When you visit Coolsig , take a look at how the banners at the bottom are framed by the 'tree trunk'. This tripled my click-through ratio. After being somewhat shocked at the effect, I figured out why this was happening. Most people don't see banner ads, so they don't even think about whether or not they'd like to visit the site. What the 'tree trunk' does is draw attention to the banner, so visitors at least look at it .
More people actually see it, so more people click on it.
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