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Guideline for Designing Effective Banner Ads

When creating a  banner ad, it is important to look at it from the perspective of the viewers (or your potential customers).

  1. KEEP THE FILE SIZE TO A MINIMUM
    Smaller files load faster and it increases the chance of being seen by visitors.
  2. INCLUDE GOOD COPY
    Use of graphical elements is good, however, it's the copy that triggers people to find out more about your product. For a good copy: KEEP IT SHORT. KEEP IT SIMPLE.

    You want visitors to look at your ad, get interested, and click on it, then find out more info about your product on your Web site (preferably on a relevant landing page on your site).
    Don’t try to fit all the benefits of your product into that small space.

    TIP: Use an eye-catching hook. Think "headline". Headlines are what trigger people to read the story. Emphasize the benefits of your products more than the features of your products.
  3. USE A CALL-TO-ACTION
    By using a Call-to-Action graphic or text you make it very clear to the visitor what you want them to do.
    For example: For More Information; Download Info Now; Click Here to Purchase
  4. ANIMATED GIFs
    Avoid using photos and photo-like images on animated GIFs. Because of how GIFs work, the photos won’t look as nice and it will just make the file size huge. You will most likely be limited to having just one or two frames for the banner given the file size limits.
  5. FLASH ADS
    If you want to use photos in your ad (for Web sites only; not on e-newsletters), consider creating it in Flash. It will give you better return in terms of quality and file size.
  6. LINK TO CAMPAIGN SPECIFIC LANDING PAGE
    When people click on the banner, they should be presented with the relevant campaign or information immediately. They do not want to go to your homepage and be forced to hunt for the information that may exist on another page of your site.