Disadvantages of banner advertising
Unfortunately, no digital marketing strategy is perfect, and there are some pros to banner advertising for businesses, including the following:
Banner ads (and display ads in general) have a lower click-through rate than other types of ads, like search ads, because they're more intrusive, and people have trained themselves to ignore them. Banner ads have a drastically lower CTR because individuals aren't looking for a brand's products or services when they come across one.
Consider this banner ad example: You're reading an online publication about cars when you see a banner ad for an electric vehicle (EV). How likely will you click off the page you're already reading to learn about that particular car?
Not very likely because you weren't looking for it in the first place. With search ads, users are already looking for your products and services when they type in a query associated with your brand.
However, with banner ads, people are simply browsing the web and may not be interested in your products and services. Most people who see your banner ads aren't ready to make a purchase unless you're using a retargeting marketing approach and those individuals have already visited your website.
Because banner ads target people who aren't necessarily ready to make a purchase, they have lower conversion rates than other marketing strategies that target individuals, like search engine marketing (SEM) and search engine optimization (SEO).
Depending on your goals, your conversion action may be someone completing a form or making a purchase on your website. However, because individuals who come across your ads aren't necessarily ready to make a purchase, banner ads have lower convection rates.
Not allowed for all businesses
Unfortunately, some types of marketing and advertising aren't allowed for specific markets. For example, Google doesn't allow advertisements for potentially dangerous products and services.
In addition, the industry you're in might have strict advertising rules you must follow to remain in compliance. For example, a supplement business cannot state that its products can be used to treat medical conditions in advertisements or on websites.
Ad blocking software allows users to turn off advertisements when browsing the web, so your ads may be blocked and not seen by users who would be most interested in your products and services.
Users ignore ads
Over time, we've all learned to subconsciously ignore any ads we see. You may notice billboards when driving down the expressway, but do you ever remember what's on them?
The same is true for digital and print advertisements; many people ignore them because they've seen so many ads throughout their lives they've accidentally been trained not to see them. This is why it's so crucial for your banner ad to stand out. Potential customers won't see them while reading articles online because they've trained themselves not to, so your ad must be special if you want it to be seen or clicked.
Now that you understand what banner advertising is and how it can increase website traffic, let's discuss some of the basics you should know.