Banner Ads for Paid Marketing
Are Banner Ads effective?
How to ensure your ad is as effective as possible?
In general, it must be said, banner ads are not massively effective by themselves. They have definitely seen a decline in the past few years, as more and more people use ad blocking software, rarely click on banner ads, and there are more modern alternatives to utilise like video ads on sites such as YouTube.
However, they can still be an effective part of your marketing strategy as long as you follow a few simple guidelines to ensure you are getting the most out of your ad. It is important to ensure that your ad is eye-catching and well-placed, and most importantly, well-targeted. So, how to ensure your ad is as effective as it can be?
Know your audience
It is essential in today’s market to know whom it is you are trying to advertise to, and to ensure they are the ones likely to see your banner ad. There are many existing processes in place, for example, key word advertising when using search engines to take into account what people are searching, and better target those looking for similar products.
People will be far more likely to click on your ad if it directly relates to them, or better still, if they are retargeted.
Retargeting involves showing the same ad to people who have previously visited your site, which leads to a far higher rate of response and allows you to recapture their initial interest, and convert this into a sale. Retargeting is one of the most successful marketing strategies to utilise, and it is a sure-fire way to up the clicks on your banner ad.
One of the most important things to consider when using banner ads is their placement. You don’t want to place your ad on a site that does not relate at all to what you are advertising, or worse, to accidentally place it somewhere diametrically opposite, or even offensive!
It is crucial that your banner should be placed somewhere where it will have the most impact, and where your intended audience are most likely to see it. Further, where on the site you have placed your ad is also important for optimising effectiveness.
Banner ads should be at the top of the page rather than the bottom, where more people will see it. With ad placement it is important to have your ad at the right place to reach people, and to ensure it fits in with what they are looking for. You are more likely to click on an ad when it directly relates to you, and would easily be put off, for example, by an ad for eating pizza on a site about healthy diets!
Clearly, it does not matter who sees your ad and where it is, if it is not in itself a good ad! Banner ads are unlike TV adverts or videos, in that they are not generally interruptive to the user and therefore have to work a little harder to be noticed. You also should not be too detailed; trying to fit in too much information can make your add look confusing or cluttered, and therefore less likely to be effective. It can sometimes be better to use animated ads, rather than static ones, to better catch the eye. Your ad should pique the user’s curiosity without being confusing.
The ideal banner ad is to the point, engaging and easy to look at. It is also key that your message be as targeted as where you choose to place your ad. It is crucial to ensure that your ad is specific to your audience, and the more it is, the more effective it will be. If you are struggling to perfect your message or style, we are happy to offer advice and answer any questions you have.
While banner ads are still effective, due to the increase in popularity of ad blocker software many people do not even see these ads anymore. People more and more choose to block what ads they can see, and even when people do get to see these banner ads, they can have a relatively low click-rate on average. We are also seeing greater increases in desensitization to banner ads, with more and more people developing ‘blindness’ to banners, particularly when they feel they don’t relate to them.
More and more people are using more modern strategies, such as YouTube mentioned above, which use videos that give greater opportunity for an emotive and more detailed ad. These strategies allow more scope to get what you need across to the customer, and can often be more effective. That being said, these types of ad are not mutually exclusive, and the banner ad, while arguably less effective than it has been in the past, is still contextually comparative with many other types of ad around today.