Link to the relevant page on your website. A common mistake in creating links from banner ads is to provide a hyperlink to the home page of the advertiser's website. Once a user has clicked on your banner, you do not want to waste your chance by taking him to a place where he has to sift through and find information that is relevant to him/ his needs. Now that he has made a 'considerable effort' by clicking on your banner ad, reward him by taking him to the page on your website that is most relevant to your expected results from that particular banner.

It may be advisable to create pages with your banner ads and target segments in mind. You are going to spend a considerable amount of time, effort and money in eliciting clicks from visitors. Make sure you have all your homework done when they finally reach your online store/ office.

Advertising space: It is advisable to buy advertising space on a site that attracts targetted traffic than on a web site that doesn't have a clearly demarcated visitor profile. Find out about the visitor stats, time spent by them on the site, their profile. Study and analyse these details in reference to, not only the website you plan to advertise on but also its specific webpages. The purpose of this analysis is to find out which pages have a higher probability of helping your banner ads achieve click-throughs.

Banner Rotation: This is somewhat similar to what they say in traditional advertising and promotion. Change your ads so that you retain the 'novelty' value and avoid banner burnout. Most sites offering banner advertising space have programs that rotate banner ads. You could also use this strategy to display different banner ads for different segments at say different times.

Quantify Your Results: Find out how effective your online banner advertising campaign was! There are some great products and services available on the internet that can help you measure the results of your banner ad campaign.