Banner ads are eye-catching, usually, image-centric advertisements featured at the top of a website, along the side, or the bottom. These ads have been in use since the 1990s, shortly after the internet became more mainstream and available for hobby and household use.
Though they’re one of the most basic forms of internet marketing content, these ads have remained effective for raising brand awareness and attracting more website visitors, though the way they are used has changed somewhat. Today’s banner ads may look similar to the ones in the early days of online advertising, but they fit onto websites more naturally, are more effective thanks to years of identifying best practices, and can be far more versatile than previously thought.
Using Banner Ads To Raise Brand Awareness
Many of today’s companies don’t just use banner ads to get viewers to click through to their website. They also use them for brand awareness and to introduce new products or services to potential customers. This can be highly effective for creating an impression and making a long-term investment in brand awareness.
Even if a viewer doesn’t click the ad, an attractive, eye-catching visual in their periphery will stay with them. This means they will be more likely to recognize the company in the future when their needs and interests align with whatever is being promoted.
However, if the ad isn’t designed properly, it can fail to produce results. Many businesses do not gain standalone returns from banner ads because their expectations are too high or they don’t know how to design one that attracts the most likely prospects.
Issues Associated With Poor Quality Banner Ads
Banner ad results can fall short due to many different issues. It’s imperative for business owners to be aware of these common problems before they design a banner ad. These factors require special attention:
Layout – Banner ads need a clean layout that’s clear and uncluttered but also attractive. If the banner is too busy or stark, or if the layout is messy, it’s not going to gain notice or inspire viewers to click on the ad.
Graphics – Graphics need to be carefully chosen. The wrong graphics or those of poor quality will send the wrong message or turn off a viewer who may have otherwise been interested in what is being offered.
Text – The text should be simple and short. It should only include the most basic information to draw a potential customer in. Excessive or complicated text can cause a viewer to look away rather than absorb all of the details. The ad should only function as an entry point to a path towards conversion.
Location – If the location of the ad is poorly chosen, it may not be viewed by the target audience, or the target audience may not be willing to click on the ad. Depending on the location chosen, from the website overall to its position on the page, it can cause viewers to distrust or dislike the business.
Frequency of Appearance – Ads that appear too frequently are considered spam by viewers. If they see the ad too much, they may tune it out more readily or form a negative impression. On the other hand, if the ad doesn’t appear enough, fewer potential viewers will see it, meaning there won’t be as many clicks.
Overall Message – The overall message should be short and should encourage the viewer to click the banner ad. If the message is too long, too complicated, or doesn’t include a call to action, the viewer won’t fully understand what’s being offered and will not engage.
Targeted Audience – If the target audience is too broad, it’s going to lead to fewer clicks because viewers won’t feel the ad is relevant to them. If the target audience is too narrow, fewer viewer https://www.tockhop.com/how-to-make-a-banner-ads/