14 Proven Laws Of Banner Advertising
Michael T. Glaspie, a renowned direct marketer, author, and founding
director of www.bannerco-op.com
advertising unquestionably has become the industry's most reliable,
predicatable, and measurable method for attracting new visitors.
With 60-70% online ad expenditures being allocated to banner advertisements,
there is little room for question as to the effectiveness of a well
managed banner ad campaign. I have therefore assembled for your
review the 14 principles of successful banner advertising.
are encouraged to incorporate these concepts into your online marketing
strategies, to not only boost traffic to your site, but to leverage
it as well.
Join two, three, or four quality exchange organizations. A typical
exchange organization will offer you usually one-half to .7 or .8
credits, each time you host another member's banner at your site,
and a full credit will earn you the displaying of your banner on
another exchange members site. Some exchanges offer multiple page
coding so you may host members banners on numerous pages throughout
your site. Thus membership in multiple exchange organizations allows
you to leverage visitors not only as a result of each unique visitor
producing multiple credits for you, but also as a result of visitors
who go beyond your home page, explore your web site, and earn you
additional exchange credits through the impressions they are exposed
to on any or all of the pages you host banners on. It's highly possible
to earn, with a ten page web site, and a visitor who sees all ten
pages, ten or more credits, meaning impressions due you just for
belonging to two exchanges. Now that's leverage. My personal favorites
are http://www.linkexchange.com, and my number one favorite http://www.bannerco-op.com. The co-op offers a full one to one exchange
plus a unique program paying cash for click throughs. And you can
exclude specific catagories of competitors banners appearing on
When dealing with seconds, and sometimes fractions of a second,
to grab the attention of the viewer, it's vital that your ad screams
LOOK AT ME NOW. You accomplish this goal primarily through and in
this order, your copy, color, graphics. Therefore spend as much
time on the five to ten words that little box has space enough for
as you did practicing to ask for that first date.
Bright colors almost always out perform the reds and the blacks
which are less effective. Use yellow, orange, blue and green.
Animated banners have multiple advantages over static or single
screen banners. Use them to layer in additional copy. A three screen
animated banner easily provides enough room for five to seven words
per screen. Just make certain the copy that you choose for the first
screen is compelling and attention getting. Focus on your web site's
premium benefit. Why do people visit your site? What's in it for
them? Build your headline, ie: the first screen, or your static
banner, based upon your single most prominent, compelling benefit.
Banner size, should be maintained at 3-5K which is ideal if you
can accomplish your copy and creative objectives. If not, up to
7 is OK. Never more than 10 as it takes much longer to load and
you run the risk of the visitor not seeing your banner at all.
I can't stress this enough. There is no reason not to brand every
banner you ever create. Branding your banner can be accomplished
by doing nothing more that placing your product or company logo
on one of the screens in the animation process, or simply giving
the name of your company, or domain name, or a picture of your product.
With average click through responses in the 1-2% range, why waste
98% of the impressions by not telling the viewer who you are or
what your product is? Off line advertisers have known for decades
the power of branding, and with properly designed banners you can
accomplish both direct response advertising and branding simultaneously.
With branding you can get your name, your product name, continually
in front of your prospects, even if they don't "click"
Don't get hung up on hosting banners on your site for fear that
you'll lose a visitor. Listen, they're going to leave anyways. If
they're interested in your site they'll stick with it until their
interest is totally satisfied. If not, you're going to lose them
in any event, so you may as well get some mileage out of those visits.
Do not try to qualify your visitor. In other words, let the site
do the qualifying and selling job for you. After all the name of
the game is to get each and every unique new visitor to your site
as possible, thus leveraging credits due you should you belong to
a banner exchange.
When building your five to ten word static banner, or five to seven
words first screen animated banner copy, rely on these themes. Fear,
curiosity, humor, the big promise. Example, Warning, you must see
this before you purchase xxx; never worry about losing xxx again,
learn the secrets of cashing in on xxx, do you know how to xxx?
As an aside, a warning banner is an enormously powerful approach.
Many off line yellow pages publishers will not even allow them because
the other advertisers complain about the unfair advantage such an
ad delivers. Try one.
The number one drawing card in banner advertising is the use of
the word FREE. Put your creative talents to task here. Write a free
report that solves a problem, and post it at your site. Offer a
free drawing, free subscription to a e-zine. Free advertising, free
trial offer, free download for software, etc., etc.
Never assume your viewer knows what to do next. Always, in one or
more places, insert the words click here, or, click here now, or
show a drop down box with a click arrow prominently displayed.
When appropriate to your marketing campaign, buy click throughs
and not impressions. With click through purchases you can lock in
on the cost of each unique new visitor. Purchasing click throughs
helps to eliminate concern over rigorous and ongoing testing and
new banner design and creation concerns, as well as the arduous
task of ongoing meaning daily, monitoring of each of your banner's
effectiveness. When purchasing click throughs and paying only for
those new visitors, all of those issues become someone else's problem.
Bannerco-op.com offers an excellent click through program.
Targeting. If you are a niche market advertiser, or a local or regional
advertiser, targeting is vital to the success of your banner campaign.
You'll want to very carefully select sites or work with an ad agency
that offers the opportunity to reach those prospects who are the
most likely to be interested in your product or service. On the
surface, purchasing targeted impressions is more costly, however,
it represents the best way to reach your audience. If you're selling
automobiles in southeast Florida, it makes no sense to place your
banner into a national network where only a fraction of the audience
would have any interest. Instead you'll want to target web sites
serving the community you service, including Chamber of Commerces,
newspapers, radio stations, television stations, and other local
and regional businesses serving the same geography.
Test, test, and test some more. Once you've got the perfect banner
working, design another one because sooner or later even the best
banner runs out of steam. It's generally accepted that after a prospect
sees a banner for the third or fourth time, the likelihood of a
click through plummets. When testing, always test the next new design
on the same site or on the same network, so you are indeed comparing
apples to apples. Testing is a continual ongoing, dynamic process.
Review your stat pages on a daily basis and be prepared to act quickly
when results begin to lag. Remember the three most critical elements
of your banner. First the copy, next the color, and next the graphics.
Once a successful banner has been created, tweaking and modifying
these elements can keep it alive and producing strong click- throughs
for many months.
Copyright 1998, All Rights Reserved by Michael T. Glaspie. First
publish in Add Me! newsletter