What makes a good banner ad? 

The use of display advertising in digital marketing is becoming increasingly important. It is an effective way to remind people who have visited your website and increase brand awareness among a cold audience. At the heart of successful display advertising is always a well-executed advertisement. So we are often asked, what makes a good banner ad? 

The nature of display advertising

The design process for display advertising must start by considering the characteristics of the ad format. When will the ads be seen? Who will see the ads?

It is a matter of seconds when the ads become visible on screen, let alone the time spent watching it. How can we make effective use of those few seconds?

Ads often come up when a web surfer does not expect to receive any promotional content from your company. How do you grab attention?

Your company’s ad is not the only element on the site that needs attention. Your competitors are probably there with their own ads too. How do you stand out from the crowd?

Seven tips for a good banner ad

The most common and easiest way to get started in display advertising is starting with banner advertising. These seven tips will give you a head start with the banner design process.

1. The message is the most crucial element of the banner

Summarize your message in a short and concrete form. What can you promise the customer? What are the exclusive benefits? How do you stand out from your competitors? (you can read more about writing a banner message here)

2. Remember A/B testing

Make 2-3 different versions of your banners and do the testing. Test either the image, message header, call to action (CTA), layout of elements (CTA button, texts, image, logo), or colors. Select only one item to test.

Attention! Do not test different banner sizes against each other; always compare the exact sizes against each other. Banner sizes and formats are inherently different, and the number and placement of ad spaces on, e.g., Google Display Network, are different. Testing is not reliable if different sizes are compared. 

3. Tell us who you are

Use a logo that clearly identifies your company, the advertiser. If you use a slogan with your logo, preferably leave it out of the banner. When using a tagline, make sure that it stands out even in small banner sizes.

4. Images should support the message

Although images and colors are important elements of a banner, they should not distract from the message itself. They should support each other. Remember: less is more.

5. Format the call to action to match the goal

The purpose of a CTA, or Call to Action, is to guide the target to the desired action. It must therefore match the objective of the advertising.

Is the advertisement intended to reach a new, cold audience or those who have already visited your website, i.e., new customer acquisition or remarketing? Is it to spread brand awareness or to convince people to buy your product or service?

For new customer acquisition, “Read more,” “Check out the range” are often appropriate. At the same time, for remarketing, you should be closer to the desired conversion, e.g., “Become a member,” “Finish your purchase,” or “Contact us.” Remember again, less is more here, so the most effective prompt is simple and to the point.

6. CTA button placement and appearance

The CTA button is an important element of a good banner ad. The button should be highlighted in a color that stands out from the banner. However, remember that the button should not be overemphasized, i.e., it should not distract from the message.

The button’s corners should be rounded to soften the overall appearance of the banner and make it more inviting to the human eye. Good places to place the button are at the bottom right or lower edges.

7. Make use of HTML5 technology

In addition to static banners, moving images, like animation or video elements, are recommended, as they provide many more opportunities to convey a message and story. HTML5 technology can build spectacular implementations that are more attention-grabbing than static banners and usually produce better results. Feel free to give it a try.

Are you interested in starting banner advertising? Need help? Contact us, and we’ll be happy to help!

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