上下文廣告為博客 - 道德實踐和相關性

文章作者:Luana Spinetti
  • 博客技巧
  • 更新:Nov 08,2018

作為一名博主,有時候我一直在尋找 更多通過我的博客獲利的方法 而不僅僅是讚助帖和側邊欄廣告。 我相信你已經做了同樣的事情來提高你的博客收入。 內容相關廣告 — also referred to as 文字廣告 or 內容鏈接 in some cases – turned out to be the easiest way to generate a small passive income from my blog's traffic, as all it took was inserting a link (or a script code) into my existing posts and let the links make me money.

正如我所知,如果做得好,上下文廣告也會使讀者受益。 事實上,正如Advertise.com所說:


There are 4 types of contextual ads you may choose from:

  • 文字廣告 – tracked textual links to other web resources, without modal popups
  • 彈窗廣告 – textual links that display modal popups upon mouse hovering
  • 橫幅廣告 – static, animated or video ads that are included in your posts
  • 會員鏈接 – textual or banner-based links that carry affiliate codes (yours or the advertiser's) that earn you a commission when someone places a purchase using the code.

如果您願意,甚至可以使用所有四種類型的內容相關廣告。 內容鏈接還有另一面,它是關於您需要謹慎處理的廣告中的一些粗略問題。 本指南旨在幫助您做出有關如何在博客上顯示有關用戶體驗,道德規範和相關性的上下文鏈接廣告的重要決策。


博主的語境廣告中的關鍵問題 Dynamic, script based contextual ads like those provided by Kontera, InfoLinks, and Chitika can be intrusive of the user's privacy, because they 不僅跟踪用戶點擊,還跟踪行為和瀏覽 您博客和其他網站上的活動。 相反,靜態鏈接更加隱私友好,不跟踪用戶。 即使他們這樣做,跟踪也僅限於點擊次數和目的地。 有兩個常識性指南可供遵循:

  • Make sure users give you their “go ahead” for dynamic ads, as they will be more likely to accept your ads and feel that you are a trustworthy blogger who will not intentionally put their data at risk. You can do this with on-site polls, your mailing list or with modal dialogs that ask your visitors whether they want to enable ads (or disable ad-blocking devices) in their browsers. (More about this later in the guide).
  • 如果您使用靜態鏈接,請將它們插入到您的博客內容更有意義的位置,並使用自定義CSS從常規鏈接中分散它們。

在任何情況下, 有隱私政策 in place where you let users know what type of ads you allow on your blog and inform them about any privacy risks connected with ad loading, viewing and clicking. I asked a fellow blogger — 克里斯托弗月貝尼特斯 — what he thinks about the issues connected with contextual ads, and this is the answer he gave me:

關於動態廣告,問題是相關性。 同樣,它還涉及這些類型的廣告如何幫助您的內容從長遠來看更有用。

There's also your target audience that you have to be concerned with — do you see them as valuable readers of your content or do you simply want to bait them into clicking your links?

在我看來,除非您在博客上獲得數以千萬計的觀看次數,否則請使用靜態廣告而非動態廣告。 由於鏈接只是隨機出現而且實際上沒有提供與靜態廣告相同的價值,因此您可以控制鏈接在帖子上顯示的位置和方式的變量。


This is usually not an issue at all with dynamic contextual ads. As you can see in this screenshot from EarnWithAWebsite.com, the dynamic ad system for InfoLinks automatically diversifies ads from regular links:

來自EartnWithAWebsite.com的示例:InfoLinks Links VS. 常規鏈接
來自EartnWithAWebsite.com的示例:InfoLinks Links VS. 常規鏈接

在此博客上,藍色鏈接是常規鏈接,而帶有虛線底部邊框的橙色鏈接是內容相關廣告。 靜態鏈接的情況有點不同。


示例:靜態廣告不受AdBlock Plus軟件的影響
示例:靜態廣告不受AdBlock Plus軟件的影響


  • 橫幅沒有自我披露。 在這種情況下,它們是編輯性的,所以不需要免責聲明。 但是,如果我想要一個,我必須自己寫。
  • While I had AdBlock activated when I took the screenshot, the software didn't recognize these banners as ads at all, since they are not script based.


  • CSS樣式可以使您博客上的其他鏈接和圖形的鏈接和橫幅多樣化
  • 現場和內部免責聲明警告用戶廣告的存在和期望

“Bloggers must mark sponsored content to keep ethical standards and [readers'] trust,” said Ivan Dodig, editor of The Art of Tourism. “With unmarked sponsored content, you push [your] audience away.” The disclosure format you use doesn't matter, and it “could be in the form of [a] banner, or just [a] text note”, as Dodig says, as long as you let your readers know about the nature of those links. International laws also mandate that 所有廣告關係都向公眾披露.


根據 Business Insider發布的2015廣告攔截報告自121以來,全球廣告攔截用戶的數量從181增長到2014,這一趨勢令廣告和出版業感到擔憂。

“As of June 2015”, the statistics graph report says, “there were 198 million monthly active users for the major browser extensions that block ads”. However, from the reader's point of view, these statistics might mean an entirely different phenomenon.

作為上述鏈接的Business Insider頁面的評論者寫道:

Adblock came about because websites totally abused the viewer experience. Every website I visit, my adblock counter always shows a number greater than 10. It's insane how many in-your-face popup ads and auto play videos there are. (…) I use ad block on forbes because their website is notorious for pop up ads. It's so bad the page doesn't even load. So when I now visit, they dont let me read their articles unless I turn adblock off. Well guess what, I don't read forbes anymore. Too bad. You lost a reader because you screwed up the user experience so much.




對於基於WordPress的博客,有一個名為的免費插件 adBlock Alerter 這樣做對你來說。

Another way to circumvent the problem – and lower your readers' 害怕廣告中的惡意代碼 — is to use static links with counters. This method was used often in the past (and is still used) with affiliate links, to track clicks and their referrers, so it's still a good alternative to dynamic ads.

Static ads, after all, work like affiliate links – they are simple links, without scripts, so they will not trigger action from ad-blocking software.

IZEA在讚助帖子中使用此方法和廣告客戶鏈接,但您也可以建議您 直接廣告客戶 跟踪Google Analytics和Bit.ly等服務的點擊次數和轉化次數,或使用類似的專有系統 Linktrack (免費和付費)。 您可能希望將此信息添加到您的 媒體工具包.

Contextual Ads In Your Posts… and Guest Posts?



如果您收到廣告客戶的請求,希望附上客戶作者關鍵字的上下文鏈接,並且該鏈接轉到與作者品牌直接競爭的網站,則作者可能會感到被出賣並終止與您的關係,或者甚至要求您返回客人帖子,以便將其發佈到其他地方,因為您將要通過該鏈接廣告破壞她的品牌信息。 你不希望這發生!


The safest way to go about static contextual ads in guest posts is to contact the writer and let them know there's an opportunity for you to include a paid link in their post to a certain brand. Then ask the writer if any conflict of interest might arise from the ad placement and how they feel about the matter. Whether you get a ‘yes' or a ‘no' as an answer, you will have confirmed the writer's trust and they may want to contribute to your blog again in the future.

Dynamic ads place links automatically within your posts, so unless you create a ‘Guest Posts' category and exclude it from the software settings, or you reject the link ad altogether, there will be nothing you can do about the placement. However, in such case, guest bloggers will already know they are contributing to a blog that runs dynamic ads. If they don't for some reason, reach out to these bloggers and let them know about it.


Beyond Ethics – Is This Relevant?

One of the biggest issues of advertising is that adverts need to make sense within the context of the page they are placed on. When it comes to blog posts, relevance is key – every link you or the ad script insert(s) in the content has to work for the benefit of both the reader and the advertiser. Ask yourself: 這個鏈接是否增加了價值?


理想情況下,您的廣告客戶應該知道更好,但有時這種情況不會發生,因為廣告客戶可能會過多關注關鍵字展示位置而不是內容相關性,因此您必須介入並嘗試更改有利於您的博客讀者的內容。 我之前提到的來自Advertise.com的帖子說明內容鏈接

(…) are always relevant to the content of the pages on which they appear, offering the user a link to a product or page related to the content they have already shown interest in.

The fact is that they should be always relevant – hence the adjective ‘contextual' – but:

  • when the advertiser puts keywords before the context,
  • 當博主給它一個通行證只是為了賺錢,
  • 廣告腳本配置錯誤時

…then both you and the advertiser risk alienating readers, diminishing their trust in the blogger and in the linked source.


回到2014,我找到了一種方法,當我談到遊戲媽媽和爸爸可以發揮壓力時,這種鏈接適合我父母的一個博客。 由於我親自檢查了廣告客戶的網站,我發現對於想要以溫和,安全的方式玩遊戲的人來說是安全的(這是唯一符合我個人道德規範的人),廣告客戶與我達成了協議。 然而,這篇文章是有效的,因為它適用於父母 父母,不是關於寶貝。 如果我的博客只是關於嬰兒護理,請放心,沒有辦法讓它在相關性方面發揮作用!


當我在2010之前作為贊助博主沒那麼有經驗的時候,我已經做到了這一點,但我已經花了很多錢,讓廣告客戶說服我破壞我博客的整體主題平衡,這樣他們就可以放置一個上下文鏈接或讓我寫一個關於某個話題的讚助帖子根本不對,也不明智。 我的讀者開始感到與我提供的內容脫節,最終我付出了後果。 (它只是一個個人博客!當你談到你賺錢的利基博客時要三思而後行。)

對於鏈接到哪些公司以及如何做以避免驅使讀者離開,上下文鏈接也應該是有意義的。 來自TechSling的Ananya Debroy 把不這樣做的危險放在一個簡單的清單中:

1。 在文本中間放置此類廣告可能會使瀏覽內容2的用戶煩惱。 放置競爭對手廣告和自己的廣告[令人困惑] 3。 分散人們對重要內容的注意力

這裡的關鍵點是用戶煩惱,競爭對手廣告和讀者分心。 注意這三個危險。


Some readers will take inline disclosure for static contextual links (e.g. affiliate links) the wrong way, avoiding these links altogether. An example is blogger Oranckay誰寫了為什麼他從他遇到的任何會員鏈接剝離聯盟參數:

好吧,我給那些銷售產品或運營網站更多錢的公司。 (因為他們不需要支付會員費用)我也不讚賞會員為推薦網站或產品所做的工作。

和什麼有關 WPMU DEV的James Farmer 為什麼他不喜歡聯盟鏈接?

我為什麼討厭他們? 好吧,首先,因為他們腐敗並摧毀網絡。 認真。

Christopher J. Benitez在這個意義上分享了聰明的建議,當他們對你的鏈接過於懷疑時,努力爭取讀者的信任:

您希望人們點擊您的會員鏈接並將其轉換為買家,這樣您就可以獲得佣金。 但是,如果您需要通知您的讀者您的鏈接是聯盟鏈接,這將很難。 通過說鏈接來自聯屬網站,它會破壞您的內容流,並可能會阻止訪問者點擊您的任何鏈接。 您可以通過兩種方式處理靜態廣告,以幫助您的內容更好地流動,而不會破壞用戶體驗。

  1. 在您的頁腳或條款和條件頁面上創建一條消息,您的帖子可能包含會員鏈接,因此您不必在內容中不斷提及它。 這方面的一個例子是Ryan Biddulph的“天堂博客”。
  2. Be trustworthy. If people trust and believe you, they will buy from you even if you mention that there are affiliate links in your site. This will probably take a lot of work – networking, building relationships with other bloggers, to name a few – but it is the best way to make the most out of your static ads.

您可能還想閱讀Carol Tice的 一位博客如何停止吸收聯盟銷售 和艾米林恩安德魯斯' 你披露得當嗎? 帖子。



  • 內容相關鏈接廣告提供了從博客中獲取被動收入的良好機會。
  • 如果您保持相關性,將其視為合乎道德並將任何相關性問題傳達給您的廣告客戶,他們就可以為您的內容增加價值。
  • 加入InfoLinks或Kontera等動態廣告平台時要小心,因為他們使用的廣告系統會跟踪您博客及其外部的用戶,從而增加訪問者可能不想忍受的隱私和安全問題。
  • 當您的博客受眾增長到數千時,請使用動態廣告。 如果您每天的訪問量少於1,000,請使用靜態內容相關廣告(鏈接和/或橫幅)。
  • 如果您的受眾群體具有強烈的隱私權和安全感,並且他們很有可能會使用廣告攔截系統,請選擇靜態內容相關廣告。
  • 在您同意廣告客戶要求在其帖子中放置內容鏈接廣告(針對靜態廣告)或讓作者知道您運行的軟件會在您的所有帖子中自動放置內容相關鏈接廣告之前,請與為您的博客做出貢獻的訪客博主聯繫(用於動態廣告)。
  • 披露廣告關係並製定隱私政策是贏得讀者信任和遵守國際法律的必要條件。
  • 請注意,您的廣告不會分散您的讀者註意力,讓首次訪問者感到煩惱並將競爭對手放在同一頁面上。
  • 最後但並非最不重要的一點是,為了廣告客戶的利益,不要為了博客的主題平衡和相關性而妥協。



關於Luana Spinetti

Luana Spinetti是一位自由撰稿人和藝術​​家,總部設在意大利,是一位充滿激情的計算機科學專業的學生。 她擁有心理學和教育方面的高中文憑,並參加了3年的漫畫書藝術課程,並從中畢業於2008。 作為一個多面的人,她對SEO / SEM和網絡營銷產生了濃厚的興趣,特別傾向於社交媒體,她正在用母語(意大利語)製作三部小說,她希望獨立出版很快。