Importance of Ad Placement: How to Optimize Your Ad for Maximum ROI

As an ad agency or publisher, you know that ad placement is a critical factor that can make or break your clients’ advertising campaigns. In this blog post, we’ll explore why ad placement is so important and provide some tips on how to optimize your ad for maximum ROI.

Table of Contents:

Why Ad Placement Matters:

Ad placement is a crucial factor in the success of any advertising campaign. The placement of an ad can determine whether it is seen by the target audience, how engaged they are with the ad, and whether they take action as a result of it. According to a study by Eyeview, ads placed above the fold have a viewability rate of 68%, compared to only 40% for ads placed below the fold. Additionally, ads placed next to relevant content have a higher engagement rate and are more likely to be clicked on.

For example, a client of ours, a women’s fashion brand, was struggling to see any significant ROI from their ad campaigns. After analyzing their ad placement, we discovered that their ads were appearing on irrelevant sites that were not attracting their target audience. We then worked with the client to optimize their ad placement by targeting sites that had more relevant content and were frequented by their target audience. As a result, the client saw a 56% increase in click-through rates and a 27% increase in conversions.

Factors to Consider When Choosing Ad Placement:

When choosing ad placement, there are several key factors to consider:

  1. Target Audience: Understanding the target audience is crucial when choosing ad placement. You need to ensure that your ads are appearing in front of the right people, at the right time, and in the right context.
  2. Type of Content: The type of content on the site or page where your ad appears is also important. Your ad needs to be relevant to the content and not appear out of place.
  3. Ad Format: Different ad formats have different optimal placements. For example, display ads tend to perform better above the fold, while native ads tend to perform better in the content feed.

By considering these factors, you can choose the optimal ad placement for each client’s campaign.

Strategies for Optimizing Ad Placement:

There are several strategies you can use to optimize ad placement:

  1. A/B Testing: Test different ad placements to see which performs best for each client’s campaign.
  2. Geo-Targeting: Target specific geographic regions to ensure your ads are seen by the right people.
  3. Retargeting: Show ads to people who have already interacted with your client’s site or ad.

For example, we worked with a client in the healthcare industry who was struggling to attract new patients to their clinic. By using retargeting ads, we were able to show their ads to people who had previously visited their website. This resulted in a 42% increase in conversions and a 31% increase in ROI.


Ad placement is a critical factor that can make a huge difference in the success of your client’s ad campaigns. By understanding the importance of ad placement, considering key factors when choosing ad placement, and implementing effective optimization strategies, you can help your clients achieve maximum ROI and build a successful ad network business. By using real-life examples and case studies, we can see the impact that ad placement can have on the success of ad campaigns. As an ad network business owner, it is essential to prioritize ad placement and use it to optimize your clients’ campaigns for maximum ROI.


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Ad Ops Tips for Successful Campaign.


Ad Operations (Ad Ops) is a job that people outside the digital advertising industry aren’t that much familiar with. A quick explanation of Ad Ops could be: “They run digital campaigns for advertisers”,  but it can prompt a variety of questions: do they sell ads? Build the creatives? Design the ads? The answers to all of these is no. So what does Ad Ops do?

In short, at a company like RITS Ads, Ad Ops takes the order and details from clients to build the parameters for an ad campaign that meets their goal. Once a campaign launches, we check how well we’re meeting client needs, and modify details of a campaign to improve campaign performance.

As a wise man once told, “if you’re failing to plan, you’re planning to fail,” so lets take a look at how to set up a successful campaign before we deliver a single impression.

Before Campaign Launch remember this 4 Tips

  1. Clearly define your goals. What is “success” to your client? If they’re looking at branding or website visits, you’ll be optimizing toward CTR (click through rates), but is there a specific rate the client expects? Viewability is an increasingly popular goal, but high viewability doesn’t necessarily mean a high CTR, CPA (cost per acquisition), or return on advertising spend, and methods that help a campaign hit one goal might hurt its ability to hit another. Is there an exact number an advertiser is looking to hit in terms of CPA? Is the client running with multiple partners on the same campaign to see which does best, and if so what are the criteria for success the client is looking for? Clearly articulated goals help the entire team set up for success.
  2. Set expectations with everyone. The client. Your team. Yourself. What turnaround time does a campaign have to launch? It takes time to set up a campaign correctly and think through all options. For now, Ad Ops is still (mostly) comprised of humans, and sometimes humans make mistakes. The likelihood of oversight increases when speed is prioritized over process. So if there’s a specific launch date, work backwards to set deadlines. If it’s “ASAP,” communicate a launch time based on when all paperwork and assets are received. Are there campaign goals that seem unrealistic or contradictory? Are there limitations to current technology or compatibility for which we’ve got workarounds? Communicating realistic restrictions helps everyone not only set up for success, but also helps assure the client and your team that they’re in good hands. Talk to your team, ask questions, listen to responses. After a call or conversation, recap the discussion in writing to make sure all deadlines, next steps, and project owners are understood. The more you can do to keep the people involved in your success in the loop, the more opportunity the entire team has to thrive.
  3. Pixel Tag: One big advantage to running programmatic ad campaigns is the ability to track and target users based on previous behaviors and site visits. This ability comes in part from creating individual pixels which the client can place on their sites, and based on those pixel fires, RITS Ads’s system can generate learnings to help us build audiences which can later be retargeted. The more time a pixel has to record data, the larger the audience will be by the time the campaign is ready to launch.
  4. Quality of Campaign. Before sending your campaign out for a peer review, or out to sales to confirm the setup is in line with client goals, double check your own work. A programmatic ad campaign may  have hundreds of moving pieces, and no one is going to know it better than the Ad Ops lead on the account. Save time in the review process by giving yourself a chance to catch any last questions or issues.

These tips should help your campaign get off to a good start for sure.

Ad Ops Team,

So, what is programmatic advertising? Learn from Oracle.

In 2013, the International Data Corporation (IDC) predicted that spending on RTB (real-time bidding) display advertising—one form of programmatic buying—would accelerate at a 59% compound annual growth rate through the year 2016, making it the fastest growing segment of digital advertising.

They were right. Bid It has also shifted marketers (and advertisers) to be technology and data driven experts, along with being brand champions and storytellers. Additionally, eMarketer predicts that in the US alone, programmatic ad spending will be over $20 billion in 2016, more than double the amount seen in 2014. In the UK, programmatic ad spending is expected to increase to over $4 billion in 2016, up from just under $3 billion in 2015.


The shift to programmatic tactics means a few things for marketers and the industry as a whole. In essence, it has validated and delivered against the need for datadriven, and accountable ROI-based media delivery. Additionally, it has enabled an efficient method for publishers to monetize core inventory. That said, some advertisers have struggled with premium inventory falling outside of the standard programmatic categories and are still being required to fulfill unique and exclusive campaign needs. Regardless, the entire programmatic category is seeing increased spending across the board due to its predictive yield and ROI for marketers and publishers alike, not to mention easy insertion processes and lower barriers to entry for most advertisers.

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Which ad tag should be used for 3rd party ad server (DFP)

For maximum transparency and efficiency in monetization when delivering ads thru DFP or any 3rd party ad server, publisher shall use Javascript Synchronous tag that is available under Inventory section in profile, first selection in drop-down menu. It will not affect page load since DFP or 3rd party Ad Server is already using Asynchronous ad tag to deliver RITS Ads.