The "heat map" illustrates the ideal placing on a sample page layout. The colors fade from dark orange, strongest performance, to light yellow, weakest performance - from Google's AdSense blog)
When it comes to display ads, click-through rates are still a key performance indicator of how well the campaign performed.
Here is some rules of thumb on how to places ads to maximize performance:
- Place your ads above the fold to maximize click-through (visitors see the ad(s) without having to scroll down).
- Place ad units with different size next to each other. Remember to place ad units next to each other to form “the L”.
- Embed ads within content so the ads are in the user's line of sight. There’s a reason the popular medium rectangle 300×250 ad unit performs so well. Almost always embedded within the page content, and tends to be within a reader’s line of sight.
- Place ads where visitors are likely to look and click. Make sure you place ads next to navigational elements and other parts of the page where visitors are likely to look. Even better is to keep them near places where they will eventually click, so that both their eyes and pointer will be close in case the ad seems appealing.
- Make your ad units fit into your overall site design. It’s good to get visitors to notice your ads, but intrusive ads will turn visitors off.
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