{"id":6804,"date":"2020-03-20T07:05:29","date_gmt":"2020-03-20T05:05:29","guid":{"rendered":"https:\/\/digitalschoolofmarketing.co.za\/?p=6804"},"modified":"2025-01-16T13:28:01","modified_gmt":"2025-01-16T11:28:01","slug":"how-to-improve-the-conversion-rates-of-banner-ads","status":"publish","type":"post","link":"https:\/\/digitalschoolofmarketing.co.za\/blog\/how-to-improve-the-conversion-rates-of-banner-ads\/","title":{"rendered":"How to improve the conversion rates of banner ads"},"content":{"rendered":"<section class=\"l-section wpb_row height_medium\"><div class=\"l-section-h i-cf\"><div class=\"g-cols vc_row via_grid cols_3-1 laptops-cols_inherit tablets-cols_inherit mobiles-cols_1 valign_top type_default stacking_default\"><div class=\"wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"w-image align_center\"><div class=\"w-image-h\"><img decoding=\"async\" width=\"680\" height=\"454\" src=\"https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2020\/03\/shutterstock_640816642-e1584625260148.png\" class=\"attachment-full size-full\" alt=\"DSM Digital School of Marketing - banner ads\" loading=\"lazy\" srcset=\"https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2020\/03\/shutterstock_640816642-e1584625260148.png 680w, https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2020\/03\/shutterstock_640816642-e1584625260148-600x401.png 600w\" sizes=\"auto, (max-width: 680px) 100vw, 680px\" \/><\/div><\/div><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><p>In 1994 the first banner ad was placed on HotWired, which is Wired magazine\u2019s former website. It was purchased by a cellular network provider, AT&amp;T, and read \u201cHave you ever clicked your mouse right HERE? You will.\u201d Many people started clicking on banner ads more for curiosity rather than incentivised advertising.<\/p>\n<p>At first the <a href=\"https:\/\/digitalschoolofmarketing.co.za\/blog\/why-should-care-about-adverts-ctr-google-ads\/\">CTR<\/a> of banner ads was high, on average 78%, until the market crash in 2000. Google and GoTo.com (which is now Yahoo) then turned banner advertising into a performance-based model. Ads started being valued by CTR rather than the number of impressions.<\/p>\n<p>Today, the click-through rates on banner ads is less than 1%. This form of <a href=\"https:\/\/digitalschoolofmarketing.co.za\/blog\/what-advertising-options-are-there-on-instagram\/\">advertising<\/a> is not dead, as can be seen by the many banner ads that still grace the Internet, but digital marketers have had to become much more original with their banner advertising and delivering ads only to people they rally wan to reach.<\/p>\n<p>The banner ad has been devalued by the overabundance of publishers\u2019 inventory, which clogs up ad networks. CTR is not as critical as brand exposure since supply eventual completely outgrows demand. However, the good news is that there is definitely a way to improve the conversion rates of banners.<\/p>\n<h2><strong>A five-second window<\/strong><\/h2>\n<p>In order to increase conversion rates you need to get the attention of the online users within five seconds before they click off the website. Being noticeable with flashy imagery and bring colours does not guarantee conversion<\/p>\n<\/div><\/div><div class=\"w-video align_none ratio_16x9 has_iframe\"><div class=\"w-video-h\"><iframe title=\"Vimeo video player\" src=\"https:\/\/player.vimeo.com\/video\/285820558?autoplay=0&loop=0&autopause=0&color=00adef&portrait=0&byline=1&title=1&controls=1&muted=0\" frameborder=\"0\" allow=\"autoplay; fullscreen\" allowfullscreen loading=\"lazy\"><\/iframe><\/div><div class=\"w-video-icon\" style=\"font-size:1.5rem;background:rgba(0,0,0,0.5);color:#fff\"><\/div><\/div><div class=\"w-separator size_medium\"><\/div><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><h2><strong>Here are a few tips to get the viewer\u2019s attention and motivate them to click:<\/strong><\/h2>\n<ul>\n<li>\n<h3><strong>Words<\/strong><\/h3>\n<\/li>\n<\/ul>\n<p>Choose the right keywords to entice and persuade viewers to click on your ad.<\/p>\n<ul>\n<li>\n<h3><strong>Position<\/strong><\/h3>\n<\/li>\n<\/ul>\n<p>Where are you going to position the ad on the page? Think about your target market and their needs. What are you selling? How can you make the most appropriate connection between the content on the page and your banner ad? The more relevant the content on the page is to your ad the more targeted the traffic is to whoever you are selling.<\/p>\n<ul>\n<li>\n<h3><strong>Location<\/strong><\/h3>\n<\/li>\n<\/ul>\n<p>Choose the right websites to advertise your products. Brand building through association is critical. Think about your target market\u2019s online behaviour. What websites do they view regularly for news, social networking and planning weekend activities? If you are going to display ads on a specific website regularly, make sure that you make design changes to your banner ad in order to improve the CTR by keeping the ad fresh for online users.<\/p>\n<ul>\n<li>\n<h3><strong>Money<\/strong><\/h3>\n<\/li>\n<\/ul>\n<p>What is the amount of money you are prepared to spend on banner ads? The pricing model also affects this decision. Instead of PPC try to use CPA (cost per acquisition) instead to place banner ads. CPA directly influences the profit of the site on which the ad is being advertised so cooperation in providing good results is more likely with CPA than traditional <a href=\"https:\/\/digitalschoolofmarketing.co.za\/courses\/paid-advertising-and-web-analytics-course\/\">PPC<\/a>. As with all online advertising, first calculate your overall budget for paid advertising and then decide how you are going to split this across different advertising mediums.<\/p>\n<p>The more trafficked sites \u2013 such as news websites, port and entertainment pages \u2013 will charge more for banner ads as opposed to new portals. Keep an eye out for new advertising platforms: you might be able to get a more affordable rate as they will be looking to build inventory.<\/p>\n<h2><a href=\"https:\/\/digitalschoolofmarketing.co.za\/contact-us\/\">Get in touch with the Digital School of Marketing<\/a><\/h2>\n<p>Want to learn more about digital advertising? Follow this <a href=\"https:\/\/digitalschoolofmarketing.co.za\/courses\/paid-advertising-and-web-analytics-course\/\">link<\/a> for more information.<\/p>\n<p><a href=\"https:\/\/digitalschoolofmarketing.co.za\/courses\/paid-advertising-and-web-analytics-course\/\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-760 size-shop_single\" src=\"https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2018\/08\/DSM_Footer05-600x96.jpg\" alt=\"DSM Digital School of Marketing Paid advertising and web analyics course registration\" width=\"600\" height=\"96\" \/><\/a><\/p>\n<\/div><\/div><\/div><\/div><div class=\"wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"w-btn-wrapper align_justify\"><a class=\"w-btn us-btn-style_2\" href=\"#enquiry\"><span class=\"w-btn-label\">Enquire Today<\/span><\/a><\/div><div class=\"w-separator size_medium\"><\/div><h3 class=\"w-text us_custom_6caa4608 has_text_color\"><span class=\"w-text-h\"><span class=\"w-text-value\">Blog Categories<\/span><\/span><\/h3><div class=\"wpb_text_column us_custom_5cd26a65\"><div class=\"wpb_wrapper\"><ul>\n<li class=\"cat-item cat-item-1\"><a href=\"\/blog\/content-marketing\/\">Content Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-2\"><a href=\"\/blog\/digital-marketing\/\">Digital Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-2\"><a href=\"\/blog\/cyber-security-blog\/\">Cyber Security<\/a><\/li>\n<li class=\"cat-item cat-item-2\"><a href=\"\/blog\/graphic-design-blog\/\">Graphic Design<\/a><\/li>\n<li class=\"cat-item cat-item-3\"><a href=\"\/blog\/public-relations\/\">Public Relations<\/a><\/li>\n<li class=\"cat-item cat-item-4\"><a href=\"\/blog\/seo\/\">SEO<\/a><\/li>\n<li class=\"cat-item cat-item-5\"><a href=\"\/blog\/social-media-marketing\/\">Social Media Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-5\"><a href=\"\/blog\/web-design-blog\/\">Web Design<\/a><\/li>\n<\/ul>\n<\/div><\/div><div class=\"w-separator size_medium\"><\/div><h3 class=\"w-text us_custom_6caa4608 has_text_color\"><span class=\"w-text-h\"><span class=\"w-text-value\">You might also like<\/span><\/span><\/h3><div class=\"w-html\"><ul><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/social-media-marketing-blog\/zero-moment-of-truth-benefit-social-media-marketing\/\" rel=\"bookmark\">Use the Zero Moment of Truth to Benefit your Social Media Marketing<\/a><\/li><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/digital-marketing-blog\/your-complete-guide-to-ppc-marketing-basic\/\" rel=\"bookmark\">Your Complete Guide to PPC Marketing Basics. 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