Free banner exchange programs are set up on the "You scratch my back and I'll scratch yours" premise. The problem with this premise is you have to scratch someone else's back up to twice as much as they will scratch yours. Many banner exchanges are based on a 2 to 1 ratio, meaning that for every two of someone else's banner that you display on your page, someone else will display one of your banners. This is not a bad deal for a high traffic site, but if your site receives a lower volume of traffic, you don't get much exposure. There is also the issue of providing someone a door out of your business into someone elses, possibly your competitors.
The alternative to the free exchange system is offered by many of the banner exchange programs. They are usually based on a rate per impressions basis. This means that you pay a flat rate per number of impressions. This will guarantee your banner will be displayed and is a good way to jump start the traffic flow to your site. This also circumvents the problem of a doorway out of your business as a paid member of a banner exchange program is rarely obligated to display other members banners.
Banner exchanges can be a wonderful way to get the word out about your new web site. All of my web businesses take advantage of one banner exchange program or another. Just do not expect to sign up with a banner exchange program, sit back and watch the traffic pour in. A banner exchange program is only one facet of a complete web promotion campaign.
Copyright 1998, 2002 Tony L. Callahan All Rights Reserved
Tony L. Callahan, is a successful Internet Promotions Consultant with more than twenty years of industry experience and is president of his own Internet marketing company, Link-Promote. He also publishes Web-Links Monthly, a newsletter full of tips, tricks, tools and techniques for successful web site promotions. To subscribe, mailto:Web-Links-subscribe@topica.com. For an online archive of Tony's articles available for reprint, visit: http://www.link-promote.com/articles