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3 Tips For Great Banner Ads

Of the many factors that go into a launching a successful advertising campaign, the most critical of all is banner design. There are three simple rules to remember:

1. Avoid distractions

The most common mistake is to stuff as much information as possible into a single ad in an attempt to try to extract as much information as possible from every impression. On the face of it, this might appear to be a good tactic, but too much information often means conveying no meaningful message at all.

With a banner ad, you only have a few seconds to catch the attention of the viewer and make an impression. Packing miniscule, barely readable text into a small area neither effectively gets your message across nor makes a good, lasting impression on the viewer. Too many overly complex graphics will have the same negative effect.

Remember that you only have a small window of opportunity to catch the interest of your site visitor. Make backgrounds eye-catching and pair them with short, punchy taglines that get your message across clearly and effectively. Make a single call-to-action simple, bold and declarative.

2. Use photos only when appropriate

Don’t assume that merely including a person’s photo is going to guarantee a high-performance ad. A common misconception is that ads without photos will be overlooked and considered boring or lacking engagement. However, a well-designed banner ad with vibrant artwork and an eye-catching background often works much better than one with a miscellaneous photo.

Appropriate photos used in context can establish more of a connection between the viewer and your product or the benefits it offers. This works best of all if you can show someone actually using your product or service but this can be tricky given the space available.

If you can optimise the space available to show off your product or service by incorporating a really eye-catching photo; go for it. Otherwise, stick to a well-conceived ad with great artwork.

3. Keep your tests simple

A/B testing is undoubtedly a necessity if you want to get the best out of your campaigns but be wary of going overboard. If you include too many variables, you just create noise and end up with muddled, inconclusive results. The best strategy is to change one aspect of the ad within each single test. This avoids confusion and too much information for you to process accurately and usefully.

If you have a high volume of impressions and are therefore collecting a large amount of data, try running multivariate tests. This is very useful but significantly more complicated than straightforward A/B testing and requires much more work on your part.

In conclusion

When it comes to designing banner ads, the best strategy is to keep them readable and simple. Leave out anything that’s not necessary to get your message across and don’t make your testing overcomplicated. Image source: The Media Octopus

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Alison Page

About Alison Page

Alison is a small business owner, freelance writer, author and dressage judge. She has degrees in Equine Science and Business Studies. Read her full story at http://www.theladywriter.co.uk

Alison Page

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