Pay For Click Banner Ads

What is ‘Banner Advertising’

Banner advertising is a rectangular graphic display that stretches across the top or bottom of a website or down the right or left sidebar. The former type of banner advertisement is called a leaderboard, while the latter is called a skyscraper. Banner ads are image-based rather than text-based and are a popular form of website advertising. The purpose of banner advertising is to promote a brand and/or to get visitors from the host website to go to the advertiser’s website.

Google Banner Ad Tips

Here are three principles that guide my team when we create banner ads, along with examples of each:

1. Be compelling. Banner ads have to be eye-catching enough to attract attention. Only then does your marketing message have the opportunity to break through. Things like animation, the use of faces, brand colors, and clear text help banner ads stand out.

2. Be concise. At any given moment, someone might see a banner ad and only pay attention to it for a moment. In that moment, be concise to make sure your message sticks.

3. Be clear. Banner ads tend to be relatively small, so you don’t always have a lot of space to work with. Don’t try to say too much; the ad may just end up looking cluttered. Instead, clearly communicate a single marketing message about a single product. The need for clarity goes for call-to-actions, too

Position is Key

Studies have proven that the most successful ad positions are within the content (44.66% response), within the heading (27.32% response), within the left (7.88% response) and right (9.28% response columns, rounded out by rotating ads (4.74% response) and ads below the fold (1.93% response). Generally speaking, ads close to the content, above the fold, and near other captivating content will provide optimal performance.

Average Revenue from Banner Ads

FORMATS COST METRICS AVERAGE REVENUE
Text Ads Cost/Pay Per Click (CPC, PPC) $0.035 Per Click
Graphical / Rich Media Banners Cost Per 1000 Impressions (CPM) $0.20 Per 1,000 Impressions
Graphical Banners Cost Per Click (CPC) $0.035 Per Click
Pop-unders Cost Per Visit (CPV) $0.0025 Per Visitor
Interstitial Ads Cost Per Interstitial (CPI) $0.0025 Per Interstitial Ad

 

Adventure Banner Ads

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Above are 3 separate banner ads which I have designed to promote my business. I have used hardly any text and focused on the images. I have gone for an outdoor theme, as all my clothing is marketed at outdoor wear. However the tall banner on the very left, I have used some more precise pictures which I have also used on my YouTube advertisement.

On the long thin banner advert, I have used a QR code which when scans takes the customer directly to my website. Since QR Codes provide a direct link in the online world, this produces countless possibilities to engage users in a positive way. From simple information, such as contact details, event dates and product descriptions, to special promotions, such as sweepstakes, coupons and voting – you can offer your customers virtually anything you can display in a Web browser. All of this with a single scan.

References

Arnold, B (2015) Inside Google Marketing: Banner Ads Can Be Creative and Effective. [Online] Available: https://www.thinkwithgoogle.com/articles/inside-google-marketing-creative-effective-banner-ads.html. [Accessed: 20th March 2016].

Investopedia (2009) Banner Advertising. [Online] Available: http://www.investopedia.com/terms/b/banneradvertising.asp. [Accessed: 20th March 2016].

Howe, S (2010) Getting Started with Banner Advertisements. [Online] Available: https://www.smashingmagazine.com/2010/04/getting-started-banner-advertisements/. [Accessed: 22nd March 2016].

Clicksor (2014) Earn more revenue from your website. [Online] Available: http://www.clicksor.com/publishers/rates-and-revenue. [Accessed: 3rd April 2016].

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Youtube Advertisement

YouTube processes more than 3 billion searches a month. 100 hours of video are uploaded every minute. It’s bigger than Bing, Yahoo!, Ask and AOL combined! It processes more than 3 billion searches a month, 100 hours of video is uploaded every second and 1 in 2 internet users are on YouTube. It is transforming the way we discover information via the web and it is the fastest growing video sharing in the world at the moment,(MushroomNetworks, 2016).
John Lewis Christmas Advert 2015
John Lewis are famous for their Christmas adverts, from the bear and the hare in 2013 to the Man on the Moon in 2015. The most recent advert reached just over 24 million views on YouTube alone. These adverts are great publicity for John Lewis, aswell as increasing their brand awareness. This is an example of a very successful YouTube advertisement.
Cadburys 2009 Eyebrow Advert
Like John Lewis, Cadbury’s are also well know for their creative and entertaining advertisements. The drumming gorilla in 2010, however in 2009 they released this of two children moving their eyebrows to music! Cadbury’s adverts are very memorable, as i can remember this clearly and i was 11 when this was released. This advert has just over 1 million views, which shows how much YouTube has grown over the past decade.
My Adventure Advert 
For my YouTube advertisement I used a software called Camtasia Studio 8, which allowed me to create a high quality video and add different features such as music and slide transactions. For the title page, the slides in between the photos and the end 2 slides I used an online website called Canva, which allowed me to use templates to create a professional looking slides, I used the forest background on the first frame and the last frame to link them both together. This forest picture can also be seen on the Facebook and Twitter page, i did this because i wanted the brand to be consistent.
For the footage I used 2  different videos one of someone skydivng and the other snowboarding , I wanted to emphasize on the word Adventure and therefore added videos which would represent people on an Adventure. The music ‘Wild Ones – Flo Rida’ I thought was an appropriate song, as it starts off slow with the photos and then speeds up throughout the videos at the end.
Although the videos doesn’t directly link to outdoor clothing, it’s draws attention to the name and makes the video catchy therefore people are going to remember it and then google the name after. ‘Man on the Moon’, didn’t directly think to what John Lewis sells however was extremely popular because it was memorable and emotionally eye catching.
I have also tried to feature as many women as possible within the videos, because my target audience is women therefore I want to attract them more over men.
Reference List

ComoFuncionaPLAY. (2013). Ski Snowboarding 2014 Full HD. [Online Video]. 1 December 2013. Available from: https://www.youtube.com/watch?v=b5x7Kitxyow. [Accessed: 22 March 2016].

Mushroom Network. 2013. YouTube – The 2nd Largest Search Engine. [ONLINE] Available at:http://www.mushroomnetworks.com/infographics/youtube—the-2nd-largest-search-engine-infographic. [Accessed 19 April 2016].

PaigePiskin. (2015). Travel Vlog: Best Place to Skydive in the World!. [Online Video]. 22 January 2015. Available from: https://www.youtube.com/watch?v=51_nlpNTIRY. [Accessed: 24 March 2016].

Social Media Marketing: Facebook and Twitter

Facebook – www.facebook.com/worcesteradventure

Twitter- https://twitter.com/adventureworc

The main advantage of social media marketing is cost-related. The majority of social media sites are free to access, create a profile and post information. The advantage of reaching your targeted market for little or no cash investment is substantial, and the audience wanting your information voluntarily joins or follows you, (Sandilands, N.D).

It’s been a big year for Facebook, and today The Social Network underlined just how big, releasing its fourth quarter and full-year results for 2015. And the numbers are pretty amazing. First off, there’s user growth – Facebook’s reported that Daily Active Users (DAUs) were at 1.04 billion, on average, for December 2015, an increase of 17%, year-on-year, (Hutchinson, 2016)

social media grapgh

Below is a screenshot of Adventures’s Facebook page, I have used the photo featuring on my home page on my website and then added Adventure’s logo below it. I have done this because it straight away tells the customers what style of clothing the business is sells, and also the logo is very prominent at the same time. Also the cover photo sets an  impression about the style of clothing, the photo is very good quality therefore customers would expect the business to provide a good service and be high quality. Finally I have also added a ‘Shop Now’ button which will directly take the customers to the Adventure website, this is a good feature because it means that customers can easily access the store and therefore be more likely to purchase.

final facebook cover

I have also created a twitter page, i have used the same photos and logo’s as my Facebook page because i want everything to be consistent. I have added a link directly to the website, as well as the location of the business and a short description of the business, just so that customers can quickly identify what the business sell, this is the same on my Facebook page. I have also updated both social media accounts, and have offers and promotions advertised on both, I’ve also advertised new stock coming into the store which will be an effective and quick way to tell customers about new products, also which will hopefully entice the customers to go onto the website and hopefully made a purchase.

twitter page final

Before I created my social media pages, I researched some similar businesses and looked at theirs and how they had been created. As you can see below Mulberry have used their logo as their profile picture and a sample of one of their products as a cover photo. This portrays the kind the products that they sell and the type of quality. They also have an extensive photo gallery with over 200 photos, and some basic description of the business and basic contact details.

mulberry.png

Reference List

Sandiland, D (2013) Advantages and Disadvantages of Social Media Marketing [Online] Available: http://smallbusiness.chron.com/advantages-disadvantages-social-media-marketing-21890.html. [Accessed: 26th February 2016].

Hutchinson, A (2016) Facebook Releases 4th Quarter and Full-Year Results for 2015 [Online] Available: http://www.socialmediatoday.com/social-networks/facebook-releases-4th-quarter-and-full-year-results-2015. [Accessed: 14th March 2016].

https://www.facebook.com/Mulberry/timeline