AdMob Interstitials Best Practices – Official Video from Google AdMob

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You’re visiting a website and interested in what’s there and… suddenly… one of those pesky popup ads shows up.  Or the dreaded “interstitial ad” which blocks the content on the page until you take an action.  Don’t you just hate that? Finally, one of the power players is doing something about it.  Google says it will penalize sites that use these techniques and push them farther down the search rankings.

To improve the mobile search experience, after January 10, 2017, pages where content is not easily accessible to a user on the transition from the mobile search results may not rank as highly. - Doantam Phan, Google Product Manager

[caption id="attachment_3135" align="aligncenter" width="572"] SOURCE:  GOOGLE[/caption] Direct from Google, here are some of the problematic things that will hurt sites rankings in Google search

Showing a popup that covers the main content, either immediately after the user navigates to a page from the search results, or while they are looking through the page.

Displaying a standalone interstitial that the user has to dismiss before accessing the main content.

Using a layout where the above-the-fold portion of the page appears similar to a standalone interstitial, but the original content has been inlined underneath the fold.

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Following on from our post ‘Mobile Interstitial Ads – Industry Guidelines’, we at YeahMobi are going beyond industry standards to bring you ways of optimizing interstitial display. And drive more revenue. This week we bring you some key DOs and DON’Ts for mobile interstitials. Whilst tips and guidance on native advertising are getting covered more and more in tech media, mobile native ads need a bit more exposure. Where native advertising (as a form of branded content) revolves around advertising via media channels like Buzzfeed, mobile native advertising is about fitting in with the myriad app formats and functions available. The two are quite distinct. So here are some tips for app developers looking to get the most from monetizing their app with interstitial ads.

DO! Test, test, test, refine and then test some more. Running A/B testing on interstitial displays in your app will help you optimize ads for your audience, and ultimately increase revenue. It seems obvious and sounds easy, but it does take time. Putting in the effort to make sure your app is displaying ads that do well can pay dividends. And at the same time, if users are clicking on one ad more than the other then it means they like that advert more. If you can increase the CTR on your ad displays, then it means you are showing things that users enjoy and you are more likely retain those users.

Get the timing right. Mobile native ads should blend in seamlessly with your app, and for interstitial ads this means getting the timing displays at a moment when it can best engage users. Think about your app from your users’ perspective. If they have a moment when they are concentrating on the app’s core functionality, such as a high-point in a game or clearing files in a cleaner app, an interstitial could be distracting. But if a user has a moment of rest in an app, such as when they are waiting for a new level in a game to load, or a mobile web page to load, displaying an interstitial can help fill the void. Think about when you, as a user, might be happy to see an ad.

Make visually appealing ad formats in keeping with your app. Just as timing ad displays right helps them blend into the apps flow, get the appearance right on the interstitial format can help the ad instantly seem like a formal and legitimate part of your great app. Mobile native ads works by sending advertising information and links into the coding of your app, so that you can package information and format ad displays in accordance with your own app’s style. So it’s worth taking the time to really hone ad formats so that they look smooth and natural. For example, if you app uses loud colours and exciting visuals, think about putting fun and bright borders around the ad, or alternatively if you app is more demure then think about how ads could be displayed in a subtle box. Display smoothly styled interstitials can also ensure that the ads seem legit, which in turn makes your app seem more credible.

DON'T! Settle down with one ad display setting. When you integrate with native interstitials, you will face myriad options for what category of ads you want to display, not just ads for games but for categories like health and fitness, shopping, education and lots more. You can also enter details about the audience that you are likely to target based on information like age range, interests and location. These options offer huge potential for optimizing you ad display to improve relevance for users, interest and ultimately revenue for you. But once you’ve found the right ad display, it’s still important to remember that tastes change. Although native ad platforms generally automatically cap the number of times any one ad can be displayed, it can still help boost interest if you explore some related, alternative ad display settings. Users that see new ads with a greater variety of products (within reason) are more likely to be curious and engage with the ads.

Overload your app with interstitials. Timing is everything when it comes to interstitial ad displays, so it’s important not to get it wrong with your users, or more specifically, don’t show too many ads. Mobile native ads are committed to advertising to users in a natural way that fits the app’s form and function. With native interstitial apps, it’s best to focus on the app’s natural pauses and breaks on the user’s journey. For example, if you have a puzzle game with levels, it would be natural to offer the user breaks in between levels. These gaps provide the user a chance to rest and readjust, and can be an opportunity to display an ad that can engage users in a way that helps them rest. Showing interstitials on a timed loop in this sort of app is sure to infuriate and lose them.

Lastly, don’t start or end the user’s journey with interstitials. Just as timing interstitial ad displays in the app is important to optimizing user experience, avoiding interstitial displays when users launch or leave an app can make the app smoother and avoid bother with app stores. In fact, app stores are now putting in regulations against apps displaying ads at launch and exit. Displaying an interstitial, modal ad outside of an app is a policy violation for apps on the Google Play store. To avoid getting into hot water with the app store, its best to ensure a top-quality user experience by ensuring interstitial ad displays are well within the app itself. Besides, well-timed ads displayed within the app are likely to get better CTRs and drive more revenue because they give the user a better experience and keep users coming back.