CHAPTER 6
BEST PRACTICES FOR ADS IN SEARCH RESULTS
COAUTHORED WITH FRANK GUO
Don't Kill Your Golden Goose PAGE 86
Integrate Ad Displays with the Rest of Your Site PAGE 86
Make Sure Customers Can Easily Distinguish Ads from Content PAGE 88
Keep Ads Relevant and Appropriate PAGE 94
Understand How Your Customers Interact with Ads PAGE 95
Understand What Makes a Good Ad PAGE 97
Limit Cannibalization PAGE 100
Provide Ads for Internal Merchandise Instead of Third-Party Advertising PAGE 102
Pay Special Attention to Ads if There Are No Search Results PAGE 103
In Conclusion PAGE 106
Eyetracking Tips and Tricks, by Frank Guo PAGE 107
Conflicting demands have left UX professionals concluding online advertising is a necessary evil. Customers frequently go out of their way to say they detest ads, whereas marketers always seem to try their hardest to stuff as many of them as they can on every page of a Web site, including the search results page. This leaves many UX design professionals stuck trying to balance the ad equation—and frequently failing to fully satisfy either customers or marketers. This chapter describes real-world strategies for successfully integrating ads into your search results.
DON'T KILL YOUR GOLDEN GOOSE
Online advertising is increasingly seen as a legitimate way to boost revenues on an ecommerce site—in part, because of the currently rocky economy. Every penny counts, and every stream of potential revenue demands careful consideration. However, research and experience ...
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