Essentials of banner advertising

Another site promotion method is banner advertising. A banner is a graphic image of a standard size such as 468x60 pixels. Some Internet "experts" may say that banners don't work, but this is not true. Banners work very well - otherwise you wouldn't see so many of them around. Also, banners works especially well in the dating software industry where surfers are more receptive to the graphic content than on other sites.
You can create banners yourself with a graphic software or hire a graphic artist. Banner effectiveness is measured in CTR - click trough rate. The higher CTR - the more traffic you receive from a banner campaign. The trick to effective banner campaign is to have a banner with a high CTR. Note that only a half-percent CTR difference can make your campaign a success or a failure.
As a rule of thumb - avoid pretty banners with your company logo and name in a dramatic font. Such banners do not generate high clicks. People don't click your banner because they like its design. Neither will they click your banner because they are interested to learn more about your company. So, leave those things out of your banners. Fine design does not belong in banner art – it can decrease your CTR and waste your advertising money. But a properly crafted banner will make you tens of thousands dollars and more. This is how important a banner is. Do not underestimate the importance of the banner design.
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