I was recently talking with a regional wholesaler regarding her 2013 marketing plans. When we got to the topic of internet marketing and more specifically website banner ads, she told me they had tried it and it did not work for them. I immediately wondered if she had taken the time and asked the proper questions to determine if the site was right for her. More than likely, her campaign was doomed before it began. Being on a website and being seen on a website are two different things. Furthermore, being seen on a website is only worth the expense if it is your target audience who sees the ad.
Here are some questions to ask and things to consider that will help you have the best possible experience and results with your banner campaign in 2013:
- Spend time on the site and make sure the bulk of the content is going to be interesting to your prospects.
- Read through the media kit and consult with you rep to verify the job titles and business categories encompass your prospects. Make sure the site is as niche as possible. You don’t want to waste impressions on adjusters when independent agents are your target.
- How many guaranteed impressions will you get over a specified time period? Being on a website for a month tells you nothing. How many times will your ad be seen during that month? 100 or 100,000?
- Finally, is the site a brand you want your company associated with and are they the main source of information for your audience? You can consult 3rd party resources like Alexa and Compete that will give you a relative glimpse of the competing websites in that market. You will also be able to see the actual overall site traffic per month and the number of unique visitors from the websites media kit or rep.
That should help you get started and give your banner the best chance of performing to your expectations. Make sure you will get regular reports on impressions and click though rates to help monitor the ROI of the campaign. Don’t forget to ad in the branding aspect of the banner when determining its overall effectiveness. To increase clicks, try to include a compelling call to action in the ad.