Common Arguments Against PPC: No One Clicks On Banner Ads

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We can’t deny that overall CTRs for image ads are lower than those for search. This is mostly attributable to “banner blindness”, or the notion that Internet users have been too saturated with banner ads in the past, they have already become immune to them. But there must still be some good left in display advertising, otherwise it won’t be around anymore.

Banner blindness

 

In the late 90s and early 2000s, there were a lot of image ads that disguise themselves as system notifications and mislead users into downloading malware or unwittingly giving out personal information. Actually, to this day, there are still many other display networks out there that continue to serve these misleading ads. Because of these, users have learned not to click on ads for fear of falling victim to these unethical practices.

Banner ads like this are designed to trick users


Banner ads like this are designed to trick users

 

There are over 2 million websites that publish display ads for Google and Bing. In recent years, these PPC giants have enforced strict policies to ensure that their advertisers are serving only legit, quality ads to users. Despite these efforts, users have already learned to ignore image ads, as proven by relatively low click through rates.

But this generalization shouldn’t stop you from using display advertising for your business. With the correct strategy, you can utilize banners to promote your business and drive traffic to your website. Here are a few tactics you can implement to get more clicks from your banner ads:

 

Use Interesting Banner Styles


Ads don’t always have to be formal and boring. People normally just hover over page content, and you only have about 3 seconds to make an impression, so use ads that will stand out, capture their attention, lure them in, and get them hooked. With a little help from sales psychology, make ads that will trigger interest, curiosity, and clicks!

Direct response ads are not ideal for branding, but they get relatively higher CTRs


Direct response ads are not ideal for branding, but they get relatively higher CTRs

 

Target The Right People


Automatic placement of display ads are based on page context, and your banner ads would show up on pages that contain the keywords you are bidding on. However, Google and Bing also allow managed placements, and you can manually select the websites where you want your ads to show up. You can handpick websites that are related to your industry or niche and are frequented by your target market. Although it’s a bit more tedious to set up, you can make sure that your ad would be seen by people who are more likely to be interested in your offer.

Take the party, or at least the banners, to where your target market is


Take the party, or at least the banners, to where your target market is

 

Place Banners Where They Can Be Seen


You can bid for specific positions within a webpage where you want your ad to appear. The positions with highest visibility are those above the fold since users can see it even if they decide not to scroll down. Users tend to look at web pages in an F pattern focusing on the upper left part of the page, and it is ideal for image ads to be within this peripheral line of vision.

The header and the upper right positions are common areas for banner ads in a lot of websites


The header and the upper right positions are common areas for banner ads in a lot of websites

 

Use Banners For Remarketing


Remarketing allows you to reach users who have previously searched for your business or visited your website. Using tracking cookies, your ads will be shown to these users as they browse the web, subtly reminding them of your business and enabling you to and stay engaged with them. If they failed to convert the first time, you may be able to convince them to visit you again by showing your hottest offers.

Stay engaged with users who already have one foot in your sales funnel


Stay engaged with users who already have one foot in your sales funnel

 

The CTR isn’t the “be all, end all” performance indicator of pay per click marketing. Display ads can still help you introduce your products and services to your target market even if they don’t yield clicks. By using a CPC (cost per click) pricing model instead of CPM (cost per thousand impressions), you can promote your business at no cost. And it doesn’t end there, because consumers exposed to banner ads are 155% more likely to search for brand and segment terms. True story.

Start reaching your target market through display advertising. We can help you design and create beautiful web banners that would grab their attention. Contact us to enquire.

(Image credit)

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