Banner advertising is one of the most effective ways to draw the attention of an audience. With banners, you can sell goods and services, redirect to partner sites, increase brand awareness, and more. To understand how to create effective banner ads, it is important to study the psychology of the buyer, think through the design and call to action, and analyze the effectiveness of advertising thoroughly. In this post, we’ve collected some of the best tips to teach you how to make a good banner.
Banner design significantly affects its visibility and attractiveness. Here are the things that most successful banner ads have in common:
Next, we’ll show you how to make banner designs better from a technical point of view.
Banners are attractive blocks of various sizes containing an advertising image and text. The combination of visual and textual components increases the impact on the visitor.
In scientific terms, this happens due to the increased processing speed of visual information by the human brain. Just 13 milliseconds are enough for full perception. Therefore, the introduction of graphic triggers is essential for successful advertising campaigns.
Below we’ll dwell on each component of a successful banner.
The effectiveness of banner ads depends on the correct banner size. According to the studies, an ad with a size of 468 × 60 px has a 0.04% click-through rate (CTR), while the banner formats 250 × 250 px and 336 × 280 px are four times (0.016% CTR) and nine times more effective.
You can conduct your A/B tests to find out what banner size converts better into sales. However, at first, it is better to stick to standard formats:
By choosing the right background, you’ll make your banner stand out from the rest of the page and draw attention. It can be either solid or multicolor or even be a photo, as long as the text on the ad is clearly visible:
Do not overload ads. It is better to use no more than 3-5 shades combined with each other, or two contrasting options. For users, each color evokes its own associations, therefore, depending on what emotions you want to evoke in your audience, choose the appropriate colors.
|Red||Speed, urgency (sale, fast food)Movement, dynamics, risk (Ferrari color)Passion and love (wedding rings, adult subjects)High fever (painkillers and antipyretic drugs)||Excess red causes irritation and aggression.|
|Orange||Sweet, sunny, active, (sweets, drinks, travel agencies)Healthy (children’s vitamins and medicines in general)Low price (shops of cheap goods)Dark shades – warmth, comfort (autumn offers, household items)||Orange color is not suitable for advertising premium products and for “serious” topics.|
|Yellow||Gives the subject intelligence (hi-tech theme)Associated with creative (advertising agencies, developing schools)Associated with natural foods rich in carbohydrates (cereals, flour, nuts, honey)||Energetic yellow color causes or intensifies headaches up to nausea. For advertising an anesthetic it is better not to risk it with a yellow banner.|
|Green||Safe start (from kindergartens to investments)Health (medical facilities and medicines)Calm, attention (green works well as a background color, it removes the overall level of tension and improves focus)The right choice, true information||Green is not suitable for advertising sweets, because it is associated with sour or bitter.|
|Blue||Pushes the space, creates a feeling of lightness in design both for the background and in the active elementsConveys weightlessness, freshness, and pleasant coolness (cosmetics and perfumes)Peace, tranquility, trust, reliability, harmony||Stereotypical choice for male topics.|
|Purple||Expensive (luxury segment)Sensually passionate (adult theme)Hedonic (chocolate)Slow and weighty||A rather controversial color, people perceive it very differently (associations range from romance to death).|
Banner advertising works well if you strike a balance between the design and text components. To form a strong message, it should be:
The use of key queries in a message increases the number of clicks and the profit from a PR campaign. Here are some of banner ad best practices for compelling headlines:
The text immediately following the heading should become its logical continuation. Grab attention with a headline first, then briefly describe the proposal and give additional details.
Sometimes your experience is your strongest advantage, which you can emphasize in advertising. Otherwise, tell the audience about the number of happy customers, successfully delivered goods, finished projects, etc.
Do not hesitate to play with contradictions. Contrasting phrases (as well as colors!) will help you avoid banner blindness and significantly increase your CTR.
Don’t try to fit different offers on one banner. It will be too hard for users to catch a single message. Therefore, one banner—one offer.
Finally, it’s important to choose the right font. The smaller the area you work with, the more important the font selection. It shouldn’t distract attention from the headline, but complement it.
Are banner ads effective? Yes, if they reach the target audience and are correctly designed. One of the tricks is to add call-to-action to motivate users to click on the banner and commit to the desired action such as subscribe to the newsletter, visit the site, get a discount, etc. Here is an example of the CTA button on the Airbnb website.
Most often, CTAs work better when designed as a button. Even though the whole banner is usually clickable, a button still pushes users to action faster.
To design a CTA, make sure that the button is:
Calls with personal pronouns (you, we, me, etc.) entice clicks better. For example, instead of “Request a call back” you can use the phrase “Call me back” to personalize the offer.
Pictures in banners are usually small, often very small, so you need them to reflect the essence of your offer. For example, if you advertise sports clothing, show one outfit instead of the whole collection.
Furthermore, try to not make the picture and the text overlap, otherwise it’ll be hard to perceive. In the example below, you can see that the text is placed against the solid color background.
Pictures are not always required for creative banner displays. Strong text and good typography work just as well.
Here are some more tips to improve your conversion.
First, you can play with banner sizes and types. In addition to standard banners, pay attention to the following sizes:
Second, go beyond static options and try GIF, animation and interactive ads. Animated banners can be more effective than static ones, only if the animation does not distract from the main message. Use simple animations for no more than 15 seconds and three repetitions with the CTA as the final frame.
For instance, ADIDAS implemented one of the display banner best practices with the motto “Nothing is impossible.” The user can draw with a felt-tip pen in a banner to expand the place for a little man to run, later various decorations appear—buildings, cars and vegetation.
Third, don’t deploy too many elements and go with:
Fourth, prepare the landing page where the banner will lead users. Don’t make them wander around the site in search of the product and direct the audience right to the offer page. Also, make sure to design the banner and website or landing page in the same style, otherwise it might increase the bounce rate.
Fifth, if you use services like Google, you won’t have much control over the placement. If you plan to post on specific websites, applications or email newsletters, study them and take into account their design. First, you need to pay attention to the contrast since the color of the banner should correspond to the corporate identity of the company and be noticeable on the site. This will allow you to break through banner blindness.
Some more useful ideas:
Banner advertising has long been one of the best channels for attracting customers and making sales. To stand out, you need to deploy the best practices, be creative and follow trends. Whatever strategy you use, try to promote one offer on one banner, add your logo to increase brand awareness and CTA to entice clicks, and run A/B tests with different banners to find the highest-converting options.
The Privacy and cookie Policies will automatically come into effect for all existing users of travel affiliate community on november 16, 2019 and, once in effect, your continued use of our services will be subject to this Policies.
Your privacy is important to us. This privacy statement explains:
Data controller means a person who (either alone or jointly or in common with other persons) determines the purposes for which and the manner in which any personal data are, or are to be, processed.
Data processor, in relation to personal data, means any person (other than an employee of the data controller) who processes the data on behalf of the data controller.
“You”, “your” or “data subject” means:
– Users of our site
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– Prospective or existing clients corresponding with us by e-mail or otherwise
Data controller, “Rightholder”, “we”, “us” and “our” means:
Go Travel Un Limited, its subsidiaries and its data processors;
Personal data means any information relating to an identifiable person who can be directly or indirectly identified in particular by reference to an identifier.
This definition provides for a wide range of personal identifiers to constitute personal data, including name, identification number, location data or online identifier, reflecting changes in technology and the way organisations collect information about people. The definition incorporates, where applicable, the definitions provided in General Data Protection Regulation.
Go Travel Un Limited, a Hong Kong Corporation, number 1658681, having its registered office at Suite 1504, 15/F, Chinachem Tower, 34-37 Connaught Rd Central, Hong Kong, who operate this site and allowing you to join the travel affiliate community.
Go Travel Un Limited and its data processors.
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We may disclose your information to third parties when we reasonably believe we are obligated to do so by law, and in order to investigate, prevent, or take action regarding suspected or actual prohibited activities, including but not limited to, fraud and situations involving potential threats to the physical safety of any person.
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You have the following rights in accordance with the General Data Protection Regulation:
In this privacy statement we supply you detailed information related to your personal data storage, maintenance and processing.
When processing is restricted, we will store your personal data, but not further process it.
which allows individuals to obtain and reuse their personal data for their own purposes across different services. It allows them to move, copy or transfer personal data easily from one IT environment to another in a safe and secure way, without hindrance to usability.
We are not making any decisions which might produce a legal effect on you based on automated processing.
You can exercise your rights by contacting us at email@example.com
You have the right to lodge a complaint with your local supervisory authority if you have a concern about our information rights practices.