Carrying on from our last post on how to use banner ads effectively, this article will give you tips on how to create banner ads and some of the best practices to keep in mind when you do so.
Banner ads used in online advertising campaigns have long been the most popular way to drive qualified traffic to your site. They are not going away any time soon, either.
Particularly with the fairly new Google personalized search results, it is more important than ever to create an ad that properly targets prospective clients, builds awareness of your brand, results in optimum click-throughs and converts this action to a sale.
Banner Ad Design Elements
There is a limited amount of space in a banner ad that allows you to get your point across, so the text needs to be short, simple, and compelling. You can select from two options: an ad with an image, or one that uses only text. An image is more eye-catching and helps brand your business. Many advertisers opt for flash animation in the graphic. This does grab attention but it might also distract from the message of your banner.
The headline is the most important element. You must give the viewer a reason to click through the link and the headline is most apt to accomplish this.
Branding is an important consideration of your banner ad. Marketing revolves around the ability of a consumer to see a logo, image, or design that immediately brings your company’s name to mind. So your banner ad needs to be just one part of all marketing materials with a common theme. Using your business tagline and logo is a good way to brand it.
How To Create Banner Ads
You can use any graphics software program you wish to create a banner ad. Adobe Photoshop is a very popular one and it provides a wealth of options for developing something that looks professional, catchy, and colourful.
There are two options for the orientation of your ad: horizontal or vertical. For the most part, selecting the vertical layout will allow for maximum exposure since most monetized blogs and website pages reserve the left or right columns for advertising space. You may also opt for a smaller button – or choose all three configurations.
The size of a standard horizontal banner is 480 x 60 pixels. The vertical banner is typically sized at 120 x 600 pixels.
Next, add a background to your properly sized blank canvas. Leaving it the default white is not recommended. Do consider using a gradient with the lighter colour at the top of the banner and the darkest along the bottom edge – this naturally draws the eye to the upper portion (headline) and gives a visual indication of where the ad ends.
Now add in your graphic. It could be as simple as your company’s logo, or as involved as a depiction of a person using your product or service. Faces have been shown to be especially relatable to the viewer. Where you place the image and how big it is are totally subjective; take the time to experiment with several different placements to determine which is most eye-catching.
Finally, insert the text message of your ad. Remember that it needs to be short and get to the point quickly. You are bound to lose click-throughs if there is too much to read. Remember that attention-grabbing headline and don’t forget to make it bigger, bold, and in a different colour so that it stands out. The text beneath or to the side of the headline should contain the information that seals the deal, exhorting someone to click on your banner.
Whether your ad is spread through pay per click campaigns such as Google Adwords or other websites, a combo of great visuals and compelling text will help you get the most bang for your buck. Now you are familiar with how to create banner ads and how to use them effectively, why not give them a try!
About Sean Rasmussen
As a consumer and web surfer I find myself more attracted to read and click on banner ads that are simple and clean, rather than the in-your-face, flashing, jumping ads that just make me want to get off the page as soon as possible.
Wow – I never thought about how to create a banner ad, but I can see that it has advantages over just the text field.
Like Cemil I prefer simple, clean ads with an interesting graphic or picture to catch my attention.
Hi Sean,
I have been looking at how to create banner ads recently so this is a really timely post for me. It sounds easy enough to do so I’ll have to give it a go and see what it looks like.
It’s just the writing of a compelling headline and text that makes people want to click that has me worried. I guess I’ll just rely on trial and error or find someone on Elance who can do it for me.
I find this post very encouraging. The banner ads I have created myself (on Corel Draw) are largely in line with this post and I will be able to use what you have said to fine tune them.
Having your own banner add never even occurred to me. I use them for affiliate products which the company has created but I’m thinking this would be a great opt in box in you want to give a something away for free to create a list. I know I am more inclined to click on a banner then anything else.
Hi Sean
Creating my own banner add sounds really exciting. The design elements area a great guide to how I can set my banner out. I have also learned that the headline is the most important part of it.
I know I will be able to do this and write the copy too. Thanks Sean
People like graphics! And it takes longer to create a banner ad than it does a text one so i would assume that the competition would be lower?
Google uses banner ads…………what does thay say!
I hate banner ads though that constantly flash and move as they are very dsitracting.
This article is helpful except you failed to mention one of the most, if not THE most important element in a banner ad. The CALL TO ACTION.
You can have a great headline, key information, beautiful imagery, but if you don’t have a call to action, your banner will fall dead in the water. People need to be directed as to what to do when they see your ad.