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Banner advertising unquestionably has become
the industry's most reliable, predictable, and
measurable method for attracting new visitors.
With 60-70% online ad expenditures being
allocated to banner advertisements, there is little
room for question as to the effectiveness of a well
managed banner ad campaign. I have therefore
assembled for your review the 14 principles of
successful banner advertising.
You are encouraged to incorporate these concepts
into your online marketing strategies, to not only
boost traffic to your site, but to leverage it as
well.
1. Join two, three, or four quality exchange
organizations. A typical exchange organization
will offer you usually one-half to .7 or .8 credits,
each time you host another member's banner at
your site, and a full credit will earn you the
displaying of your banner on another exchange
members' site. Some exchanges offer multiple
page coding so you may host members' banners on
numerous pages throughout your site. Thus
membership in multiple exchange organizations
allows you to leverage visitors not only as a result
of each unique visitor producing multiple credits
for you, but also as a result of visitors who go
beyond your home page, explore your web site,
and earn you additional exchange credits through
the impressions they are exposed to on any or all
of the pages you host banners on. It's highly
possible to earn, with a ten page web site, and a
visitor who sees all ten pages, ten or more credits,
meaning impressions due you just for belonging to
two exchanges. Now that's leverage.
2. When dealing with seconds, and sometimes
fractions of a second, to grab the attention of the
viewer, it's vital that your ad screams LOOK AT ME
NOW. You accomplish this goal primarily through
and in this order, your copy, color, graphics.
Therefore spend as much time on the five to ten
words that little box has space enough for as you
did practicing to ask for that first date.
3. Bright colors almost always outperform the reds
and the blacks which are less effective. Use
yellow, orange, blue and green.
4. Animated banners have multiple advantages
over static or single screen banners. Use them to
layer in additional copy. A three screen animated
banner easily provides enough room for five to
seven words per screen. Just make certain the
copy that you choose for the first screen is
compelling and attention getting. Focus on your
web site's premium benefit. Why do people visit
your site? What's in it for them? Build your
headline, i.e.: the first screen, or your static
banner, based upon your single most prominent,
compelling benefit.
5. Banner size, should be maintained at 3-5K
which is ideal if you can accomplish your copy and
creative objectives. If not, up to 7 is OK. Never
more than 10 as it takes much longer to load and
you run the risk of the visitor not seeing your
banner at all.
6. I can't stress this enough. There is no reason
not to brand every banner you ever create.
Branding your banner can be accomplished by
doing nothing more that placing your product or
company logo on one of the screens in the
animation process, or simply giving the name of
your company, or domain name, or a picture of
your product. With average click through
responses in the 1-2% range, why waste 98% of
the impressions by not telling the viewer who you
are or what your product is? Off line advertisers
have known for decades the power of branding,
and with properly designed banners you can
accomplish both direct response advertising and
branding simultaneously. With branding you can
get your name, your product name, continually in
front of your prospects, even if they don't "click"
on.
7. Don't get hung up on hosting banners on your
site for fear that you'll lose a visitor. Listen,
they're going to leave anyway. If they're
interested in your site they'll stick with it until
their interest is totally satisfied. If not, you're
going to lose them in any event, so you may as
well get some mileage out of those visits.
8. Do not try to qualify your visitor. In other
words, let the site do the qualifying and selling
job for you. After all the name of the game is to
get each and every unique new visitor to your site
as possible, thus leveraging credits due you should
you belong to a banner exchange.
9. When building your five to ten word static
banner, or five to seven words first screen
animated banner copy, rely on these themes. Fear,
curiosity, humor, the big promise. Example,
Warning, you must see this before you purchase
xxx; never worry about losing xxx again, learn the
secrets of cashing in on xxx, do you know how to
xxx? As an aside, a warning banner is an
enormously powerful approach. Many off line
yellow pages publishers will not even allow them
because the other advertisers complain about the
unfair advantage such an ad delivers. Try one.
10. The number one drawing card in banner
advertising is the use of the word FREE. Put your
creative talents to task here. Write a free report
that solves a problem, and post it at your site.
Offer a free drawing, free subscription to a e-zine.
Free advertising, free trial offer, free download for
software, etc., etc.
11. Never assume your viewer knows what to do
next. Always, in one or more places, insert the
words click here, or, click here now, or show a
drop down box with a click arrow prominently
displayed.
12. When appropriate to your marketing
campaign, buy click throughs and not impressions.
With click through purchases you can lock in on
the cost of each unique new visitor. Purchasing
click throughs helps to eliminate concern over
rigorous and ongoing testing and new banner
design and creation concerns, as well as the
arduous task of ongoing meaning daily,
monitoring of each of your banner's effectiveness.
When purchasing click throughs and paying only
for those new visitors, all of those issues become
someone else's problem.
13. Targeting. If you are a niche market
advertiser, or a local or regional advertiser,
targeting is vital to the success of your banner
campaign. You'll want to very carefully select sites
or work with an ad agency that offers the
opportunity to reach those prospects who are the
most likely to be interested in your product or
service. On the surface, purchasing targeted
impressions is more costly, however, it represents
the best way to reach your audience. If you're
selling automobiles in southeast Florida, it makes
no sense to place your banner into a national
network where only a fraction of the audience
would have any interest. Instead you'll want to
target web sites serving the community you
service, including Chamber of Commerces,
newspapers, radio stations, television stations,
and other local and regional businesses serving
the same geography.
14. Test, test, and test some more. Once you've
got the perfect banner working, design another
one because sooner or later even the best banner
runs out of steam. It's generally accepted that
after a prospect sees a banner for the third or
fourth time, the likelihood of a click through
plummets. When testing, always test the next
new design on the same site or on the same
network, so you are indeed comparing apples to
apples. Testing is a continual ongoing, dynamic
process. Review your stat pages on a daily basis
and be prepared to act quickly when results begin
to lag. Remember the three most critical elements
of your banner. First the copy, next the color, and
next the graphics. Once a successful banner has
been created, tweaking and modifying these
elements can keep it alive and producing strong
click-throughs for many months.
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