Strategies for Website Owners
The design of a webpage and the placement of banner ads are critical for achieving a higher click-through rate. If you’re using banner ads, it’s essential to integrate them into your site design to maximize benefits.
Banner ads positioned within the initial screen view tend to perform better than those placed further down a webpage. However, most banners at the top of a page are overlooked. Banners placed a third down the page or on the lower right side of the screen (near the scroll bar) are more effective.
Avoid letting banners divert your customers from your pages. Instead, have them open a new window to the banner site using the ‘target=”_blank”‘ attribute in the link tag.
If you’re using banners for reciprocal linking, offer webpage owners a selection of banners and sizes that suit their site and preferences.
Experiment with personalized ad text with affiliate buttons to boost click-through rates.
Tips for Advertisers
Branding banners can contribute to long-term brand awareness. Although they may not generate an immediate click-through response, they are a crucial part of an overall online brand-building strategy.
You have a few seconds to capture your visitors’ attention. This is one reason why large banners are ineffective. Visitors won’t wait for them to load. Keep the banner size under 10k.
If you’re using animation, incorporate horizontal movement. The human eye is naturally sensitive to horizontal motion.
Interactive features, if available, can pique curiosity. For instance, the FreeLotto banner that allows you to scrape the tickets is an excellent interactive banner.
Including text like “click here” on your banner clarifies what the viewer is supposed to do. Try a blue border, implying the entire banner is clickable.
The word “FREE” is powerful in advertising. “Final Offer” or other time-dependent phrases may prompt users to click immediately.
Ask a question in your banner. For example, ‘Can Ginko Biloba increase my memory potential? Visit Stacy’s Herbal Shop to find out!’ This sparks interest, and the visitor will click the banner for the answer.
Use the ALT attribute in the image tags of your banners. Many people surf with images turned off. The ALT attribute will describe the content of the banner and can bring people to your site, even if they can’t see the image!
Target your banner to similar websites. Your banner will perform better when associated with appropriately keyworded websites.