Global Banner Advertising

Since the World Wide Web is exactly that, worldwide, it makes sense to advertise globally if your product can be shipped, or your service provided, to those customers residing outside your own area. If not, your website will need a disclaimer, such as "We can only accept orders from the United States, Puerto Rico, and the Virgin Islands." Of course, the wording would be corrected to match your unique situation.

Conversely, the website might state, "We ship everywhere!" If there are exceptions, though, make sure they're not in tiny print that people won't see until it's too late. You will make them very angry by refusing to fulfill their order. People have friends and relatives in other countries, and they will tell them how awful they think you are. Your reputation and sales could go down the drain. To prevent that, change your website statement to read, "We ship almost anywhere!" Next, put the exceptions in 12-point font, and maybe even use a standout color.

Whether local or global, banners should be placed on the kinds of websites that your potential customers will most likely visit. Some web networks work with a database of sites in other languages that accept banner advertising. Check first to see when their own website was last updated before signing on with them. If their webmaster hasn't touched the site since 1998, chances are their database is also behind the times.

Translate Global Banners

If you want to reach a native market, use that country's language. If it means hiring a translator, invest the money in both the advertising banner text and, let's say, a German or French version of your website to match. The banner link should go to the translated pages. Computerized translation software is available and improving all the time, but it's not quite there yet. If you use it, you'll need a human to smooth out the many glitches.