© 2001 By Dale Sexton
Effectiveness of banners are declining. Most web surfers
can spot banners and have trained themselves to ignore
them. Cooperation between Webpage owner and advertiser
is needed to resolve this.
Billions of dollars are spent for website promotion, over
75% is spent on banner ads. Large corporations spent most
of this money on branding. For us in small business, only
a very small group know how to use banners to there full
potential.
Page design and banner placement are vital for a higher
click-through ratio with affiliate banners for the webpage
owner. If you use banners, build your site around them
to get maximum benefit. Why use banners if your not getting
some form of payment?
Banner placement within the first screen a user sees will
pull higher than those placed further down a web page
(requiring a visitor to scroll down to see it). Most banners
at the top of a page are ignored.
Banners placed 1/3 down the page are more effective. Banners
(or buttons) placed on the lower right side of the screen
(near the scroll bar) pull twice as much than banners
placed at the top of the page.
Do not let the banners take your customers from your pages.
Have them open up a new window to take them to the banner
site. Use the 'target="_blank"' attribute in
the link tag to accomplish this.
Pop up banners are a nuisance. Alternative... use 'Pop
Under Banners'. Using javascript to open the banner in
the main window, include 'self.focus();' to keep the main
window on top. The viewer eventually sees your banner
and is less annoyed.
If you are using banners for reciprocal linking, give
webpage owners a choice of banners and sizes that fit
their site and tastes.
Test personalized ad text with affiliates buttons to increase
click- through ratio.
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