While 99.99% of online users probably know they need to click a banner ad, you need a call to action to help guide them. Evaluate your offer or goal of the campaign and that’s what you will use for your CTR. Examples of common call-to-actions would be: Click Here, Learn More, Download the Report, Start 14-Day Trial, Get Started Now.
This may seem like common sense but many marketers and designers overlook this aspect. Your overall design and messaging will be different for an ad that is targeting recent college grads opposed to one that is targeting families and parents. Be sure your imagery, ad copy, and call-to-action match what your end user is looking for.
When a viewer sees your ad on a local news website or their favorite cooking blog, you have a few seconds to grab their attention. Don’t cram 100 words into your banner ads. Find photos and imagery to combine with concise ad copy and call-to-action for a perfect blend of visuals and text. Use vivid and clear photos/illustrations that align with your products, service, or offering and be sure the text is easy to read and large enough font.
You can have the most amazing banner ad with 1% CTRs but if it doesn’t align with your landing page it’s useless. Make sure your landing page is consistent with the messaging on your creative. If you’re promoting a 30% off sale your landing page should mention it as well. With display advertising we’re able to target at an extremely granular level, if you’re doing this you should send users to a page that’s relevant to your targeting.
If you have the ability to develop rich media creative, engage your viewer to actively participate in the advertisement. Are you an auto dealer with a new line of models? Design your creative so users can have a 360 view of the vehicle. This same concept can be used for e-commerce products and even home builders. Check out this highly interactive ad from Volkswagen http://digitalsynopsis.com/volkswagen-golf-australia-launch.
Now let’s look at examples of creative that utilize all 5 of our tips.