Web Site Promotion: Branding With Banners - Whether they purchase...
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Whether they purchase or not is not important - well, not the main thing -- getting your brand (Site, name, product, etc.) in front of the potential customer is the goal for a first time viewer of your banner.
The whole idea behind branding is getting your name or face out there over and over again so people who are surfing see you everywhere they go!
Are you more likely to purchase a product from someone you have never heard of or someone you know has been around a long time because you remember their name, logo or tag line? "Surely they must be legit, or I would not see them advertised everywhere!" is what you want people to think whenever they see your ad or are at your site and getting ready to make a purchase.
The biggest mistake people make is expecting a huge click through rate on a banner the very first time it is put out there and then quitting when that does not happen. Don't think of banner ads as a one-time thing. People rarely click on a banner the first, second or even third time they see it.
Think of a banner ad as your big golden arches. The first time you see it you ask, "What is it?"
The second time you see it, you remember, "Oh yes that's that hamburger place."
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