All 12 winning banner ad designs were displayed in Google Ad Manager, and one design stood out as being superior.
In
This time, we used the winning banner images to display them as our own ads on the GIGAZINE website via Google Ad Manager for general users who do not have ad blocking. The shocking result was that there was only one banner design that achieved an astonishing number!
◆ Summary so far
GIGAZINE has been thinking about how to continue writing articles that benefit readers, not just advertisers, and has established the ' Secret Club ' to get support from readers in 2013. The following article is a transcript of the speech given at the time of the establishment, which details the intention behind establishing the Secret Club.
A part of the presentation materials for the GIGAZINE special lecture was released, and it looked like this on the day - GIGAZINE
For many years, GIGAZINE has been able to publish many articles to the public thanks to advertising revenue and the support of our Secret Club members. However, due to factors such as the declining cost per impression of advertising every year and the spread of ad blockers, we have been forced to improve the revenue needed to operate our servers.
Therefore, the editorial department prepared a total of 152 different banner images and conducted an experiment in which they linked to a page where donations could be made to GIGAZINE.
What kind of banner image design is the strongest? I actually tried it out with GIGAZINE - GIGAZINE
To investigate the impact of displaying banner images on readers, we first targeted readers who use ad blockers and placed a banner at the end of the article. From 152 types, we selected 12 banners that had the lowest reader dropout rate.
Summary of results of actually trying out 152 different banner images to see which one gives the best results - GIGAZINE
This experiment
From July 1, 2024 to July 23, 2024, we will post 12 banner images as our own ads in the ad space placed on GIGAZINE and verify the click-through rate. The 12 candidate banner images are as shown in the figure below.
The banner links to the ' About GIGAZINE ' page, where you can select the amount to donate.
While the click-through rates for all the banners were similar, one banner emerged that achieved a click-through rate that was about three times higher than the other banners.
I wondered, 'Which banner caught the reader's attention?' I tried to suppress my excitement and checked, and it was the banner below that said, 'Don't support us soon, or you'll die!' It seems that the 'sense of urgency' moved the reader to action.
Google Ad Manager has a feature that allows it to 'distribute high-performing banners more frequently.' Therefore, the banner above, 'Support us soon or you'll die!', accounted for roughly half of the total impressions. However, the click-through rate did not decrease, proving that it was indeed a powerful banner.
Of the remaining banners, those that achieved a click-through rate of 0.10% are shown below.
Although the difference was small, the four cards in the chart below only achieved 0.9%.
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