Brand Your Way To Success
Compelling Design + Smart Placement =
Successful Banner Ad Strategy
Banner ads have been getting a bad rap for quite a while now, as online marketers turn to pay per
click strategies and other more appealing, higher return methods of boosting website traffic and
sales. Marketers and viewers complain that they are annoying to the point where frustrated users
ignore them deliberately. But technological advances have made problems with loading and
viewing ads disappear, and new targeting technology offers some of the flexibility of PPC
programs along with the brand recognition building power of an attention grabbing visual display.
Here are some strategic pointers for creating and placing banner ads that will help you save time
and money while building your brand and growing your business:
• Design customized banners for each website. If they are TOO identical, they will blend
in and not grab the necessary attention from users. If the design is too discordant,
however, it conveys a lack of consideration to the website owner and a careless attitude to
the potential customer. Colors, images and fonts need to complement the site instead of
cloying with its design.
• Use compelling images and copy. Banner copywriting is a skill and more time
consuming than you may think. It involves distilling a message that is normally conveyed
by a paragraph into a few short words or one very short sentence aimed at compelling
viewers to click. Choose images carefully – find the most relevant and logical match to the
copy possible. Research shows that banners that communicate the benefits of your
product/service clearly are most effective at their purpose – getting users to click on them.
