Banner advertising seems to be one of those tactics that comes and goes in the public’s favor.  Whether it really works or not is probably based on how sophisticated you are in where you advertise, how good your copy is and how closely you test and watch your metrics.  Truth is, that like any paid advertising it can be a big waste of money or it can provide a decent return.

Before you plow ahead with any banner campaign, be sure to do some small testing with the ad you intend to use.  Then set up a way to test, test and test.