1.) Market Saturation - if there is simply too much choice and competition out there it can be very tough, timing is crucial and hitting your niche market early and quickly is key. You must do your research to discover the most relevant websites relating to your product and niche, for your service or product to be noticed by the right people. If you're short on cash, spend some time on Google to find the best websites suitable for your banner ad. Alternatively if you're doing a large scale campaign, source a media agency to help you out!
2.) Bad imagery - Simple fact is an ugly image completely destroys the chance of anyone taking a second look at your banner. Why choose a clip art image that a 2 year old can draw when there is an abundance of resources on the internet., free resources like SXC.hu and DesignMoo.com to name a few. iStockPhoto.com is probably the best bet for paid and very quality images.
3.) Broken Link(s) - regardless of the amount of dollars you've spent on fantastic breakthrough creative or if you've thoroughly done your research and your ad is ready to go. A very costly mistake is to have your ad banner link that doesn't go anywhere or leads your potential customer to a 404 error page - very very embarrassing. It creates a bad online user and brand experience, but ultimately it's lost business that could potentially have been a sale. Please check, check and triple check all links, too many have I clicked on banners that take me no where!
4.) Lack of call to action - You MUST give the user a great reason to click your banner. You need to instruct your potential customer, show them, interest them, excite them, entice them! Give people a reason to click on your ad. There's a huge amount of competition, make yours compelling! Think about what type of free or really cheap and desirable service or product you can offer clients?
5) Over exposure - you and I are also consumers and as much as we like to see new exciting things, so does everyone else! Fresh ideas work. When individuals are exposed to the same type of stimulation over and over again, it becomes a blur and your key message is completely lost. Get creative and change it up, tailor your message for different audiences and a target clientele, add different call to actions/offers. It's also a great way to test which creative works the best and which key messages should and shouldn't be used, make sure you have a base line test creative to compare with.
6.) Traffic - It is very easy to find out whether a website is popular or not by using Alexa.com the authority in website traffic right now. It's logical to pick a website that has more traffic, but it does come at a cost. It sounds obvious but often we're drawn into "low expenditure" websites where we don't have to fork out much to advertise. Try and find some good deals, make your money count and find a good balance between cost and potential traffic.
Ultimately if you're having a bit of trouble finding the right sites, choosing the best creative design or can't get your head around online advertising, contact your best local creative agency or contact us at Chromatix!
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