Banner Advertising: Measuring The Success of Your Banner Ads

You would think that measuring the success of your banner advertising would be simple. There are some factors that make it a little less clear than you might think. Some factors to take into considering include the click through rate and the number of page impressions needed in order to make a sale.

Click through rate measures how many times your banner ads need to be displayed in order to get a click, and after the click how well your web page performs in turning the curious into sales. Usually if you have a highly targeted site that ties in directly with your banner graphic, the conversions will be just that much higher. For instance, instead of concentrating a site on cats, you might create a banner about Persian cat health problems and have it lead directly to a site that outlines problems unique to the cat breed and the steps to take to help alleviate those problems.

If you site is just about cat problems, you'll get all kinds of cat visitors who will then have to sift through your site looking for their specific breed. When people arrive at sites, they usually have specific questions about their topic of interest. They won't want to know about cats in general or the problems of the entire cat population. If they own a Persian cat who is having health problems, when they click on your link, they will want to know about those specific problems with that breed of cat.

Another example would be for tennis racquets. If you are running a general sports website, and you create a banner advertising campaign for tennis racquets, you are going to get people looking for tennis racquets at a sports site that has everything from basketball to football and everything in between. As a result your conversion rate will be lower.

As well, if you target Wilson tennis racquets, you will get even more targeted visitors and your conversion rates will be just that much higher. Banner advertising campaigns should be well researched and targeted to a specific audience. If you want to advertise, pick sites that will target your specific topic. Even if you have the choice of going with a better known site that has a lot of traffic, picking a smaller site that is relevant to your site, that's the better place to put your banner advertising.

Doing some good research is the key to getting your banner advertising on the right network and on the correct websites that will bring you the most traffic for your buck. With good backgrounds, decent banner graphics and a tightly targeted campaign, you can increase website visitors and sales.