Getting an impact on your potential clients seems increasingly difficult in a digital world that is full of banners. However, these are still effective in many ways, which cannot always be measured in clicks.
For example, 8 out of 10 respondents remember a banner graphic campaign seen in the last 24 hours. This causes searches on the brand to also increase, resulting in a higher conversion than that evidenced in data such as CTR or Click-Through Rate, which is the rate or percentage of clicks on the banner (and which should be located between the 0.1% and 1%, according to experts).
An attractive design is the best weapon to achieve an optimal CTR and also for your potential clients to remember you. Do you know what to keep in mind?
Design an attractive ad banner
1. Define the message. To build a good ‘copy’ you must be clear from the beginning what your value proposition is. Keep in mind that banners that include discount figures or percentages and words like ‘sales’ or ‘offer’ have a better CTR. Articulate the message briefly and concisely, in a short sentence, adapting the language to your target audience.
2. Make the design following a hierarchy. First, place the company logo, which will answer the question ‘who are we? ‘.
Then enter the message, which should answer the question ‘what do we offer?’. Reinforce the hierarchy with different fonts and font sizes, highlighting the main message in a larger size, but do not abuse capital letters, italics, or very fine fonts, because you will hinder the reading.
Lastly, include a call to action at the end of the message that tells the user what to do next. The call to action can be informative (learn more, see the offers, and contact a salesperson…) or, if we are targeting a more impulsive or B2C audience, imperative (buy now, discover, and download the app…). The call to action can be capitalized and within a button, to incite the click.
3. Take care of the colors. Don’t use more than 2 or 3 colors, or it will look too ornate. Choose a background color that stands out on the platforms on which it will be displayed (although sometimes, it will be a photograph that will act as the background). Normally, the color of the texts tends to go hand in hand with the corporate colors, but you can play with a complementary color to create some contrast if you want to highlight an element, such as the CTA. Also, remember that the colors of the landing page should be aligned with those of the banner.
4. Choose the images. Choose images of your products or an evocative image, which can be stock. If you use a resource image, the idea is to make some changes and customize it (for example, changing colors) so that it is consistent with the other elements of the banner.
5. Create banners of various sizes. Banners can adopt a myriad of formats (static, animated images, or even videos) and different measures. One of the most common sizes is the 300×250 banner, also known as a page stealer. However, there are other sizes that work very well, such as 728×90 or 160×600. Try various sizes and invest more in the ones that give the best results.