Tips For Quality Banner Ads
Of the many factors that go into a launching a successful advertising campaign, the most critical of all is banner design. There are three simple rules to remember:
1. Avoid distractions
The most common mistake is to stuff as much information as possible into a single ad in an attempt to try to extract as much information as possible from every impression. On the face of it, this might appear to be a good tactic, but too much information often means conveying no meaningful message at all.
With a banner ad, you only have a few seconds to catch the attention of the viewer and make an impression. Packing miniscule, barely readable text into a small area neither effectively gets your message across nor makes a good, lasting impression on the viewer. Too many overly complex graphics will have the same negative effect.
Remember that you only have a small window of opportunity to catch the interest of your site visitor. Make backgrounds eye-catching and pair them with short, punchy taglines that get your message across clearly and effectively. Make a single call-to-action simple, bold and declarative.
2. Use photos only when appropriate
Don’t assume that merely including a person’s photo is going to guarantee a high-performance ad. A common misconception is that ads without photos will be overlooked and considered boring or lacking engagement. However, a well-designed banner ad with vibrant artwork and an eye-catching background often works much better than one with a miscellaneous photo.
Appropriate photos used in context can establish more of a connection between the viewer and your product or the benefits it offers. This works best of all if you can show someone actually using your product or service but this can be tricky given the space available.
If you can optimise the space available to show off your product or service by incorporating a really eye-catching photo; go for it. Otherwise, stick to a well-conceived ad with great artwork.
3. Keep your tests simple
A/B testing is undoubtedly a necessity if you want to get the best out of your campaigns but be wary of going overboard. If you include too many variables, you just create noise and end up with muddled, inconclusive results. The best strategy is to change one aspect of the ad within each single test. This avoids confusion and too much information for you to process accurately and usefully.
If you have a high volume of impressions and are therefore collecting a large amount of data, try running multivariate tests. This is very useful but significantly more complicated than straightforward A/B testing and requires much more work on your part.
When it comes to designing banner ads, the best strategy is to keep them readable and simple. Leave out anything that’s not necessary to get your message across and don’t make your testing over complicated.
3 Tips for Simple Banner Ad Design
Many factors influence the success of a display advertising campaign, and banner design is one of them. However, banner design is sometimes overlooked, despite the fact it is very relevant. Below are three principal strategies that play a crucial role in banner design.
When it comes to banner design, one of the most common mistakes is complexity. Advertisers will try to pack as much information as possible into one ad to impress the audience. This might look like a good strategy at first glance but having too much information results in presenting no meaningful information at all. You only have a moment to grab a viewer’s attention and to make an impression on them. Including complex graphics, unreadable text, or too many images can have a negative effect.
Your goal is to make a lasting impression. Choose appealing backgrounds with short taglines that present your product as efficiently as possible. You can include one simple and declarative call-to-action.
Use Photos When Suitable
It is often believed that if you include a photo of a person in your ad, you will have more positive results that if you don’t. Sometimes this is true, but photos can also backfire.
Including photos in ads does not guarantee a high-performing ad. Aimless inclusion of random photos will not help you explain the product; this is one of the biggest mistakes advertisers make. They assume that, due to a brief window of time to secure attention, ads with no photos will be unnoticed. A brightly colored background and vibrant artwork will do the trick because these can be more eye-catching than a photo.
Don’t get the wrong idea. When appropriate, photos can make a viewer more connected to your product or service and the benefits they provide. This works the best if you can display people using your service. However, this use might not be practical due to your product and the limited space within a banner. You can use photos to present the benefit of your services like peace of mind or convenience. If you can do this, using photos is an excellent tactic.
Simple A/B Testing
When A/B testing is concerned, you may wish to get as much data as possible out of each test. However, you may end up with ambiguous results if you include too many variables that could create noise.
You should change only one aspect of the banner at a time within a single test. You could make a comparison between two different taglines within a single test. You can keep call-to-action, background and other elements consistent. In another test you can change the background image and keep everything else the same. If you compare both within the same test, you will not get an answer why one version was the better than the other.
You can have multivariate tests to compare various alternatives at once if you have a great capacity of impressions.
Your banners should be simple, readable and attractive. Do not include things that are unnecessary and keep your testing simple. In short, keep your banner ads as simple as possible.