How to Construct Great Banner Ads
First, there were pained rocks. Then skywriting came to fashion as the media of the day for advertisers. Today, it's banner ads, and they are taking the market by storm. Since the first “click through” advertisement was sold in 1993, banner ads have become an important arrow in the quiver of all media planners. You can have the most up-to-date software available today to help you, but there are some proven rules to follow that will enable you to take better advantage of this exciting medium.
Other People Are Reading
Instructions
-
-
1
Learn quickly that there is no substitute for a dynamite headline. You can have the snazziest banner ad on the planet. Yet, if you don't have a great headline, it will surely under perform. In fact, create continuity by having the same headline on the opening page of your Website.
-
2
Stanch your creativity to find substitutes for the words “enter here” or “click here.” because they work. In fact, they increase clicks by over 25 percent.
-
-
3
Make your banner ads upload quickly. This is not as important these days since the majority of people now have fast Internet connections, but a slowly developing banner ad will affect those with a dial-up connection. Ideally, your banner ad should be 12KB or less to do this. But since you will probably be drawn by animation, it will exceed this criterion.
-
4
Dramatically increase clicks by animating your banner ad. That will make it more effective. The trick is to provide great animation while keeping your ad within appropriate upload norms.
-
5
If possible, use the word “free” in your banner ad. It is the most persuasive adjective you can have, by far, and you will increase clicks dramatically by using it.
-
6
Do more than one banner ad at a time. In general advertising, the wear-out rate of the average ad is 4 to 5 times. In the Internet world, it drops in half. So, after having seen your ad about three times without clicking on it, he probably will never do so.
-
7
Insert your Website address in your banner ad. While it may produce some additional clicks, doing so is more important because it will add credibility to your ad and help the company in its branding efforts.
-
1
Tips & Warnings
Pop ups tend to be very irksome to Internet users. Keep your ads simple.
As with most advertising, simpler means better. An over-designed banner ad will not have as many responses than one that is clean and concise.
