Secrets of banner advertising
A few years ago when the internet was really hot, "banner advertising" was all the rage--simply put a banner on a website, sit back, watch the whole world click on it and then you could retire rich.
As happens with most media, the "fun times" quickly ended with banner ads--media costs skyrocketed, and people figured out they were nothing but ads and stopped clicking on them. So, most advertisers avoided banner ads, saying "they don't work anymore."
But that's not true either--banner ads DO work... if done correctly.
How do you do them correctly? Glad you asked, because I do have a few answers that might surprise you.
The biggest element in making banner advertising work is how much you pay for it. If your media cost is too high, it's almost impossible to make banners work for you, unless you have deep pockets, lots of products, and can afford to lose a lot of money to acquire the customer. (This is an interesting discussion in and of
itself.)
The other element in making banner ads work is finding a site where people are already interested in what you have to sell--if you sell tennis products, it makes no sense to advertise on a golf website because no one going to that site is interested. You want to be on a site where people who are interested in Tennis go.
When you call an ad rep to inquire about rates, they'll give you the "rate card" quote... what they hope to get. You need to negotiate with them to get the best "test rate" possible so you can find out if the banner performs. Let them know that if it does well, you'll continue to run, but that if it doesn't you won't be able to be a long term advertiser. What you want is a "media partner," someone who's willing to work with you so you both will profit, not a moronic salesman who's out for a quick buck.
What should your banner look like? It should look like a "live link" on the website, and it should telegraph a benefit that compels the reader to click on it. My most successful banners look like they're part of the website, not like a traditional banner that screams "ad."
You'll have to test, but the best position I've found is either right in the middle of the content of the website, or in the upper right hand corner. I've had no luck with banners on the left hand side.
Keep in mind the only purpose of your banner is to get people to click on it. It's not to build an image or to entertain, or any of that silliness--it's to get people to click on it.
Follow these suggestions, and you may just find you have a successful campaign on your hands where others have failed!
Let's get to it...
Mr. X.
Group M Marketing
Kimble and Kennedy Publishing
As happens with most media, the "fun times" quickly ended with banner ads--media costs skyrocketed, and people figured out they were nothing but ads and stopped clicking on them. So, most advertisers avoided banner ads, saying "they don't work anymore."
But that's not true either--banner ads DO work... if done correctly.
How do you do them correctly? Glad you asked, because I do have a few answers that might surprise you.
The biggest element in making banner advertising work is how much you pay for it. If your media cost is too high, it's almost impossible to make banners work for you, unless you have deep pockets, lots of products, and can afford to lose a lot of money to acquire the customer. (This is an interesting discussion in and of
itself.)
The other element in making banner ads work is finding a site where people are already interested in what you have to sell--if you sell tennis products, it makes no sense to advertise on a golf website because no one going to that site is interested. You want to be on a site where people who are interested in Tennis go.
When you call an ad rep to inquire about rates, they'll give you the "rate card" quote... what they hope to get. You need to negotiate with them to get the best "test rate" possible so you can find out if the banner performs. Let them know that if it does well, you'll continue to run, but that if it doesn't you won't be able to be a long term advertiser. What you want is a "media partner," someone who's willing to work with you so you both will profit, not a moronic salesman who's out for a quick buck.
What should your banner look like? It should look like a "live link" on the website, and it should telegraph a benefit that compels the reader to click on it. My most successful banners look like they're part of the website, not like a traditional banner that screams "ad."
You'll have to test, but the best position I've found is either right in the middle of the content of the website, or in the upper right hand corner. I've had no luck with banners on the left hand side.
Keep in mind the only purpose of your banner is to get people to click on it. It's not to build an image or to entertain, or any of that silliness--it's to get people to click on it.
Follow these suggestions, and you may just find you have a successful campaign on your hands where others have failed!
Let's get to it...
Mr. X.
Group M Marketing
Kimble and Kennedy Publishing
