I’m often asked by companies how to maximize the effectiveness of digital banner ads. Here’s my advice:
1) Keep it simple. Choose one clear message or focal point for your ad. A solid background with one clear message and/or graphic is best.
2) Mimic your website design. When prospects click through to your website, you want to make it clear right away that they have ended up where they intended—the banner design should have the same color scheme and branding as the landing page.
3) Include a call to action. Adding a button with a “Click Here Now” or “Sign Up Now” prompt has been proven to increase the click-through rate. This is especially important if the goal of your campaign is generating clicks.
4) Consider an incentive. Add a special promotion for prospects that is available only through the banner campaign. This allows you to track direct sales by offering a unique promo code or phrase.
5) Run tests to see what works. Run an A and B banner consecutively and monitor the click-through rate to determine what works best. You might be surprised at the results, and this can help guide the design for your future digital marketing.
Each campaign is different with goals and objectives unique to your company. I would be happy to help identify opportunities and collaborate on a custom strategy. What is your company’s digital marketing plan?
