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- Call to action in the banner. The words "Click Here!" is a good example and
can dramatically boost response.
- Catch their Attention -- use animation to capture attention as well as the
right audience
- Involve the Audience -- interactive banners work.
- Create Urgency -- "Last chance" or other time dependent phrases will prompt
users to click now or forever hold their peace.
- Use the Word "FREE!" -- Any promotional incentive that offers value or using
words like Free! will induce users to click on the banner. Of course only use
such terms if you actually offer free incentive and if you do not, you may
consider adding an information section or offering some kind of free services
related to your target demographic. This way, when you market your site, you
will have something more to market than just your products.
- If the banner is for a new product/service of an existing brand, don't put
the brand on; people may think they know everything already and not click
through
- Refresh Ad Banners Often -- Several studies have been conducted that show ad
banners drop off in click-throughs after several days, but when a new banner
appears, the click-through rate jumps. Banners seem to wear out after 20,000 to
50,000 impressions
- Match your message to your targeting -- make sure your banner is targeted
- Don't waste time/money on contests -- contest banners don't pull any better
- Less is more -- keep banner sizes small (7K to 10K)
- Be systematic -- Work with sites that have a mechanism to track what works
and what doesn't in an ad campaign
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