Banner Advertising

Banner ads have proven to be an effective way to get your promotional messages in
front of a highly targeted audience in a cost effective manner. Search engines are
excellent for locating websites that have some type of content devoted to a topic. A
banner is a great way of utilizing the graphic interface of the world wide web to convey
a marketing message to your target market.

Branding

When banners are purchased they are normally purchased in CPC (cost-per-click) or
CPM (cost per thousand). CPM's range from 5$ up to a $100 based on the web site
and location of the banner. CPC can normally be found for about $1.50. It doesn't
matter which payment method is selected, your banner will be displayed hundreds of
times for every click. For example if a banner campaign is sold at a $10 CPM for a
$20,000 budget, the total campaign will generate 2,000,000 total impressions. If your
click through rate is 1 percent that will be 20,000 hits to your website. Not only do you
receive 20,000 new visitors to your website but you also were able to display your
company name 2,000,000 times to thousands of potential consumers. The next time
they perform a search and one of the results is yours it is you they click on instead of
your competition.

Impulsive Buyer

Impulsive Shoppers is what every web site wishes they had. A report from AdKnowledge
revealed that 60 percent of customers who buy or register on a website after clicking a
banner do so within 30minutes of clicking. Another 30 percent converted within a week.

A successful campaign. So what makes a successful campaign?

The creativity and appeal of the banner.
 

The placement of your banner

Websites consist of hundreds of web pages and some sites have thousands of web
pages. The wrong placement can result is a huge waist of your time and money. In
order to select the optimal placement you first must define the goal of your campaign.

Is it branding or highly qualified traffic? Or a combination of both? After selecting the
desired goals it is time to find the web site that you are going to advertise on. There
are over 9 million web sites on the World Wide Web. But only a few will be a profitable
place for your campaign. Contact the websites advertising department and be sure to
ask for the number of unique users the demographics and some testimonials. A
legitimate site should have no problem supplying you with this vital information. If they
do not offer such statistics it is best to move on to another web site. Make sure to
research at least three web sites for your campaign. Finally it is imperative to locate
the proper pages that your banners will be placed on. Your first option is ROS - this is
the least costly campaign. You have no control over where your banner is placed. It is
run of the site. It may show up it the Health section one day and the Automobile
section the next. Do not try and use this if you are looking for high quality traffic. ROS
is suggested only for those who have a product that can be used by a wide variety of
demographics. Branding is the main goal of this campaign.
The most popular way of selecting your position is through categories and search
terms. If a web site h as many levels than you can select which department or
category you will like your banner to de displayed in. If the web site has a search
function you can also clarify which keywords you would like to have your banner be
displayed on.
Now that the pages have been selected for your banner to appear there is still one lat
decision. Where on the page will my banner be place? If you have a choice choose the
top of the page. As a rule of thumb the banners on the top perform much better than
those on the bottom of the page.

What size will your banner be?

There are a variety of banner sizes. Each website is different on their specs. Bigger is
not always better. Some of the smaller banners can be placed in a manner that the
visitor does not even realize they are leaving the website. They are under the
impression that they are continuing into another level of the website. Below is a listing
of the most common sizes of banners:

     468 x 60
     234 x 60
     392 x 72
     120 x 240

Anything smaller than 120 x 40 is most likely a button and not a banner.
 

What page will your banner be directed to?

The answer to this question is normally the homepage but in fact that may be a big
mistake. If your site is deep and diverse in content then you must refer the visitor to
the content that the banner ad displayed. For instance Global Presentations offers Web
Design, Online Marketing, Web Hosting and Internet Training. If a banner was displayed
" Web Hosting For $1" and it was directed to the homepage, the campaign would most
probably fail. Even if the link is right there for the web hosting your results will be poor.
Every Banner Ad campaign is different! Global Presentations takes pride in the fact that
you have selected us to perform your campaign. We work closely with you to ensure a
proper understanding of your expectations. We research every placement and work
hard to ensure we find the best results for your buck.