Many of us rely on advertising to pay the bills and financially reward ourselves for the hard work we invest in our sites.
I have written a few articles about advertising techniques in this blog, but today I want to write about a phenomenon known as ‘ad burnout’.
What is ad burnout?
Ad burnout happens when your visitors are over-exposed to a specific advertisement. When they are over-exposed to a certain graphical banner or text advertisement, their brains will soon completely disregard that ad to the point where the user no longer notices its presence.
This will result in significantly less clicks and conversions as your regular visitors will no longer see the ads; you will be relying solely on your new visitors to earn you revenue. This is always a bad strategy as new visitors are the ones you want to retain rather than send away, never to be seen again!
How to combat ad burnout
It is pretty easy to combat ad burnout – simply ensure you rotate your ads regularly. Do not rely on one type of ad copy or graphical element. Indeed, you should even mix up your choice of advertisers.
Using different advertisers will help generate additional income – some of your visitors may have already visited certain advertisers so will not click those ads again.
By keeping your advertising content fresh and varied, you will help ensure that your advertising is actually seen by all your site’s visitors.
Have you experienced ‘ad burnout’ on your site? What did you do to combat it? Share your experiences by leaving a comment below.