Internet Banner Advertising and Search Engine Advertising are very different online marketing models.
Search engine advertising (commonly referred to as Pay Per Click Advertising) offers a very basic form of presentation, in as much as the content of your advertisement is restricted to text only and a limit is placed on the maximum number of characters that can be used per line. The maximum number of lines are also restricted.
Search Engine Advertising has limited text available to promote your product.
Google for example will only allow 3 lines of text plus your URL. The first line is reserved for the title of your advertisement and is restricted to a maximum of 25 characters. This is followed by two lines of description, each restricted to a maximum of 35 characters per line. Obviously this limits the amount of information you can use to promote your product and you will need to consider the content of your advertisement very carefully.
This type of text based advertisement will only allow you to promote a small number of product benefits and offers only limited value, in terms of promoting and increasing the brand awareness of your product or service.
If the criteria for measuring the success of your advertising campaign includes both brand awareness and sales achieved, then web banner advertising offers a more flexible solution.
Internet Banner Advertising allows media rich display advertisements.
Internet Banner Advertising Campaigns will enable you to use media rich, banner display advertisements. Web banner advertising design can include your logo, your corporate colours, flash animation or even video. Internet banner advertising campaigns allow you to promote your brand image in a similar way to offline advertising, except that the creative content can be more dynamic and interesting.
Obviously you will need to factor in the creative costs of producing your web banner which will be significantly more than the cost of creating a simple text based advertisement. However, in my opinion, the brand building benefits of running a media rich, web banner advertising campaign, far outweigh the cost of production.
Web Banner Advertising campaigns can include a wide range of different banner shapes and sizes.
Most internet banner advertising networks will accept a wide range of different sizes and shapes of web banners and there are no restrictions on the amount of words/characters you can use in your message. The most common banner sizes used for internet banner advertising campaigns are as follows:
- Banners (460 x 60 pixels)
- Leaderboards (720 x 90 pixels)
- Skyscrapers (120 x 600 pixels)
- Rectangles (300 x 250 pixels)
Search engine advertising (PPC Advertising) has proven to be a very popular method of online advertising, as the advertiser only incurs a cost when a potential customer clicks on the advertisement and visits the advertisers website. What is not so well known is that internet banner advertising campaigns can be purchased on exactly the same basis. The average cost per click for web banner advertising compares very favourably to search engine advertising. Depending on your industry category you may find that internet banner advertising offers a considerably cheaper alternative.
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