Prevent Banner Blindness with Ad Rotation
How exciting! You just had a graphics designer create ten new banners for your site. Next you wanted to see which of these banners drew the most attention. You quickly setup a few ad campaigns across facebook and a few high traffic sites. After pulling out the bad performers from the good, you now have an idea which banner you are going to use for your next ad campaign and media buying.
In the beginning your banner ads are doing great, then slowly tank off in the coming weeks and aren’t performing that well after a few months. But why? You spent the time to do the research, test different banner ads and see what people were clicking. The problem is your banner is becoming invisible to site visitors… better known as “banner blindess“.
I see this all too often. Not only on ad campaigns, but also from direct advertisers. If you are going to run a long ad campaign, it’s crucial to change your banner ad often and prevent banner blindness. One of the best ways to do this, is by setting up a simple ad rotation. Instead of providing the site with a hard link to your image ad, create a script that will rotate several of your banners instead.
I recently talked with the Director of Marketing at Affiliate.com and he setup a new ad rotation for his banner campaigns for this site. Not only was I excited to see a new rotation of banners to drive traffic to his network, but also for the visitors of this site as well. As blog readers and visitors to any site, you want to see relevant content, but not always the same banner ads.
If you have any active ad campaigns, be sure to change up your ad creative or bring implement a new ad rotation. WordPress has two ad rotation plugins that you can setup within minutes. Both are free and are called WPads plugin and Ad Rotator plugin.
For anyone not using WordPress, when you search Google for “banner ad rotation“, you are given a wide variety of java scripts, self hosting and paid hosting solutions for ad rotation.
How many people have become blind to your banner?
Wait... before you leave, consider these top resources: