Web Banner Design Tips To Get You More Clicks
Are web banners a part of your digital advertising strategy? Are you using the right web banner design tips to connect with customers? If not, you are missing out on a great opportunity to increase your web traffic.
Web banners have a long history. The first-ever web banner was uploaded by AT&T Corp on October 27, 1994. Ever since then, web banners have come a long way.
When it comes to raising brand awareness and increasing web traffic, banners are second to no other digital marketing tactic. They’re affordable, your results can be measured, and they’re effective. Did you know that the average click-through rate in Google Ads across all industries is 3.17% on the search network and 0.46% on the display network?
Pretty compelling stats and reasons for you to try out, or expand on your use of banner ads. But for a web banner campaign to succeed there are some things you need to keep in mind. Like any other marketing campaign, the success of web banners depends on choosing the right target audience and taking the time to develop a strategy tailored to them.
Once you’ve got those pieces ready to go, these web banner design tips will help you with getting your banners ready to roll:
Banner Size And Placement Matters
Banners come in many shapes and sizes depending on where you’re planning to advertise. Even within a single platform, different placements will call for different sizes. Be sure to familiarize yourself with all the banner sizes options you’ll need to prepare for your preferred placement.
Among the various sizes available on Google Ads, Adsense recommends the following as the top-performing ad sizes:
- 728×90 Leaderboard
- 300×600 Half Page
- 336×280 Large Rectangle
- 300×250 Medium Rectangle
- 320×100 Large Mobile Banner
You only have so much control over the placement of your ads on social media platforms and Google ads. But remember, your banners ads don’t have to stop there. Consider advertising directly on websites, apps, or even newsletters that allow you to have more control over how prominently your ad is displayed.
When purchasing ad placements on websites, always opt for placement above the fold. And try not to stray too far from the main focal point on a page. This way you can grab the attention of site visitors more easily.
Structure & Visual Hierarchy Are Important
When talking about web banner design tips, we have to mention structure and visual hierarchy. Generating interest and getting more clicks starts with how you place the elements of your banner ads.
They need to strike the right balance to make sure that your audiences get the messages you’re trying to share. And they should not be overly detailed or complex. Cramping too much in a small space just creates a sense of clutter.
Below are the key elements in any web banner design, ranked according to importance:
- Your value proposition – This should take up the most space. Your value proposition offers important features and/or incentives that will get your audience’s attention. This included descriptions like “Limited Time” or “30% Off”.
- Your call-to-action – This should be a clear focal point in your ad, and play a supporting role to your value proposition. Depending on your goal and messaging try simple phrases like “Learn More”, “Get Started” or“Order now”.
- Your company logo – Building brand awareness is one of the main objectives of banners. So make sure to include your logo. But don’t have it overpower your value prop or CTA. A common placement that works well is the top left corner.
- A simple image (optional) – If you have a product or service that you can clearly represent through an image, it can be useful to include. But it should not overpower the 3 other elements of a web banner. It should simply provide a complementary backdrop.
Pictures Can Help Or Harm – Choose Wisely!
Visual elements that can be used in your banners include photos, elements, and colours. While there’s a lot of options across those 3, remember less is more.
A banner is only so big, and you need your messaging and CTA to stand out. Plus, your banner isn’t going to be appearing in isolation. It’ll be surrounded by other content. So your design should be simple and striking.
Pictures can be useful but not necessary. If they’re not showing off your product well or expanding on your value proposition, consider them clutter. And get rid of them.
If you will be using images, opt for branded images. Stock photos can be useful as well, but you can’t exactly find a relevant image if you’re selling a product and your goal is to highlight how it looks. If your goal is simply to reinforce how your product or service makes users feel, you might be able to find a relevant lifestyle image on stock sites. Be sure to use images of people who are happy and looking directly at the camera. You’ll find a few options for stock sites worth checking out here.
Colours Make A Big Impact
When it comes to colour selection, opt to incorporate your brand colours where possible, or at least a palette that complements your logo.
And consider colour psychology. It plays an important role in appealing to your target audience. For example, blue is often associated with trust and purple is associated with luxury.
Your CTA should stand out against your background colour, and your value proposition text should as well. The colours you use, in combination with your elements and/or pictures should help guide the viewer’s eye. You want to take them from value proposition to CTA, while being aware of your logo.
If you’re open to experimentation, colour offers you the opportunity to go wild. From duotone, to pastel, and vivid to minimal colour schemes, you’ve got a lot to work with. And in those cases where you have control over the exact placement (e.g. website ads or newsletters), consider what will make you stand out while still reinforcing your message.
Find The Right Fonts
Whether you’re using an image or not, your font(s) play a big role in communicating your message to your audience.
Make your headline and body copy different sizes, but don’t use font sizes less than 10 pt unless it’s for a disclaimer of some sort.
Consider Gotham, Myriad Pro, and Helvetica Neue LT Std for your banners. They are the most used fonts in display ads. And for good reason. They are easy to read, but are also perceived as stylish and modern. A few more options along these lines are Proxima Nova, Brandon Grotesque, Bebas Neue, and Open Sans.
If you are feeling adventurous, you might want to try custom typography. It can make your ad appear original and bring more attention to it. As with all fonts, just be sure if you’re opting for custom typography that it’s easy to read.
Fonts that are too thin, scripts, or all uppercase will make your banners less effective by making your messages unclear.
Consider Animation In Your Banners
Adding animation can help you get your audience’s attention. HTML5 and GIF banners are very popular for this reason. They can help get your message across and draw attention to your CTA at the end.
Before deciding whether to animate your banner, consider whether there’s a way to help reinforce your message with it. If it will only distract from your value proposition and CTA, there’s no need to incorporate it.
If you do think it can be effective for your campaign, aim for short animations of a few seconds to make sure that your value proposition is communicated quickly and clearly.
Keep your animation at a max of 15 seconds, which should include no more than 3 loops.
Consistently Represent Your Brand
One of the most important web banner design tips is that you need to be consistent. Your banners are going to direct to your site. So they should complement each other. This helps with building trust and avoids confusion on the customers’ part.
Can you imagine clicking on a banner that’s been designed with images and colours that look nothing like the site they direct to? You’d probably think you landed there by mistake. Or you’ll pause in your consideration of the product or service to start evaluating the inconsistencies. Neither of these is an outcome you want.
So focus on creating consistency and sharing your message and CTA in clear ways. You can experiment and have some fun with the details, but remember your ultimate goal is to tie it into your brand. And to get your audience to click, click, click.