Domestic advertising alliances such as Google AdSense, Baidu Alliance, and Alimama are commonplace for everyone. And now many websites rely on such advertising alliances to maintain website profitability. What's more, some websites are built for these alliances. In China, there is a strange phenomenon. Many e-commerce websites give up the prime positions of some pages (such as top banner, left navigation, and beginning of articles) to these advertising alliances!
This is a danger signal!
In e-commerce, your own website is your main battlefield, and you should not allow others to import traffic to your own territory. Anyone who does e-commerce knows that traffic is hard to come by, and high-quality traffic is even harder to find. That’s why so many people are doing SEO and so many people are doing long tail. (The e-commerce websites mentioned here include all websites used to promote certain products or services, such as company websites and B2C websites.)
After thinking about the dangers of placing advertisements from other websites on my own e-commerce website, I briefly listed a few.
1. Loss of traffic. The traffic that I worked hard to get (maybe the website also did a lot of SEO work), was imported into other websites. It’s even more terrifying to run PPC such as Google AdSense, which automatically analyzes the page to get advertising results, because the traffic is directly given to competitors!
2. Reduce the trust of the website. When netizens come to your website, they see advertisements from other websites, and they think to themselves: Is there something wrong with the profitability of this website? It still displays advertisements. So is the quality of his products (services) still guaranteed? Should I buy it?
3. Reduce the conversion rate of the website. These ads may not be clicked by the viewer, but they distract the viewer's attention and interrupt the viewer's browsing process. In the end, the website conversion rate is of course damaged.
4. It requires more energy. Sometimes due to the change of advertisements, the style of the page does not match. The webmaster needs more energy to deal with these problems, and may neglect other aspects of taking care of the browser.
Some webmasters place such advertisements in order to increase the display rate of advertisements in their own accounts (such as AdSense), thereby reducing the click-through rate of their own advertising accounts. If it's just for this reason, I suggest placing ads on some pages that have little impact on conversion rates.
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