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If your site makes its money at least in part from advertising revenue, you probably struggle with the balance of adwords and content. From a user experience perspective, there is a sliding scale of expectations based on the site's brand. Visitors have different expectations of a high-end site, where profit from goods sold is sufficient not to need ads, than they do from free content sites like a forum where ads pay for service space. So, how far can you push it? Well, we'll forget for a minute that, that's the wrong question. The answer lies in how valuable and unique your content is.
The more valuable your content is and the less likely it is that they can find it elsewhere, the more you can pile advertisements in front of your visitors. The real question though is why would you do that? There are ways of creating a win-win situation for you and your visitors. The biggest consideration is creating valuable content; targeted, concise, timely, and up-to- date information on topics that your visitors care about is valuable. Like we've said elsewhere, generic, long -winded, hyped up and outdated content will quickly turn people away. Another consideration is how in your face the ads on your site are.
It's true that there's a trade-off between location and click-through rate. The more prominent locations on the page, are likely to get better click-through. But, that's also where you want to put the important content on your pages. Placing ads there will get you more clicks but from fewer people, because more visitors will be scared away by the volume and placement of the adverts. Instead, consider having consistent places either at secondary locations within the page or in the margin where you always display ads. That will help you to retain the key areas of the page for quality content, but still provide a balanced mix of content and advertisements.
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