As small business owners, our budget cups don’t necessarily runneth over—at least not for the first couple of years! So, when we’re nudged with the prospect of a must-do budget item, we examine that puppy from every end of the spectrum in efforts to make sure that it’s likely to be money well spent.
One of the potential budget busters is of course, marketing! We can’t make the cover of any of our favorite entrepreneur-focused magazines if no one knows we exist, right? One way to create an online buzz is through the use of Web banners, and the good news is that they won’t necessarily cost you any cash to create or place! It’s a prickly topic—especially if you’re considering posting Web banners on your site as a source of income, but at the end of the day, we can only test our options to see what works best for our brand.
What’s the issue with Web banners anyway?
One hard to dispute aspect is that they provide a great bartering tool as many sites participate in banner exchanges, allowing you to promote your Web site without spending any cash. Do your research to find out other people’s experiences with the sites, because some can rock, and some can be a waste of Web space. Let us know below if you have any favorites. Here’s one example, and here’s another. Google “banner exchange” for tons of other participating sites.
Considerations
To design or not to design: Some argue that it’s not necessary to spend money on design fees since it’s relatively easy to create your own banner. Banner design fees typically range between $30 to $80, but higher for extra fancy animated banners with multiple messages. If you’re looking for a starter banner, then perhaps the DIY route is the way to go. But, if you’re looking to make an impression (pardon the pun!), then a good designer is key. The three types of banners from which you can choose are:
- Static banners: no moving text, no animation,
- Animated banners: animation, gives the ability to show more than one message at a time
- Animated flash banners: ability to include interactive elements (programming and sound), and it looks fancy! But viewers will have to download flash to view it
Your designer will need your site address, company logo, and the copy you’d like to include on the banner. Be sure to add a call to action element and a sense of urgency (such as “limited time offer”) to inspire readers to click through.
Banner ads as income: Ad space on your popular blog or Web site can be an income booster, just as the banner exchanges can be a great bartering tool, but what if (if anything) does it do to your reputation, especially if your blog is relatively new? Here’s one interesting perspective on Ad-free blogging, and here’s some insight on the effectiveness of banner ads in general.
Overall, should you choose to embark upon the Web banner ad(venture), a good designer will help you create something that is reflective of your overall brand, and sends a clear message about what you offer. Also, wherever you post your banner, you need to be able to track click-through rates and number of displays per day, so be sure to ask for access to that so you can assess the effectiveness of your banner.
Have banners ads harmed or boosted your business? We’re curious! What’s your perspective?
What do you think?
Are Web banners a viable source of income?
Should I consider Web banners as a potentially lucrative tool to monetize my site or advertise on someone elses?
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Depends on how much money defines your "lucrative".
My web banners collectively pay only 1/10th of what we pay monthly in mortgage but more than makes up for utility bills and a few dinners out every month. For this I am happy with the ad earnings considering that I barely update my blogs or sites (hence making them residual or close to passive).
Posted Mar 10, 2010 7:52:19 AM by: Jane Chin, Ph.D.
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A lot depends on the nature of your site. National remnant networks - those that place banners generically in an untargeted fashion - generally pay publishers between 50 cents and $1 per 1,000 banners served - hardly lucrative. For sites that are more targeted (travel and business sites, for example) the rates go up, but only modestly - perhaps to $4 to $5 per 1,000 ad impressions.
Posted Mar 10, 2010 10:20:22 AM by: Davidson & Associates