Do banner ads have a very low conversion rate?
- Post By Aiden Strathmore
- on Aug 3 2023
- 0 Comments
Understanding Banner Ads and Conversion Rates
Now, if you're anything like me, you may have stumbled across the term 'banner ad' before and wondered, what in the Aussie stratosphere is that? Well, I'm here to tell you, my friends. A banner ad is one of those things you frequently see on websites, you know, those rectangular graphic displays that stretch across the top, bottom or sides of a site. They are essentially online billboards, and like most billboards in Melbourne, they're designed to get your attention and provoke you to click on them.
Alright so we've got that out of the way, let's jump to the juicy part—conversion rates. This isn't some mystical jargon from the world of digital marketing. Nope. It's as simple as this - a conversion rate is essentially the percentage of users who take a desired action. What's that now Aiden? Well, in the landscape of banner ads, this 'desired action' is clicking on the ad. So if a hundred people see your banner ad and five actually click on it (bless their hearts), then your conversion rate is a whopping 5%. Sounds simple right? But is it really?
The Controversy Behind Banner Ads’ Conversion Rates
The world of digital marketing is constantly changing their tune. One minute you're the belle of the ball, and the next - well, you might just be dispatched to the land of irrelevant strategies. Banner ads, my friends, are one such tool that often finds itself on the receiving end of this controversy. The question being: do they actually work? Or more precisely, do they have a high conversion rate?
If you're expecting a straight 'yes' or 'no', I hate to let you down, folks. The thing is, it really depends on a myriad of factors. Some say that banner ads are as obsolete as a floppy disk, while others see them as eternal as the Melbourne Cricket Ground. Let's explore these contrasting views, shall we?
The Low Conversion Rate Syndrome
By now, you may have come across some reports or articles similar to this one that suggest banner ads have a low conversion rate - it might even be as low as 0.05%. Yikes! That's kind of like batting at the MCG and only hitting one ball for every two thousand bowled at you. All I can say is that it’s good we’re not trying to win any cricket matches here!
But don't let that make you lose all hope in banner ads just yet. Even though it seems meager, even the smallest moves can cause a big stir in the digital marketing world. Think about it, my dear readers. Even if a fraction of users click on that ad, it means that these banner ads are doing a job - perhaps not a spectacularly commendable job, but they are doing something nonetheless.
Turning the Tables - How to Improve Banner Ads Conversion Rates?
So, let's ask ourselves, how can we potentially turn these under-performing fellas into star players? Are there ways to increase the conversion rate? Well, dear reader, I'm glad you asked, because I believe in the good old Aussie phrase, 'Where there’s a will, there’s a way.' Gosh, I’m inspiring myself here!
Here are a few tips, fellow netizens. Firstly, make sure your banner ad is aesthetically pleasing (think Hugh Jackman rather than Freddy Krueger). Users are more likely to click an ad that is visually appealing. It's like food, if it looks good, you’re more likely to try it. Secondly, ensure that your ad matches the content of the site it’s on. No one wants to see an ad for steak knives when they're browsing vegetarian recipes! Third, don't forget the importance of a good, compelling, irresistible call-to-action, like “Click here to turn your life around in one easy step!” Okay, maybe not as cheesy, but you get the idea.
Is it All About Conversion Rates?
Now, just between you and me, I sometimes reckon we focus too much on the conversion rate of banner ads. Sure, clicking through is important - a crucial first step in any successful online marketing strategy - but is it ALL about the clicks? I daresay no.
Then Aiden, what the bloody hell else do you think matters, you ask? Good question. Well, banner ads, like their ancestor - billboards, serve another purpose. They're there to enhance brand visibility and awareness. Even if a user doesn’t click (maybe they're having a bad day), they still see your ad. Essentially, your brand seeps into their subconscious. So next time they're shopping online for that perfect brew kit, who do you think they're gonna remember? That’s right, the brand from that catchy banner ad. So remember, my friends, measure success not only by conversion rates, but also brand visibility and awareness.
Making the Final Call - Are Banner Ads Worth the Investment?
So honestly, are banner ads worth the time and money we pump into them? Just like a good cup of tea, it's down to personal taste. If your goal is merely to increase click-through rates, then perhaps these ads might leave you as frustrated as trying to understand cricket rules (I've been there!). But if you're willing to look at the larger canvas - brand visibility, brand recall, or user engagement, then banner ads might just be what the doctor ordered.
In the end, whatever your decision, remember, playing the game of digital marketing, my friends, is a lot like cricket. It requires strategy, planning, precision, and sometimes, just a little bit of Aussie luck.