Banner Advertising: 6 Rules for Best Results

Online banner advertising gets results for publishers and clients by following six simple ideas.

Online banner advertising gets results for publishers and clients by following six simple ideas.

The ideas may be obvious, but following them consistently is key to success. But following them consistently also is not a given because publishers and clients get distracted by other priorities and may forget to follow at least some of them. Continue reading “Banner Advertising: 6 Rules for Best Results”

Ad Viewability Standard Rises with Google and Yahoo!

eyesGoogle this week took another major step with raising the standard for ad viewability.

The company rolled out a new version of the AdSense partner revenue reports that make viewability a prime tracking number.

Viewabile impressions are those ads that are seen by consumers. They usually are the ads located in the top half of the page and don’t require scrolling to be seen.

Google defines the new report as, “The percentage of impressions that were viewable out of all measurable impressions. This metric only includes impressions from regular AdSense for content, AdSense for video and AdSense for games ad units. It doesn’t include data from link units, or data from dynamic allocation in DFP Small Business.” Continue reading “Ad Viewability Standard Rises with Google and Yahoo!”

Advertiser Retention Rates Depend on Tracking Results

Online sales contractA question came up one day about the retention rates of our online display advertisers. We were surprised by the answer.

After a little research in our billing system, we discovered that our online direct sales retention rate of about 65 percent  — local, regional and national — was slightly higher than the newspaper retention rate.

Of course, local clients have the highest rate, followed by regional and then national. In addition, clients who have spent the largest amount of money in special-short term campaigns tend to have lower rates.

They want a big blast that wipes out most of their budget, then wait a while until trying again. Continue reading “Advertiser Retention Rates Depend on Tracking Results”

Effective Banner Advertising Mixes Branding, Response

Effective banner advertising has two main functions — branding and response — but ads don’t always do both jobs equally well.

Response ad
This Chevrolet ad features a red truck that attracts attention. At the same time, note the response mechanisms at the bottom that allow searches for build, price and inventory.

Effective banner advertising has two main functions — branding and response — but ads don’t always do both jobs equally well. We take a look at which purpose makes the most sense for a client.

The early days of online advertising based its reputation on clicks, which is the main response function of the ads.

During that time, a typical Web page had few ads, and those ads were much smaller than today. The small ad sizes limited the use of graphics and emphasized text because it was space efficient.

As an example, one of the first standard ad sizes was the strong horizontal size — the 468 by 60. That size has been replaced by the 728 x 90 and the 970×90. Continue reading “Effective Banner Advertising Mixes Branding, Response”

Average Click-Through Rates Reveal Best and Worst Ad Placements

publishers can influence click-through rates by tracking them for every ad position and experimenting with where the ads are placed and what kind of creative is used in those positions.

Click through ratesAsk the average Web publisher for the advertising click-through rate on their site, and the answer will probably be a blank stare.

Heck, I didn’t used to know the answer myself. But I do now, and it reveals quite a bit about how and where ads perform best on a site.

It is stating the obvious — but it needs to be stated anyway — that the click-through rate is the ultimate quantifiable response measurement for a banner ad.

It is stating the well-known that click-through rates continue a downward trend because of ad blindness and the overwhelming volume of ads on an overwhelming volume of Web sites. Continue reading “Average Click-Through Rates Reveal Best and Worst Ad Placements”

Best Types of Online Advertising Are Efficiency Machines

Targeted AdvertisingThe best types of online advertising can be measured in terms of their response rates and return on investment.

Do they generate clicks, sales, signups, social follows, return visits or other measures of success? Does the result more than pay for the cost in labor and cash?

Some types are more effective than others, but their effectiveness also depends on other factors such as the quality of the ad, the audience target, using the right distribution channel or the product or service, etc. Continue reading “Best Types of Online Advertising Are Efficiency Machines”

AdSense Keywords Improve Revenue Results

AdSense logo

Google AdSense and similar advertising networks rely on the context of pages to deliver the best-performing ads.

Keywords create the foundation of the context.

That’s why the ad type is called, not surprisingly, contextual advertising.

The context of the page is formed by the major elements of that page — all related to search engine optimization. Continue reading “AdSense Keywords Improve Revenue Results”