Banner advertising is an effective way of getting your advertising message seen on the Internet. Banner ads should not be your only online form of advertising, but they are an essential part of your online advertising mix.
This article assumes that the reader knows what a banner ad looks like, but do you know how they work, and how you can derive benefit from them? Let's define a few terms before answering these questions.
1. "Page views" or "page impressions." These terms are interchangeable and they refer to the number of times that a page within a website has been displayed on a website.
2. "Banner view." Like a page view, a banner view is the number of times that a banner has been displayed on website.
3. "Click through." A click through is the number of times a website visitor has "clicked" on a particular banner ad and was transferred to the website of the banner advertiser.
4. "CTR." CTR is the acronym for "click through rate," which is the ratio of the number of banner view versus the number of times visitors have "clicked through" to your website. CTR is expressed as a percentage, so a click through rate of 1% means that for every 1,000 banner views, 10 visitors have clicked through to your site.
5. "CPM." CPM is an acronym for "cost per M," where "M" is the ancient Roman numeral for 1,000. Translation: CPM is the price your business will pay to have its banner advertisement displayed 1,000 times on a website, e.g, the cost of 1,000 banner views. So, for example, if the CPM to advertise on a site is $80.00 your business will pay $80.00 for every 1,000 banner views.
6. "ROS." ROS is the acronym for "run of site," which simply means that a banner ad is displayed on every page in a website, as opposed to being displayed only in a particular category of a website or only when a particular keyword is entered into a search engine.
Everyone who is in charge of a advertising or marketing department (that's you if you're the sole shareholder of the company) knows that advertising is, in large part, a numbers game. The more frequently your message is seen or heard, the more likely the consumer is to purchase your service or product. Take Mattress Mac with Gallery Furniture , for example. If you live in the Houston area, or if your radio can pick up the signal of almost any Houston area radio station, you cannot go a single day without hearing or seeing an advertisement for Gallery Furniture. Peppering your senses with constant reminders that "Gallery Furniture Saves You Money!" has enabled Mr. McIngvale to build his single location furniture store into an empire. (Of course, advertising alone won't do it; you still must have a quality product or service). I have no scientific data to support this assertion, but I'll make it anyway: I'm willing to bet that Gallery Furniture is known to more people in the greater Houston area than any other single business. How did that come to be? Mattress Mac understands the advertising numbers game and plays it better than anybody else.
Banner ads are a numbers game. The industry standard click through rate for online advertising in general is around .5%. Not 5%, but .5%. Doesn't sound very encouraging for your banner ad campaign, eh? Well, there are ways to significantly increase the CTR of any given banner. The best way is by targeting a particular banner ad to a narrow audience, an audience that is looking specific for a product or service just like yours. Highly-targeted can boost your CTR to as much as 2%-3% or higher and significantly increase the traffic to your website.
Another valuable purpose of the banner ad is branding. Intertwined with the messages Gallery Furniture delivers about particular sales events or types of furniture is the company's consistent and recognizable logo, color scheme, and tag lines. Your banner advertisements can, and should, perform the same function; they should be designed using your company's logo and colors, at a minimum. Sometimes incorporating the tag line is the way to go, but other times you may want to advertise a particular special offer, product, etc. The important thing is that you take advantage of the numbers game by continually displaying your name, logo, and colors. The more visitors that see you, the more they will come to associate your name with your type of product or service, and the more likely they will be in the future to buy from you.
Henry J. Fasthoff, IV
Principal & General Counsel
HoustonBusiness.com
Ebooks, Scripts & more You can turn your vehicle into a rolling advertisement. Costs... Read More You may be aware that in a basketball game the... Read More What is the golden rule of internet advertising?Give, so you... Read More If you're a retailer and the only kind of advertising... Read More When you first start out on your business venture, money... Read More Cinema advertising has always been an effective marketing tool for... Read More The sinage marketplace is competitive! Consequently, some companies are going... Read More Moving Message Signs are a unique, attention-grabbing way to communicate... Read More Yellow Pages advertising is one of the most popular forms... Read More Electronic display boards signify high priority messaging, allowing you to... Read More Organized your pencils and pens lately? Sorted your clothes into... Read More One of the challenges facing marketers is determining the most... Read More Advertisers that are beginning to focus on the young Hispanic... Read More Push vs. Pull Advertising - Understand the Consequences for your... Read More When my daughter complained recently about the prohibitive cost of... Read More An effective way to gain company recognition is to order... Read More Do you remember how proud you were the first time... Read More Every year thousands of online businesses fail. None of them... Read More If you haven't made many sales or perhaps none at... Read More Traditional brochures typically tell the story of your company, i.e.... Read More Solution: You can protect yourself by partnering with other lead... Read More Yellow Pages Ads - Buying SecretsOK- let's agree that many... Read More If you are an ardent web surfer and MLMer like... Read More If you knew these 10 high impact insider's hidden psychological... Read More I have been reading articles on increasing sales using search... Read More
Profit from Articles
Free Advertising
Driving Customers to You - Your Car as a Marketing Vehicle
What?s the Score?
Internet Advertising: How To Use The Golden Rule To Enrich Yourself.
Seven Ways to Kick Up the Power of Your Print Advertising - More Small Business Power Tools
How to Advertise with Flyers
Cinema Advertising is Big Business, So Mergers are a Natural
Vinyl Banners for the Right Occasion
Moving message Sign
15 Tips for Better Yellow Page Ads
Electronic Display Boards
Good Design Makes Good Sense
When Advertising Wears Out
Latino Television Programs Fill a Void in Hispanic Advertising; While Advertisers Look to Attract
Push vs Pull Advertising
Why Not Use the Humble Fax in Your Advertising Strategy?
Custom T-shirts -- Put Your Company Logo on Cotton!
Why Would Anyone Want Your Business Card?
The Internet and Beyond - 12 Tips on Writing Better Brochures
How to Breathe New Life into Your Advertising Campaign
Do You Really Need a Brochure?
Dont Put All Your Eggs in The Same Basket
Yellow Pages Ads - Buying Secrets
Juice - Scam of the Decade or Opportunity of the Century
Online Advertising: 10 High Impact Psychological Triggers To Super-Charge Your Ad
Increase Business By Being Nice
The success of a business plan stands or falls on... Read More
Too many business owners and marketers know that Yellow Pages... Read More
The ability to lead, persuade and influence are integral skills... Read More
If your company is one of those innovative businesses that... Read More
Give Us The Bottom Line!If you are like most people,... Read More
You're flipping through this publication as you wait for your... Read More
Cable has grown from 13 houses connected together in 1948... Read More
Ask some businesses about radio advertising and they'll tell you... Read More
For Everyone Who Has Ever Struggled Sorting Out Benefits From... Read More
Tired of pouring endless money into advertising? Do you wonder... Read More
The more things change, some say, the more things stay... Read More
CD Business cards are the electronic version of the now... Read More
Wide range of electronic Key venues around the globe has... Read More
It is very important to realize that persons buy from... Read More
Solution: You can protect yourself by partnering with other lead... Read More
One of the most powerful offers you can use in... Read More
There should only be one, over-riding reason why you're doing... Read More
Advertising will make or break your business. It is crucial... Read More
One of the most important things to do now that... Read More
Would you like to know how a car wash chain... Read More
You can turn your vehicle into a rolling advertisement. Costs... Read More
When you read the newspaper, do you read advertisements as... Read More
What's the cheapest, most under-used marketing tool you have?The answer's... Read More
Do you remember how proud you were the first time... Read More
Advertising is not for every company. But some require it... Read More
Advertising |