This article was written by Lauren Tilden, Director of Marketing at GreenBook.
Banner ads are an excellent way to get your brand and products in front of your target customer and generate more brand awareness, traffic, and conversions. To make the most of your investment in banner advertising, we’ve seen that there are some clear ways you can generate better results. Here are 10 tips to help you optimize your banner advertising:
- Know your audience. This is Marketing 101, but it’s worth emphasizing. Think hard about who will be viewing your banner ad, what they’re interested in, how they like to be communicated to, and what they want.
- Get clear on your objective. Think about what you want to achieve. Is it to make a big impression or is it to get people to click through to your site? Getting clear on what desired action you’d like viewers take will help you create a smarter ad.
- Be useful. Find out how to provide something that your audience wants. It may be information about a product that will solve a problem for them, great content in the form of an eBook, or a can’t-miss promotion on something they’re interested in.
- Write good copy. Limit the number of words you use, and make sure you use good ones! Ann Handley of MarketingProfs just came out with a book on copywriting that we think all marketers should have in their toolkits. It’s called “Everybody Writes.”
- Less is more. Keep your design and copy simple. Don’t making the mistake of trying to squeeze a ton of images and text into a small space.
- Speed matters. You want your advertisement to load quickly, or you’ll lose impressions. Keep the graphic size (file size, not dimensions) small. The Interactive Advertising Bureau put together display advertising guidelines based on extensive research.
- Clear to call to action. If you want people to click your ad and come to your site, make sure you’re giving them a good reason and that you optimize the design accordingly. HubSpot wrote this great piece on creating compelling calls to action.
- Think about color. The colors you use have a big impact on the way your messaging is interpreted. Research suggests that we should think about the personality we want our brand to be associated with – and choose colors accordingly. Check out this article to learn more about colors and psychology.
- Follow through. A great ad won’t do much for you if a user clicks through and is sent to a website that isn’t consistent with the messaging and design of the advertisement itself. Make sure to think about your audience’s whole experience interacting with your ad, from first viewing, to clicking and finally arriving somewhere on your site.
- Get creative. The best way to stand out is to do something different from your competitors. Think about different formats, different design, different offers. Take risks, measure your results, and keep doing what works.
If banner advertising is something you’d like to do more of, we offer a variety of banner advertising opportunities, including our newsletter which reaches 50,000+ market research professionals, GreenBook.org and the GreenBook Blog. Contact us to learn more.