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How to make a banner campaign work for you
How to Make a Banner Campaign Work for You
Banner advertising is an important part of your advertising mix to achieve your businesses specific goals, but only when properly measured against campaign objectives. This article will present the contributing elements that make banner advertising useful, demonstrate how to use them with specific business goals, and demonstrate methods for measuring them.
Thoughtful planning is the most important step in successful advertising in any media. There are several things you must consider before even creating your banners or choosing where to advertise:
Is your goal to build brand awareness?
Is your goal to generate leads or clickthroughs?
Who will be most interested in your site or product?
How will you track the effectiveness of your ads?
Once you've answered those questions, you can start planning the banners you're going to create and exactly what you're going to do with them. Most importantly you can begin thinking about how banner advertising can work for you.
Banner advertising can be very useful in building branding, leads generate, and increasing sales when it is targeted, tested, and carefully placed. Focus specifically on the market your website serves, compare your marketing strategies with more successful sites, and always verify the demographics of where you will be placing your ads. Testing is so critical to any advertising make sure whoever you buy space from allows you to run A/B splits testing one element at a time against their audience -- this gives you the most reliable and consistent results. Finally, make sure the target ads are placed with the visitor in mind, if you are advertising on a network check some member sites for locations and number of ads placed.
Before you start any advertising campaign define specific and measurable goals -- those things you wish to accomplish -- this alone will go a long way to improving the results of marketing on any medium. You will want to be specific about quantities, value of responses, and your purpose in business. Looking to accomplish "a 12% increase in sales of our product X through ecommerce" is better than saying "a 2% click-through of one thousand new visitors." In setting your goals, make them easy to understand, clear, and something that will fit into a single sentence that can be later used when checking your results.
Once you have a campaign goal checking your results is simply looking at the measurable elements of the goal against various site and advertising statistics. Besides looking at click-through percentages, you will also want to look at your conversation rate and breakeven costs for the overall campaign. Double check your advertising with both your sites statistics and those of your rotation service, both should match and demographics should not change; valid information means valid tests. Finally, ask yourself how things worked out in regards to each of your campaign goals -- this is the point in which you learn how to make the next campaign better.
Results can be achieved with banner advertising, but it is not going to be the only thing that makes you successful. Choose banner advertising based on what it provides you; measure and monitor your performance against company goals and you will be on the way to getting the most out of your banner advertising campaign.
By Chris Wainwright and Justin Hitt, Copyright 2002 All rights reserved
About authors:
Chris Wainwright is the Webmaster of Ozsuccess.com and can be reached online at http://www.ozsuccess.com/, where you can learn more about Internet marketing (tips and techniques for any webmaster).
Justin Hitt is a consultant and site manager of the Professional Business Advertising Network, for more information visit http://ads.osn.net/
For more Internet marketing articles visit http://www.ozsuccess.com/articles.html
Written by: Chris Wainwright
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