Banner exchange programs differ from banner advertising in that they are usually free
Banner exchange programs involve signing up with an organization to display ad banners on your site and in return the organization places ads for your Web site on other member sites. Typically you will receive one advertising 'exposure' (or one view of your banner) for every two you display. The organization makes its money by selling the remaining 50 per cent of ad views to paying advertisers. Most schemes provide click- through data, which tells you the number of people who clicked on your ad. Be warned, though -
click- through rates are, in the main, pitiful. A good banner can expect to generate a rate of around 5 per cent or 6 per cent, a poor one 1 per cent or less. That said, if your ad is displayed enough times, joining an exchange scheme can pay dividends.
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