Banner Ads Are Different from PPC Advertising
Advertising plays a vital role in growth of any form of business. With the advent of e-commerce, the advertising techniques have undergone substantive changes; for instance, the traditional bill-boards are now transformed to banner ads in the online world. Businessmen are now widely use internet as an effective platform for promoting their products/services across the web users.
Online advertising have changed the entire methodology of promotional techniques that were previously in vogue. Businesses now have much wider reach and they can continuously stay in touch with their customers, without pooling much effort. Online advertising also encompasses many forms. Pay-Per-Click (PPC) and banner ads rest among the most renowned forms of online advertising.
PPC and banner ads share many similarities and hence these terms are often interchangeably used by many web users. However, the two concepts differ widely in various aspects. The silver-lining between the two must be demarcated carefully, so as to make the most out of the two forms of online advertising. Let’s understand the difference between the two concepts comprehensively in the following section.
Banner Advertising
First of all, let us comprehend the concept of banner ads. As it has already been quoted that banner ads are in essence online avatars of traditional bill-boards, these ads serve as signage on websites. But these ads have an edge over the bill-boards, as advertisers can track the number of viewers of their ads, a feature common to all types of online advertising.
Banner ads can be depicted as an explicit method of marketing, as the visitor promptly takes the action, as soon as the ad is clicked. It can further employ tracking methods to calculate the ad cost incurred for a single sale of the product/service. Hence, you can calculate the exact return on advertising investments and optimise it accordingly.
You might have observed a long list of banner adverts placed along side the content of most websites that you may be surfing. These banner ads, popularly termed as ‘skyscraper ads’, use to depend heavily on the traffic of the publisher website. Thus, the advertisers must be attentive while selecting a publisher website for placing their banner ads. However, if the publishers’ website crashes down, the banner ads placed on it suffer heavily.
Pay-Per-Click Advertising
On the other hand, PPC ads are generally set off as soon as the web searcher types the keywords into the search window of any search engine. These ads are primarily based on the keyword phrase typed into the search engine. PPC ads are more targeted than the banner ads, as it offers advertisers the flexibility to show their ads based on the keywords entered into the search box. Thus, this advertising form is very useful for the advertisers who targets a particular set of web users.
In addition there is another category of PPC advertising called ‘content match’ which involves displaying relevant ads as per the content of the website. Now in case some one is using an ad network platform like Google Adsense, there are chances that banner ads could be displayed. This is the primary reason behind the confusion that one experiences in differentiating both kinds of advertisement forms. However one must note that such ads do not fall in the category of banner ads in the traditional sense; even though they share the same characteristics.