Using Right-Column Promotional Ads
The information on this page is designed to help you, as a content owner, use the right column of your web page to promote or highlight content. All staff and contractors who develop content for web pages or applications for FAA websites must follow these standards.
- Basic Guidelines
- FAA.gov Guidelines and Examples
- MyFAA Guidelines and Examples
- Calculating the Click Rate
Basic Guidelines
Ads in the right column of websites may be used to promote new or updated content as long as they meet the following requirements.
- Ads can only be placed on contextually relevant, high level pages as determined by the web liaison, AOC, and web analytics data.
- Ads are limited to one per page, positioned to avoid scrolling in most resolutions.
- Ads must fit within the FAA template guidelines.
- Ads must be approved and placed by the FAA Office of Communications (AOC) staff. LOB and staff office developers are NOT authorized to manage content in the right column.
- After 30 days, ads must meet a minimum 2% click rate to remain on the page. The click rate will be reviewed monthly to evaluate the effectiveness of the ad. If the ad does not meet the minimum click rate after 30 days, you must remove it from the page.
- After 60 days, regardless of click rate, ads will be reevaluated by AOC for timeliness and relevance. You are encouraged to develop an ad calendar to plan when you will update or retire ads.
FAA.gov Guidelines and Examples
Ads in the right column of the FAA.gov website can only link to content within FAA.gov; exceptions are made on a case-by-case basis. If you want to link to non-FAA.gov content, please contact AOC for approval.
Following are examples of FAA.gov right-column ads.
| Ad | Size (pixels) | Shown on this Page | Owner |
|---|---|---|---|
 |
220 x 194 | Airport Programs & Guidance | ARP |
 |
218 x 110 | Aircraft Certification | AOC |
MyFAA Guidelines and Examples
On MyFAA, almost all pages in the site use the standard My Tools sidebar that includes the FAA Directory lookup and ads. The ads in the sidebar are owned by AOC.
In rare cases, you can use the right column of high-level pages in the site for ads. In addition, you can request an ad for the carousel in the right column of Employee Services. For details, please contact AOC.
Following are examples of MyFAA right-column ads.
| Ad | Size (pixels) | Shown on this Page | Owner |
|---|---|---|---|
 |
218 x 153 | Employee Services | AOC |
 |
218 x 82 | Content Standards (My Tools bar) |
AOC |
 |
220 x 300 | Air Traffic Organization | ATO |
Calculating the Click Rate
The click rate is a web analytics standard measure that gauges the effectiveness of an ad. To do this, the number of times the ad was clicked is divided by the total number of times the page was visited, and multiplied by 100 to obtain a percentage. The industry considers a 2-3% click rate an exceedingly good measure.
For example, if a right-column ad was clicked 358 times in the last 30 days, and total number of page visits is 9,667, the click rate is 3.7%.
After 30 days, your right-column ad must have a minimum click rate of 2%. If it doesn't meet the minimum click rate after 30 days, you must remove it from the page.