It’s not a secret that ad-blockers are a real issue for website owners who make a living from ad revenue. There are multiple actions you can take against ad-blockers.
First, you could choose to not do anything. This might seem ridiculous, but even people who block your ads could indirectly benefit your website’s authority by increasing the dwell time, write blog comments or lower the bounce rate.
Secondly, you could ask users in a friendly manner to disable the ad-block feature on the site.
The third and most ‘aggressive’ method is to either redirect the visitor to a URL that gives an explanation of why you run ads and why you feel they should disable the ad-blocker for their site. This way, the visitor won’t be able to access your site unless they disable the feature. Another method would be a lay-over on the page someone intended to visit that can only be removed by allowing ads to be displayed.
Now, the questions is: Are these methods really necessary?
Let’s take a closer look at this issue and start with looking at why people use ad-blockers while browsing the web. Obviously, many people feel that ads are disruptive, irrelevant, unexpected or force them to wait or do something. This generally leads to an annoyed visitor leaving a website.
There are three types of ads that affect users the most:
- Ads that disrupt the entire experience
- Ads that distract the user and show something the user didn’t expect
- Ads that fill the entire mobile screen of the visitors
It comes as no surprise that Google is planning to introduce an ad-blocking feature in the mobile and desktop version of Chrome, according to a Wall Street Journal report. The report also says that the ad-blocking feature will filter out any ads that generate a bad user experience and irrelevant ads.
That means that auto-play videos, screens that are completely cluttered with ads, disruptive pop-ups and so on will be automatically blocked by the new Chrome feature.
Funny fact is that multiple reports have indicated that many people who use ad-blockers don’t actually dislike or disapprove of ads, but just feel that the annoying and disruptive ones should be blocked.
This tells us that the problem isn’t people using ad-blockers, but rather the ads that are ‘forcing’ users to install ad-blockers.
Which brings us back to the earlier stated question: Is it necessary to employ tactics to force people to see your ads?
No.
The problem lies within what kind of ads people see. Which is good news for many advertisers. “Why?” I hear you ask.
Simply put, because that means you can do something to proof your site against ad-blockers but you’ll need to do some research first. It’s important to really get to know your visitors and how you can improve the user experience for them – what ads would improve their experience, are relevant and what interests them?
What you can do to proof your site against ad-blockers:
1. Show ads that offer value (relevant ads)
It’s important to understand the visitors of your website in order to show relevant ads. You’ll need a strategy behind your ad campaign and to really think about what your visitors want to see and what interests them.
When you understand their needs, you can play into that area and tailor your overall ad strategy to your target group.
In other words, people are only willing to engage or buy something if it catches their interest or attention.
2. Let the visitor be in control
Let the visitor decide when and how they want to interact or engage with you/your brand. It’s important to realise that force usually doesn’t work. There should be some kind of positive experience and the best way to accomplish that is by letting the user be control – let them choose when to opt in (or out), whenever they want.
3. Focus on user-friendly ads
The biggest change in the advertising industry (and also adopted by Google search algorithm) is the user-friendly aspect of ads and websites in general. The user is in the centre and your ads should be tailored and optimised to the users accordingly.
4. Don’ts
Obviously, don’t offer disruptive, irrelevant and annoying ads. It’ll never work and people will just abandon your site as quick as they can. Whatever you decide to do, never clutter a visitor’s entire screen with your ads.
What we’ve learned
By taking these steps to improve the overall user experience of your visitors, you can improve levels of trust, increase re-visiting rates, increase dwell time, decrease the bounce rate, and more.
In the end, the more relevant and personally tailored the ads on your website are, the higher the return will be, eventually leading to higher revenue and profits.
Have an opinion on this article? Please join in the discussion: the GMA is a community of data driven marketers and YOUR opinion counts.