How to make engaging banners ads
First, what are banner ads, and how do they help marketing campaigns?
Banner ads are used in Online Display advertising campaigns; this can range from different networks and channels such as Social media channels like Facebook, Twitter, LinkedIn etc. and specific display networks like the Google Display Network, Ad Roll and other DSP (Demand Side Platforms, that serve display ads).
So how does creating engaging ads help improve performance?
In general, the more engaging your adverts, the higher your conversion rate. Having a higher rate of engagement means your target audience is actively engaging with your product/service and brand, therefore increasing touchpoints and the likelihood of purchase.
Using information from digital marketing agencies, you need at least 10-12 touchpoints with your product/service or brand before individual purchases. Banner Advertising is an excellent way of increasing these touchpoints, to help speed up the buying cycle and increase brand recognition.
How to make Banner Ads engaging
Use effect banner ad sizes that fit multiple network formats and serve on the best placements (websites).
Design Superstars recommend using the following ad sizes:
Remember! – Always create banner ads in retina sizes, so double the below (e.g. 300×250 = 600×500)
- 160×600 (Pixels)
- 300×250 (Pixels)
- 300×600 (Pixels)
- 320×100 (Pixels)
- 729×90 (Pixels)
- 936×120 (Pixels)
- 1200×628 (Social Media – Don’t create in Retina!)
This is because ads in these sizes will be visible across all online networks, and will work on any device such as mobile, tablet or desktop. There are other sizes available across many different display advertising networks; however, the above sizes cover most of the placements available in these networks and are the most commonly used across more affluent and non-spam sites (bonus, these sizes will help improve performance and lessen spend wastage)
Three crucial inclusions in your ads:
The three key things that NEED to be on your ad are your logo, clear indication of what you’re advertising (including images) and a clear, creative call to action.
Your logo should be placed clearly on the ad to ensure recognition and increase touch points with your brand. We recommend using images of your product or using images of people, as these tend to get higher engagement. You also need to include your proposition, such as a special offer or trial in a clear position on the ad.
Finally, your call to action needs to be short, punchy and inviting. CTA’s are usually positioned inside a button so that they become a focal point of the ad. We recommend avoiding phrases like ‘click here’- it’s overused, obvious and generally unexciting. Try to come up with something different, to draw customer engagement. ‘click here’ is also banned on a lot of display advertising networks, which If banned, is wastage of time and slows the process of launching your display advertising campaigns.
Use clear fonts
We recommend that you avoid script fonts, i.e. any fonts that could be difficult to read at first glance. You want to keep your font as simple as possible, making it easy for users to read straight away. We also recommend keeping text down to a minimum of 3-4 lines and having your headline and body text in different sizes for maximum impact.
Ensure targeting of relevant audiences
Online advertising is all about where you put your ads. It’s no use having beautifully designed ads; if they are served in the wrong places, to the wrong audience, there is no point. Using a digital marketing agency or a branding design agency can help set these campaigns up for you to increase performance and ROI.
It’s also essential that banner ads are placed above the fold of a site, i.e. in the first section, not requiring the user to scroll down to view. This is because, the majority of website users will not scroll further down, so the likelihood of your ad being seen is significantly less than if they were placed at the top of the page.