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Banner advertising was one of the first forms of advertising on the web; a virtual carbon copy (although a paperless one!) of what businesses might put into a newspaper. However similar they may look on the surface, banner ads are different to printed display ads in many respects. Here we use some basic facts about banner advertising to explain some of the most frequently asked questions that people have about the medium.

1. The structure of a banner ad

Banner ads almost always have a headline, a graphic, and a call to action – a way of telling the viewer what you want them to do.

2. Brighter is not better

A plethora of banner ads online for dubious services, all proclaiming that you are the hourly winner and you should click to claim your free iPod, have completely ruined bright colors for banner advertising! Your ads should be consistent with your company, and less is always more.

3. Click through rate

Click through rates on banner advertisements vary between 0.2% and 2% depending on whom you speak to. This means that an advertisement that achieves its purpose simply by having somebody view it is far more desirable than one that requires clicking to get the full message across. Your banner advertising campaigns should be designed with this in mind.

4. Banners can be targeted

Some advertisers offer targeted placements – the particular banner ads that are shown can be linked to keywords in searches or to user information – for example, ads shown in Facebook and Gmail are often targeted. Targeted ads help push up your click through rate.

5. Timing of your ads

More people click on display ads toward the end of the year, in the major shopping period. There are also slight bumps in the curve around Easter, Mother’s Day, Father’s Day and Valentine’s Day.

6. Which ads size performs best?

According to Marketing Sherpa, click through rates are best on 300×500 pixel banner advertising, with 728 x 90 ads coming in second and 120 x 60 ads coming in third.

This post was written by

Chris Robertson – who has written posts on Website Promotion Strategy.
I have been doing SEO for 15yrs now! Chris Robertson

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