Using Banner Ads In Your Pay Per Click Campaign
July 02, 2012Pay per click banner advertising allows businesses to reach prospective customers with attention-getting, graphically-robust display ads and still take advantage of the highly targeted benefits of search advertising.
Of course, when most people think about online search advertising (and, yes, people do think about online search advertising), they think of the text ads that appear on the search results pages of Google and other search engines. These three-line ads are the mainstay of pay per click advertising programs, and they're a highly effective tool in attracting internet users to your website for the specific products and services they're currently seeking.
In fact, these "word ads" are so synonymous with pay per click advertising that Google named its pay per click program Google AdWords. However, these text ads are not the only form of paid search advertising. In addition to text ads, banner advertising can be an equally effective and instrumental part of a pay per click campaign.
First, let's start with the basics: what are banner ads?
Banner ads take their name from one of the first and most popular types of online advertising – the long, horizontal rectangles that often sit at the top of a webpage, usually above the webpage masthead or logo area. Unlike text ads that are comprised solely of words and numbers, banner ads feature graphics, imagery, and even animation. They can be simple and straightforward or highly creative. Either way, they should be attention-getting so that internet users who see these ads actually read the contents.
In addition to the long, horizontal format described above, which is formally called a "leaderboard," banner ads can be formatted in a number of sizes and aspect ratios. A quick surfing session on the web, and you're likely to encounter dozens of banner ads and see the wide range of shapes used by advertisers.
So how do these ads fit into the context of a pay per click advertising campaign? After all, isn't the space sold by the owners of the websites where they appear? Usually not.
Thousands of websites participate in the Google AdSense program, in which Google essentially "rents" space on websites to display banner ads. In this regard, Google works as a placement agent, where advertisers can display banner ads on thousands of websites without having to work directly with the individual websites.
What's even more important, these banner ads only serve – or display – to users who are searching for content relevant to the products and services you're advertising. For example, let's suppose you manufacture and sell patio umbrellas, and you elect to use banner advertising as part of your pay per click advertising campaign. Now, if an internet user is visiting a home and garden website and reading an article about how to decorate their patio, the banner ad for your company's patio umbrellas may display to this relevant consumer. Essentially, the ads display on websites and on specific webpages based on the relevance to your ad.
Banner advertising works well as a companion to the more common text ads that display on search results pages. They are particularly useful in raising a brand or product's level of awareness among a targeted group of consumers at a very low cost. That's because the average click-through rate for a banner ad tends to be only about ten percent of the click-through rate of a typical text ad. So your banner ad can serve to hundreds of thousands of people, and you may only pay for a few clicks.
At the Pay Per Click Store, we often recommend banner advertising as part of our PPC management services for those clients that are seeking to build brand awareness, but for whom more conventional brand-building tactics – such as billboard advertising, television advertising, or magazine advertising – are prohibitively expensive.
The lesson here is to consider other forms of pay per click advertising other than text ads when developing your PPC advertising program. And seek the guidance and assistance of a professional firm that provides PPC services, including development of banner advertising.
The Pay Per Click Store provides pay per click advertising to businesses of all sizes and helps them achieve immediate results. The Pay Per Click Store offers the fastest and most affordable pay per click services to increase visits to your website. Call the Pay Per Click Store today toll-free at 1-855-862-4525.