Maybe you’ve never clicked on a banner ad in your entire life and you can’t understand why anyone else would do so either.
Research shows the average click-through rate from banner advertising is around 0.1%. One out of every one-thousand is not exactly a number that knocks your socks off…but clicks aren’t everything.
The truth is, sometimes online advertising is successful and sometimes it fails. The trick is deciding how and where you advertise your small business and the products and services you offer.
There’s a big difference between advertising online and advertising on television. When you’re watching TV, you are sitting back on the coach soaking it all in. For the most part, we’re all used to having our programs interrupted by commercials.
It’s a very different story on the internet.
People surfing the web are much more involved than the couch potatoes watching the boob tube. Chances are the web surfers went online for a very specific reason. They might be looking for an answer to a problem, searching for some entertainment, connecting with friends and family or even working.
If your ads are nothing more than another annoying distraction keeping people from accomplishing what they set out to do, you’re going to be ignored like a chubby kid with acne at the high school dance.
How You Advertise Online
Interruption marketing is designed to be attention-grabbing. However, it can be frustrating when you don’t want your attention grabbed. That’s why it’s important to make sure your interruption is going to be worth the viewer’s time.
Designing an attractive online advertisement is only the first step. There are well-designed ads all over the internet. What’s really important is what you’re offering and how you’re offering it.
More than half of all internet users are worried that clicking on banner ads and sidebar or skyscraper ads will only result in an email box full of spam or even a virus on their computer. Your ad needs to evoke a sense of trustworthiness and reliability.
Online advertising is most effective when it engages the audience (aka potential customers). Your ads need to do more than just scream at people to click. You want people to feel they are going to discover something valuable to them, not to feel like they are being sold – or worse yet tricked.
Facebook’s revenue comes almost entirely from online ads – so it must be working. The reason it is working is because Facebook ads are very often engaging. You click to see a video, “Like” something you really do like, or to find out more information about something that interests you. You do not click because the ad says “Buy Now!”
Where You Advertise Online
Strategy and location are crucial when it comes to online ads.
If you were advertising on television – you’d want your commercials to air during programs that people who want your product are actually watching, right?
The great thing about online marketing is just how targeted you can be with your advertising. The internet is full of websites, communities and social media platforms targeted toward specific types of people. Find the right place to spread your message, and it will definitely be worth it.
Think about your online ads like billboards. People can’t click on billboards and get magically transported to a business. Drivers will pass those signs time after time – until one day – they decide to pull off the highway and give your restaurant a try. Or they have a plumbing problem and remember your company’s name. Or they need a realtor and recall seeing your friendly face.
That’s exactly why you shouldn’t be overly concerned with clicks on banner ads. If your ads are leaving an impression that’s memorable and persuasive, online advertising can be a very important part of your marketing mix.
Here are some facts:
- The online display advertising market is expected to grow to $34.4 billion in 2013
- Overall online ad spending is expected to surpass that of TV by 2016
- In the next 3 years, online display ads will overtake search ads as the most-used medium
At Copyjuice, we design online ads that get the job done. You’ll end up with advertising that is attention-grabbing, trustworthy and engaging. Plus, the creation of your ads is only part of our service. We’ll also advise you on the best way to spread your message to the public over this crazy thing called the World Wide Web.
Contact us today and let’s get started!