This post was most recently updated on January 18th, 2023
Interstitial ads used to be huge back then. People browsing the web would often get interrupted by large windows “popping up” to advertise a brand.
Since almost everyone found these ads to be annoying (hence, affecting user experience), pop-up ad blockers were introduced. Users wouldn’t have to deal with ads unexpectedly displaying right in front of their eyes.
Fast forward to now, a similar type of ad somehow made its way back into the digital advertising scene – interstitial ads.
In a nutshell, interstitial ads are those ads you see covering the entire interface of a website or app. This is mainly what sets them apart from the rest of ad types, be it pop-ups, banners, or native ads.
Interstitial ads are typically displayed at natural transition points or breaks, such as in between game levels or activities. Since these ads are interactive, users have the option to either click them to visit their destination or close them to continue what they’re doing.
Interstitial ads can be in the form of text, images, videos, and rich media. Ads based on image or text can be closed immediately, whereas video ads would take about five seconds to provide a close option.
While these ads show up both on desktop and mobile, we’ll only be focusing on mobile interstitial ads. Why? Simple: We’re now living in a mobile-first era.
Before we can get into the how’s of creating interstitial ads, let’s talk about the why’s:
Higher Click-Through Rate (CTR) & Conversion
The fact that interstitial ads are placed at various intervals is why they have a better CTR for their ad destinations. Plus, the larger the ad size, the more impressions it has on the audience, which then translates to a higher CTR and eventually, increased conversions.
Although interstitial ads may annoy some users, they actually have the power to draw attention towards the campaigns. Again, this has something to do with their sizes and placements.
More Business Earnings
Another reason why many marketers and developers are leveraging interstitial ads is because of their high impression rate. These ads are known to bring in large amounts of earnings.
As promising as they sound, interstitial ads come with downsides as well – that is if you’re breaking any of Google’s guidelines. Apparently, Google penalizes sites that use “intrusive” interstitial ads.
To stay out of trouble, avoid interstitial ads that:
Now that you’re aware of the no-no’s, it’s time to explore the ways to make interstitial ads work on mobile. Let’s dive in!
1. Keep Ad Size Within Limits
There are no exact measurement guidelines when it comes to the ad size, nor will Google penalize ads that occupy a reasonable amount of space, but keeping it to 15% or less is ideal. Just make sure to avoid covering the whole content.
2. Place Ads Naturally
Always consider the position of your campaigns. A good rule of thumb is to them at expected stopping points or when the user hits the pause button. Right before a page break where user action is required to continue further is also acceptable.
3. Set the Right Timing
Again, Google doesn’t like interstitial ads that pop up one after another. That’s why it’s crucial to reduce the time and frequency of your ads. Place them during different stages of progress instead of random intervals.
4. Make the Exit Button Easy to Use
Doing so will make your ads more convenient for your audience (especially mobile users) to quit.
5. Use Testing Tools
While Google hasn’t launched any official testing tool for interstitial ads (yet), there are several online programs that can help you identify such ads. With these programs, you can ascertain pop-ups that take up too much space on the screen using image recognition.
When done correctly, your interstitial ads can increase your impression rates, conversions, CTRs, and of course, more ad revenue. Applying the tips we mentioned and sticking to Google’s guidelines will make that happen.
For the best results, we suggest you hire a Florida internet marketing company to make your ads.
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