Navigating the realm of digital marketing can often be confusing given the myriad of tactics to choose from. One tried and true option that is easy to implement are digital banner ads. Banner ads (sometimes referred to as digital display ads) are a great way to boost your brand's visibility, capture additional traffic for your website, and ultimately convert more customers. And if those ads are clickable, they become much more effective.
Suitable clickable banner ads have to grab the consumer's attention with brief, to-the-point copy and limited "digital real estate." They also have to come equipped with a clear and compelling call-to-action (CTA). For example, one of AutoZone's clickable banner ads reads: "Check engine light on? We can help." Its color scheme is on-brand, its imagery is engaging, and it even provides the address and hours of a store that's close to the user. It's a great illustration of what clickable banner ads should include.
In this article, we'll walk you through a step-by-step process of creating compelling, clickable banner ads. There are six key points you need to consider as you do so:
1. Choose the right dimensions
First of all, you need to decide how wide and how tall your banner ad will be. Google AdSense offers a list of the top-performing sizes for its platform. Generally speaking, banner ads that are wider tend to outperform their taller, more box-like counterparts.
Of course, there is no "cookie-cutter" method to determine your marketing campaign’s best ad size. After all, you also need to consider the copy that your banner ad will have to contain, which leads us to our second point.
2. Write your messaging
You want your copy to be short, highly readable, and direct. It's never a good idea to include more than four lines of copy for your banner ad, and many advertisers use only one or two.
Think again about the example from AutoZone that we mentioned above. Not including the CTA, the copy for this ad was only seven words long! Yet, it was relatable and effective.
3. Decide on a color scheme
Ensure that your banner ad's color scheme stays on-brand. For instance, it would be hard to imagine H&R Block's color scheme deviating from their traditional green, white, and black — primarily since their main competitors (like Jackson Hewitt) use different palettes in their advertising (blue and red, for example).
At the same time, you want to make sure that your banner ad is truly eye-catching without being garish. Subscribing to the principles of "color theory" may help you decide on the best combination of colors for your banner ad. For example, complementary combinations produce a crisp, vibrant effect, whereas analogous color schemes convey harmony and tranquility.
4. Come up with a simple yet eye-catching design
The key to coming up with an aesthetically pleasing banner ad design is to maintain a balance between three key elements:
- Your logo, which should stand out clearly but not overshadow the following two elements
- Your "value proposition" (in other words, why the consumer should do business with your brand) should take up the majority of your ad space
- Your CTA, which should be the visual focal point of your ad
Also, you need to select an easy-to-read and engaging font for your banner ad. Some common examples include Arial, Impact, and Balloon.
5. Determine a call-to-action
Your banner ad's CTA is perhaps the most critical piece of the puzzle as far as content goes. You want your CTA copy to be direct, action-packed, and urgent. You should also keep its embedded text very brief — maybe just two or three words, like "Sign up" or "Get mine today." Additionally, there should be zero ambiguity in your CTA phrasing. After all, it's a "call-to-action" because you want the consumer to take a specific action!
6. Directly link your ad to what you want the consumer to do or view
Finally, it should go without saying that your clickable banner ad must directly link to your desired landing page — or whatever site or form you want your consumers to visit/fill out. Some advertisers make the mistake of merely linking to their company's home page. However, this tactic creates an extra layer of friction for interested consumers, especially if your banner ad highlights a special promotion that's featured elsewhere on your site.
In summary, you need to focus on these six areas if you want your clickable banner ad to move the needle:
- Choosing the best shape and size for your content and objective
- Developing brief and engaging copy
- Using an attention-grabbing, on-brand color scheme
- Designing your ad with a balance between your logo, your value proposition, and your CTA button
- Crafting a powerful CTA
- Directly linking your ad to the desired action/location
If you make your banner ad stand out, you'll see more traffic, leads, and customers coming your way. You may want to work with an experienced media partner for the best results.
