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What makes a good banner ad?
Q: I've read a lot about how no one clicks on banner ads anymore. Are they worth the investment? Will they drive traffic to my Web site? What makes a good banner ad?
A: As the novelty has worn off banner ads, their effectiveness has gone down. Most banner ads now produce click–throughs of one percent or less. A click–through is where a web site visitor sees your ad, then clicks on it to go to your site or offer.
While one percent may seem low, it is about the same as the response rate for many kinds of advertising. The main factor in getting banners that produce is to carefully target where your banner will appear. Sites that appeal to your best customers and prospects will pull far better results for you.
Top ad agencies still set up banner ad campaigns the old fashioned way, by searching for sites similar to their client's site, then negotiating the best deal for banner space. If you don't have time to go that route, consider a targeted package deal like the ones offered at Microsoft's bCentral, which sells banner space on a network of 400,000 sites.
Animated banners work best. Include a small photo or graphic that helps draw attention and make your point. Consider having your banner include an offer. Limit the number of words to make your banner quick to read.
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