Michael Gray - Graywolf's SEO Blog

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Integrated Versus Interruptive Advertising Posted: 16 Sep 2010 08:38 AM PDT When I was first starting in Internet marketing, one of the first books I read was Permissive Marketing by Seth Godin. The point of this book was that customers who give you permission to market to them are more valuable than those you have to interrupt, and you shouldn’t abuse that trust. One of the second lessons came from adsense, which showed how ads that were integrated into the copy always performed better than those placed outside of the copy. While this is something I integrate into my projects, there are a lot of media companies that don’t. For example, here is a screen shot of the New York Times on the iPad. Notice the banner placed in the bottom of the page outside of the text. What happens with the app: during your second story, an interstitial ad appears (which was never clicked on), getting in the way of reading the desired story. This, I’m sure, results in a low engagement. Last week, they made a change. Although the banner is still at the bottom and you still get the interstitial, they added a new format embedded in the text … And, even though I wasn’t the target market, I clicked the ad … Interestingly, the ad directs you to an in app landing page with options… …followed by a browser landing page where you could make a purchase. So what is the takeaway from this? Use a service like Crazyegg (disclosure: they are an advertiser) or Google multi variant testing to experiment with ad placement. Try placements inside of the content at the top, middle, or bottom. Stay away from advertising that interrupts or blocks users from getting to the content they really want. This post originally came from Michael Gray who is an SEO Consultant. Be sure not to miss the Thesis WordPress Theme review. Integrated Versus Interruptive Advertising Related posts: Google Grand Central Why Are You Not Integrated with Gmail Um Hey Google can I ask why Google Grand Central... Why Isn’t Google Maps Integrated with Google Calendar Hey Matt I can’t be the first person who ever... How to Integrate Advertising into Your Blog So you’ve been blogging for a while, your getting some... Wikipedia Versus Squidoo I’ve mentioned Squidoo here a few times, and if you... Off Topic Advertising If you are involved in selling text links or “know... Advertisers: Text Link Ads - New customers can get $100 in free text links. BOTW.org - Get a premier listing in the internet's oldest directory. Ezilon.com Regional Directory - Check to see if your website is listed! Page1Hosting - Class C IP Hosting starting at $2.99. Directory Journal - List your website in our growing web directory today. Content Customs - Unique and high quality SEO writing services, providing webmasters with hundreds of SEO articles per week Majestic SEO - Competitive back link intellegence for SEO Analysis Glass Whiteboards - For a professional durable white board with no ghosting, streaking or marker stains, see my Glass Whiteboard Review Need an SEO Audit for your website, look at my SEO Consulting Services KnowEm - Protect your brand, product or company name with a continually growing list of social media sites. Scribe SEO Review find out how to better optimize your wordpress posts. TigerTech - Great Web Hosting service at a great price.

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