Banner advertisements can give you prequalified, instant prospects. Read below to find out why you should start incorporating banner ads into your online marketing strategy.

How banners work: An advertiser usually places banner ads on websites that have interesting content, such as a blog, news site or a community page. The owner or publisher of the website earns money typically on a cost-per-click basis for every unique click on the ad. Banners are often animated and include a company logo as well a button for a quick call to action.

Banners benefits: If you place them in the right place, you can have targeted visits to your website from visitors who are already prequalified.

You want to drive the visitors to a landing page, not to your home page. Know the “three-click rule”: Your visitors only click three times to find the information they need before leaving your site. Clicking on your ad counts for one.

You also need to make sure your landing page content matches the message in the banner. Don’t make false promises; be transparent and make sure you have valuable content and a great call to action, such as a sign-up form, buying button, etc., on the landing page.

Your online marketing: If you are serious about your online marketing strategy, then you should think about banner advertising. However, the success of your banner directly depends on how effective and creative its design is. If you don’t have a graphic designer on your team, you might want to contact a local freelancer or ad agency to help you.

The success of your campaign can be measured by the number of visitors who clicked through to the target Web page using your favorite analytics software. You can also track the number of impressions served (every time a web page that references the banner is loaded into a web browser), click through rates and conversion rates.

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Loic Jeanjean is online marketing manager at Advisor Websites, where he helps financial services professionals grow their market share by leveraging online marketing and social media. He is also spearheading the US and French markets expansions. He is a member of the Financial Planning Association and received his Inbound Marketing Certificate with honors.