This Ad Placement Is Lowering Ad Revenue & Annoying Visitors

This Ad Placement Is Lowering Ad Revenue & Annoying Visitors

What are anchor ads?

What did we learn from studying bottom anchor ad placements?

Why are many publishers missing this?

Should I remove bottom anchor ad placements from my site?

The answer is actually a bit more complex than you might think.
In some cases, it probably makes sense to show anchor ads, but our study proves that **broadly applying them across your site to all visitors on all pages will likely lead to less revenue and annoyed visitors.**
Anchor ads make sense sometimes because they are a highly viewable ad (it is always in the viewport). This is important to some advertisers. Additionally, their CTR (click-through-rate) is typically a bit higher as well. This means they likely produce better outcomes for advertisers and have a bit higher value than some other ads on your site.
This means that if a visitor has a low likelihood of visiting other pages on your site anyway, showing them an anchor ad would be really smart.
However, if you believe the visitor will visit more than one page, you would be sacrificing higher overall revenue — and the visitor’s experience — in favor of short-term page revenue.
So should you take all the anchor ads off your site? If you are broadly applying them on all pages to all visitors, possibly yes. However, you would need to make sure that it was what is best for your total EPMV.
The ideal solution would be to identify the [highest bouncing visitor segment and only deliver the anchor ads to them](https://blog.ezoic.com/website-visitor-segmentation-offers-big-ad-earnings-value-little-work/). This would give you the page-level revenue benefits of the anchor ad without the consequences of its negative user experience impact.

Wrapping it all up

Anchor ads are not bad. They are a tool like all other ads and elements on your website.
Just like any scenario, you want to apply the right tool to the right job. The data shows that anchor ads aren’t a great tool for broad use.
Interested in automatically testing thousands of ad placements on your site to see how they affect user experiences? [Ezoic](/?page_id=1148) will allow you to quickly access all of this data and deliver your visitor’s different ad treatments based on their behavior.
Other questions about the study? Leave them below.