Accommodation Search for Northumberland and Scottish Borders
banner ad
Ford and Etal

How to be a successful online advertiser

Other posts by  |  Sheelagh Caygill on Google+ |  December 26, 2011 | 0 Comments

If you are set to advertise on, or any website for that matter, these points will help you run a successful campaign.

Internet advertising has overtaken print advertising in terms of spend. And according to a recent UK survey an online budget of £400 will generate nearly £1,400 worth of orders for a business.

But the key thing to remember is that just relying on clicks on your banner advert from a high-traffic website may not be enough. You have to make your advert appealing to potential customers, and in this article we will explain how to do that.

We will be using some commonly used phrases in advertising. if you’re not familiar with them, contact us via our contact form with any questions and we’ll get back to you.

Overall look and feel of a banner

For the look and feel of your banner, you need to take a cue from your website (which is where people will land when they click on your advert). There is a degree of flexibility and you must consider your market, but make your ad both easy on the eyes and to read, and ensure that it stands out in a stylish and tasteful manner. Test your banners (and you should) and rotate them periodically so that you can see what works best.

Call to action

Call to action is an important part of both on and offline advertising. You want the reader to see your advert, be curious, and react by clicking on it.  How?  You need to call them to action. You can use the words ‘join now’, ‘click here’, ‘take a look’ or a similar phrase.  This is one of the easiest ways to increase the click through rate (CTR) of a banner. In fact, the call to action element of online advertising is one of the real benefits. With offline advertising people passively read or watch. But with online advertising there is a choice, and you want the viewer to make the active choice and click on your advert.  So be sure to improve the effectiveness of your advertising by having a strong and persuasive call to action.

The words

Use emotive and powerful words that make your readers feel something, want something and then interact with your advert. At the same time, however, banner ads are small, so your word count must be low.  Copy must be very tight – this means no wasted words. How to start? Go back to the well-established basics of advertising and be sure to emphasise the benefits of what you are selling, not the features. How will your product or service make life easier or enhance life? Pull out a key message and capture it in words.


Banners with elements that move will attract attention more than static versions.  The copy or image can change or maybe the colour. But be careful here – flashing banners in bright colours will do just the opposite and irritate visitors. They won’t click on the ad and, in fact, may well leave the web page. A small amount of animation is the best, with one or two phrases of text moving, and maybe an image or two changing. Don’t fill a banner with a lot of animation because you will increase the file size and this will slow down the page load time.

File size

The actual file size of your banner is vital. Most websites will give a file size limit in their media kits. Your ad will likely be a .gif, png or .jpg file. If that file is too large it will take more than a few seconds to download. By then your potential customer could have left the website and you’ve lost a sale. If someone doesn’t see your banner then they can’t click on it. So be sure the file size is as small as possible.

If you are thinking of using a Flash banner, remember that not all mobile devices can read flash, and so your ad will miss a potential audience.

Tags: , , ,

Category: Industry news

Leave a Reply

You must be logged in to post a comment.