Written on February 15th, 2009 at 12:02 am by Darren Rowse
7 Reasons not to have Empty Ad Spots on your Blog
This is a guest post written by Ben Barden, developer for the CMF Ads advertising network, which offers low cost, no-nonsense advertising.
Blog advertising is an excellent way to reach a wide audience without breaking the bank. It can also make money for your own blog. There is a mistake that quite a few blogs make – using a lot of empty ad spots. There are a few reasons why I think this is a bad idea.
1. It devalues the ads.
If nobody is buying ads on your site, perhaps the ad price is too high for the traffic your site receives. This suggests your site doesn’t provide value to advertisers. Who wants to be the first to buy an ad when there are 5 empty spots?
2. It makes you look desperate.
I’ve seen sites with a whole row of empty ad spots – to me, this looks like the blogger is begging for money. Let’s face it, a lot of people want to make some money from their blog – simply saying “I have ad spots for sale” isn’t enough of a reason for most advertisers, unless they already know your site.
3. It’s a negative lifesign.
It’s like seeing 0 comments or 0 views on a post. If you come back and see the same thing again, the blog is probably dead. Don’t leave empty ad spots on your blog for long.
4. It’s a waste of space.
Some blogs like to put a lot of widgets on the page. But how many of these are worth having? If you have an empty ad spot that just isn’t getting filled, could you put something more valuable in that spot?
5. It puts a limit on the number of ads you’ll accept.
If you have empty ad spots, it suggests there’s a maximum number of ads you’re willing to display. So if you have 6 empty spots, you might not sell more than 6 ads. But if you have 2 running ads and no empty spots, advertisers can just contact you about buying an ad on your site. Also, if you get a very generous offer to advertise on your site, you may want to consider pushing the limit. This is less likely to happen if you limit yourself with empty ad spots.
6. It makes it harder to promote different ad placements.
If a site has different ads running on each post, this suggests the blog is open to flexible advertising. If you use the same “empty ad” image for every ad spot then this doesn’t give the impression of flexibility, as it suggests you can’t buy ads on specific posts. However, you can get around this by using a different “empty ad” image for each zone, or specifying the available ad spots on your Advertise page.
7. It limits you to certain ad sizes.
If you have loads of empty 125×125 ad spots, advertisers may not realise that you offer different ad sizes. Empty spots can show advertisers where their ads will appear, but this could be done just as effectively with an image of your blog, highlighting the various ad spots.
Is one empty ad spot acceptable?
Sometimes it helps to have one empty ad spot if you don’t have any ads up yet. This shows you accept advertising. It’s just better not to have a lot of empty ad spots.
What you should do:
Create an Advertise page that specifies what you allow and what you don’t allow. Advertisers can contact you with their requirements and you can decide if you wish to accept their ad request.
That’s my opinion – what do you think? Do you have empty ad spots on your blog? Why/why not?
Note from Darren: Thanks to Ben for this post. Tomorrow I want to follow it up by sharing 5 things that I do with empty ad slots on my blogs – alternatives to simply deleting them. Watch the Problogger RSS feed for this post.
Tags: Advertising
70 Responses to “7 Reasons not to have Empty Ad Spots on your Blog” - Add Yours
ZK@WebTrafficROI.com
February 15th, 2009 12:35 am
Yep for me main point is … this will send a negative message to my readers and I do not want to accept it in any circumstances.
When readers start comparing one blog to another than they consider even tinny factors as well and such tinny factors can be major one.
Loosing even one reader is big issue for me.
Sohail
February 15th, 2009 12:40 am
Thats a great post and waiting for your follow up post Darren Thanks :)
John @ AffiliateObsession.com
February 15th, 2009 12:46 am
I try and keep the spots full, even if I have to use affiliate offers to fill them. I really like using the OiO Publisher plugin for this because you can have any number of “default” ads to fill the spaces.
Good list!
TheWeblogZone
February 15th, 2009 12:52 am
Interesting post.
Looking forward to your follow up Darren!
Sue
February 15th, 2009 12:54 am
It’s easy enough to go to Commission Junction or whoever and sign up for some affiliate schemes to fill the ad slots until something more lucrative comes in. Then at least you’ll be earning *something* and the ad slots won’t be empty.
Rachel
February 15th, 2009 12:55 am
One reason is enough, asking for some thing will low the odds of getting it. after reaching a point of having a high traffic blog, advertisers on your niche will contact you and make a generous offer
Pliggs
February 15th, 2009 12:57 am
I do have one empty one, but I will be removing it now.
Good post.
Musings of a Housewife
February 15th, 2009 12:58 am
This is helpful. I’ve always wondered why people leave a lot of empty ad spots. It just devalues the blog, in my mind. I often have one Your Ad Here button, but no more than that. Looking forward to Darren’s post tomorrow.
ModernPainter
February 15th, 2009 1:01 am
Maybe you can comment on advertising balance on blogs or include a link in your new post if you already have. I keep seeing these slick well-designed blogs that have lost the blog flavor and seem too commercial and impersonal. I am trying to supply quality info in a niche market while bringing in ad revenue and keep my blog looking like a blog, What’s the balance point?
Thank you
Ryan
February 15th, 2009 1:02 am
I’ve got 3 open 125s on one page and 5 on another…. Thanks for the slap in the face! I’m thinking about putting adsense in there…. Maybe Darren will address that–I hope it’s not a bad idea. I’m looking for affiliates to put in, but haven’t found the right ones yet and I don’t want to promote crap.
Helmi Asyraf
February 15th, 2009 1:03 am
People tend to act base on perception such as stock market. Same thing goes to this issue.
With empty ad spots are all over our blog, this will give signs to advertiser that something is wrong with our blog.
They will start asking themselves why it is happening and it will usually lead to unfavorable reasons. Therefore, they will cancel their plan on having their ad in our blog.
For me, I prefer to develop my blog site 1st until it will reach the level where finding advertiser is not a big issue. Through that, I will not definitely give bad impression about my site.
StarMars
February 15th, 2009 1:03 am
A nice follow-up would be what to put on empty ad spaces when there are no advertisers.
Adsense Fan
February 15th, 2009 1:06 am
This is very helpful. Waiting for your next post.
Young
February 15th, 2009 1:11 am
But i think to put an ampty ad on your blog （such as side bar) is workable to tell somebody that there is an ad available on your blog and you want to sell it out, you make an offer.
Samar
February 15th, 2009 1:12 am
I was getting all horrified thinking of the empty ad space on my new UAE based blog till I read that it’s okay to have one ad space empty. Phew.
Also, I like the idea of putting up an image of the blog highlighting where the advertisements can go.
I’m glad you’re gonna do a post about ways to fill up ad spaces Darren. I was thinking that the post raises valid points but it doesn’t offer solutions.
Frank Katalenas
February 15th, 2009 1:12 am
Thanks Darren,
I have not launched my site yet, but I did choose a template with ad space included out of the box. I guess you are suggesting to delete them, or at lease use Adsense to fill the space?
H.E.Eigler
February 15th, 2009 1:18 am
I have one “your ad here” spot and I think I’ll be keeping it there. It serves its purpose. One thing I’ve found helpful is linking that ad to my advertising info page. I’ve seen so many blogs where the link doesn’t go anywhere or even worse, can’t be clicked on at all. Make that spot work for you!
Sarah
February 15th, 2009 1:20 am
I love this site, and this is a great post. I hate to ask a stupid question, but
What do you do if you don’t have ads yet? Just fill those spaces with content until you do? Create ads for your own stuff?
Dev
February 15th, 2009 1:41 am
i don’t have any space in my blog coz if i have then i put any widget there :D
Splendid Kid
February 15th, 2009 2:17 am
I used to just leave at least 1 empty ad post ;)
Elliot
February 15th, 2009 2:19 am
I used to have empty ads space on my site, it made the blog look about as popular as tabasco hemorrhoid cream!, but thankfully I realized this and took it down!:).
I still see allot of new blogs do this tho!, maybe they need to read this post!;))
Dabbygag
February 15th, 2009 2:47 am
Ok…I love working on my website, and initially I was thinking of using ads as a way of generating money. But from having the site for over 2 months, I am realizing that I need to change business plans. I am seriously thinking about selling products on my site as a way to generate revenue. I think that could be more profitable than ad placements. What do you think?
Weight Loss Products
February 15th, 2009 3:05 am
It is good to leave just 1 spot, so that your readers would know that there is a spot available and that they should hurry to take the space before it is goes to someone else.
Stuart Conover
February 15th, 2009 3:39 am
Advertisements are a great way to make side money off of blogs, however I do have to agree having it take up blank space does not help the marketing of advertisements.
@Dabbygag, Personally I’m of the opinion of having multiple sources of income in a blog if your attempting to make money off of it if thats a possibility. I’m not a fan of putting all of my eggs in one basket though ;)
Jill Scott
February 15th, 2009 4:21 am
What about AdSense? I use AdSense and I don’t choose the ads on my blog. I’m assuming this is for small timers like me that haven’t established a large readership. Do you not recommend using something like AdSense?
Jake
February 15th, 2009 4:37 am
Good information. Put some graphics up or links to popular posts in your blog when you don’t have ads up.
Hesham
February 15th, 2009 5:08 am
Darren, I always learn something new when ever I read your blog, recently I have added an advertising page, to tell Advertisers about it and help them contact me.
I offer it for everybody, to get a copy from it and edit it the way it match their rules and information!
redwall_hp
February 15th, 2009 5:33 am
I’ve found that having one empty slot open is likely to attract advertisers. It kind of triggers a “only one spot left, this must be a good deal…” thought in advertisers’ heads or something.
Buy Sell Ads, the marketplace that I recently moved to after selling ads myself for a year or so, seems to recognize this effect, and displays one empty at all times, so long as you haven’t sold your specified maximum yet.
Muzi Mohale
February 15th, 2009 6:41 am
I enjoyed Micheal Dunlop’s recent post http://www.retireat21.com/blog/sold-my-advertising-now-what where he introduced text based alternatives ‘recommended websites’ and it has worked wonders for him, instead f only focusing on banners.
Eddie Gear
February 15th, 2009 6:46 am
Good one!
Andrew
February 15th, 2009 7:40 am
Agree. I’d remove empty ad spots or fill it with some “free of charge” ad. You can ask some web site owners to put their ad on your web-site just for free. It doesn’t cost them anything and your blogs looks like full of ad.
dandellion Kimban
February 15th, 2009 8:40 am
I do have one spot that is rotating ads. One of those (unless I’m too crowded) is “advertise here” banner that links to my advertise page. that way, there is only one “empty spot” that is not there all the time.
simon
February 15th, 2009 9:28 am
That is a good point, I’m in the middle of a re-design, need to keep my eye on the ads, I think dead adverts or blank like you say does look bad.
Robin
February 15th, 2009 10:22 am
I agree completely. The offers you get for ad space will probably be higher if it looks like there is high demand. Empty spot = supply is greater than demand. If you can’t fill the spot with a pre-paid ad, then pop in a high profile affiliate ad, not one that screams …. I couldn’t fill the spot.
Robin
February 15th, 2009 10:24 am
I think attractive ads, actually ad to the visual appeal of a site. They can make it look more alive, empty ad blocks are deadzones.
Ben Barden - Blog Tips
February 15th, 2009 11:25 am
Thanks for the comments everyone. :)
Sue – if you can fill the ad spots with something like an affiliate ad, I think that’s a lot better than just leaving them empty.
ModernPainter – I understand your point – design is very subjective though. As a general rule I usually opt for a clean design with hardly any clutter. Including a small photo in the sidebar can go a long way to making a blog feel a bit more personal.
Frank – without a link to your site, it’s difficult to know how many ads you have – so I’d just suggest keeping the empty spots to a minimum. You could put AdSense there or you could just delete the empty spots altogether. They can always be added back :)
Sarah – I think Darren is going to address that in his follow-up, but one suggestion came up earlier – you could run an affiliate ad. I think that as long as you don’t have a lot of empty ad spots (try to limit yourself to just one, if you want any at all) then you should be OK.
Dabbygag – different blogs require different methods. Experiment with a few ways to make money, read some of the other posts at ProBlogger.net, and see how you get on. :)
Off to check out some of your blogs – thanks again for the great comments.
fragileheart
February 15th, 2009 11:45 am
You’ve given me some great things to think about here Ben. I’ve never been one to place that many ads on my site in the first place but its still good to think about all possible scenarios.
All the best,
Reggy
Christian Lin
February 15th, 2009 11:49 am
Thanks for the ideas, my blog is still in its infancy and so far I only put a few adsense ads (suffice to say it hasn’t received much clicks).
I think it also depends on the theme you put on. I know a lot of blogs use the Thesis theme – I don’t use this theme, but I’m sure that the theme allows you to customise the number of ads?
I might go and purchase that theme in the near future, when my blog has grown a bit more.
Regards,
Christian
http://www.comfort-breeze.com
The Urban Beauty
February 15th, 2009 1:11 pm
I knew this wasn’t good for attracting advertisers but wasn’t sure about how to solve the problem. Thanks for pointing it out. Perception is so important on the net when people can quickly click and go somewhere else. Can’t wait for the followup article.
ZK@WebTrafficROI.com
February 15th, 2009 3:28 pm
@ The Urban Beauty
Yeah I always take my readers as monkey and I do believe that if I wont provide them good things to read than they will jump to other website.
So you will have to tackle them smartly.
ZK@WebTrafficROI.com
February 15th, 2009 3:28 pm
@ The Urban Beauty
Yeah I always take my readers as monkey and I do believe that if I wont provide them good things to read than they will jump to other website.
Manzanillo Blogger
February 15th, 2009 3:42 pm
A very wise post. I have followed that logic for a long time. Having an advertising info page on your blog is good as well to help any potential advertisers.
I can only assume Darren is going to talk about filling your empty ad slots with affiliate links so that you at least have the potential of making money with your ad slot while leaving open the opportunity to change out the ad for a paying client at any time.
Elizabeth Barrette
February 15th, 2009 5:46 pm
The Geek Universalis Network has a batch of ad spaces, mostly filled with Google Adsense, plus one for network members to advertise our stuff. We left one of a four-part square blank with “your ad here” to let people know that we’re currently accepting ads. We also swap in holiday ads from Amazon.com to help with visual variety.
wisdom
February 15th, 2009 6:35 pm
I think having one empty one is fine unless you are a big time blogger. Helps to show you have one open to advertisers.
Ken Armstrong
February 15th, 2009 7:58 pm
An empty ad is like a missing tooth in a smile.
Ben’s own CMF Ads is a pretty darn good way to fill the gap.
AdJingo
February 15th, 2009 8:49 pm
On the other hand, too many ads is overkill as well.
On some site, I purposely do not have any ads, if people are really interested, they will contact to advertise on the site anyways
TechMata
February 15th, 2009 10:21 pm
Thats interesting. Never thought spaces for ads impact the advertisers that much. Thank you so much Ben for sharing your ideas!
Rahman Mehraby
February 16th, 2009 12:05 am
I agree with Sue in having a couple of affiliate banners instead of the missing tooth (as Ken Armstrong says). I would have done it if my blog had those empty spaces.
Andrew
February 16th, 2009 12:54 am
Too many ads too will make your readers turn away. Just a few wont hurt I guess
Putzing Around
February 16th, 2009 1:04 am
For the specialized websites I create I find the 125 x 125 ads don’t work very well.
Direct links inside my post work the best.
Ron
February 16th, 2009 1:10 am
Thanks for the advise. That’s very helpful. Don’ have any adds on my site yet. Still learning. Thanks!
Roy
February 16th, 2009 1:11 am
thanks!
this is a very timely article for me as I am about to offer ad spots on my blogs.
mike
February 16th, 2009 1:18 am
A blog with empty slots seems like a dead blog.
krissy
February 16th, 2009 1:21 am
Ben, creating an advertising page which spells out your ad policy sounds like an excellent idea. I just read what Darren does — searched his blog to find out — he has the sales team for B5 to sell the ads for ProBlogger. Interesting. He must have enough who are interested to be able to do it that way. More than enough! I wonder if he suggests other bloggers to do it this way — a sort of separate organization to sell for their blog. I’ll have to wait to find out if he suggests this for others — I imagine he’ll tell us tomorrow. :) Thanks for the great post, Ben, I’ll never leave blank ad spaces in any of my blogs. :)
krissy knox :)
follow me on twitter:
http://www.twitter.com/iamkrissy
Sosty Pasha
February 16th, 2009 2:43 am
Great tips :)
thanx so much ..
I’m going to erase my empty ad spots now :D
Mike J
February 16th, 2009 4:06 am
Very interesting take on the empty ad spots. I had not thought that they could be looked at this way. Thanks for the post Ben I look forward to Darren’s ideas on this subject.
Make Money Online Tips
February 16th, 2009 4:10 am
I think the empty ad spots should be filled with your affiliate links.
Keurig Coffee Maker
February 16th, 2009 4:17 am
I totally agree with you, great post, I often see blogs with empty spaces and not just one, how bout all? It looks awful and desperate and also it shows that no one is buying and that is the worst part of all, and I would never have that on my blog.
Sheila Atwood
February 16th, 2009 5:23 am
Thank you to Hesham for the ad page. It is a perfect example.
spidro
February 16th, 2009 8:16 am
i never thought about empty ad spots, i used to just fill it with temporary affiliate ,offer thanks alot
Metro
February 16th, 2009 9:47 am
any info is useful for bloggers. an evolving market with new things to learn daily
PerfectMoney
February 16th, 2009 6:34 pm
I do 100 percent agree about “it looks desperate and look for “begging advertiser to come around and put there brand inside” as Reader I more agree if blogger should have “Ego-Ads”so that they keep there ad banner view with “more view” I think that will make the reader respect more the writer and confident enough to be the Feed follower or the twitter follower that automatically become your online fans for there life
Lee, Blogger's Workshop
February 16th, 2009 11:23 pm
Good post, Ben. Given the choice, I would rather have fewer ads showing than have an open spot. I’ve seen quite a few bloggers filing 125 x 125 ad spaces with “Advertise Here” icons… but I think that if an advertiser is interested in promotion on a particular blog, they will naturally go to the blog’s advertising page.
T Edwards
February 17th, 2009 2:41 am
When is a good time to place any ads at all on a relatively new blog? I have heard two schools of thought on this: 1. Wait until we’re getting at least a moderate amount of traffic 2. Put some ads up immediately. I’m still a little out to lunch on this.
T
SEO Tips
February 17th, 2009 3:23 am
Excellent article. I think empty add spots among everything else they just look stupid, boring and bland they bring no life to the Blog and they definitely make it look dead. If you don’t have advertisers put affiliate links up or put something up at least.
Mike Ruggieri
February 17th, 2009 3:54 am
Great stuff. My company just released a product called the Affiliate Product Optimizer. The APO tries to address this exact issue. When you sign up on our site, you specify a “zone size” such as leaderboard or skyscraper and we intelligently fill that area with product offers from the Commission Junction product catalog based on your site visitor’s interests. It’s free to use and really easy to set up, especially if you already have a CJ account.
Check it out at http://www.echocurrent.com
Sorry if this came off as an advertisement but it just really fits what you’re getting at Darren.
Zack
February 19th, 2009 1:43 am
I never think of point 5, but it’s a good point.
Joseph R. Mays
February 19th, 2009 11:16 am
I removed a dead space on my blog. A blog syndicator had gone out of business, but the widget code was taking up space. I put that space to better use with an ad. It is important to keep track of what is on your blog and manage the space.
Thanks for the post. It contains good information.
Sincerely,
Joseph R. Mays
blogsarticle
February 21st, 2009 11:06 am
I try and keep the spots full, even if I have to use affiliate offers to fill them. I really like using the OiO Publisher plugin for this because you can have any number of “default” ads to fill the spaces.
Good list!
Mohammad Afaq
February 28th, 2009 8:26 pm
Well that’s what I thought but I was not able to win a debate with my friend about it but hey guess what now I will tell him who is right.
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Mohammad Afaq
Free Website Traffic
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