One of the most popular ways of driving traffic on the Internet is onsite banners. Banners are simply pictures that are clickable. You can use banners to link directly to the landing page or to your own page.
Banner come in number of different banner sizes. The most common sizes are the skyscraper, either 120×600 or 160×600 (sometimes called wide skyscraper), leaderboard (728×90) and the rectangle, or medium rectangle (300×250) A lot of smaller sizes exist as well.
Being successful with text ads generally means finding the right keywords. Banner ads on the other hand, generally means knowing the demographics of the market. Although it is possible to pay per click for banners it is more common to either pay per impressions (CPM, meaning one thousand impressions) or to buy a space at a website for a week or month.
This makes banner advertising tricky, you can lose a lot of money if you pay per impression for a banner on the wrong website. On the other hand, if you manage to get the right banner onto the right website, your cost per click can be very low.
Although it is possible to have your ad displayed on all websites an advertising company manages, this is almost always a very inefficient and very expensive way. You have a much better chance of being successful if you know the demographics of your target market, for example gender, age and location. Then you try to find websites that your target market is likely to visit. You can use google adplanner and quantcast.com to find out who visits what sites.
A good banner is essential if you pay per impression or per week. In most cases, it is best to get banners done by professionals. It is cheap to get banners made. If you already know what websites you are going to buy ad space on, you probably know what banner size you need. Selecting the right banner size is tricky, every internet marketer has his own favourite size. If you do not know what size to use, the skyscrapers, either 120×600 or 160×600, are generally a good bet.
More important than the banner size is the location of the banner on the webpage. Unless you are paying per click, your banner must be above the fold, that is, the visitor must see it without having to scroll. Paying per impression for a banner which can only be seen if the visitor scrolls down the page is virtually guaranteed to be a waste of money.
Also, watch out for web pages that have too many banners. Some websites are jampacked with ads which generally means the surfers ignore all banners.
All in all, it is possible to make good money using banners but only if you have the right banner on the right website and a good landing page. The weakest link in the chain will determine your success.
Back to the main article page about Cost Per Action marketing information