You must make these tactical decisions when dealing with banner ads:
* How much you are willing to spend?
* Whether you want to run the campaign personally or use an agency?
* Where you want to advertise?
* What types of ads you want to run?
* How to assess the ROI (return on investment) of your ads banner campaign?
* Whether you want to use paid advertising in non-traditional media such as RSS feeds or blogs?
Unlike pay-per-click ads, banners ads cost is based on a flat rate per month, or per thousand impressions (CPM) The more targeted your audience is, the higher the cost. Decide how much you want to allocate for the marketing budget and also for the paid advertising.
Most sites that accept online advertising also offer a media kit. It should include the demographic data, projection of page views, available banner size, and of course, rates. If you can’t find this information on the advertising agency’s site, find the contact information of sales representative.
A generally targeted banner ads campaign may cost less than one dollar per 1000 impressions. A more specific, highly targeted campaign may cost as much as $ 70 – $ 100 or more per 1000 impressions.
Banner in portals, which have a relatively low CPM, usually have lower rates. Banners in high traffic sites like Yahoo!, major media, entertainment and sports sites and others are often too expensive for small businesses.
Several factors that influence the costs of banner ads:
* Type and size of ads; Flash ads, with only a few images can have the same price as static banners of the same size.
* Location on a page; banner ads placed above the folds cost higher
* Number of ads in one rotation
* The number of pages on which the banner ads are running, ads that appear on all pages are known as run of site (ROS)
* The type of the site, banner ads tend to perform better on content-based sites, rather than portals
* Length of contract for a single campaign
Life is negotiable! Brand new sites that has just started an advertising program or are simply trying to fill in the blanks in the main page are usually open for negotiation. Look for sites that mostly display in-house ads – ads that advertise the site’s own products or service, it could be a sign of unsold advertising space. Sometimes you can ask the site owner to provide one week of free trial.
If you use an agency, it might be necessary to pay a premium of between 10 and 15 percent higher above the cost of direct placement. The CPM on certain advertising networks is quite low, indicating that the range of target market is fairly broad. If you want to use a few ads on a limited number of sites only, you probably should handle their placement yourself.
If you run a highly intensive branding campaign in a dozen or a few hundreds sites, it is much better to use a network that automates ads placement and reporting. Another option is to try a self-service solution, such as AdReady.com, it can automate the ad creation, as well as purchase.
Confirm that the ads network has selected the right sites for ads publication, which are within the scope of your target market. Often, a specialty network can give you the best solution, especially for B2B marketing.
Advertising location :
If you open the report of inbound links popularity (www.linkpopularity.com) on your closest competitors, it is possible to identify where they place their ads. A banner is essentially, an image-based link, after all. See other ads in those sites to determine whether the sites are also suitable for your online campaign. Next, check your online media kit to get a detailed information on demographics, projected page views; or types and number ads that share a single rotation. You should also ask the agency for ways to track the result of your campaign.
Prices are generally lower for run of site (ROS) method, since ads that appear on all pages may end up in low-traffic pages. The highest rate is obviously for the main page, which is typically the busiest page on the entire site. You could do well to choose pages located in the second or third level. Rates for these pages are usually lower and visitors of these pages are often highly targeted than those in the main page.
In general, publishers do not reveal the real CTR. However, it still depends on your creativity and the value of an advertisement. Create a spreadsheet that include CPM and demographics data to predict the performance of your banner ads more easily.
Choosing the type, position and size of the banner yourself, is usually a better solution. Go for inline, rectangles, leaderboards, and skyscraper, if your budget allows.
The best place for the ads are usually on the right side of the scroll bar, near the top of the page and certainly above the fold. Rectangles integrated with the page layout usually work well. Avoid using standard banner (468×60 pixels), the public has largely ignored it.
If you can’t afford big-sized ads, take your small-sized ads in more effective positions. Ask the agency whether it allows animated GIF ads instead of a static one. If the agency can serve them, animated GIF or Flash can attract more visitor attention than static ones. If an animated ad is still below the maximum size a static ad, usually you don’t have to pay more for it.
If you want to use several banners, but don’t have the budget to afford more than one position, ask if you can rotate those banners in a single position. Because usually there’s no charge for this. You can monitor the CTR to assess the effectiveness of this method.
You can find free tool or other low cost solutions for creating animated ads and banners. However, many of the resulting ads appear to be a little amateurish. If you can spend a significant amount of money on advertising, such as $ 80 – $ 100 per ad you should hire a talented graphic designer.
Companies that sell highly visual products often find banners of great value, especially in branding campaigns.
Videos, animations, audios, Flash apps and others, tend to have higher CTR than static ads. But, many developers do not have the experience and skills to create ads with audio and video. Because multimedia-rich ads are much more expensive to produce than static ones, it’s advisable to limit their usage.