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Why your banner ads are performing better than you think

posted Jan 31, 2013, 8:54 AM by Ashley Ringger-SSM   [ updated Feb 14, 2013, 3:08 AM ]
click through rate
Marketers claim that a .3% click-through rate of banner ads is perfectly acceptable. Could that really be right? Here are five reasons not to worry about low click-through rates (CTR).

1. Ads should reflect your brand and send a message
Low CTRs don’t mean your ad campaign has failed. The goal of banner ads and the like is to present a consistent message about your brand over and over again. As long as the ad is being seen and presenting a positive image about your brand, the money has been well spent.
2. Know where you audience is and place ads there
Who is your target market and where do they “hang out”? Are they on blogs? Do they tend to read newsletters or are they more into microblogs? If you know where they are you can place your ads there for better coverage. This not only gets you the most for your money, but also gets you the kinds of customers you are looking for.
3. Get social with images
Utilize your social media pages to the max by making use of any available visual space. Update your Facebook cover image regularly to showcase new products. Create unique boards on Pinterest using your ad images to increase traffic. Remember that social media is social so be sure to not broadcast your brand too much, but do create engaging content that stimulates conversation.
4. Partner with others in your market
Whether it’s working with a blogger to cross-promote each other or sharing a Facebook post of a brand related to yours, the power of networking can have big payoffs. Partnerships and sharing not only carry your message further, but associates your brand with other reputable brands.  
5. Invest the right about of time and the right amount of money
A few banner ads in the right places over a year or so will give you more return than you think. A tactic like this puts your brand in front of your audience and although you may not see sales rise immediately, you are making an impression for when a potential customer does need your product or service. Create something memorable that is worth sharing.   

When all is said and done, what matters most is having a presence in the market and being visible where you customers are. This serves as a long-term reminder for when they are in need of your product or service.