One common misunderstanding of banner ads are to reach the greatest number of audience. In fact, the right focus should be reaching as many as possible targeted people, who are related to your web site’s content. So having your targeted banner ads is the first rule.
Since most banner ads are cost you money, you should make sure your budget is well controled. This is especially important for small business site owners. When buying banner ads, try to confirm the placement of your ad. You should make sure the content is related to your ad. The more deep down to the site, the more effective your ad is. And you can save money while reaching your targeted people.
Of course, if you have a large budget of online marketing, banner ads should be placed on the pages of the most traffic. Be careful to use click through ads because this could eat up your budget without getting the result you want.