In-content links earned 4.1x the EPC of sidebar links
Same product, same page, link placement test via separate tags. n=19,200 sessions/45 days.
— Sidebar banner: CTR 0.8%, EPC $0.09
— First-paragraph contextual link: CTR 3.9%, EPC $0.37
Sidebar ads read as ads and get banner-blindness. The contextual link sat inside the sentence answering the reader's question, so the click carried intent.
So what: placement is a 4x lever before you change a word of copy. Kill the sidebar banner, move the link into the sentence where the reader decides.
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In-content links earned 4.1x the EPC of sidebar links
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