BANNER TIPS

Banner advertising is currently the most popular form of advertising on the web. While there is much debate about the effectiveness and appropriateness, researchers predict on-line advertising will be a $5 billion market by the year 2000. A brief discussion on this topic certainly makes sense.

Here are 8 effective tips that all the experts agree will increase your click-through ratio:

	Bigger Is Better - Wider ad banners, typically either 468 pixels or 500 pixels wide, are clicked on significantly more than smaller ones. Larger banner ads (in terms of pixels, not bytes) are better than smaller banner ads.
	Refresh Ad Banners Often - Several studies have been conducted that show ad banners drop off in click-throughs after several days, but when a new banner appears, the click-through rate jumps. Yahoo claims that banners burn out after two weeks.
	Feature a Call To Action - Yahoo, and I/Pro both tell us to have a call to action in the banner. The words "Click Here!" is a good a example and can dramatically boost response.
	Create Urgency - "Last chance" or other time dependent phrases will prompt users to click now or forever hold their peace.
	Use the Word "FREE!" - Any promotional incentive that offers value or using words like Free! will induce users to click on the banner. Of course only use such terms if you actually offer free incentive and if you do not, you may consider adding an information section or offering some kind of free services related to your target demographic. This way, when you market your site, you will have something more to market than just your products.
	Animated Banners Are Noticed More - Motion naturally attracts attention, however if it is located on a page that a user would dwell on for an extended period of time, the animation can be more annoying than beneficial.
	Link the Banner To a Specific Page, Not the Homepage - Nobody wants to plow through a corporate home page to get to what they want to see. Link them directly to the advertising offer or create a transition Web page that will lead them down the sales cycle.
	Clear Banner Design and Communication - Write the book. Don't follow it. Use simple, distinctive design that compels visitors to explore, discover, and be part of your vision.

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