Ad viewability is the percentage of an ad that is actually seen by a user. For example, an ad that is loaded on a webpage but is never scrolled into view by a user is not considered viewable. A viewable ad is one that meets the following criteria:
- At least 50% of the ad’s pixels must be in view for a minimum of one second for display ads, and at least two seconds for video ads.
- The ad must be in a format that is supported and can be rendered by the user’s browser or device.
Ad viewability is important for ensuring that advertisers get what they pay for and that their ads are reaching the intended audience. High viewability rates are essential to achieve a higher return on investment (ROI), as the more users that see an ad, the more likely it is to generate clicks and conversions.
Why is Ad Viewability Important in PPC Advertising?
In PPC advertising, advertisers pay for each click or impression, so it is crucial to ensure that their ads are being seen by users who are likely to be interested in their product or service. Ad viewability is a critical factor in determining the success of a campaign because it measures how many users are actually seeing the ad.
In addition to improving the ROI of a campaign, high ad viewability rates also contribute to the overall quality of the advertising industry. In recent years, concerns have been raised over the issue of ad fraud, which refers to the practice of generating fake ad impressions and clicks to increase revenue. By ensuring that ads are viewable, advertisers can reduce the risk of fraudulent activity and improve the integrity of the industry.
How is Ad Viewability Measured?
Ad viewability is measured using a combination of technology and standards set by industry bodies. The two main industry standards for ad viewability are the Media Rating Council (MRC) standard and the Interactive Advertising Bureau (IAB) standard.
The MRC standard requires that at least 50% of an ad’s pixels are in view for at least one second, while the IAB standard requires that at least 50% of an ad’s pixels are in view for at least two seconds. There are also additional requirements for different ad formats and devices, such as mobile and tablet.
To measure ad viewability, third-party ad verification companies use tracking pixels, which are small images embedded in an ad that allow the company to track user behaviour. These companies track how long the ad was in view and how much of it was in view to determine whether it meets the industry standards for viewability.
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Best Practices for Maximising Ad Viewability in PPC Advertising
To maximise ad viewability in PPC advertising, advertisers should follow these best practices:
- Choose the right ad format: Different ad formats have different viewability rates, so it is important to choose the right format for your campaign.
- Optimise ad placement: Placing ads in areas of the page that are more likely to be viewed can help improve viewability rates.
- Optimise page load speed: Slow page load times can lead to users leaving the page before an ad has a chance to load, so it is important to optimise page load speed.
- Use high-quality creatives: High-quality creatives are more likely to catch the attention of users, making them more likely to view the ad.
- Consider the audience: Advertisers should consider the target audience for their campaign when choosing ad formats and placement to ensure that the ad is being viewed by the right people.
- Monitor viewability: It is important to monitor viewability throughout a campaign to identify any issues and make necessary adjustments.
By following these best practices, advertisers can maximise ad viewability and improve the effectiveness of their PPC campaigns.