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Previous: Help Customers Find You Are click throughs on your banner ads pitifully low? Before you decide that banner ads don't work, some testing is in order. Here's a good example of why. . . We have several ads running throughout our sites for a company that has a number of different versions of their ads. We run the ads through a banner management program called BanmanPro that serves the ads by banner, campaign and zone, and produces a variety of statistical reports for analysis. The particular banner I was looking at had more versions than most advertisers and partners provide. So we were able to compare quite a few banners and placements. When we sorted it all out we saw that some of the banners had clickrates of only .28% but one banner - a 125 x 125 size button - had clickrates of up to 2% to 3% in the same zones that others were only getting .28%! Remarkably, some of the differences in the banners were very subtle. For instance there were two banners that were almost identical except for a small portion of one of them that was animated. If I had tried to guess which ad would do better without testing the two ads, I would have guessed that the animated banner would have a higher clickthrough rate than the static (unanimated) banner. And, I would have been very, very wrong! The static banner was the big winner. Does that mean you should go change all your banner ads to be static? No. But it does mean you need to test them and watch the tests carefully to see which produces the best results for you. Posted on March 11, 2006 at 9:14 AM| Comments (2) Comments The first thing to realize is that the top of the page isn’t necessarily the best spot on the page. Sometimes a banner slightly lower than the top will work, and sometimes even banners on the bottom of pages will work. Like everything else in advertising, you need to test. Posted by: Janet on March 14, 2006 at 2:12 PM |
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Banner Clickthroughs
Competition for space for banners is quite stiff. For example everyone can’t have their banner at the top of the same page. Any thoughts on this?
Posted by: Bob Hellen, Sr. on March 14, 2006 at 12:45 PM