{"id":6525,"date":"2021-03-15T13:57:29","date_gmt":"2021-03-15T13:57:29","guid":{"rendered":"https:\/\/colibriwp.com\/blog\/?p=6525"},"modified":"2022-08-09T09:59:47","modified_gmt":"2022-08-09T09:59:47","slug":"how-to-add-ads-to-wordpress","status":"publish","type":"post","link":"https:\/\/colibriwp.com\/blog\/how-to-add-ads-to-wordpress\/","title":{"rendered":"How to Add Ads to WordPress (and Some Paid Advertising Know-How)\u00a0"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Before going into the topic, there are some questions that we need to find answers to.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><span style=\"font-weight: 400;\">Do I need to place ads on my WordPress website?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">In a minimalistic view of things, if you\u2019re an e-commerce store, a brick and mortar company, a SaaS, or a services company, I would not recommend having ads.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Why?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Because:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">It can develop a bad user experience for your audience<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">It can distract users from the actual purpose of your site: selling a product or a service.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">If you\u2019re blogging and want to <\/span><a href=\"https:\/\/colibriwp.com\/blog\/how-to-monetize-a-website\/\"><span style=\"font-weight: 400;\">monetize your site<\/span><\/a><span style=\"font-weight: 400;\"> somehow, ads and affiliation can be 2 valid options. Having a brand ambassador or two is also a great way of promoting your products and services. If you&#8217;re not sure how to get a brand ambassador, search online for &#8220;<a href=\"https:\/\/affise.com\/blog\/how-to-get-brand-ambassadors\/\" target=\"_blank\" rel=\"noopener noreferrer\">how to get brand ambassadors<\/a>&#8221; to help get you started<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But before jumping into this make sure you have high-quality content. Such content can get you better organic rankings, thus better visibility and increased website traffic. You need high website traffic in order to be able to gain some revenue.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s take an example.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Usually display ads have <\/span><a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2016\/02\/29\/google-adwords-industry-benchmarks\"><span style=\"font-weight: 400;\">a click-through rate of 0.46%<\/span><\/a><span style=\"font-weight: 400;\"> across all industries across the Google Network. This means that you can get 4 clicks out of around 1000 views. A cost per click (that gets paid by the advertiser) was on average, 0.63$. And this gets split between the publisher (the website where the ad is shown), and the advertising platform (Google, in this case).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This means you\u2019ll need plenty of views, to see some cents at the end of the day in your pocket. This is why you should not neglect the quality of your content.<\/span><\/p>\n<p><img loading=\"lazy\" class=\"aligncenter size-full wp-image-6531\" src=\"https:\/\/colibriwp.com\/blog\/wp-content\/uploads\/2021\/01\/average-CPC.jpg\" alt=\"average CPC\" width=\"580\" height=\"664\" \/><\/p>\n<p>&nbsp;<\/p>\n<h2><span style=\"font-weight: 400;\">What are the features I care about when choosing an ad provider?<\/span><\/h2>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The variety of ad sizes. As per Google\u2019s data, the best performing ad sizes are the 160&#215;600 wide skyscraper,\u00a0 the 300&#215;250 medium rectangle, or the 728&#215;90 leaderboard.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Supporting rich media ads (interactive, video) &#8211; these ads are more appealing and generate more engagement.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Types of targeting.\u00a0<\/span>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">One type of targeting is contextual targeting when your website displays relevant ads to the topic of your content. This means they are more \u201cclickable\u201d, and you have the chance to optimize your revenue.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Interest-based targeting and retargeting\/remarketing can show ads based on your users\u2019 interests and previous interactions with that advertiser. Click-through rates (CTRs) for remarketing ads can be 2-5 times higher than for other types of display ads.<\/span><\/li>\n<\/ul>\n<\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Ads control. You should be able to block ads from specific categories (eg: mature topics) or be more selective with ads that target your URL specifically.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Ads analytics. You need access to reports and insights that can help you optimize how you place ads on your site (specific placements, sizes, pages, etc).\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The possibility of A\/B testing.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The revenue you get from publishing ads on your site.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2><span style=\"font-weight: 400;\">Ad auctions for dummies<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Now, let\u2019s say you allow ads on your site. How do they work? Who gets to show an ad on your pages?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are plenty of advertisers who compete with one another in the ad ecosystem to land on certain pages based on their targeting (keywords, URLs, interests, audiences). Now, who wins?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There is an ad auction taking place behind the scenes that determines which ad will show on a page and how much the advertiser will pay (this will influence your own gains).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s similar to traditional auctions, where bidders state how much they\u2019re willing to pay. In this case, advertisers are stating how much they would pay per click or per 1000 impressions (views). The winner will have the<\/span><a href=\"https:\/\/support.google.com\/adsense\/answer\/160525\"><span style=\"font-weight: 400;\"> best ad quality and the best bid.<\/span><\/a><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There\u2019s one tricky thing though. The more restrictions you\u2019ll set, the less the competition. This might affect your revenue. This means you\u2019ll have to balance things out a bit.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can always test your placements, restrictions <\/span><a href=\"https:\/\/www.crazyegg.com\/blog\/ab-testing\"><span style=\"font-weight: 400;\">via A\/B tests<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><span style=\"font-weight: 400;\">Advertising platforms for your WordPress website<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The advertising marketplace is made up of:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Advertisers: the ones placing ads.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Publishers: the sites and blogs showing the ads.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The advertising platforms and ad exchanges that intermediate the whole thing.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Your website or blog will be the publisher of this story. If you want to show ads you\u2019ll need to adhere to an advertising platform or more. They will just compete one against another for a place on your site.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">How can you identify on any website which platform won the ad auction? Just locate the ad by the triangle sign, and hover over it. You\u2019ll see Google AdSense, or Outbrain, etc.<\/span><\/p>\n<p><img loading=\"lazy\" class=\"aligncenter wp-image-6526\" src=\"https:\/\/colibriwp.com\/blog\/wp-content\/uploads\/2021\/01\/ad-example.jpg\" alt=\"ad example\" width=\"800\" height=\"428\" \/><\/p>\n<p style=\"text-align: center;\"><i><span style=\"font-weight: 400;\">Source: independent.co.uk<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">One thing you should remember: the bigger the advertising platform, the higher the competition, meaning higher auction bids and more money in your pockets.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now, let\u2019s see which are some important advertising platforms out there.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Google AdSense<img loading=\"lazy\" class=\"aligncenter wp-image-6527 size-full\" src=\"https:\/\/colibriwp.com\/blog\/wp-content\/uploads\/2021\/01\/AdSense.jpg\" alt=\"AdSense\" width=\"875\" height=\"477\" \/><\/span><\/h3>\n<p style=\"text-align: center;\"><i><span style=\"font-weight: 400;\">Source: support.google.com<\/span><\/i><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">The easiest way to put ads on your WordPress website is by applying for Google AdSense (Google\u2019s Ad Exchange).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What is Google AdSense?<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Publishers receive 68% of the revenue recognized by Google in connection with the service.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">You have control over the size and types of ads<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">You can block URLs<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">You can run A\/B tests. This means you can compare one of your ad settings against a variation of that setting to see which performs better, thus optimizing your campaigns.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">There are no minimum traffic requirements<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">AdSense manages ad placement, ad targeting (to show relevant ads).<\/span><\/p>\n<p><a href=\"https:\/\/support.google.com\/adsense\/answer\/7527509?hl=en\"><span style=\"font-weight: 400;\">Here<\/span><\/a><span style=\"font-weight: 400;\">\u2019s how you can connect AdSense to your WordPress website and start showing ads.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><a href=\"https:\/\/www.media.net\/\"><span style=\"font-weight: 400;\">Media.net<img loading=\"lazy\" class=\"aligncenter size-full wp-image-6528\" src=\"https:\/\/colibriwp.com\/blog\/wp-content\/uploads\/2021\/01\/Media.net_.jpg\" alt=\"Media.net\" width=\"1062\" height=\"690\" \/><\/span><\/a><\/h3>\n<p style=\"text-align: center;\"><i><span style=\"font-weight: 400;\">Source: media.net<\/span><\/i><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">While AdSense is owned by Google, Media.Net is owned by Yahoo &amp; Bing.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s look a bit at its best features:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Display and video ads available<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Offering contextual ads. And I quote: \u201cThis format filters the user\u2019s intent via relevant search keywords, resulting in finely targeted ads and much higher revenues as advertisers are willing to pay more for visitors with qualified intent.\u201d<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Native ads available with the look and format of your own website for higher engagement<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">You have the option to drive the audience to contextually relevant articles on your site through the native unit.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">They do not rely on cookies, and this is utterly important in the context of the latest regulations.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3><a href=\"https:\/\/www.outbrain.com\/publishers\/\"><span style=\"font-weight: 400;\">Outbrain Ads<img loading=\"lazy\" class=\"aligncenter wp-image-6529\" src=\"https:\/\/colibriwp.com\/blog\/wp-content\/uploads\/2021\/01\/Outbrain.jpg\" alt=\"Outbrain\" width=\"800\" height=\"470\" \/><\/span><\/a><\/h3>\n<p style=\"text-align: center;\"><em>Source: outbrain.com<\/em><\/p>\n<p><span style=\"font-weight: 400;\">Some of Outbrain\u2019s perks:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Pay-per-click model<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">You can make tests and optimizations<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Support native and video ads<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Now, there are some smaller players as well, each with their unique selling points:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><a href=\"https:\/\/www.mediavine.com\/\"><span style=\"font-weight: 400;\">MediaVine<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><a href=\"https:\/\/www.taboola.com\/publishers\"><span style=\"font-weight: 400;\">TaboolaAds<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><a href=\"https:\/\/propellerads.com\/publishers\/\"><span style=\"font-weight: 400;\">PropellerAds<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">etc.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Finally, we\u2019re getting into the technicalities of having ads on our WordPress website.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><span style=\"font-weight: 400;\">How to put ads in WordPress<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">No surprise here, we\u2019re going to talk about plugins.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">On a general note, here\u2019s how you can install WordPress plugins.<\/span><\/p>\n<p>&nbsp;<\/p>\n<div class='embed-container'><iframe loading=\"lazy\" title=\"How to Install, Deactivate and Work with WordPress Plugins\" width=\"1920\" height=\"1080\" src=\"https:\/\/www.youtube.com\/embed\/tRmW1Texk3k?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/div>\n<p><span style=\"font-weight: 400;\">Now, if you only want to work with AdSense, the official Google plugin is <\/span><a href=\"https:\/\/sitekit.withgoogle.com\/\"><span style=\"font-weight: 400;\">Sitekit<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you want access to multiple ad platforms, you\u2019ll need to look into the plugins\u2019 specifications.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now, let\u2019s check two of the most popular WordPress ad plugins:<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/wordpress.org\/plugins\/ad-inserter\/\"><span style=\"font-weight: 400;\">AdInserter<\/span><\/a><\/p>\n<p><b>Active installs<\/b><span style=\"font-weight: 400;\">: 200.000+<\/span><\/p>\n<p><b>Supported ad platforms<\/b><span style=\"font-weight: 400;\">: Google AdSense, Amazon ads, Media.net<\/span><\/p>\n<p><b>Other features<\/b><span style=\"font-weight: 400;\">:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Disable ads on individual posts or pages<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Ad rotation<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Country, state, region, and city-level geotargeting<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">A\/B testing<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Adblocking statistics<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/wordpress.org\/plugins\/advanced-ads\/\"><span style=\"font-weight: 400;\">AdvancedAds<\/span><\/a><\/p>\n<p><b>Active installs<\/b><span style=\"font-weight: 400;\">: 100.000+<\/span><\/p>\n<p><b>Supported ad platforms<\/b><span style=\"font-weight: 400;\">: Google AdSense, Amazon ads, Media.net<\/span><\/p>\n<p><b>Other features<\/b><span style=\"font-weight: 400;\">:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">testing and optimization of ads<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">dedicated Gutenberg block for ads<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">target ads by content and user groups<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">use shortcodes within ads (to also deliver advertisements from another ad plugin like Ad Inserter, AdRotate, Quick AdSense, WP Bannerize, or the Google AdSense Plugin WP QUADS)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">show ads in the sidebar and in widgets<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">disable all ads on specific pages<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">display or hide a banner by device: mobile and tablet or desktop<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">display or hide a banner by role and for logged-in visitors<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">advanced visitor conditions: previously visited URL (referrer), user capability, browser language, browser, and device, URL parameters.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Some of these features are available only in the paid plans.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">If you liked this article, and you want to learn more about how to design a WordPress website, make sure to subscribe to our<\/span><a href=\"https:\/\/www.youtube.com\/channel\/UCN3ZM-C7TJgklVfseVHamHQ\"><span style=\"font-weight: 400;\"> Youtube channel<\/span><\/a><span style=\"font-weight: 400;\"> and follow us on<\/span><a href=\"https:\/\/twitter.com\/WpColibri\"><span style=\"font-weight: 400;\"> Twitter<\/span><\/a><span style=\"font-weight: 400;\"> and<\/span><a href=\"https:\/\/www.facebook.com\/ColibriWP\"><span style=\"font-weight: 400;\"> Facebook<\/span><\/a><span style=\"font-weight: 400;\">!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">[sibwp_form id=1]<\/span><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Before going into the topic, there are some questions that we need to find answers to. &nbsp; Do I need to place ads on my WordPress website? In a minimalistic view of things, if you\u2019re an e-commerce store, a brick and mortar company, a SaaS, or a services company, I would not recommend having ads.&hellip; <br \/> <a class=\"read-more\" href=\"https:\/\/colibriwp.com\/blog\/how-to-add-ads-to-wordpress\/\">Read more<\/a><\/p>\n","protected":false},"author":6,"featured_media":6530,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[159],"tags":[234,233],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v17.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Add Ads in WordPress [and Some Advertising Know-How]<\/title>\n<meta name=\"description\" content=\"Ads, some hate them...some love them, but they all need them. If you want to monetize your WordPress website, we know the drill. Read on.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/colibriwp.com\/blog\/how-to-add-ads-to-wordpress\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Add Ads in WordPress [and Some Advertising Know-How]\" \/>\n<meta property=\"og:description\" content=\"Ads, some hate them...some love them, but they all need them. If you want to monetize your WordPress website, we know the drill. 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