Super-Charge Your Banner Ads

by Bill Daugherty

Back in the good old days (two or three years ago) it was easy to get surfers to click on banners. You could place almost any banner on almost any website and get a decent click-through rate. Today that has changed dramatically. Today's surfers are just ignoring those same ads. Something has happened to this once vibrant form of online advertising.

I don't know if people have just grown tired of these electronic billboards, or decided that clicking on them just ain't cool no more. The reason for the current state of click-through rates is less important than what advertisers can do to turn this trend around. (Someone will probably do a poll.)

How tough is it to get a click-throughs these days? If you have a really good banner, you might get a two percent click- through rate. That means 50 surfers have to see your banner before 1 of them will visit your site. If your banner is not among the elite, you may see a puny 0.5 percent response. Then you need 200 exposures to get that 1 visitor.

Don't despair gentle readers, it doesn't have to be that way. You can super-charge your banners by making a few minor adjustments in their design and in your placement strategy.

First let's look at design:

* The text should consist of only a few words that offer a clear message. I see too many advertisers trying to sell their products or services on the banner itself. Selling requires more words than belong on this type of ad. The banner's function should be only to draw the visitor to your site. It is your website's function to do the selling.

* Choose your color scheme with great care. Make sure your text color contrast well with your background color. Don't make a rainbow, I think no more than 4 colors is

a good rule. Of course there are exceptions. Just use your good taste. If you don't have a good sense of color, seek help. It is important to get this right.

* Animation is great, but don't make it too busy. I have seen banners that literally made me queasy with too much and too fast movement.

* The two most important words you can put on any banner are "Click Here." You may think I'm kidding, but I'm not. Those two simple words will dramatically increase your click-though rate.

Now for a look at placement strategy:

* Where your banner is seen is a big factor in determining just how effective it is going to be. You should aim for an audience that will be most likely attracted to your site. I heard you say "duh." I know, I know, but I have seen banners on sites that made no sense at all. I also know that with some banner exchanges you don't have any control over where your ads will be placed. But try to negotiate the best sites possible.

Banner advertising may never again enjoy the strength it had in the good old days, but you can get the most out of any banner by following the guidelines above.

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