An Introduction to Banner Ads
Banner advertising became very popular after its modest beginnings ages ago. Yes, ages ago!
Flip into any old paper or printing from the American colonial period and you’ll discover multiple banner ads pitching various products from beer to socks, complete including the main image, thoughtfully chosen brand colors, a slogan or unique sale plan, and obviously a call-to-action!
Naturally, we’re not here to review banner ads from the past for fashionable powdered pieces or state-of-the-art wooden dentures (although it is very beneficial to know how long digital banners have been around). In this article, we’re going to talk about current digital banner ads.
So, what exactly are Banner Ads?
Fundamentally, banner advertisements are images that attract web visitors to buy something, read about something, or get something in trade for a click-through. These images are actionable, clickable and tappable.
These banner ads can be shown anywhere and are typically viewed within and nearby the content of numerous websites such as:
1. the header area
2. the sidebar
3. Inside the content
4. Popup banners
Banner ads literally come in all shapes and sizes combines a static image or animated banners. Last couple of years, some companies have been leveraging “Rich Media” banner ads that do all kinds of appealing stuff like showing a car speeding over your screen in front of the content you were reading. And those advertisements aren’t going anywhere shortly. Behind Search Engine Marketing (SEM), banner ads surprisingly still obtain up about 34% of all online ad spending, second only
So, because they’ve been around for centuries and companies are spending a ton on them every year, obviously, they work.
So Why You Should Be Using Banner Ads.
There are several reasons why you would/should apply banner ads in your business. See below why:
What Are Your Goals?
The common goal of banner ads is to redirect a visitor, who clicks on one of them, to one of your websites. And the possibilities are enormous, you can take them directly to a sales/product page and target them doing a purchase. You can do a list building campaign if your goal is to gain leads by sending them to a landing page including a free offer or gift. Maybe your aim is to discover more regarding your market, in which event you could be forwarding them to a poll or survey.
The final goal for click-throughs that we’ll review is just content marketing. Possibly you’re solely attempting to get your content in presence of lot’s of people to grow a following, give useful knowledge, and maybe even make a “soft pitch” inside the content. Another great way when using content marketing is to grow a retargeting audience. There are loads of data backing this strategy. People which are retargeted through banner ads are 70% more likely to convert! So the plan here is to just attach a retargeting pixel on your site when you forward visitors to your content. You will be able to simply retarget them wherever they are on the internet with more related banner ads now that they are familiar with yourself and this time you can intend for something more profitable like a sale or an opt-in.
Another great benefit of banner advertising is brand awareness, it is less talked about though. You probably have noticed this a thousand times. You probably see tv commercials for “Smiley Taxi Cabs” or any other Taxi Cab Company (depending on country). You will not call a cab straight away., you simply don’t need one right now. But at some time you will need a cab, and guess who are you going to search on your smartphone? Yes, Smiley Cab or the other company you saw. The likewise works for banner ads. Even if visitors don’t click on them, you’ll be subtly developing great awareness for your company and increasing the visible awareness of your brand.
Another advantage of banner advertising is the capability to track, evaluate, and analysis effectiveness. There are many points that can be used to cover many levels of effectiveness. The common basic level of evaluation is your Click-through Rate or CTR. You can measure the financial progress of your ads by matching your CTR versus your advertising costs which give you your cost per click or CPC. Besides this, you can actually trace the results of click-throughs (sales or opt-ins) versus your ad costs. That can provide you your price per lead and price per sale. Applying conversion pixels you can experiment for even further complicated results such as how far visitors get in your funnel or which blog posts they read after arriving on your site.
So now you know why you should use banner advertising.
Continue to the next article “So Where Should You Place Banner Ads” here