Generally speaking, you will only have about 5 to 15 seconds to engage the interest of Web site visitors and to get them to click on your banner ad. If you haven’t hooked them in that time and motivated them to click on your ad for more information, they will go elsewhere on the Web site. The only way you’re going to pull that off is if your banner ad makes clear and obvious the immediate action you want them to take:
“Buy today”, “Click for your discount”, “Enroll now”, “Sign Up Now”, and “Contact us today.”
In addition to your clear-and-obvious call to action within your banner ad, you also need to have a dedicated landing page ready which matches that specific call-to-action. To expect people who click on a banner ad to want to troll through your Web site searching for what interested them in the first place is unrealistic. It’s far more important to have a very tightly focused landing page in place which encourages interaction with the user right from the get-go.
Make it as easy as possible for them to take further action. Have pages which load quickly and which are prepopulated with the information you’ve already gathered. Don’t ask for more personal information that is actually required. Pay careful attention to the details so you provide every feasible incentive for them to move forward rather than head off somewhere else. Watch the data closely for more tuning clues. If you notice that people click on a banner ad but then end up purchasing something entirely different, you may be better off developing banner ads for the items which are moving. By showcasing those items people have shown they’re buying at present, your overall results might move upwards by a healthy margin. All of these keys also apply when selling ads on your site as well. If you join a program like Google’s AdSense, you’ll be provided with all kinds of analytical tools for measuring and tracking the effectiveness of the ads you offer. Share that data with advertisers.
To get good advertisers locked in to your site, there are various incentives you can offer them – like a discount if they will commit to advertise with you for the next six months or longer. See if you can offer smart ad rotation systems so all advertisers get a bite at being in favorable locations periodically. Be prepared to redesign your Web pages so advertisers can try different banner ad sizes and so forth. The other benefit of gathering loads of data about how your advertisers do is this opens the door for you to bump up your advertising rate periodically. When you can quantitatively show your advertising space is worth more, you can start charging more for the space you have to offer.