Banner Design
Since their earliest creation in 1994, banner technology and our knowledge about consumer response have come a long way. We know we can’t rely on the click-through rate to measure the effectiveness because consumers are still impacted by banners without clicking on them.
So how do you make your banner stand out? Use the right content and a strategic layout to maximize your banner’s effect. Here are the best ways to make your banner more effective:
Less is More
Don’t pack your creative full of information. This will deter interest for two reasons:
- the viewer will think your campaign is too complicated and requires too much effort.
- the offer will appear to have too many conditions imposed and will therefore seem too good to be true.
Keep it simple. Consumers scan content, they don’t read every word. This way you can rouse curiosity and if viewers want to know more, they can either contact your or click through to your landing page.
Clicks aren’t everything
Include some contact details on your Banner Ad. This way, viewers can contact you by phone or email without clicking. The reason for this is some people feel uncomfortable clicking on banners. Others are still used to offline world banner advertising so they may not even know banners can be clicked.
File Size
Your file size should be kept to a minimum. You will miss customers and eyeballs that have already scrolled down the page while your Banner is still loading. Dialup users may never see your Ad. Be sure to use alt tags so at least some of your Ad is visible, even to those who browse the web without images.
Another reason is that some publishers (site owners) increase costs for extra bandwidth. Most restrict the file size and even require polite download. It’s best to stay below 10 to 30kbytes.
Animation
Banner ads which contain animation (moving objects) attract a higher click through rate than static banner ads, which are motionless. When using animation, don’t overdo it. Viewers won’t appreciate advertising that’s too distracting, especially when they are trying to read and concentrate. Use light animation to grab attention but don’t overwhelm the viewers.
Freshen Up
Banner Ads go stale after 9 days, especially if they’re displayed on a website with a loyal visitor base. To avoid your brand being resented through stale Ads, keep your Banner updated.
It doesn’t have to be a brand new creation. You can easily create a template where you just modify parts of the banner. For example, restaurants can alternate a menu dish and prices while keeping their logo and contact details in place.
Design the Ad for Your Target Audience
There’s no point designing a banner to attract just anyone, unless you’re just looking to boost traffic. You want to appeal to your target market. For example, you wouldn’t use a sexy woman on your banner to advertise an office supplies website. Sure you’ll get clicks, but once visitors land on your site, they’re sure to leave as quickly as they came.
Place the Ad in Front of Your Target Audience
You need to place your Banner Ads on websites that your target audience is frequenting. That way, your ad is exposed to visitors that are actually interested in your products/services to start with.
Look for non-competing websites that come up for your keywords and contact them direct. Some blogs and content websites offer Banner Space for as low as $10 per month. You can also visit a Banner Auction website to compare and buy Banner Space.