This post was most recently updated on abril 14th, 2022
Too many ads are visible on the screen. This hurts user experience and ad performance.
Recommendations:
- Google’s policy no longer restricts publishers in terms of a maximum number of ads per page but recommends that there should be as much original content as ads.
- You can have more content than ads, but never more ads than content.
- The maximum number of ad units to put on your pages depends on the layout and content length. The general rule of thumb is to have a 50:50 ratio between ads and content.
- Pages with lengthy content should have a maximum of around 10 ad units per page. Sites with shorter content should have an even lesser number of ad units deployed.
- When you have too many ads on page, this tends to negatively impact one another, stealing attention or clicks from one another and they all end up losing.
- Publishers start to see long-term net negative revenue from excessive units as advertisers realize the ad value on the page is heavily diluted.
- Advertiser bids tend to be lower when there are too many ads. Consider this: why would a buyer pay a $5 CPM for an impression above the fold, when there’s another ad below the fold that he can win only at $2.50?
- Fewer ad slots available could mean tighter competition. Advertisers will put forward their best bids to win.
- Reduce the number of ad units on-page by switching to lazy loading and capping the number of loaded units at 10 or less, depending on the length of the site’s content.
- Run a report broken down by ad unit. Consider letting go of the least performing ones.
- Test the number of ad units that produce the best results. Closely monitor the effects of either reducing or increasing the number of ads.
- Pro Tip: Focus on Page RPM and Session RPM instead of Impression CPM when analyzing the results of your tests.
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