Banner Design Tips
by David Callan
Banner advertising is by far the most popular and widespread form
of advertising on the Internet, almost every website has some form
of banner advertising on it. There's just no escaping the banner
on the net.
Even though we have all read the news about the declining effectiveness
of banners on the web, I still believe that with the right 'ingredients'
banners can be a good source of visitors and income for most webmasters.
There are four of these ingredients that I'd consider the most important,
using all or most of them will always enable you to get a higher
click through for your various banners. I'll list them and then
continue to discuss each one in a bit more detail.
Call to action.
Good ad copy
Well there you have it, the five most important pointers to remember
when desiging banners. I'd normally end the article now but before
we end, I want to talk about targetting your banner. Always, always
place your banner on sites that cater for your target audience (ie
- the people most likely to buy your product). There's no point
putting a banner for a new golf club you sell on a site dedicated
to software, visitors to the site simply are not going to be interested
and you're just wasting your money. You should be aiming to place
the golf banner on golf course websites, sites like PGA.com, generally
golf related sites, this way you are much more likely to make money.
If you are not exposing your banner to your target audience, none
of the above tips and tricks can save you.
- Small file
This is one of the most important things you have to get right
when designing a banner, if the .gif or .jpg file is large it
will take a few seconds to download and by then the visitor
might have scrolled down the page, meaning he or she doesn't
even get to see your banner. If people don't see your banner
they definitely are not going to click on it. So make sure your
file stays below 10K, 15K at the absolute most, it's sometimes
hard to do, but if the others can do it, we can do it too.
- Call to action
This is one of the easiest ways to increase the CTR (click through
rate) of a banner, on this all the experts agree. Using a call
to action simply involves having the words 'click here' or some
other words such as 'sign up now' or something similar. My thoughts
on why using a call to action increases the CTR so much include
the fact that there is so much advertising off-line, such as
TV, Radio, billboards etc. etc. With advertising on these off-line
mediums, target audiences are generally just required to watch
or read the ad. All ads online have a link and the purpose is
to get people to click on the ad and visit the advertisers website,
however with the world being so used to off-line advertising
many people just see banners and think that's it, they don't
realize that they are actually meant to click on it to find
out more. That's way having click here or another call to action
improves the effectiveness of a banner.
Banners with moving elements attract the eye a lot more than
static banners do. The whole idea of designing banners is to
grab attention of website visitors, using small animation help
to do this. I say small because I don't want you to go overboard
and fill a banner with lots of animation, this is a bad idea
because, one it increases file size, and two it is generally
annoying to people after a while especially when they are trying
to read an article or tutorial. If your banner annoys them,
they will most likely just leave without clicking on it.
- Good ad copy
This one is kind of a given, but you should always include good
ad copy in your banner, lots of fancy animation and pictures
won't entice them to click, they look after grabing the attention
of the visitors. It's the actual text that will get people wanting
to check out your product. Try to emphasis the benefits, not
features of your product or service. Tell people how your product
will make their life easier. Keep your wording short and concise,
if you can use words that have be proven to attract people such
as 'free','proven' and 'secret' do.
- Fake factor
Many of the very successful banner ads of late have incorporated
some kind of fake elements in them. There are various fake element's
banner designers can use, such as fake scroll bars, fake text
links, fake selection boxes, fake text boxes, fake submit buttons
to mention just a few. Banners with fake elements perform so
well because people think there clicking on a link to go to
another page on the current site (as in the fake text links)
or they think they are click on a button, but in fact they are
actually clicking on a banner with a picture of a button and
These fake banners are made using the Print Screen button usually
found on the right side of any standard keyboard. Simply open
a webpage or application and press 'print scrn' then crop the
image around the button or scroll bar area (the area you want
to fake) and then paste it into your banner, and that's it,
you have fake elements in your banner. Alternatively designers
simply draw buttons, scroll bars etc. using their graphics program.
Article by David Callan - firstname.lastname@example.org
David is the webmaster of http://www.akamarketing.com.
Visit his site for free internet marketing articles, advice,
ebooks, news and lots more.
Return to Internet Advertising Articles
tutorial | Email
Tutorial | Spam
Tutorial | Cookies
Tutorial | Privacy
Tutorial | Windows
Tutorial | DreamWeaver
Tutorial | Domain
Name Tutorial | Business
Plan Tutorial | Search
Position Tutorial | Online
Advertising Tutorial | Ecommerce