Effective online banner advertising has two main functions — branding and response — but ads don’t always do both jobs equally well. Discover useful tips and tactics in building a banner for any online business.
Ad viewability has become a major standard in online advertising that impacts revenue and advertiser performance.
Google rolled out a new version of the AdSense partner revenue reports that make viewability a prime tracking number. (more…)
Online advertising rates are set through a combination of ad size, ad location, ad performance and market demand.
Optimizing this key ad sales tactic results in higher revenue, increased advertiser acquisition and increased advertiser retention. (more…)
An ad unit audit on a regular basis will often lead to an improvement in revenue performance.
What is an ad unit audit? It is a review of the results of different ad units, advertisers and locations to see which ones perform above average and below average. The audit should lead to changes in creative and placement that improve click rates.
Online display ads deliver both branding and response, but only if they follow certain tactics to maximize results.
But: “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. (more…)
Banner advertising tactics have powerful branding potential that help visitors remember a site and increase the odds they will return again.
It has its place in any online promotional campaign and online marketing strategy. (more…)
The most important online ad sizes include the 300 x 250, 782 x 90 and 300 x 600, but mobile sites and responsive design are driving new standards.
Two important references to current standards are available from the Internet Advertising Bureau and Google. (more…)
The best banner ad promotions market an online and offline business with a mix of branding and response.
Promoting an online or offline business is not entirely about pay per click advertising, which in the case of the search engines emphasize text ads. (more…)