The internet world moves very fast so it’s a must to keep up with trends. The following guidelines try to explain in a few lines how to improve your banner campaigns.

Target Your Banners
Make sure they are on websites which fit your market. Banners which are linked to keywords in searches perform much better than random placements.

Call to Action
Banners allow visitors to take immediate action and you should take advantage of this. Use words like “Click here”.

Get Attention
Conventional wisdom says you should try to grab attention through animation, bright colours, etc. The idea is sound, but be careful. Gaudy is not always good and visitors may be put off by “in your face” ads. Sometimes understatement can work wonders – a subtle ad might actually be what sets you apart.

Make it Obvious
Although intrigue can sometimes work, the general rule is to make it obvious. Make sure the viewer knows exactly what the ad is for and what they can expect to happen when they click on it.

Be Honest
If you try to deceive people into clicking your ad, there are two things which will happen:
(1) The viewer’s first impression of your business/product will be that you deceived them, i.e. you can’t be trusted.
(2) The viewer’s pointless visit to your site will have cost you in click-through rates, bandwidth and/or other resources.
Unless you’re running a grossly unethical business the only useful visitors to your site are those which are genuine. The others are just slowing you down.

Be Specific
It may help to limit your message to a particular area of your business. Instead of advertising your business name, advertise a direct link to a particular product or special offer.

Involve the Audience
Interactive banners have been shown to work well.