Would You Buy From My Sidebar?
Blogs. Sidebars. Fashions. Uniforms. The 125×125 ads displayed in the sidebar of probably 80% of all blogs.
Despite their extremely poor conversion rate (very few people are clicking, and even fewer buy), the little cute squares are bloggers’ favorites when it comes to selling advertising (or at least to filling them with affiliate banners, forever waiting for the day when the advertisers’ requests will start flooding their inbox). That section is most of the times clearly labeled as Advertising, or Sponsors, so it is clear the sole purpose of those ads is money.
Keeping this in mind, do you believe that displaying those ads in the sidebar implies that the respective blogger also endorses those products or services? I never thought that readers may think I’m endorsing those things I get paid for displaying in my sidebar, as long as I label them as advertising.
Although assuming is not the wisest thing of all, I assume that some of you will say that it is a sort of endorsement. Some others would probably say that a blog’s sidebar is just like the advertising pages in printed magazines: pure advertising. No magazine endorses the products which are advertised inside. It’s just advertising, everybody knows and accepts the convention.
Why then would you buy something from a banner in my sidebar? Or, would you?
Ronald says...
I like to think of things in the sidebar as endorsements. I personally wouldn’t want to advertise something I wouldn’t buy or take part in myself.
I can’t say I’ve ever bought anything from a sidebar advertisement, but I have clicked on the ads before if it was interesting. In those cases, the ads were highly relevant to the content.
Simonne says...
Thanks Ronald. I’ve just refused an advertiser who wanted to rent a square in my sidebar for a thing that I believed to be a scam. As he refused to explain what was that program about, I’m now convinced it was a scam.
I was curious how readers perceive sidebars. For me they are just like the magazine advertising pages - unless I see a post written by the blog owner endorsing the product, I’m only thinking he’s just making some money from renting ad space.
Lee says...
What timing. We just placed ads on Epiblogger.net in the form of 125×125 ads. We will only be placing and accepting ads from people and companies that we believe in or support ourselves.
Andrew says...
Although I don’t think it is an absolute endorsement I do think that most bloggers are selective about the ads the include. I have seen a few posts where bloggers explain a decision not to include a certain ad, or even to remove one.
Ronald says...
@Andrew,
And it might even help having a landing page for when readers click on affiliate ads. For example, the Mimbo Pro ad I have up there takes you straight to the purchase page.
I think I’ll write up my own review of Mimbo Pro (and also mention this site is based off it) and that’ll be a heck of a lot better in my opinion for potential conversions.
@Lee,
Yes, I’ve already turned several down. I keep telling them, it’s in both our best interest to keep the ads relevant to the readers and the blog content, but some just insist on having those damn car insurance text link ads.
inspirationbit says...
There are many sites that place any kind of advertisement on their site, even the irrelevant one, but I see that more and more bloggers realize that it’s much more better to place not only relevant ads but the ones they find interesting and useful to their readers.
I really like John Boardley’s approach to advertising on iLT. He even states this in his rules:
Sponsorship or advertising will never impinge on iLT’s impartiality; it is an independent blog with an independent voice. Its number one priority is its readers, for they are behind its success as a vibrant type-loving, type-mad community. Only advertisers who I believe will benefit iLT’s readership will be accepted.
Ronald Huereca says...
@inspirationbit: I’m in the same boat. If I have any say, I will not (or try not to) link to anyone I do not personally support. If an advertiser doesn’t bring value to the readers, then it doesn’t belong.
Simonne says...
Thanks everybody for the answers. It seems I did right when I refused that guy, despite my belief that sidebar ads are similar to ads in magazines and in TV shows. At the end of the day, it’s the readers’ opinion which matters most, isn’t it?