Identify your audience. Before you do anything else, you’ll want to determine who fits your primary market demographic. Consider race, age, gender, income bracket, and interest field as you create this list. Arm yourself with information from one of these three sources: your own demographic records, sales analytics software, or a marketing guru familiar with your field. In any case, you’ll want to place banner ads where they will be seen by those who fit your target audience. If you're pedaling exotic boots, you'll need to place banner ads on sites visited by young women. If you’re selling modest leather pumps, you’ll want to target mature businesswomen.
Consider re-targeting (or re-marketing). Re-targeting is a great way to focus your marketing efforts on guests who have already checked out your site. Re-targeting works by following guests who visited your site and placing your banner ads in view of those same guests who had gone to your site earlier on. Your banner ads will be presented to people who visited your site, meaning you may either entice a customer to become a repeat customer, or you may get a customer whose time on your site was somehow interrupted to return and make a purchase. Re-targeting services can save you money because they act as a focusing tool, allowing you to pay one service to follow those who have shown interest instead of paying several sites to post your ads.
Build affiliate partnerships. Another smart way to use banner ads is to incent affiliate partners to build sites and place your ads on their sites. A simple way to do this is to offer monetary bonuses to partners who send traffic to your site, as measured by click-troughs, sales, or delivery of contact information. You only have to pay when your affiliate partners work has actually produced results.
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