If Your Banner Ads Aren’t Getting Clicked: Here’s Why
You may have noticed your banner ads aren’t getting clicked like you hoped they would. The good news is you’re not alone and there are some solutions to fix this issue. Users are more weary of ads if they’re not immediately speaking to them or if they have the potential to interrupt their current browsing activity. Understanding why your ads are being ignored and how you can make the advertising experience better for your users will be a key component in remedying the problem.
So Why Aren’t Those Banner Ads Being Clicked?
They Don’t Relate to Your Audience
Serving someone an ad that doesn’t match their search intent is frustrating for the user and is a sure way to not get that click-through. Make sure you’re targeting your ads to specific and relevant audiences that deliver content that matters. Banner ads can resonate with your readers, but will still only gain so much attention. Educational content and offers will likely connect your viewers more.
They Are Too Distracting
Banner ads that are too distracting for viewers tend to really turn users off. Users are visiting a site for a reason and if your banner ad is detracting from that, not only will you discourage engagement with your ad, but you’ll also cause users to leave the page altogether. Ads that feel really salesy aren’t appealing, for a better start, use ads that don’t feel like ads that contain resources and usable content.
They Don’t Match The Buyer’s Goal
Your ad should be marketed to your audience in stages depending on where the viewer is at in their buying journey. Have varied ads that are triggered depending on your viewer’s status. If it’s their first time visiting your site, offer an ebook or a downloadable whitepaper. Then when that user returns you can show them something for a webinar or a way for them to set up a call for a quote.
They Aren’t Optimized for Mobile
If you haven’t figured out that things need to be optimized for mobile by now then you’re really starting to hurt yourself. If users have to zoom into read your ad then they’re likely going to ignore them. So get mobile.
There’s No Added Value for the Reader
An ad that provides to immediate value or use for the reader is pointless and the viewer will move on. Ditch your typical banner ad ideas and use the space to create call-to-actions for your content. When you put the customer’s needs first, you’re more likely to elicit a click and maybe even a conversion. Think about the customer’s needs and create a customized ad for that.
