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Banner Advertising

What Makes a Banner Ad Effective?

There are no concrete rules about what makes a good banner ad. As in all advertising, an effective banner ad is the product of a number of different factors, and there is no sure way to predict how well any banner ad will do. A lot of successful banner ads are the result of extensive trial and error experimentation: A Web site puts a banner ad up and monitors the response it gets. If that doesn't work, the site tries something else. What makes a good advertisement is largely a mystery.

That said, there are a few qualities that generally make for more effective banner ads in many situations. If you are mounting a banner ad campaign you should keep these suggestions in mind:

  • Post banner ads on pages with related Web content -- the more related, the better.
  • Advertise a particular product or service in your banner, rather than your site generally.
  • If you do advertise a particular product or service, link the banner ad to that part of your Web site, rather than your home page.
  • Put banner ads at the top of the page, rather than farther down.
  • Use simple messages rather than complicated ones.
  • Use animated ads rather than static ones.
  • Your graphic content should pique visitor curiosity, without being too obscure.
  • Keep banner ad size small. If the page takes too long to load, a lot of visitors will go on to another page.

The most important things are to make visually appealing ads with interesting content and to intelligently place the ads so they are exposed to audiences that would be interested in them. Combining these qualities is a simple notion, but effectively accomplishing this is a complicated art. And like any art, advertising is constantly evolving. New approaches to banner ads pop up all the time.

One interesting development that has been around for a while is targeting. Banner ads that are targeted appear based on the Internet user's activity. For example, advertisers can buy keyword advertising on a search engine, such as Alta Vista or Yahoo, so that their ads are displayed when someone performs a particular search. If an advertiser buys up keywords related to its product or service, it can probably increase click-through rates, because the visitor has already demonstrated an interest in finding sites on that particular subject.

The Internet is an attractive medium to advertisers, because cookies allow sites to gather information about each visitor. It's a good bet that the future of Internet advertising will involve extensive use of this technology to target individual Internet users. Many Web sites are already experimenting with presenting each visitor with specific banner ads that would be likely to interest them, based on information gathered from surveys and the visitor's Web-surfing activity.

The Future of Internet Advertising

Web experts have been predicting the end of traditional banner advertising for years, noting dwindling click-through rates. They have several different ideas of what will replace it as the dominant means of advertising. Pop-up ads, advertisements that appear in their own, small browser window, have been growing in popularity. Many Web users find them extremely annoying because you have to close each browser window, and if there are enough of them, they can overload some browsers' capacity. Some Internet research shows that text links are more effective than banner ads. This is probably because so many Web users are automatically aware of banner ads and so can easily ignore them while text links are less obvious -- they appear to be part of the site's content.

Advertisers have also found some success with interstitial ads. Like Pop-up ads, these ads appear in their own browser window. When a visitor clicks on a link, the interstitial ad appears before the browser brings up the linking page. Most interstitial ads close automatically, so they are less annoying than pop-up ads, but they briefly fill the user's screen, so they definitely make an impression.

If you keep an eye on Internet news, you will continually see stories on the death of the banner ad, as well as stories about upturns in banner ad success. Banner ads will most likely be around for some time, but it's a good bet they will take new, interesting forms. As we've all read in recent years, the Internet is in its infancy, and webmasters have only begun to tap its potential. The same can certainly be said for Internet advertisers, and since advertising is the main source of revenue the keeps Web sites going, you can be sure it will continue to evolve at an accelerated rate.

Search engines provide you with one of, if not the, most targeted form of marketing for your mortgage company in the modern world.

As a mortgage broker you can target interested prospects in their local market (at the city level), state wide market, on a national basis and by specific product. If you specialize in bad credit mortgages and your mortgage company is located in California, you should be the first mortgage broker your customer sees when they type in "California bad credit loan" in the almighty Google.

Search engine marketing puts mortgage brokers in the front lines of the client acquisition war. You can and should be there, customers expect to find the most qualified mortgage brokers in the top 5 listings of search results.

If you’d like the most aggressive search engine marketing available for your mortgage company then bullet proof your sales and marketing plan this year with our Bullet Proof Mortgage Marketing Plan engineered for you to completely dominate the mortgage broker and real estate related search terms by city, state and product in Google, Yahoo, AOL, MSN and other minor search engines.

If you are looking to maximize your local market only and support your local offline marketing then the Smart Marketing Package is designed specifically to match your mortgage marketing goals.

More about search engine marketing and the mortgage broker

No other marketing technique enables you to target prospects that are seeking you or your services on their terms. All other media markets by chance, if you will, the chance that someone looking for a mortgage is reading the paper, the yellow pages, listening to the radio, watching television or reading their direct mail.

With search engines on the other hand the mortgage broker can capture people that are looking for them on their terms. Why do you think that lead companies can provide leads at such a reasonable price? The answer is they are targeting the most interested prospects available and they are only paying for interested people, not spraying the local market with wasteful marketing.

If lead companies are there, shouldn’t you be? To bypass lead companies and use search engines to brand you as the mortgage broker in your state learn about our Bullet Proof Mortgage Marketing Plan, to dominate your local market at the city level try our Smart Marketing Package.

If you already have a web site Superior Internet Solutions can trouble shoot your search engine marketing challenge with our Diagnose Your Web Site package, provide a Quick Fix to your site, provide more exposure by enhancing your link popularity with Up Link or simply manage your Pay-Per-Click campaigns in Google AdWords, Yahoo’s Overture, Kanoodle, and 123 Search.


 
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