According to Yandex.Metrica, approximately every fifth visitor of the Texterra website uses ad blockers. This does not affect the business agency. But the owners of sites that earn through advertising, you can drink soothing. Because of AdBlock and similar programs, they lose about 20% of revenue. How to deal with ad blockers? Read on.
- Arguments in favor of the fight against blockers
- Block blockers: tools to combat Adblock and counterparts
- Use Facebook strategy
- Ask users to disable blockers for your site.
- Block the blockers
- Block blocker users
- Use invisible ad blockers
- Publish Advertories
- Convert banner cutter users in alternative ways.
- Try to agree
- Sell content
- Need a golden mean
Why fight with ad blockers is not necessary
Yes, the anti-blocking guide starts with a paradox. There is no need to fight them. And the point is not even labor-intensive and low efficiency of efforts. Banner cuts are a natural, normal reaction of users to publishers' greed. An ordinary person is better to install a couple of programs than to earn a neurosis while surfing the Internet because of pop-ups, pop-unders, teasers and other aggressive advertising.Johnny Ryan, the founder of the anti-blocking service for PageFair, thinks the fight against banner-cutters is over-stringing. "To bypass the blocking, the publishers change something in the code," says Ryan. “The developers notice this and also change the code,” the expert explains the confrontation between the publishers and the creators of the blockers.
Why even normal publishers should not fight with AdBlock and analogues? Here are the reasons:
- The advertising model of monetization is becoming obsolete, regardless of the presence or absence of software blockers. The main program is in people's heads. Because of the actions of advertisers and publishers, it is constantly being improved. Users learn not to notice ads, not to believe ads, to avoid intrusive and overloaded with commercial messaging resources.
- Blocking programs will always go one step ahead of the fighters with them. Therefore, an attempt to block AdBlock and analogs can be described as labor of Sisyphus.
- The proportion of users who apply while visiting sites banner cutters, will grow. The more aggressive advertisers and publishers behave, the stronger will be the reaction of users.
- Many methods of dealing with blockers worsen user experience. Because of your greed, all site visitors may suffer.
- User response to successful ad blocking is unpredictable. Perhaps he will never come to your site if he sees on it a teaser that has bypassed the program.
Instead of exhaustingly fighting the audience’s natural response to aggressive advertising, focus on alternatives. Use a different monetization model for the content project. Develop a resource to attract more visitors. Most Internet surfers do not use banner cutters yet, so an increase in traffic will increase the publisher’s income.
The arguments did not convince you? Do you want to squeeze the maximum out of advertising, can not accept the fact that some blockers climb into your pocket? Read on.
Arguments in favor of the fight against blockers
Just one argument is enough: it’s worth fighting to keep revenue. This is especially true for content projects, including the media, which earn only on advertising.
Here is another important reason to still deal with banner cutters. It is not directly related to the publisher’s earnings. If the site owner does not abuse aggressive advertising, publishes ads relevant to the interests of the audience, blockers worsen the user experience.
A simple example is Google's recommended content blocks. They have advertising, but they do not serve for monetization. First of all, the recommended content helps users find additional materials on the site. If AdBlock cuts the recommended content, the user does not receive additional information.
Do users really need recommended content? See for yourself: on the test site for seven days, the block with recommendations was downloaded 4,607 times. Users clicked 366 times on links that interested them. The CTR of the recommended content block was 7.94% excluding advertising clicks.
How else do blockers impair the user experience? Because of them, the site may look visually unattractive. For example, WordPress resource owners often publish blocks of sidebar ads using the Text widget.
Blockers can cut ads, but the empty widget container remains in the sidebar. It spoils the look of the site.
Anyway, advertising blockers bother publishers. Therefore, it is worth looking at specific tactics and tools to combat these programs.
Block blockers: tools to combat Adblock and counterparts
As noted above, blocking developers will always be one step ahead of publishers. Therefore, they will have to constantly deal with them using different tools.
Use Facebook strategy
The world's largest social network earns through advertising, so banner cutters for it are like a bone in the throat. Therefore, Facebook made even users with blockers look at ads. To do this, social network developers have implemented a code that hides ads from the corresponding programs when it is loaded.
Surely the creators of banner cutters will fight with Facebook technology. And social network programmers will improve security. This is the same tug of war, which says Johnny Ryan.
Facebook has enough resources to butt with all creators of blockers at the same time for an unlimited period of time. This is not true of most other resources, including media sites, blogs, and other content projects. Therefore, they will have to use alternative tools.
But owners of content projects can adopt the ingenious tactics of Facebook. In addition to blocking blockers, the social network decided to deal with the reasons for which users install these programs. This is about the irrelevance and aggressiveness of advertising.
Here are the specific steps:
- Facebook has decided to show less advertising in order not to annoy the audience.
- The social network tries to show ads so that they do not distract visitors and do not impair their experience.
- The brainchild of Zuckerberg cares about the relevance, security and speed of loading ads.
- Most importantly: Facebook allowed users to partially control the ads they see. To change the settings, just go to the section "Your advertising preferences."
Even if you don't have a team of programmers on staff who can hide ads from blockers, Facebook tactics will make your site better.
The strategy has one drawback. To fight blockers on your own, you have to constantly spend a lot of resources. And you have little chance of winning. Looks like Facebook itself is losing the rope pulling.
Princeton University entered the fray on the blocker side. He developed a fundamentally new blocker that bypasses all known technologies for protection against banner cutters. The extension for Chrome blocks even Facebook ads. It has a slight drawback - the browser with the installed and activated extension hangs up noticeably.
Ask users to disable blockers for your site.
This recommendation will suit resources with a constant loyal audience. Publish on the website or in groups in a social network request to disable banner cutters. Explain why it is worth it.
For example, tell us that thanks to advertising, your blog remains independent. Promise to publish only relevant and safe advertising. Be sure to tell us how to disable the blocker for a particular site.
You can determine if the user has a blocker and ask to turn off the program using plug-ins. For example, for CMS WordPress, use Ad Blocking Advisor.
After installing the plugin, go to the settings section. In the Notice Text field, write a message to readers who have banner cutters installed.
Check out how topbar is displayed on the site.
Another useful plugin is Simple AdBlock Notice. It allows you to display a request to add a site to blocker exceptions. In addition, the plugin provides users with instructions on how to add the site to the white list. The free version supports notifications in English.
Lack of strategy - the deterioration of user experience. Aggressive top bar annoying almost more than aggressive advertising. Visitors can take offense and leave the resource forever.
Block the blockers
If you don’t have Facebook features, use third-party blocker killers. Of course, you can hardly find effective solutions in free plug-in directories. Testing extensions for WordPress Anti-AdBlock Script showed that the plugin can not cope with the task. It does not block AdBlock and AdBlock Plus.
Even if some plug-in successfully blocks banner cutters today, tomorrow the situation will change. The developers of the blockers left Facebook with the nose, and the plug-ins for the popular CMS they generally have one tooth. So look for services, platforms and teams that make money from fighting AdBlock and its counterparts.
Here are some specialized services:
- Secret Media. The service positions itself as a solution for large publishers. The cost of using the platform on the site is not specified. Developers offer to discuss business matters in person. The service analyzes the influence of blockers on the site, and also provides ad impressions to bypass banner cutters.
- Sourcepoint. The service helps to monitor the influence of blockers on the site. With it, you can invite users to compensate for disabling advertising in alternative ways. Sourcepoint allows you to install an animated instruction on the site to disable the most popular blockers. The cost of using the platform is not specified, the developers are positioning it as a solution for large publishers.
- Yavli. The service measures traffic with ad blockers, and also helps monetize it using recommended content. Yavli is used by publishers of the scale of Business Insider and The New York Times.
- AdRegain Chameleon. Russian-language platform. Declares the possibility of advertising bypassing blockers. Currently, AdRegain helps bypass banner cutters only for medium and large sites.
- Acceptable Ads. This service deserves special attention, as it is offered by the company Eye / o, which manages the AdBlock Plus project. Using the platform, you can show users with blockers alternative ad units that meet the eligibility criteria.
Banner cutter blocking strategy has several disadvantages. First, if you are not a Business Insider, an effective solution is likely to be too expensive. Secondly, the example of Facebook shows that the developers of blockers are still stronger. If need be, Colombian and Bonn will join Princeton University. Thirdly, due to the excess of advertising and information in general, banner blindness of users is progressing. The main banner cutter cannot be blocked by software methods, as it works in people's heads.
Block blocker users
Frankly, this is advice from the category of harmful. Why? Content devalues. An average user is attacked by dozens of publishers every second through the desktop, smartphone, radio, cellular, and so on. Do you really publish something so valuable, exclusive, useful that subscribers massively agree to disable blockers for the sake of your content?
The warning did not convince you? Then block every fifth visitor to the site. Effective and free tools to solve this problem.
If you are using WordPress, install and activate the Block Adblock plugin. In the settings, check the box in the No position opposite the Display Close Button and Close Message Automatically options. In the Message Type menu, select the Full Screen option.
Now visitors with enabled blockers will not be able to read your publications.
Complete blocking of every fifth user will kill your site sooner or later. If you still want to annoy fans of banner cutters, in the settings of the plug-in enable the ability to close the blocking window or its automatic deactivation within a few seconds. However, even a softer tactic will hit you first and foremost, and not ad blocker users.This tactic was used by Forbes. The site of the publication is not dead. Moreover, 44% of users have disabled blockers to access content. If the scale and authority of your site is comparable with Forbes, take a chance.
Use invisible ad blockers
This recommendation may work situationally, but do not rely on it in the long term. Blockers may not notice these or other advertising advertising tools today, but there is no guarantee that the situation will not change tomorrow.
Use Relap.io. The brainchild of Princeton University Perceptual Ad Highlighter does not block sponsored links in the recommended content block.
AdBlock and AdBlock Plus partially block ads in blocks of recommended content. The text of the announcement remains visible and clickable, but the image from the advertising link disappears.
Check out the recommended Google AdSense content block. Perceptual Ad Highlighter does not consider them advertising, despite the publication of advertising announcements. But the program marks the usual blocks of AdSense ads. AdBlock and AdBlock Plus block a widget of similar publications from Google.
Experiment with affiliate programs. For example, the affiliate program from Amazon does not mark Perceptual Ad Highlighter. But the more popular AdBlock and AdBlock Plus hide the Amazon widget.
The affiliate from Labirint.ru does not block AdBlock and Perceptual Ad Highlighter.
The main drawback of the strategy is mentioned above - blockers may at any time block ads that they previously missed. You are unlikely to find services for advertisers that allow you to bypass all the popular banner cutters.
The strategy is actively used by Layfhaker. Partner materials on this resource are not noticed by popular blockers.
The strategy has a big drawback. Advertisers will be happy to pay advertorials on popular sites. But small and medium publishers will be able to attract such an opportunity except a shoe shop.
Convert banner cutter users in alternative ways.
This strategy is best described by the proverb "from the black sheep even wool shred." It's simple: if the user does not want to see ads, you must ask him to do something useful. For example, subscribe to the newsletter, fill out a questionnaire, at worst, share the publication on social networks.
To implement the strategy, you can use the tools with which you asked users to disable blockers. For example, install and activate the Ad Block Detector plugin. In the plugin settings, select the Add New Shortcode tab. Add text asking to share a post or perform another action.
On the Manage Shortcodes tab, copy the shortcode and paste it into the page code. For example, you can display a message asking for the main content. Also, the notification can be displayed in the sidebar using the widget.
When you configure the plugin, users of ad blockers will see your request when they visit the site.
Does the strategy have flaws? Yes. Most users will ignore your request. In addition, the message worsens the user experience.
Try to agree
Popular blockers do not block all ads by default. They leave users access to ads that meet eligibility criteria. They are identical in AdBlock and AdBlock Plus.
If the ads on your site meet the eligibility criteria, submit an application to add your resource to the white list. To add you to the white list used by the AdBlock program, fill out and submit an application. AdBlock Plus uses the same whitelist, but prompts users to fill out a form.Blockers consider only textual content ad formats acceptable. Site owners claim that as a result of the rejection of image ads, they lose more than they gain by adding a resource to the white list.
The main drawback of the strategy is the limited effectiveness of the white list. The default blockers show acceptable advertising. But the user can at any time change the settings and block the display of all ads.
You refuse advertising, but monetize the resource with paid subscriptions. This is how Republic.ru and some other publications work.
Before using the approach, think about why users pay you when you can drown in the Internet in high-quality and free content. Да и ваши платные публикации скорее всего появятся на форумах и в ЖЖ через несколько минут после выхода.
Нужна золотая середина
Блокировщики рекламы появились не на пустом месте. Из-за жадности издателей и рекламодателей людям понадобились инструменты защиты от агрессивных объявлений, которые буквально выпрыгивают на посетителя сайта из монитора. Агрессивная борьба баннерорезками не поможет издателям. It will simply force AdBlock developers and peers to improve the algorithms.
What do publishers do? Drinking pills from greed and beating one's hands when there is a desire to put a pop-up or pop-under on the site, stick an advertisement into the content, hang around with teasers with Malysheva. When the tablets act, and advertising on the site will not cause a desire to spit in the monitor, politely contact the audience and ask to disable the blockers on your site. The request should not degrade the user experience.
If you offer interesting content to the audience, chances are that some users will add you to the white list. The Forbes example is inspiring.
But make no mistake. Users can not turn off the main banner cutter for good reason. It works at the level of perception. And it exists because of the excess advertising in the information space. Unfortunately, the situation can only get worse. Therefore, think seriously about alternatives to the advertising model of monetization.
Two words for those who are on the other side of the playing field. Full blocking of advertising on the Internet by users also leads to nowhere. If publishers lose advertising revenue, they will lose their independence or will be forced to charge for viewing the page. Are you ready to pay for updating the status of "Vkontakte" or reading a blog, the existence of which is paid for by a large corporation? The question is rhetorical.
What to do? Set up blockers so that they do not block acceptable ads. Whitelist your favorite sites. Believe me, you will not notice unnecessary advertising even without special programs.