Ad blocking is business as usual for many internet users and, every day, more and more people are downloading ad blockers. Even if many users understand that by allowing ads to be displayed, they are actually supporting the efforts of content creators to deliver quality material, there is also a wide category of users who are annoyed by the multitude of popups that many pages show. It is estimated that 30-40% of users have installed an Ad Blocker.
Ad blockers’ aim is to stop ads and, unfortunately, this is affecting advertiser’s views or CPM (Cost per Thousand Impressions). Since ads are always paid only after they are served, publishers aren’t getting any money when a user with an ad-blocker installed visits their site.
Many websites and blogs rely on third-party advertising like AdSense to earn money. Many chances are that your blog or website falls into this category.
First, let’s see how third-party advertising works.
To start with, you have to sign up first and load the unique code that will be provided on your webpage. When visitors reach your website, he will be served with ads. If he clicks on one of the ads, you will earn money, based on the unique code. If the ads are not shown to the visitors, you won’t be paid.
As a result, websites who rely on third-party advertisements (e.g.: AdSense) are the most affected. If you want to find how much is your website affected, there is a very simple method: compare your AdSense page views with your Analytics page views.
Starting with 15th of February, Google started to use an integrated ad blocker into its Chrome web browser. Google’s ad blocker is not aiming to remove all advertisements. Instead, it is said to cut intrusive and spammy ones, as defined by the Coalition for Better Ads. In this category fall flashing ads, full-page ads, ads with video/audio autoplay and so on. Google will use its Ad Experience report tool to send notifications to websites. If the website owners don’t take the appropriate measures to meet the standards in 30 days, Google will block all their adds. Afterward, websites are expected to submit their ads for review in order to be approved and displayed.
As we have seen, ad blockers have the support of the big names like Google and are here to stay. Fortunately, there are several simple things you can do to save your website or blog from ad blockers.
To remove ads from your site, ad blockers read your webpage source code and compare the links they found with a list of known advertisement URLs. If a match is found, the respective object is not displayed. With native advertising, all the resources like images and videos are stored on your own website and, as a result, ad blockers will not remove them. This is presumably the safest way to solve the ad blocker issue.
Affiliate marketing lets you make money by referring other products and services on your webpage. Likewise, the resources will be stored on your website, escaping the reach of ad blockers.
It is a well-known fact that more than 50% of the total amount of Google searches are initiated from mobile devices. If you provide your readers a dedicated mobile app as a companion to your blog or website, ad blockers will not be able to remove the advertisements. Of course, it costs little money to develop and publish a quality mobile application, but, once finished, it will assure you that the ads are delivered as expected.
Several WordPress plugins have been developed with the aim of notifying users to remove their ad blockers or, as an alternative, add your website’s address to the whitelist. If you choose this approach, we advise you to come up with a nice, personal message.
This is an aggressive approach that uses the same WordPress plugins, but instead of simply notifying the users that it would be nice to remove their ad blockers, the content of your website is hidden from those who are failing to do it. To make it work, you need to create a separate page that tells the users why they can’t access your content and what they have to do in order to fix this issue: remove the ad blocker or whitelist your page.
Advertising is a nice way of earning money from your blog or website but is not the single one available. As an alternative approach, you can publish sponsored posts or paid reviews.
As we already mentioned, ad blockers are here to stay. Moreover, with each day that is passing, they are becoming more and more popular. Therefore, to continue making money out of your website, you should adapt to this new reality and find new ways of assuring a continuous stream of income comes out of your blog or website.
We would love to hear your comments about the methods we have suggested in this article. Also, we will be happy to hear about other ways to defeat ad blockers, that proved to work for your blog or website.