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Saturday, 06 Sep 2008
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8
Steps To Profitable Banner Advertising
by
Scott Covert
Don't
you love to hate banners? Admit it: the moment these flashy
468 × 60 graphics appears, you develop ad blindness. If
you are going to put up banner ads, here are the things to bear
in mind:
1.
You are buying impressions, not click-throughs. There's
no guarantee the prospect will click on your banner ad and read
your message. Your success will be determined solely by your
ad copy and your market. A great banner to a poor prospect won't
make any money, much less generate any click throughs.
2.
The key to success is using a headline that expresses a big
benefit or arouses curiosity. We want to get the prospect
to click through to the page so the real selling can begin.
With banner advertising, the real sale is for the prospect's
time. The banner ad must scream "This is more important
to you than anything else you are doing right now. Click on
me." Think of your banner ad as a classified where
you have 3–7 words maximum to attract attention and call
the viewer to action.
3.
Use a "fake" html banner that looks like part of a
web page. This design style is the best and generates
the highest click-through rate. Throw graphics out of the window,
really.
4.
Use the same headline in the sales letter as you do in the banner
ad. Keep the message consistent throughout the entire
sales process. Think of your banner ad as an extension of your
sales letter.
5.
Track response. Have a tracking
software to check the traffic coming through to your target
page from the source page on which your banner shows.
6.
It's often best to drive the traffic to an opt-in page.
Our testing reveals the best way to use banners is to drive
the traffic into an opt-in e-mail form so you can capture the
contact info of interested prospects. Then mail regularly. The
point is entice visitors with a BRIBE.
7.
The more targeted the ads you invest in, the higher percentage
of click-throughs you'll receive. Test several different
targets and track your progress to see not only which campaign
generates the most traffic, but rather, the most profit.
8.
Start small. Banner ads aren't expensive, but you could
easily spend several thousand dollars if you aren't careful
about testing. Don't spend any more than a few hundred dollars
until you have a proven, tested ad copy.
 1%–5%
click-through is normal. 8% is phenomenal. Scott Covert, president
of Future World, is getting almost 8% of the people who view
one of his ads to click-through and read his sales letter. He
sells a variety of information based home study products, most
notably, a course on how to trade stocks and bonds (which sells
for $877).
Check
out Scott's report
and discover how to make your own banners using the same design
techniques. Plus, learn which ads pulled best and what his secret
formula was for getting that magic 8% click-through!
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