Site advertisements can interfere with content and disrupt layout. Yet they are most often part of website requirements, forcing IAs to come up with strategies for incorportating them. Is there a graceful way to handle ads online?
Google has a bidding methodology called Budget Optimizer that attempts to maximize the traffic you receive for the keywords in a campaign. This is useful for early buying cycle keywords. However, every keyword should be reaching some goal regardless of where it falls into the buying cycle. It was difficult to track the effectiveness of these campaigns until recently when Google made some changes to Google Analytics. Now you can more effectively bid on early buying cycle keywords, or keywords that you want exposure for, but do not have direct returns by combining the new Google Analytics goals with a budget optimizer campaign.
Although advertising is a concern for website owners and those pushing products or services, it is also has an impact on Web designers, because they have to be able to design and develop websites that can produce ad revenue and still meet the needs of visitors. While advertisements are hardly the primary concern of Web designers in general, not accounting for them will result in a very awkward layout that can either detract from the flow of the website or put the ads in a spot where they will not receive enough attention from visitors. In order to maximize ad revenue for the client, with minimal interference in the appearance and usability of the website, the designer must take advertising needs into consideration throughout the design process.