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There are many types of advertising strategies used by different people. Upon testing which strategy will be best for you, you should remember that one strategy may have different results with different people. There is no specified strategy that works smoothly for everyone, producing the best results. That is why you have to decide for yourself which way of advertising to choose. Before choosing, you need to get accustomed with all available advertising techniques. One of them is advertising using banners on the Internet.

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As is the case with any kind of advertising, online advertising aids you in:

• Selling more of your product/service
• Notifying buyers of your new product/service, or promotional offer
• Spreading your ideas about a certain topic
• To increase brand awareness

And unlike any other form of advertising, online advertising is highly measurable. There are several ways through which you can measure ad success such as click-through rate, page impressions, cost per sale, etc.For online advertising you will usually need to buy space in the high-traffic websites, to post your ad. You can also do ad-exchange with some websites. This article talks about some of the most popular types of online advertising.

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As you may have gathered from the title, the focus of this chapter is largely on banner advertising but don’t for one minute believe that banners are the be all and end all of online advertising. “Banner advertising” is a bit of a misnomer - modern online creative advertising is about a lot more than just banners.

The Multi-Purpose Nature of Advertising
Advertising, whether online or offline, always has a number of objectives:
• Building brand awareness
• Creating consumer demand
• Informing consumers of your ability to satisfy that demand

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Ads are of different types. Whatever may be the type of ad, it is clearly meant for some sort of business. We in our day today lives are exposed to hundreds maybe even thousands of commercial messages per day in one form or another. It may be from the boring, copy-laden radio commercial to the easily skimmed, forgettable newspaper ad, to the billboard on the side of the bus to the logo on the side of the building and finally to those annoying pop-ups you see on every other website.

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Today’s top Internet strategy is figuring out ways to get people to click on the ads on your website. Google AdSense is paying some huge paychecks to the people who garner the most click-throughs. So it makes good sense to begin creating strategies around optimizing the click-through rate, regardless of whether you’re posting or hosting the ad.

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A

Above the Fold: In reference to ad placement in traditional media, such as newspapers, this defines the top half of a page. On the web, this portion of the page is viewed without scrolling.

Advertisement or Ad: Digital creative that is typically interactive. Banners, buttons, interstitials and key words are all examples of online advertisements. The digital creative can be text, static graphic, animated graphic, video, audio or other.

Ad Network: Historically, an organization charged with the representation of advertising space for a group of websites for the purpose of maximizing revenue and minimizing administrative costs through aggregation. The role of the modern Internet advertising network is to transact, serve, track and report the distribution of creative from advertisers to publishers using an efficient, interactive marketplace.

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Banner advertising is one of the most widely used marketing medium on the Internet. Though banner click-throughs have decreased to less than 1.0% in the past year, it is still possible to achieve reasonably good click-through of 2.0% and above.

Below are 10 effective steps that I have successfully used to help my clients boost click-throughs on their banner campaigns.

1. Employ Action Words

Use action words like “FREE” and “Click Here” in your banners.

Offering something “FREE” in your message attracts the reader to click on your banner. Banners with “Click Here” teasers and similar action phrases also increase click-through.

2. Use Short and Punchy Headlines

A short and punchy banner headline makes a difference. Always load your headline with benefit statements - offer solutions to the challenges that your customers face. If you sell diet products, try “Lose 10 pounds in four weeks!”. Work on a winning combination of text and graphics in your banner ad.

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