Banners Do Bring Traffic!

The Power of Banner Advertising

Banner advertising is not a relic of the early internet days; it remains a vital part of the digital marketing mix. According to a report by eMarketer, digital display ad spending, which includes banner ads, is expected to grow to $120.34 billion by 2023 in the US alone. This growth indicates that businesses continue to see value in this form of advertising.

Tips for Effective Banner Placement and Design

To ensure your banner advertising efforts are fruitful, consider the following guidelines:

Prioritize Your Own Banners on Entry Pages

• Avoid External Exits: Never place another entity's banner on your main entry page. It's counterproductive to direct hard-earned traffic away from your site.
• Promote Internal Links: If you must use a banner on the entry page, ensure it links to another page within your site or to an affiliate that provides commission.

Expand Your Banner Reach

• Multiple Pages: Distribute banners across various pages to earn more credits from banner exchange services.
• Visibility Matters: Position banners near the top of the page to ensure they load quickly and are seen by visitors.

Optimize Banner Performance

• Speed is Key: Include specific WIDTH, HEIGHT, and BORDER attributes in your HTML to speed up image loading.
• Accessibility Counts: Use the ALT tag to describe your banner for those using text readers or browsing with graphics turned off.

Utilize Error Pages

• Capitalize on 404 Pages: Place banners on your "Not Found 404" error page to increase views, as this page often receives a high amount of traffic.

Design for Engagement

• Animation Attracts: Animated banners can increase engagement by 26% or more compared to static ones. Keep file sizes within the limits set by banner exchanges.
• Concise Messaging: Use short, compelling text to encourage clicks.
• Clear Call-to-Action: Phrases like "Click Here" have been shown to improve click-through rates.
• Stir Curiosity: For lesser-known brands, intriguing messages can be more effective than name recognition alone.
• Memorable URLs: If your URL or email is easy to remember, include it on the banner for future reference.
• Test and Adapt: Continuously test different designs and messages to find the most effective combination for your audience.

Leverage Free Banner Resources

There are numerous free tools and services available to create and exchange banners:

• Online Banner Generators: Websites like Canva (canva.com) offer free tools to design banners without needing graphic design skills.
• Banner Exchange Services: Platforms like AdEx Network (adex.network) provide opportunities to participate in banner exchange programs.

The Impact of Banner Ads on Branding

Studies by reputable organizations like the Interactive Advertising Bureau (IAB) and companies such as DoubleClick and MSN have demonstrated the effectiveness of banner ads in online branding. These studies confirm that banner ads, especially the standard 468x60 size, can significantly enhance brand visibility online.

In conclusion, banner advertising is a tried-and-true method for increasing website traffic. By following best practices for banner placement and design, and utilizing free resources, businesses can effectively leverage banner ads to attract and retain visitors.