4 Steps to Banner Ad Placements: Rates & Other Points to Consider

Knowing how and where to buy banner ads is a key factor in an online advertising campaign. Follow these tips to getting the most banner for your buck.

Knowing how and where to buy banner ads is a key factor in an online advertising campaign. For small businesses that don’t have a large budget to devote to online advertising, a focused and effective approach to getting the most exposure for the least amount of money is essential. Follow these tips to getting the most banner for your buck.

Search keywords related to your product.
Using several different search engines, enter some common words or terms associated with the products you are selling. Keep in mind possible synonyms or alternate words for the product. If you are selling music, try “music,” “records,” “CDs,” “tapes,” “cassettes,” or “albums.”

Contact the sites that come up highest in the results.
You will want to talk to those sites that are related to your business, but not direct competitors. You know that they have targeted traffic because of their high placement in the search results.

Do Some Comparative Shopping for Banner Prices.
Find out what these sites charge for banner ads and make your selection based on the results. Even though the sites that you find from the keyword search have very targeted traffic, many won’t value their advertising platform at anything close to those of the major search engines or large, popular sites.

Take Advantage of Smaller Site’s Traffic.
With smaller sites, the traffic they generate is extremely targeted, but only salable to a few related industries or niches. In addition, advertising income is a bonus for many of them – it’s not something that they rely on. What’s more, you found them, so they might not know what their advertising space is worth.

Does this method really work?
Todd Mogren, director of Internet marketing for Coastal Tool and Supply, swears by it. “I pay $70 a month in some cases for sites that just send me tons of really focused traffic.” And that traffic is paying off. Coastal’s sales jumped from $180,000 in 1996 to $1.2 million in 1997.

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