Promise Media

Promoting an online business is not entirely about pay per click advertising. Graphical banner ads can build recognition of your site name and bring customers back again.

All advertising is a combination of branding and response. A TV commercial brands a car model, and the hoped-for response is for the customer to go to the dealership (a lead) and buy the car (a conversion).

But what about online branding and response?

Pay per click with Google AdWords or other major contextual advertising sites is almost entirely response — meaning it is all about getting people to click — but some branding is in there, too. Just look at the typical ads on a Google search and you will see the name of the Web site address in green type at the bottom of the ad. It is not clickable, either.

The more important online tactic that delivers branding is graphical banners. A graphical banner can be low on response, but it is very high on branding. A banner ad makes sense to build awareness of a product, service or company.

So if you have a business to advertise online and are figuring out how to spend money to promote it, ask yourself a few questions first:

1. Do you want people to get to know the name of your store, product, service or company?
2. Is name awareness important to you?

If so, consider graphical banners for your campaigns. Here are five important tips for creating or banner graphical banners:

1. Keep them simple with one main graphic and just a handful of words. Think of it as being a lot like an outdoor billboard on the highway. You only have a moment to capture their attention, so get to the point.

2. Include your business phone number in the ad. Most people have a phone sitting next to their computer.

3. Make the ads graphically light so they do not take too long to load on a page.

4. The larger the ad, the better the branding.

5. When you buy impressions on a site, make sure the site sets a limit on the number of times a unique visitor will view the ad. Traditional media calls for three impressions per person; with online, effectiveness starts to decline after about five impressions per person.

Banner ads create name recognition, loyalty and repeat visits for an online business. They are a useful part of any Web site promotional campaign.

2 Responses to “Brand Your Online Business With Banner Ads”

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2. Niche marketing Academy- Banners Part2 | Web Internet Marketing Success Says:
   December 3rd, 2010 at 2:56 am

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