Banner Ads are slowly regaining their reputation for providing a highly effective way to drive traffic to your business, but their use can still be a little hit and miss unless you follow some very simple tips for creating a successful banner ad campaign. Years of testing have established some best practices when utilising such a marketing campaign, and we’d like to share some of the best ways to avoid the common mistakes that are still being seen across the internet.
When banner ads were first introduced, the concept changed advertising. Everywhere you looked there were flashing, moving, brightly colours ads that were really incredibly annoying to internet users. Over time, our brains have become accustomed to the ads that are doing the internet equivalent of jumping up and down, waving their arms around, and we’ve all become very adept at ignoring them. Now, banner ads are about targeted, compelling choices that promote brand image and messages and which, above all else, are not flashing wildly at your potential customers. So, rule number one has to be, don’t make it flash. If you want to use rotating images make sure there’s a time delay for each image to make the change gradual.
Use the limited space you have wisely. Now is not the time to try to save money and design the ad yourself, unless you are a graphic designer with a thorough knowledge of how to create marketing messages. Keep your ad uncluttered, consider how it represents you and your brand, keep it on track with other marketing efforts offline, and use a call to action to prompt potential customers to click on your ad.
Remember that your potential customers are visiting the webpage displaying your banner ad for a reason, to read the content provided there. Your ad will need to stand out from the crowd, but it will also need to be compelling enough to distract them from the reason for their visit and be relevant to that reason. Placing your ad on websites that have no relevancy to your products is a sure fire way to fail at your campaign, very few people will click a banner for high heel shoes when visiting a fly fishing website.
Consider running multiple campaigns, targeted towards different demographics such as age and gender. Remember to keep each of them on brand, tied in to your overall marketing campaign, and placed on sites that have a complimentary context to your products. Use the information you gain from each ad to help you narrow down which sites will do best with which targeted ad.
Make sure you review your numbers daily. Reports for each ad can tell you an incredible amount of information about the people clicking on your ad, use it to create more targeted and successful campaigns. Daily reports should have as much details as possible to help you track Return On Investment, and help you track the metrics you’ve decided to use as a guide to how successful your ad campaign actually is.