from ad monetization. We are aware that adopting a more focused strategy can significantly increase these clickthrough rates as well as the overall efficacy of your display ads.

By concentrating on reaching customers at the appropriate time and place, you’ll not only increase click-through rates and audience engagement with content on your site, but you’ll also leave a more lasting impression on your audience, increasing the likelihood that people will later look up your brand and start to interact.

References:

“A Guide to the Ad Products.” Advertising.amazon.com, advertising.amazon.com/library/guides/basics-of-success-understanding-amazon-advertising.

“Ad Placements for Sponsored Products.” Sellercentral.amazon.com, sellercentral.amazon.com/help/hub/reference/external/G201528480. Accessed 7 Sept. 2022.

Ehrlich, Jordan. “Why Placement Targeting Matters.” Www.demandjump.com, www.demandjump.com/blog/why-placement-targeting-matters-display-advertising-best-practices.

Inc, Downstream Impact. “The Complete Guide to PPC Ad Placements.” Downstream, www.downstreamimpact.com/blog/complete-guide-amazon-ppc-ad-placements/. Accessed 7 Sept. 2022.

“Why Is Ad Placement Important?” Marketing Professor, ysj.com/en-US/why-is-ad-placement-important.html. Accessed 7 Sept. 2022.