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Effective Banner Advertising Mixes Branding, Response

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 That size has been replaced by the 728 x 90 and the 970×90. (more…)

Stored in Online Advertising and tagged

Average Click-Through Rates Reveal Best and Worst Ad Placements

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. (more…)

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. (more…)

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. (more…)

Ad Placement and Prominence = Advertiser Value

The best online ad placement is an important consideration for any site with advertising accounts.

The site can have all direct sales clients or entirely Google AdSense.

Either way, the ad placement has a big impact on results for the advertiser and revenue for the site.

A site with poor ad placement runs the risk of losing direct sales accounts because of performance problems — especially if the campaign is based on CPM or cost per thousand.

It also will see much lower ad revenue from national networks such as Google AdSense because they have the means of tracking results.

If the results are poor, they will simply provide ads with a lower cost per click. (more…)

Stored in Online Advertising and tagged ,

Use Pay Per Click Advertising Because It’s Cheap, But Beware

Targeted AdvertisingPay per click advertising has grown into the dominant category of online advertising because it is cheap and efficient.

It’s cheap because it’s efficient. It’s efficient for the advertiser because it most often is used contextually at the major search engines — Google and Bing — along with their advertising partner sites.

Because PPC advertising is usually contextual, it appears only on the most relevant pages and search results.

Being contextual and relevant, the ads generate a higher than average click-through rate. That means fewer ads need to be displayed before the campaign budget is fulfilled. (more…)

Stored in Online Advertising and tagged

Online Display Advertising Works Best with These 4 Steps

“Online display advertising is a failure because the average clickthrough rate is less than 0.2 percent.”

I have run into the above comment many times. And many times I have tried to explain that it’s just not that simple.

In fact, that number is largely meaningless.

Online Banner Advertising

Online banner ads deliver direct response with more than just clicks.

First, let’s tackle the low-hanging fruit.

A click rate under 0.2 percent is fewer than two clicks for every 1,000 impressions. And yes, that’s quite low.

That often-quote national average covers all display ads in all positions on all sites where it is possible to track the click rate. (more…)

Stored in Online Advertising and tagged

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