It is important that you have no more ads on your site than visible content.
Google’s policy no longer restricts publishers in terms of the maximum number of ads per page but recommends that there should be as much original content as ads.
- Audit the ad units defined in your header and div IDs in the body, remove anything that’s not in use.
- Put yourself in your audience’s shoes. When you open your website and feel like it’s spamming with too many ads, your users will most likely have a similar experience.
- Be mindful of the 50:50 ratio between ads and content. You can have more content than ads but not the other way around.
- Less is more. When you have too many ads on page, they tend to negatively impact one another, stealing attention or clicks from one another and they all end up underperforming.
- 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 they can win only at $2.50?
- Less ad slots available could mean stronger competition. Advertisers will put their best bids forward to win limited inventory.