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We've compiled a few tips mostly for banner
advertising. Hopefully these will give
you some guidance.
Click Here
For maximum results make sure you have
a 'call to action' on your banner eg.click
here! or something similar flagging
their subconscious to click your banner
and visit your site. This may sound a
little silly but people have to be told
to click your banner.
Don't lose your customer
If you are advertising a product on your
banner make sure the product is featured
on your main page so the customer can
find it straight away. Do not let the
customer go astray.
No Heavy Banners
Keep your banner down in size. Most banners
will never be put into rotation if over
12 - 15k. Remember that you do want your
banner to be loaded in time before the
visitor leaves the page.
Placement
If you can pick the placement of your
banner always go for the top of the page.
This will cost a little more per CPM but
worth the results.
Be Persistent
Do not expect results straight away. Most
banners will only have a click through
rate (conversions of people clicking on
your banner and visiting your site) of
about .7% to 1.2% which does not sound
like very much. Allocate a monthly budget
to your online advertising and include
promotions. If necessary, chop and change
your sales pitch, layout, color scheme
in order to evaluate maximum potential.
Keep Track of Banners
Use some kind of banner tracking software
on your website that will track & analyze
your visitors trends - find out what they're
doing, how long they read a page for,
what your most common pages are and more.
Use this information and make adjustments
to your website accordingly.
Know your Target
Advertising your site can be tricky. Make
sure to research your target market carefully.
If you do plan to advertise on a website
using banner ads, (the most popular method)
find a list of common websites that your
market would frequent. For example, if
you were selling camping equipment you
would not necessarily advertise on a 'Caring
for your Newborn Baby' site. On the other
hand target websites such as 4WD and Fishing/Hunting
sites, where you will find that the traffic
(naturally) will be more orientated towards
your camping products.
Pay per click
Banner Advertising will be considerably
expensive depending on which site/s you
decide on. Banner advertising is most
commonly charged by units of 1000 impressions
(page views that contain your ad) some
sites will require a minimum purchase
of 50000 impressions before they commence
your campaign. At US$20 to US$60 per thousand
impressions this can be particularly expensive.
Read the Demographics
Most popular websites will have demographics
which have been compiled from customer
surveys. Don't be afraid to send an email
requesting this information. Demographics
can be invaluable when it comes to making
decisions about advertising on a website
and will contain information such as age,
income, occupation, favorite color etc.
If the data doesn't match up with the
market you're targeting, try looking elsewhere.
Combine Forces
Print advertising when used in conjunction
with web advertising can be quite effective.
If you are advertising on a website and
the website has an accompanying magazine
or vice versa try placing an ad in the
magazine as well. This will obviously
increase your exposure to customers who
view both. Don't position your ad just
anywhere either. Find out what articles
are in the upcoming issues. If an article
is on hiking boots, then place an ad of
your showcase of hiking boots on the same
page or opposite. This may cost more but
it will produce results that will be well
worth it. Also, don't forget to include
the URL for your website on the advertisement.
Persistence
Always remember that selling to your audience
requires persistence. Try variations of
a common theme to your approach over a
mature period of time. It is very seldom
on the internet that you will have instant
success with your advertising campaigns.
It is important to maintain a continual
effort to keep potential customers informed,
so back up your advertising by asking
them to join a mailing list. As long as
you have consent to use their email address,
you've still got a second chance to sell
them. Try sending them a catalogue or
update from time to time.
Take your time when designing banners,
as these are ambassadors for your website.
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