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
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.
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].