When its a numbers game its important to keep your eye on the online prize and of course make sure that your conversion formulas are correct.
Banner Impact – When you need a large amount of website visitors due to your well established conversion rates that predict a percentage of conversions I have found that banners tend to have a positive impact on the conversion rates of PPC. In general you can expect that those that are searching, on search engines, for your product are likely to end up at the locations that you have selected to place banners and experience your brand via your banners. Even if they don’t click through on the banners they are likely to experience your brand again when they are searching for your product on a search engine via pay per click and feel more comfortable clicking through on your ad.
Price – The price level of the product may impact this process. In my case I am dealing with a very expensive product that people tend to spend months doing research and finalizing their decision. In the case of a lower priced product I could see the impact of the banners lessened and being even with pay per click. But the banners would still impact the decision making process since the potential customers have experienced your brand.
Branding – Its breaks down to online branding. If you don’t believe in branding trying this out for yourself with a well funded campaign will provide you with results that justify my position.
Other Factors – There are of course other factors that impact these results.
- Design of the banner that matches the category expectations
- Message of the banner
- Placement on the right site for your potential buyer.
- Placement on the page – Location of the banner on the page on your selected site.
- Ad network variations