Marketing with banner ads is gaining in popularity once more. A few years ago, banner advertising was a key method for marketing your business on the internet, but two things happened that caused banners to get a bad name.
Firstly, everyone was using banner ads and websites became over saturated. Colourful flashy banners in all shapes, sizes and locations cropped up on every website you looked at. The pages became so very crowded that website owners stopped placing ads and visitors stopped paying any attention to them.
Secondly, the arrival of Pay-Per-Click meant there was a new kid on the block and in the beginning, PPC was a cheap and easy way to drive traffic to your sites.
However, we have come in a big circle. There are now fewer banners on sites – at least good ones – we still ignore the bad ones. And with search engines being increasingly particular about what you can advertise through the paid search and content networks, pay-per-click has thrown a huge number of businesses and internet marketers out of the game.
Web marketing with banner ads can be a very powerful strategy. The traffic is relatively cheap, you can target specific websites to place your ads on, even using Google Image Ads (so any site that shows Google ads will accept your banner image ads). You can even target your competitors website, since they will be a good match for your own prospects.
Done well, marketing with banner ads is once again a very good way to generate highly targeted visitors and leads.
Still, there are some principles and tactics you should explore if you are going to be successful. Here are my top ten areas to research before you start any banner advertising campaign.
1. What sites to place your ads on
2. Where to place your banner on the page
3. Ideas/software for creating innovative banner ads
4. Designing your size/image/animation banners
5. Effective copywriting captions/text for ads
6. How much should you pay
7. Maximising your click through rates
8. Testing your ad conversions
9. Building brand awareness with banner ads
10. Banner exchanges.