Banner advertising is a very important part of any business campaign. It’s easy to spread across the internet and they are usually very cheap to post on other sites, including the giants like Google. And when they are well done, they are very effective in bringing traffic from the open plains of the internet to your front door and even more effective in building up your company brand. But therein lies the rub: they only do this when they are well done.

Small businesses may have a hard time justifying the expenditure into a graphic designer, but don’t go with your knee jerk reaction of ‘no’ and go for the cheapest product. Here’s why…

Poorly designed banner ads do as much damage to an online business as a well designed one helps. Poorly designed banners include ones with the following elements:

• Clashing colors
• Overly cluttered
• Irritating flashing animations such as animations that are too slow or too fast (which also tend to slow down site loading time)
• Images that have nothing to do with your business (and in some schools of thought, clip-art which is seen as juvenile)
• Spelling mistakes (believe it or not, banner ads that are posted sometimes have spelling errors!)
• Confusing messaging. Banner ads should be able to get the point across about their parent site in seconds

Notice something? Banner ads that you buy for really cheap are probably going to have at least one of these problems! This is because designers who charge very small prices tend to have ways to cut corners so that they can do lots of banner ads in order to make enough money to break even. Clip-art and boring text are the common hallmarks of these discount designers and banner ads in this style will end up costing you far more in the long run than it would have to have hired a good banner designer.

And this is assuming you know what you want from your banner ads. If you don’t… well, that’s a whole other bag of fish! Make sure you understand the benefits of a good banner ad versus making mistakes with them and you’ll be more inclined to avoid the bad designers.

How Paying More Now Helps Later

The idea of paying a few hundred dollars for banner ad designs may seem horrifying at first, but stop and think about it. By paying a reasonable amount of money, you will get the following out of your money:

• A good design (or a few designs) that incorporates everything you want in your advertising
• A design which becomes a foundation for branding
• A happy designer with whom you can ferment a long term relationship for other projects
• Someone to bounce ideas off of, particularly if you have no ideas!
• Someone you can trust to have your business’ best interests

Now, while these things often seem very intangible, they are well worth the extra money. It’s always good to have a banner designer you can trust in your court and knowing that you’ll get a good design the first time it comes into your inbox is priceless. Certainly the initial investment is higher than a cheap design, but a good banner ad will bring in more traffic and make your business more successful. Plus you get the knowledge that you helped a small (or solo) business succeed as well.

Banner advertising is no longer just a way for companies to attract consumers; they are now being used as a way to build a brand and grab up curious shoppers at the same time. The change means that you need a graphic designer who can keep up and that means paying fair prices and keeping your designer happy, respected, and challenged. It’s very much a two way relationship when done properly and it’s well worth an initially higher price tag. Good luck!

Make no mistake about it: banner advertising isn’t easy to manage. They have to be well designed (which means doing it yourself or hiring a graphic designer to do it for you) and you have to then do things like find good ad servers and work with website publishers which often means more money and certainly a lot more time being spent. Add this up and many business owners instead turn to search engine marketing and social media marketing and neglect the banner ads.

Banner advertising though has its advantages over the more commonly used social media and SEM work. One of the big changes has been the process of ‘real-time bidding’. Real time bidding is the method by which websites can actually match up the ads they post to people who will be interested in them automatically. This creates highly targeted, highly relevant ads that are more affordable since they use an auction model, neatly obliterating the problem of spreading ads willy-nilly to be largely ignored and making you pay for the pleasure!

Real time bidding, combined with ‘retargeting’, has other benefits for small business owners too. Retargeting allows you to make several impressions with customers and visitors so that you can tap markets that may have been only thinking about your site and then may decide to drop in after seeing your ad a few times. It’s also cheaper; you only pay for individual impressions (ad views) which are much cheaper than a normal banner ad campaign and it’s easier to make that money back again.

This technology has been around for a few years now, but only the large brands and agencies were able to access them. Now however, it has opened up to the small businesses and that means a huge change in how these businesses should be viewing banner advertising. They can get the affordable prices and the wide range that was always a benefit of this form of marketing and combine it with retargeting technology so that more people who would actually care about the site will see it!

Small businesses have their own complications when it comes to proper marketing. It’s expensive and time consuming to dominate the search engines and social media is effective, but time consuming and often requires just the right personality behind it. Banner advertising seemed to be growing obsolete and too costly for new businesses. Thanks to retargeting though, banner advertising is coming back into the spotlight and makes for a great way in which the little guy can compete with the huge brands. Plus it’s less invasive to web browsers and websites may be more willing to host them since they can choose to host only ads related to the site. It’s a win-win situation for everyone, so if your small business could use a kick in the marketing pants, check out retargeted banner advertising for yourself today!

Ok, you may be thinking. That’s all too true; after all, I don’t buy everything I see; no one does! But if that’s the case, then what’s the point of banner ads (no matter how nice they are)? If you’re looking at a click through percentage rate of .3 (at best), it may seem like banner ads are a complete waste of money and time. Consumers cannot possibly buy every ad they see; in 2011, companies spent a whopping $32 billion on ads alone! It would be impossible for any ad to have a 100% click through rate or even a 1% one. So what’s the point?

The point is PEAR or Potential Eyeball and Retention rate which is a rather strange way of saying that your banner ads are way to build brand retention and recognition; ie, people will remember your ads when they are looking for what you’re selling. For example, someone selling iPads will want their ads to be memorable so that when someone is looking for an iPad, they will come to you.

Here are five ways you can get PEAR for yourself.

Research Your Audience and Where You Want Your Ads to Show Up

Don’t just place your ad willy-nilly; instead, carefully research where your target audience is going and place your ads there. Don’t go simply for sites with high page views; instead, make sure your ads match the sites they are placed upon and that people will associate their favourite sites with you and vice versa. You should also figure out how much prominence your ad will have on a site; will it be the only one or will it be one of several? Where will it be placed? Will it be rotated out? Figure out all of this before you start ad placements so that you can make sure people see it and associate with something they care about for later retention.

Partner Up with Bloggers

Good bloggers have reach; they have readers, they connect with those readers, and many of them are in a good position to tell readers how wonderful you are-if you approach them. Blogs may not have the same page view numbers as a business site, but their audience is vastly more engaged. In order to enjoy this same reach, you’ll have to find some good bloggers with which to partner your business.

There are a few ways to do this. The most obvious one is to put your ad on their blog and pay the blogger for it, but this is far from the only method. Encourage the blogger to promote you on their social networking accounts as well; this will get your brand name out there and make more people aware of it.

A really good, if time consuming, method is to arrange for reviews. Many bloggers are more than happy to do reviews of products or services if asked and in particular if there’s something in it for them (a free sample if nothing else). So long as the blogger’s writing style meshes with your brand and they seem open, honest, and willing to commit to writing a good review, this is a good idea. Then make sure to provide the blogger with all of the information he or she needs, including graphics and links. If you want to sweeten the pot, add a giveaway contest as well. That way, bloggers will inadvertently end up sending people your way to try to win the giveaway. Bloggers will not only write the review, but may also promote the giveaway for you, giving you even more eyeballs, all targeted for your products for whenever they need it.

Keep Your Message Consistent!

It bears saying again! The goal of PEAR is to maintain a consistent message that is broadcast to the audience. A very low click rate isn’t important; what’s important is that people associate you with your message and a product that they will want sometime later. You may have to do a few different designs and test each one to see which one performs the best, but keep in mind that it will take some time to figure out which ads will work well for you.

Use The Visual Opportunities Afforded by Social Networking

What do Facebook, Pinterest and Twitter all have in common? They are all social networks with a high visual appeal that you can use to your advantage to build up PEAR.

Facebook: Use the cover graphic to display your marketing banner in a larger size. This is an easy way to tie your company to your ads to your products to your customers in a neat loop.

Pinterest: Build up a presence on the virtual scrap booking site and then use one board for your ads and banners. Pinterest is a great social networking site for businesses; it’s highly effective and it’s fun. Just make sure that you only have one or two boards of advertising and plenty of other boards with actual content, such as photos of products, people using them and things related to them. And of course, make sure you chat with people to make that social connection.

Twitter: You can make your Twitter page display your latest banner ads and use the little profile picture as a thumbnail of what you’re advertising at the moment.

Time and Money

You cannot simply slap up a few ads and expect to get much out of it unless your ad is so creative and so memorable that it becomes viral. You can’t count on that (obviously), but you can make sure you have the time and money to keep placing your ads in the eyes of your target audience. It’s not cheap and it’s not quick, but it is more effective! Your competition is spending the time and money, so you have to as well or else get left behind.

So, instead of expecting your banner ads to have a massive click through rate and then throwing them out the window when they don’t, concentrate on PEAR; Potential Eyeball and Retention rate. The idea is to make sure that when consumers want to buy something, they think of you first and seek you out. Make sure that your ads are appropriately placed with the right sites and that you are making use of your social networking space to bring a consistent message and branding to customers. And make sure you have a good budget so that you can afford to keep placing your ads in the eyes of web users. Yes it will take time and money, but it’s worth it in the end. Good luck!

But wait! Before you start going through this checklist, make sure that you have a platform set up in which to test your advertisement or else you won’t know what you’re looking at. Adobe or Dreamweaver are good programs to use, if you have access to them. Many sites such as WordPress that you could be using also let you display your potential ads in a viewing test platform before going live.

1. Size Counts

There are several advertisement sizes to consider when creating one. These sizes are best because they don’t take up a whole web page, they don’t slow down loading time of your host site, and they are eye catching without being dominating:

• 300 x 250
• 728 x 90
• 160 x 600
• 180 x 150
• 468 x 60

One of the best ones-assuming you can pull it off-is the 120×600 skyscraper ad. They may not get as many impressions as other ads, but they are easy to fit in and look nice, so long as your initial image fits properly. The other very good one is the 300 x 250 or the more traditional rectangle which technically has the most impressions, but aren’t as easy to fit in your site nicely and are also often ignored, making it imperative to make your ad clear and eye-catching. It’s up to you which to go for or to go for both! Image sizes should never be any larger than 50KB no matter what shape it’s in. Any larger than that and you could cause loading issues and no site will host you.

2. An Obvious (But Not Overbearing) Encouragement to Click

Known as a ‘call to action’, your ads should entice people to click on them and thus be redirected to your site from wherever they were. These requests should be: visible, encourage a click and be brief. You don’t want your ad to be, well, one big text ad! Common calls to action are buttons with the words Click Here or Come In or something along those lines. Generally speaking, calls to action are at the bottom of the ad so that the viewer’s eyes can go through the image and any other text, be intrigued, and then click on your link.

It’s actually not the ‘Click Here’ that should be your Call to Action; it should be the advertisement in its entirety. The click here at the end is just the way for the now excited (or at least curious) web browser to reach you with ease.

3. A Wide Audience

The wider your audience happens to be, the better. You should never build an ad with one group of people in mind; instead, build with several and cast your net. You will be surprised at where your traffic may come in from. Even something as relatively narrow as children’s games may entice teachers, educators, special needs educators, parents, grandparents, guardians… Well, you get the idea!

4. Give Your Ads Time

As designers, writers, and advertisers, we can be terrible perfectionists. That first run of ads is nail biting and don’t be surprised if in the first day, you discover something wrong that you simply MUST FIX RIGHT NOW!

Stop, take a deep breath and let it go. You should always let your ads run for a while before making any changes. This is because you can then compare the old ad with the new one to see which is performing best. A month or two is best.

5. Design: KISS (Keep it Simple Silly)

My sister hates ads that are convoluted, twisty, constantly moving and shuffle around. I do too; they slow loading time, are exasperating, and generally the message is lost in the ‘AAARGH!’ factor of dealing with it.

Your advertisement should be simple. A good headline/question, your logo, a product shot (if you like) and a vibrant color scheme that stands out without being overbearing and will match your product or services. Gimmicks such as roll over or dancing monkeys may be fun, but you’ll probably irritate your potential traffic more than entice them.

6. The Goals of Your Advertisement

All advertisements have one of two goals:

1. To Convert: You have changed a random web browser into a potential customer by enticing them to come to your website.

2. To be Remembered: If the web browser doesn’t click on it, the ad should at least be something he or she enjoyed and will remember. After all, today’s web browser may be tomorrow’s customer if the ad is recalled later. Furthermore, if you do the very best job you can at this, you can build your brand up around your successful advertisements, tying the two together beautifully and making them highly memorable.

7. Bring Customers In

This may seem like a no-brainer, but you may be surprised to learn how many people botch this up. Make sure that your advertisement takes your customers to the correct landing page, not to something random. If you are advertising your Brand New Coffee Mug, make sure your ad actually goes to said coffee mug and not to tins of tea and cookies. Remember: you only have seconds to covert someone into a customer. Don’t waste that time by having your ad go to the wrong place and thus have your customer leave!

This may seem all a bit overwhelming, and it can be. Advertising is a touchy business and it takes a light hand to pull off the right combination of intriguing and obvious with enjoyable. You may have to play around for a while to get the right ads, but once you have them and they are performing well, you can generally set them and forget them, which gives you time for more projects.  In the meantime though, enjoy working on your advertisements as they can be great way to let off some creative steam.

Why Banner Ads Are Awful

Banner ads may be popular, but they have some serious problems that start with the way they are treated by the marketer and by the agency that creates them. The problem is not in the humble banner ad, it’s in the fact that we still haven’t allowed them to evolve and change to fit the internet. The ‘net is a very different publishing medium than a newspaper or magazine and so the advertising that is found on it and is successful, must also be different.

When people sit down to create banner ads, they treat it the same way they treat something like a commercial. There are storyboards, several revisions, and finally the banner ad comes out, usually costing quite a bit of time, money and effort for very little pay off. In the business world, this is a very bad thing! You wouldn’t generally commit a ton of money and time and effort to something that only pays a fraction back and yet we see this happening with banner ads all the time.

The other major problem with banner ads is how they are treated: they are treated as though they are commercials with 15 seconds of attention and nothing distracting people from them. This just isn’t so! In the world of the internet, the average attention span sits at about three to seven seconds and furthermore, your banner ad is competing with other advertisements and of course the thing that the web browser went to that particular site for, usually information. It’s no wonder that banner ads which are created in the same blah fashion are ignored far more often than not.

How to Create GOOD Banner Ads

Now, obviously you are probably not going to stop creating banner ads; they are too useful and too much a part of the internet landscape to ignore. In order to make this advertising format successful, you have to change how you do the banner ad from the very beginning.  A banner ad should:

- Get its message across in three seconds

- Be able to gets its message across even while competing with other information

- Have a nice logo which is animated

- Stop spending so much time and money on it!

A banner ad must be created in such a way that it gets its message across quickly and it must be created in tandem with other information, not in a vacuum. The best way to do this is to create a few banner ads and then plunk them in a test webpage that is full of information and a few other ads and see how eye-catching and attractive it is. Simply creating the banner ad and placing it on a blank screen will not do the trick.

And you don’t have to spend a ton of time and money on each banner ad; there’s no point to it. Banner advertising should only represent a small part of your marketing strategy and thus it should only take up a small part of your budget. Basically, you should be able to tell your advertising agency who you are, what you want your main message to be and then get a banner ad back that is affordable and done in a reasonable amount of time. Don’t sweat over it; banner ads are not the most important part of your marketing strategy (at least, they better not be!)

When it comes to banner ads, it is definitely time to change our thinking. Banner ads for the internet are not geared to be commercials, works of art or serious investments. They are instead, a snippet of information meant to entice someone to come to your site in order to learn more. They are meant to be cheap, fairly easy to create, and still stand out in a crowd. Keep this mentality in mind instead of trying to make the banner ad into a work of art that tells an epic story and you’ll find that your ads are cheaper, easier and more effective overall. The humble banner advertisement need not be hated; change your attitude towards their creation and you will find that banner ads can really work well for you.

Great Punch Line

The punch line is arguably the most important part of the banner ad; it is what will make your viewer interested and wanting to learn more. However, your catch phrase should still be short and sweet so that it fits properly on your banner. The catch phrase is also known as the headline of your banner ad.

Logo+Website URL

Obviously you need something of a logo and a URL on your banner ad so that people know where they are going. You can put them to the left or right side of the banner and they should be small enough to not be intrusive, but are still visible so that people will know who you are.

Short and Sweet Content

Make sure that your banner ad is short and to the point; any text on it should be fully relevant to your products or services and entice people to learn more. So, you need to balance enticement with practicality in your text. A tall order? Perhaps, but it’s important nonetheless. Marketers advise you to expect that you have about three seconds to attract the attention of a web browser, so get on it!

Relevant

Make sure your image and any text is relevant to your banner ad and your product as a whole. Putting one thing in your ad and then something else on your landing page is a recipe for fleeing (and annoyed) traffic.

Call to Action

You need a call to action! But don’t get overloaded with it; people don’t really want to be told to ‘Buy Now’. Instead, good calls to action will have phrases like ‘learn more’, ‘sign up now’ ‘visit us’. Calls to action tell people that if they click there, they can learn more about what you’re advertising.

Fake is True?

Many designers use fake elements in banner design in order to make them look more busy. Fake buttons, fake links, fake banners, fake scroll bars… they give people a giggle because when someone clicks on them, nothing happens. It may seem silly, but some people think they’re funny and they will then click on the real link to your site.

Animation

Animation is getting more popular because they are more eye-catching than static ads. Studies have shown that animated ads generate about 30% more clicks than static ones. But you shouldn’t go wild; large animations will slow down loading times and annoy people into not clicking on your ads. Small animations are best; just enough to catch the eyes, not enough to trip the website loading time.

Flash

Flash banners are even more popular than animated GIF banner ads. This is because Flash banners are interactive and get a person interested in your product by letting them play games. This makes it far more likely that people will then visit your site. Flash banners are also smaller and smoother, though of course, the viewer will have to be able to see it, so getting an animated GIF is a good idea too.

File size

The goal here is to keep your file size as small as possible while still keeping your information and advertising intact. The smaller the file size, the less of an impact you will have on loading time. Small file sizes also makes your banner ad load fast and thus are most likely to be seen by web browsers. It’s a good idea to keep your file size at 30kB or less.

This may seem like a ton of information to take in all at once about your banner design, but most of them are fairly simple in concept. It’s a matter of designing your banner ad so that it is easy to read in a few seconds, memorable later on, and won’t slow down and annoy the web browser into unconsciously boycotting you. What you do within those structures is completely up to you and in this realm; we can see a lot of creative results. So, take these guidelines and run with them to create wonderful banner advertisements.

1. Getting Rid of Squeeze Pages
Squeeze pages are on the top list of what Google hates. Squeeze pages are actually landing pages where your visitors and traffic arrive after clicking a banner or advertisement. These pages are designed for the lone purpose of getting a user to sign up for a particular service and that is it. However these squeeze pages are looked down upon by Google and therefore it is recommended to have a high quality page with full navigation as the landing page for your website.

There are many people who are scared of making this change since the opt-in rates for squeeze pages is very high but once you make the transformation of the squeeze pages to a fully functional and working webpage, you are sure to get better opt-in rates and you will also have the benefit of enjoying better conversion rates.

2. Improving the Display Network
A large portion of the conversion rates are the determined by the effectiveness of the traffic achieved from the display network. This might come as a shock to most people but a lot of marketing gurus and experts advise on switching to search networks only and not using the Display Network but this is really absurd. When you increase the time spent on optimizing and managing the display network you will able to improve the performance of a lot of elements of your website.

3. Tight Themed Ads
Tight themed ads are perfect when used with display network advertising and the newly introduced content placement tool for Google also works best with this kind of strategy. When you enter the main keywords for your website, you will be given a list of tightly-themed ads which you can move to your Google AdWords account and make them live.

4. Eliminate low- CTR Keywords
You should look for isolating or totally eliminating all the low-CTR keywords that are being used in your different advertising campaigns. If they are not able to get the desired number of conversions for your site it is recommended to pause them. It is not a good idea to have them deleted altogether since you might want to come back and look at some statistics. If they start generating conversions again, you can carry them back to the top of your advertising campaign.

5. Eliminate Low Quality Keywords
You should repeat the same process as mentioned in the above text for the keywords that are generating low scores for you. You definitely want to get rid of any keywords that are giving you low conversion rates. It is best to group together all these low score keywords since they can sink an entire marketing campaign if not dealt with effectively.

The online display network has been created to inform people about different offers and products through visual ads that can appear anytime while the person is on the Internet looking for a particular product or service. Consider a user playing a game of chess or reading the story about the latest chess match between two champions. With the online display network, an advertisement will be displayed that will inform the user of a great new chess set that is in stock and how he should simply click the link to order it right now.

A very important factor to keep in mind when you are promoting your services through an online display network is to remember to focus on the art of distraction. With online search networks, the users get to arrive on a particular website using keywords and other search terms while display networks entice the users to log on to a specific website from the visual ad that they are viewing. Therefore it is important to remember distracting text and images or videos that will make the user stop what he is doing and get interested in the products and services the banner ad is offering. The text on the advertisement must be compelling and you should also think about making a variety of banner design so that you can target different audiences in a different way.

A very distinct advantage of using the online display network is that the number of users and clicks you will get are definitely greater than online search networks. In fact, customers and other potential clients will get a chance to see your advertisement even before they have entered the relevant keywords into the search engine. This will help you avoid direct competition with other brands since your advertisement is being shown first.

When you display your banner ads through an online display network you are in the running for making more money and the return that you get from this investment is considerably higher than if you use an online search network. A lot of people who are not reading for particular products can still arrive on your website if they see an advertisement.

There are assorted principle elements for banner design that includes the following:

High-quality copy:  Keep the banner ad clear-cut and succinct with strong text that captures the visitor’s attention and makes them want to learn more.  Information should be concise but catchy enough so that the visitor is motivated to respond to the call-to-action.

Relevant images:  Make sure that all images are relevant to the product or service and complements the landing page.  Grab their attention with the image of a product the visitor is seeking to entice them to continue to the web site.

Appropriate Call-to-Action:  Remember no one is going to buy the product immediately upon seeing the banner ad; they want more information about the product before they buy.  However, offering an incentive that gets the user to travel to the website is often a more effective Call-to-Action.  These could be such things as “Free Trial”, “Movie tickets”, or even “Free t-shirt” as an incentive to continue onto the website and learn more about the product or service.

Use Animation Wisely:  Animation is fun and gets attention, but too much animation is distracting, and drives potential visitors away.  Avoid overkill in the animation because it also causes the banner to load comparably slower.  Static ads load faster, but generates a third fewer clicks than the flash banners.  It’s a balancing act to determine when it’s best to use a static banner and when animation is more effective.

Concise text:  Make sure that text on the banner design is kept to a minimum, but that it accurately describes the product or service that is being offered.  Concise wording that catches their interest and makes the visitor want to continue further.

Coordinated Colors:  Make sure the banner design is vibrant by using flashy colors that grab attention.  Be aware of the colors that are used for the background and the text because the text needs to stand out so that it’s easy to read.  White text on a yellow background can be just as difficult to read as red text on a blue background.  Complementary colors such as yellow on a dark red background, or blue on a yellow background makes the words easy to read and catches attention of the guest.

Engaging Punch line:  This should have minimal words, be catchy, and relevant to the product to grab the visitor’s attention and persuade them to go further to the website.

Logo and Website:  These should help identify the brand and the business.

There are several principle elements of banner design that with some great attention can make the banner ad very effective and help route more traffic to the well-designed landing page.

Some of the ads are more effective than others, and the trick is to learn what captures the attention of perspective customers with these web banners.  Consider some of these tips and see how using them can improve the effectiveness of getting additional traffic and business:

Putting the banner ads on the most popular web sites is not necessarily the most beneficial choice.  When they blend into the other dozens of ad banners on the sites it’s less likely that consumers will notice one ad over another.  One good piece of advice is to put the banner ad on a somewhat smaller website where it has a better potential of catching the attention of the customers.

Be sure the web banner is placed “above the fold” on the website.  It is much more noticeable because many customers do not scroll down below the “fold”, or first page.  One study indicated that consumers click nearly 18% more on ads “above the fold” and take action approximately 9.5% more than ads “below the fold”.  Pay attention to the placement of the banner ads.

Banner exchanges are often one of the best ways for the ad to get more visibility because they reach other websites.  Be sure to select sites that are effective for the particular product and compatible with the business.

Tracking is a great tool that measures the ad campaign’s effectiveness.  The metrics generated in tracking identifies the number of occurrences where the ad is displayed, and the number of times consumers have clicked on the ads.  It can help identify statistics for daily visits, unique visits, location of visitors, keywords used (which helps in SEOs), and the number of unique visitors. These statistics help determine which website is the most effective for placement of the banner ads.

Consider Rich Media Banners (flash banner) because they provide more information to the visitors, but they are much larger files and are slower (not always) to load for many visitors.  They can be very effective, but use them sparingly.

Understanding the different purchasing system’s costing structure.  Some sites charge on a “cost per click” basis while other charge by the “cost per action”.  This means that the company is charged when someone clicks on the ad banner, or only when the visitor registers their information and performs the function.

Since there are many more tips for creating effective web banner ads that are helpful for driving more business to the web site, gathering statistics for the most effective practices are quite helpful.  Knowing when the banner ads are clicked based on where they are place and how they are distinguished from other sites is quite beneficial to improving the effectiveness of the banner ads.