Hear and There

A very much overlooked method of internet advertising by hearing aid dispensers is the use of “banner ads” on web pages and top of page “sponsored links.”

Banner advertising began in 1994. At that time there were so few banners that click rates were as high as 25%. Today they are a fraction of a percent. Many marketers attribute the decline to “banner fatigue.”

Many advertisers believe the sole function of the banner ad is to persuade Internet surfers to click, but establishing and building brand or practice awareness is also an important aspect of banners and “sponsored links.”

The most popular banner ad is the horizontal which is placed along the top or the bottom of a web page or the results of a search engine Web search. The standard banner size is 468
pixels wide and 60 pixels high. This is about 10% of the viewable page. There is enough room for text, graphics or even animation. The secondary form of banner advertising includes buttons, micro buttons, sponsorships or any other creative forms.

Successful web sites have strategically placed banner ads with the goal of generating qualified traffic to their site(s). However keep in mind how unrealistic it is to drive sales effectively using banners on there own merits. Banners may get people to your site, but then your Website takes over. You must be aware of your competitions Web sites. How does yours stack up?

The most ambiguous aspect of banner advertising is measuring the direct and indirect efforts on the people who saw the banners. Tracking clicks is easy, but trying to measure the impact of someone who takes a later positive action is not that easy.

Web based advertising has become localized. Any of the major search engines, Google, AOL, Yahoo, MSN, etc can limit the display of your banner within a confined area so that you can properly select the geographic that you wish to see your banner or sponsored link.

Have some fun. In a search engine, type in “hearing aids”, “Chicago” and see what pops up. Then perhaps try and capitalize on some manufacturer advertising by typing in
“Delta hearing aids”, “Boston” or “Savia Hearing Aids” “New York” or perhaps “Discovery hearing aids”, “Dallas” Well, soon you’ll get the idea of how you can advertise your Website on the Web with geographic targeting. Google your marketing area.

Have some fun design your own banner. It’s free.
www.addesigner.com