Banner advertising has been the most popular form of website promotion since the early days of the Internet. Today, banner ads remain a marketing staple for most websites; however, a debate exists over whether banner or pay per click advertising is a more effective form of marketing. This begs the question: where should a savvy Internet marketer spend their advertising dollars for the best results?
Simply put, pay per click changed the way advertisers spread their message. Pay per click?s text-based advertising model represented a dramatic change from the graphic images used in banner advertising. When Google jumped into the PPC game with AdWords, many believed that banner advertising had reached the beginning of the end.
This turned out to be an incorrect prediction that underestimated the power of visual images. Pay per click?s text ads, while popular, are increasingly ignored by Internet users.
Meanwhile, banner advertising remains a constant on the Web, and the banner ads themselves have evolved significantly in recent years. No longer do you see static ads at the top of every page. Today?s banner ads are colorful, animated and engaging. They catch the eye of website visitors, and entice users to click for more information.
When used correctly, banner ads boast incredible conversion rates that can easily exceed the returns of PPC advertising. Pay per click is great for delivering targeted keyword traffic, but banner advertising also generates a steady stream of targeted traffic to websites. The best advertising strategies will include a mix of PPC and banner advertising in order to reach as many potential customers as possible.
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