Tips on Designing Web Banner Advertisements that Pull Clicks
by Tad Coffin
MediaTitan.com
Just like any advertisement, a good web ad will grab a person's attention, create desire and solicit a response, in this case, a click.
Your web ads should grab a visitor's attention with bright clean and clear graphics that illustrate what your business or web site is about.
Build desire by describing the services or products offered.
Highlight your unique selling point. Generally, you shouldn't leave people guessing what the advertisement is for. Clicks are better than no clicks, but targeted clicks are better still.
Solicit a response. It is amazing how many ads don't solicit a response. Perhaps it is a conspiracy of the large
advertising firms not to include a request for a direct response, as that would make the advertising firms more accountable for their work.
It is just a simple fact. If you tell some one to do something, they are much more likely to do it. This is why it is almost always a good idea to include the simple words "Click Here" on web advertisements. On print advertisements, "Call us today."
Another technique specific to web advertisements is the almighty button. People like to click buttons. How many times have you clicked the street-crossing button or the elevator button more than once? Buttons are great. Humans just seem to relish in the fact that such a simple act as pressing a button can yield so much power.
Since people like to click buttons, and you want people to click your banner ad, make your banner ad look like a button, or at least put a nice looking button on it. Simple, eh?
Make banners small in file size. The faster the banner loads, the sooner and the longer people will have to look at it.
Use images of attractive people making eye contact with viewers. People relate well to people.
Finally, if you can use animation, do. Not all sites will take animated banners, and rightfully so. Animated banners can be so attention grabbing that they are down right distracting. It is a good idea to make all of your banners animated and then create still versions of them as well. That way you will be ready for whatever the sites you may advertise on require.
Also, keep in mind to keep the file size down on animated banners. Often a few frames with only a few elements "moving" is all that is required. Loop your animation so it is not jerky and unpleasant to look at. The end should flow into the beginning in most cases. Looping only two frames often looks very bad. Loop 3-5 frames at least if you are going for an illusion of motion.
Keeping these tips in mind when designing or purchasing banner ads will ensure you maintain a high click through ratio.
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