While each site is unique and needs to be considered with that in mind, certain locations do tend to be more successful. Google's AdSense ad locations heatmap shows these locations, with darker orange giving the strongest performance and fading to light yellow with the weakest performance. As you can see in Google's AdSense ad locations heatmap:
- Ads closer to the center of the page tend to perform better.
- Ads above the fold tend to perform better than those below the fold.
- Studies show that ads placed at the end of articles tend to do well, even though they're below the fold.
- Ads placed near site navigation or by images or other rich content tend to do well, too.
It's most important to consider your users, though, and their behavior at your specific site and with each specific page at your site.
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