Position Marketing – Post Your Ads Where They’ll Count, Above the Fold

April 26, 2009 by Butterfly Filed under: Banner

Designing Ads on a website becomes less a problem if you understand the principle of keeping attention and grabbing it from the get go. When I open a webpage and the pop-ups overwhelm me, prevent me from reading the stories I came to read, and drive my mouse to the X in the corner, reality sinks in fast – this site is a waste of time. Having a header with the information I want, a lead in sentence with targeted information that captivates my attention and a sub-header in view that guides my eye to the next paragraph is enough to keep me moving down the page.

An Ad in clear view on the right or left side of the content may appeal to me, but NOT if I can’t find my reason for clicking on the page. I’ll skip over even an attractive ad if it’s glaring at me and attacking me. I don’t want to be attacked by marketing materials. I clicked to read an article. I don’t want to click through ten pages to read ten snippets of content that could have been on the main page if only the creator knew how to create a scroll button.

Ad Appeal -

Make them attractive, relevant and demure. No, you don’t want to hide them, but keep them out of my face, thank you VERY much. A banner ad, some discrete buttons, a few links, and some relevant text offer enough incentive to move my mouse over and either click or run. I don’t need a noose around my neck to draw me in, if I’m interested in what you offer.

Slapstick Audacity -

If I wanted to see boobs, a flabby belly, or butt crack, I could take a walk along Main Street. Don’t flagrantly post EWWW ads on my website for me to have to avoid. I’d prefer not to be annoyed into clicking off the page. I won’t be clicking your ad. If your weight loss program works so well, where did you find such an ugly ad to post anyways? Stop the audacity, tell me what you have. I’ll either buy or not.

Flash and Dash -

I’m not fond of your overactive ad campaigns. If I want motion on my website, I’ll scroll. Just post the words, a photo and a link. I can find it. Some motion, such as changing a screen so you can get more in your 125 X125 pixel ad is not an issue, but when I open a page and the movie comes on, complete with talking heads and the 5th Symphony in the middle of the night, you wake up the mouse. Let him sleep, I just want to surf by myself.

What about you? Do you have an ad preference?