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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.

Click through rates

Average Click Rates Reveal Best and Worst Ad Placements

The average click through rates for online advertising depend on the location of the ads and whether they are static, targeted or contextual.

Although publishers and advertisers may want to know the national rate, a national rate isn’t useful. Every website has different results. Publishers and advertisers should focus more on improving their rates. (more…)




Targeted advertising

Best Online Advertising Types Are Efficiency Machines

The best online advertising types are measurable in terms of their response rates and return on investment. They also are efficient with time and money.

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? (more…)




Pay per click campaigns

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

Pay per click advertising tactics have become hugely popular because PPC 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. Hence the related term search
engine marketing. (more…)

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Online display advertising

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. (more…)

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Eye

Guaranteed Ad Viewability Builds Advertiser Trust

Guaranteed ad viewability is another way to build trust with online advertisers. They will know that people are actually seeing the ads.

Websites like The Economist make a commitment to guaranteed views of display ads by putting that guarantee into rate cards. (more…)

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Online ad sizes

Ad Unit Audit Increases Revenue Performance

A regular review of online ad unit performance will often lead to an improvement in revenue performance.

Site publishers who only place ad units on a page and report total revenue or results per advertiser at the end of each month are missing a major opportunity. (more…)




Online display advertising

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. (more…)

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