Digital market trends have come up with various advertising strategies to accommodate different sellers and needs, but banner ads are still popular as ever. As one of the earliest examples of online marketing tools, these ads can still be effective in attracting customers and promoting your products. However, the rising competition in digital marketing requires advertisers to create more effective banner ads.
How can you make your banner ads memorable? Follow this guide to find out.
Why Making Banner Ads?
Even as an older form of internet advertising, banner ads still offer advantages to support your online marketing strategy. Some of the most obvious benefits include:
Banner ads are cost effective because they are calculated based on impression (cost per mille or CPM) or click (cost per click or CPC). There are also calculations based on the shapes, sizes, regular traffic, and other factors. Therefore, advertisers can calculate the most efficient costs to spend for these ads. Perfect for those starting their business with small capitals.
Banner ads are different from pop up ads. While the latter is meant as “interruption” to attract attention, banner ads are displayed as a part of the website. They add visual presence to the static image of your website, and Google can also detect them if you use the right keywords, further increasing the visibility.
Good for Brand Building
Adding banner ads to your website is a part of brand building. They build awareness about your brand, product, and service among new visitors. They also strengthen the image of your brand, making customers immediately associate certain products or services with your business.
How to Make Banner Ads Effective
Banner ads may look like simple and affordable advertising tools. However, if you design them properly, they will support your marketing strategy. Here are some tips to make these ads more effective:
Emphasize on Identity
Your banner ad design must reflect your brand and identity. Visitors must immediately understand who you are and what you offer. Use your business color palette and make sure your brand or distinctive logo are visible. Make sure the layout of your banner ad follows the logical reading flow so website visitors can easily understand the message.
Concise and Targeted Language
A banner ad has a more limited space compared to the entire webpage. Avoid wasting the precious space with long, flowery sentences. Use the speaking tone associated with your demographic. Your website visitors must understand immediately what to expect when seeing your ad. A banner ad can be humorous, mysterious, urgent, or informative, but ideally, it should not be more than three sentences at most.
Invite Viewers to Act
The goal of banner ads is making viewers to click on them, regardless of the goals. Therefore, your ads must contain clear Call to Action (CTA). Make sure people can clearly see the button or link they must click. Add words to encourage action, from the simple “Click Here” to “Curious? Find Out More”.
Think from Viewers’ Perspectives
Microsoft is an example of brand who understands their consumers’ perspectives when making banner ads. For example, instead of using generic sentence, they understand what their customers need and create the ad language to “remind” customers what they want. For examples, Microsoft using words like “Control Your Own Future” or “Streamline Operation. Reduce Costs” before adding the CTA.
Promise Values for Viewers
Banner ads will invite more clicks and other actions if it can promise values for viewers. What extra benefits they will get for the “efforts” of clicking the banner link or button? This strategy is popular among brands that use subscription system. Netflix and Disney+, for example, incite interests by showing viewers the exclusive content they can get if they subscribe, such as popular movies and streaming shows.
Use Effects Sparingly
Animated texts or moving images are effects that can make your banner ads stand out. They make your ads less static, and website visitors can spot them more easily. However, the effects should be used sparingly, else they distract people from performing the CTA you need.
Advertising strategies for digital marketing develop with time, but classic options like banner ads are still relevant. Make sure you apply the right strategy to create attractive, compelling banner ads that draw attention and actions.