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There is one form of advertising that has stood the test of time, endured many battles, and yet has retained its power, and that is banner advertising. Like all else, you have to know how to approach it, and when you do you can create incredible amounts of high quality traffic. Proceeding without knowledge will severely handicap you, and you'll make mistakes even with the right knowledge. While we all prefer to avoid mistakes, they do happen; but with banner advertising your mistakes will also cause you to lose your ad investment, etc. Mistakes are normal in business, so it's always best to avoid focusing on them. However many mistakes are avoidable such as making sure you do proper research before your campaign. We want to highlight three common mistakes often seen in banner advertising; as well as what you can do to avoid them. A common misconception that advertisers are having these days is that they need to have a clean banner with less text - a "web 2.0" design.This is really a consideration regarding the use of design as more influential than copy. Nothing can be sold without meaningful communication through speech or written words. Visitors to a website will click on a banner after they know and understand what's being talked about or what's in it for them. What we envision happening is a lot of curiosity clicks, and that will not bring you targeted traffic. But it is rather both images plus text that works very well together to produce targeted traffic. Another mistake that banner advertisers make is that they try to interrupt the users because they feel that they'll pay attention that way. All you will ever accomplish is irritating them which just made your banner null and void. The way to avoid doing that is by avoiding any progamming cuteness that causes things to move around in your banner, or blink, flash, or whatever. It is possible to make the banner so there is a prominent 'x' to close the banner or turn off the movement. If you have the option of running a smaller one week campaign, then by all means do that; you can always scale it up if it looks good. This is something that is so apparent when you perform a small-scale campaign test. Whether or not to proceed all depends on your accumulated data, and that is why it's critical that you track. There is a lot of overlap between other forms of advertising and banner advertising. You really can control a lot with banner ads, and the risk is much less plus the barrier to entry is lower. So make sure you're getting the most out of your campaign by avoiding the mistakes we discussed here.
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