Banner exchange campaigns. Website promotion through banner exchange campaigns.

Monday, 22 March 2010 01:35

Promoting your website through banner exchange campaigns.

18 May 2012 - 18/05/2012

Even a cursory glance at the current usage of banner campaigns seems to paint a fairly depressing picture indeed, for there was a study released a year ago that identified that the so called “click through” rate of the banners present on websites has dropped to a woeful .20%.  As can be plainly seen, that is a ridiculously low number and it is little wonder then that so many website owners will have accessed that information and then simply said: “why should I bother with a banner exchange?”

However, just like any other form of statistical study, the numbers do not show the full picture and it is crucial then that we carry out a little more in depth analysis in order to get a better appreciation for the current state of affairs.

Whilst the industry standard may clock in at .20%, the click through rate (which is nothing more elaborate than a measure as to how successful/unsuccessful a particular ad happens to be) between websites significantly differs. Some websites have reported that their CTR stands at a fairly impressive 10%, and this is not just a mere fluke, or happy coincidence but rather, it has been a direct result of careful, strategic planning.  

The best way to bolster your banner exchange campaign is to ensure that your banners are situated and advertised on a website which has some sort of connection/relevance to your website. The more precise you can be with it, the better the end result will be. So, if you happen to sell orthotic shoes which are designed to help people with a specific condition (such as fallen arches) then you will find that your CTR is higher with a website that caters solely to this niche, than a website that deals with this issue solely as a passing reference.

Love them or hate them, there is one simple fact about a banner exchange you cannot deny: they are an excellent and very potent branding asset and are ideal for raising awareness and the profile of a website.  It is hard to quantify the precise value of branding, because it should be noted, there is no specific formula involved. After all, how on earth can a marketer hope to analyse the precise value of the brand profile of Coca-Cola over the million other variants that exist? The flip side to this is that there can be no denying that a significant proportion of consumers purchase Coca Cola over other variants simply because of the name.

One of the best ways to guarantee the success of your banner campaign is to ensure that you make use of PPC (pay per click) websites, for when the two are combined in conjunction with one another you will have a potent mix indeed. You may also want to make use of an affiliate program as this will also go a considerable length towards bolstering your brand profile without you having to take out another mortgage!

18 May 2012 - 18/05/2012