Calls-to-Action on Banners and Buttons

Fadtastic has a nice article looking at the rationale behind different approaches to implementing calls-to-action on banners and buttons (with lots of examples).

This reminds me of a post I did a while back comparing examples of banner ads.

Interestingly, back when I posted my collection of banner ads, “click here” wasn’t the dominant call-to-action phrase. There seemed to be a lot more variety.

I wonder why things seem to have changed since — is “click here” simply that much more effective?