Banner advertising has been around for a long time. A lot of people use it to achieve their ends. However, a lot of newbies online also join the bandwagon and wonder why they are getting the wrong results. They have really terrible conversions and can't seem to understand what's amiss. This article will show you why you're getting the poor results...
First, people rarely click banners these days. In fact, we all consciously avoid clicking on them. Apart from the fact that they as seen purely as adverts (which means someone is trying to sell you something), they are not usually in context with the subject matter of interest to the surfer on the web page.
Second, banner advertising is great as a branding tool and not really as a direct click-through source. By this I mean that if you have your banners in the right places and numbers you'll get into people's subconscious so that whenever they think of a solution you'll pop up in their minds readily.
So if you buy banners for its traffic generation potential, you shortchange yourself in a few ways...
1. You'll get very low click-through rates when compared to contextual text links.
2. Those who click through see it as an ad which is a sales pitch. They put on their highest resistance as they get to the destination site. This means that you're trying to make a sale to someone who's in the wrong frame of mind
First, people rarely click banners these days. In fact, we all consciously avoid clicking on them. Apart from the fact that they as seen purely as adverts (which means someone is trying to sell you something), they are not usually in context with the subject matter of interest to the surfer on the web page.
Second, banner advertising is great as a branding tool and not really as a direct click-through source. By this I mean that if you have your banners in the right places and numbers you'll get into people's subconscious so that whenever they think of a solution you'll pop up in their minds readily.
So if you buy banners for its traffic generation potential, you shortchange yourself in a few ways...
1. You'll get very low click-through rates when compared to contextual text links.
2. Those who click through see it as an ad which is a sales pitch. They put on their highest resistance as they get to the destination site. This means that you're trying to make a sale to someone who's in the wrong frame of mind
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