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Creating Banner Ads
That Work
by Andres Munoz
If you’ve been
doing business on the net or have been doing
the research you must have read about the decline of
banner
ads. In particular their click-through rate is a
pitiful 0.2%
to 0.4%. That means that for every 1,000 banners you
show,
you'll get an average of two to four people to click
on the
ad. With those figures you really wonder if you
should invest
your time in the advertising medium.
I wouldn’t allocate too much money from your
budget especially
if you’re operating on a tight one however, you
must design your
banner ads CORRECTLY for them to become successful
and
worth your time.
Never create banner ads with eye-catching graphics
and arresting
colors that scream “Click Me Please.” Remember
successful
advertising on the net requires great copy. On that
note keep
the design simple and work on what you want the
banner ad to say.
The most effective tactic in creating successful
banner ads is
to relate a benefit to the reader. Simply said focus
on clear
benefits that have strong relevance to your target
customers.
With a clear benefit that the reader can identify
with the banner
itself can pull on those benefits to capture
customers' attention.
The most effective banner ads on the net are those
that capture
someone's interest or pique curiosity. The fact is
that you can
create ads that have good results without lots of
fancy graphics
or expensive animation. But you do need a
compelling, simple
message. Incorporate your Unique Selling Position
into your
advertising especially banner ads.
Avoid identifying yourself in the banner ads that
you create
try to mask your identity and hide your URL address
and logo.
Many visitors will not even give you a chance if
you’re
easily
identified.
From a design standpoint banners whose background
color
matched the page color will receive a higher click
through
rate because they simply don’t look like the
typical rectangular
banner ads we’ve all come to know. Create your
banner ads so
that they blend in with the page that way they look
“invisible”.
Banners that look like drop down menus and other
similar windows
applications are known to generate high
click-through rates. The
very last thing when designing your banner ad after
you write a
compelling message incorporating a Unique Selling
Position or
your product’s benefit, call for action. Just
simply add the words,
“Click here”. Turn that web surfer into a click
through.
On a final note change your banners often. After a
few hundred thousand impressions a banner ad becomes
stale and it's click-through rate will drop. You
must track your banners so you can track which
banner ads work.
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Copyright (c) 2001 Andres Munoz
Andres publishes the "MyBiz E-zine"
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