Why having fewer ads per page is better
The Gourmet Ads Publishers eligibility criteria states that a Publisher have a maximum of 3 ads on a page. This can be quite contentious and hard to understand, which is why we’ve created a video about the topic. Some Publishers believe that if they have 3 ads on a page and add one more there revenue will jump 25%. This theory is unfortunately not true. Conversely, the more ads on a page the less value that page creates. Advertisers like pages where their advertising is the only ad on the page like the RecipeBridge Homepage.
So why does Gourmet Ads have a maximum of 3 ads per page policy?
Advertisers use a myriad of monitoring and targeting technology baked into campaign ad tags to identify where their ads are running, how many ads are running on the same page, and many other data points in relation to campaigns. After a campaign launches we are provided a list of Publisher URLs the advertiser to would like us to remove from a campaign, and oftentimes those sites are removed because there are too many competing ads on a page.
Maximum performance for advertisers:
Less clutter allows ads to stand out and perform. Advertisers want you to click on their ad or engage with it in some way shape or form so minimizing competition is the goal.
Viewability is a measurement metric which is really important to Advertisers . It’s the rate at when the ads on your page are “in-view” – learn more about Viewability
Provide competitive separation for advertisers:
Advertisers love when they are the only ad on the page. When there are several ads units on a page, the more likely a competitor will also appear on the page.
3 ads on a page is industry standard
As you will see from the video above, major food sites have a maximum of 2 or 3 ads per page. Some either have only 2 ads above-the-fold, or 2 ads above-the-fold and one below-the-fold.
So in summary, if you’ve got more than 3 ads on a page, you’re likely to earn less revenue and be less in demand by advertisers. So now is the time to get in line with industry standard and stick to a 3 advertisements per page. Check out this article on positioning your ad units which will help understand where to place your ad units on pages in more detail.