Banner Advertising – Website Advertising and Google AdSense – Don’t Rely Exclusively on Google For Your Banner Ads

Posted by: Neil on Sunday, February 7th, 2010

We’ve talked in the past about targeting your banner ads to different audiences. There is demographic, behavioral, contextual and placement targeting. To create your online banners around these different targets will be highly effective, however, if you plan to run only one banner with the hopes of reaching all of your audiences, it won’t be effective. Let me explain.

The banners are instrumental in bringing potential web traffic to the company’s website. In this way, a marketer can allure maximum traffic to the business of an organization. It equips an advertiser to convert the customers into the consumers of the products and services. This widens the customer base of an organization. The wider customer base generates maximum profits to the company. Therefore, the online banners contribute in establishing the business identity of the company in the market through Internet.

“Slapping” Down Your Website Advertising

Have you heard of the Google “Slap”? If not, pray you never do. The Slap is when your ad or your website has fallen out of favor with Google, and you literally disappear from either rankings or their website advertising platform. Sometimes it’s because of something you did that may have violated Google’s terms. Other times, it seems arbitrary. But the implication of being slapped by Google which owns over 75% of the search engine market is a serious one, especially if you strictly rely on Google AdSense for your text and banner ads.

Multiple Ads

One of the main principles in advertising is defining your target audience. For most companies there will be multiple target audiences. If you are running a print campaign, you would develop a different ad for each publication that you plan to put your ad into, to reach a different audience. The same should be true for online banner advertising. You must find a unique way to reach each of your target audiences. One generic banner ad won’t do that, but multiple custom banners that are each created to reach a different audience will.

Other Options for Website Advertising

You do have another attractive option: directly selling your website advertising for banner ads. You’ve seen this model but usually for larger established sites that have fancy Media Kits. There’s no reason you can’t do the same, especially if your website has garnered a loyal following of a particular niche. While some advertisers are looking for broad exposure and go with the large banner ads exchange platforms such as Yahoo! or others, there are many advertisers who are looking for very specific demographics or subjects and manually going out to find these sites. What you lack in visitor volume, you can make up for in the quality of your visitor.

One easy way to get your website in front of prospective buyers is to promote it on sites such as Banner Garage, which match buyers and sellers of banner ads. Other ways include making sure your site is simply ranked highly for certain target keywords so when advertisers are searching for the top properties, your site naturally ranks high. Whichever method you choose, rest assured that life does not have to revolve around Google AdSense

Resource Author Francisco Rodriguez Higueras
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