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Talk of premium ad units usually centers around investment in them, and it usually refers to placement on high-quality websites.

But this isn’t the whole story. In fact, it’s not even always part of the story.

What makes an ad unit “premium” has much more to do with how it lands with users and how it handles the balance between content and context. Here are just some of the elements that can make an ad premium in the sense that it gets you the results you want:

Highly Targeted

The best ads have to provide people exactly what they want. The only way to do that is to target the ads so that they reach the right people.

There are many ways to target ads, depending on the network. On Facebook, for example, you can choose from one of the thousands of options that the social media site provides.

For website ads, you can use a user-intent based program that evaluates user data to determine the type of content they want to see.

User-intent based ads are more effective because they consider the nuance behind a user’s behavior, trying to get at what the person really wants or needs. The program doesn’t just look for keywords and match the ads – it translates the information to develop a more complex understanding of the user.

Engaging

Your ads will never land with users if they are boring or uninspiring. You don’t want people to look at your ads and keep scrolling, nor do you want them to overlook your ads entirely.

Your ads must be engaging if they are to attract the attention of your target audience and convince users to read the content, absorb it, and feel moved to act.

Ads with images and videos help to attract attention and engage users. Ads that make emotional appeals or that challenge the users also engage audiences.

Whatever you do, you want to move the people who view your ads. Make them laugh. Make them cry. Inspire them. Energize them. Just make them feel something.  A user who feels something is an engaged user, and an engaged user is one who is more receptive to your message and more likely to be convinced to buy your product.

Best Placement on Page

The location of an ad on a page has a big impact on how successful that ad will be.

For example, if you bury an ad too far down the page, very few people are likely to see it. If you put a small text ad in the middle of a bunch of graphics or content, very few people are likely to see it.

Typically, advertisers have aimed to get their ads placed at the top of the page and in a prominent position. But the quality of the placement has to do with much more than location on the page. It must also consider the content around it, the way that users interact with the page, and more.

For example, the bottom of the page may very well be a great place for an ad if that’s where some important information is found or if research shows that’s where many users tend to take action before leaving that particular site.

You will need to perform the right research to determine the best placement for your ad based on a number of factors.

Best Website Placement

Of course, getting your ads on the best websites is also important. But just like with placement on the page, placement on a site is also relative.

Just getting your ad on a high-profile site won’t necessarily be enough. For example, getting an ad on Perez Hilton won’t be worth much if you sell specialty, high-end dolls (unless you find that there is somehow a correlation between people who like celebrity gossip and those who like to collect specialty, high-end dolls).

You need to get your ads on sites that are actually relevant to your target audience. The higher the traffic, the better, but traffic isn’t the only factor to consider.

In-feed

Using the right tools can help you get ads that have all these characteristics so that they consistently perform better.

In-feed from CodeFuel relies on a user-intent algorithm to determine what ads should be shown to what users. The algorithm takes into account user activity, the type of device being used, the time of day, and much more.

In-feed also focuses on native advertising, which enhances the user experience and improves user engagement. The algorithm places ads on the most relevant sites and in the most relevant location. The entire program is designed to put ads in front of the right users in the right place and at the right time.

Try out In-feed and see how it can help you start getting the results you want from your advertising. Every ad unit it creates will be a premium one!