What is it about traditional banner ad Internet marketing that drives users to avoid the click and advertisers to keep chasing the same approach? Why are the advertisers not focused on delivering banner ad content to mirror what users are wanting to click on? Where is this dramatic disconnect between the two and how, as advertisers, can we fix this? We at The Idea People think we can shed some light and answers on how to make banner ads work better for a company’s Internet marketing campaign.
What is Causing Ad Banner Click Fatigue
1. Mis-matched Ad Banner Focus. Have you noticed that you can see the same “generic” ad banners sprinkled around social sites, even when the focus of the social site has no connection with the ad banner message? You may have noticed that online colleges and online degree programs do this often. You see the same university ad for earning a MBA regardless which site you’re visiting. We consumers are smart today. You can’t fool us with banner ads that we know do not belong on the site we’re visiting. We will not click it!
2. Boring Ad Banner Creative Design. For heaven’s sake, put more than your logo on the banner ad if you want to excite me about clicking. The content message needs to motivate me supported by animation, moving type, or colorful graphics. I can be bought…for a price! And the price is a proper message with creative elements.
3. The Organic Content is More Interesting than the Banner Ad. Let’s face it, if you are searching for a 55-inch Sony Wega flat screen, your eyes will go directly to the prices that are listed inside the organic search results. The banner ads seem to ridiculously tout other brand names or models that I am not interested in.
Fixing Banner Ad Internet Marketing
OK, so we bashed banner ads…it’s easy to do. The hard part is fixing banner ads so that Internet marketing can be successful and the desired clicks and eventual conversions can be realized. That’s why we do banner ads…we want conversions on our websites.
1. Think Differently. Users are searching for content now. Consider building banner ads that can be embedded inside streams of content. Put your advertising message in the middle of what the user is consuming…it is more likely to be bitten and clicked. And stop the annoying pop-ups and scrolling across the screen.
2. Don’t Insult the User’s Intelligence. No need to “over promise” so you can “under deliver” when a potential transaction takes place. Create banner ads that are truthful, supportive of the content a user wants to consume, and creatively matches the type of search result they will get. Support and nurture the user with your banner ads, and steer away from yelling, screaming and acting intrusive. Above all, don’t lie to the users.
3. Be with Me, Rather than Against Me. Banner ads should match the long-tail keyword phrases that are growing so popular as searches learn how to refine their own searches. More keywords added in a user’s keyword phrase search will mean more focused and relevant search results. We urge our ad banner clients to position their ad banner messages at the point of a long-tail keyword phrase search. The audience is more focused so our banner ad can be more relevant. Long-tail keyword phrase searches yield higher conversion rates. Live in the long-tail!
“We (The Idea People) believe in compatible onsite advertising approaches,” says Jay Joyce, president of The Idea People. “Serving banner ads and onsite messaging to a highly-focused online audience makes wiser business sense than trying to find those people through a frantic flurry of mis-matched banner ads at the top of a short keyword search.”
To learn more about Internet marketing with banner ads and onsite messaging, please contact Jay Joyce with The Idea People at 704-398-4437 or email jay@theideapeople.com. You can generate quality traffic and conversions with a highly-focused, intensely-relative banner ad campaign. Leave the reckless noise of confusion to your competitors!
