Effectiveness of Banner Ads
So you must ask yourself, is this banner advertising very effective? And actually banner advertising can be quite effective depending on the result you are actually looking for. If you are counting on clicks only then you are not realizing the full advantages of banner ads.
You see the key is that your banner is actually seen, even if it is not clicked on, and that is effective advertising too. However you need to take that into consideration when designing your banner. That a good part of your effectiveness is in branding. If people see your brand in front of them enough, they will look at yours when the need for that type of product of service comes along.
I have done alot of banner advertising over the years and although click-thru is a wonderful goal, it should not be the only focus of your banner advertising. I have used a very flashy banner that says WINNER on it and it brings a high click-thru. What is a high click thru. Well to my experience 1 in 1000 is average a high click thru rate is 3 to 4 in 1000 impressions. Now a flashy banner that says WINNER on it doesn't do anything at all for branding! So even though the click thru was high, I missed half the point of the banner advertising.
So banner advertising can be effective, but in ways that are not necessarily thought of as being productive. This brings to mind another thought. Why not create a branding only type of banner? This could be quite interesting as the point of the banner would be not to receive clicks, but to get your name out. If you were to run a LOW click thru banner on a ppc advertising campaign, you might be getting a good value for your money. Imagine an ad that gets only 1 click per 10,000 impressions. If you only pay 10 cents per click, thats alot of branding for 10 cents per ten thousand impressions.
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