HTML banner ads can be seen on many websites, making you worry that your banners will be lost in the crowd. However, there are a number of steps you can take so your banner ads boost your clickthrough rate, making them a worthwhile investment.
Eye-catching designs
Think about how to design your banners. You will want a colour palette that reflects your brand but that is also visually appealing. Try to avoid generic-looking stock images, focusing instead on unique high-quality visuals. You can also consider animated HTML banner ads that can instantly catch the attention. Quality is not something to scrimp on and it is a good idea to use a professional such as https://thebannermen.com/banners/animated-ads/html5/ to create the design.
Target correctly
Before creating the ad, think about your target demographic. You should also do some research and analysis of what will likely appeal to that demographic based on their sex, age, location, and interests. For example, ads targeted at students will be different from those aimed at new parents or the retired.
Call to action
The right call to action, or CTA, can make all the difference to your clickthrough rate. Do not over-complicate this message. Three to five words should be adequate for a CTA. You should also make sure it is easily seen by placing it visibly, with the bottom-right corner often the best spot, and using a contrasting colour to make sure it stands out.
Keywords
Make sure you use relevant keywords in the ads. There is no need to overload the banner with keywords. One or two well-chosen ones placed in the headline or subtext can help your ad match your audience’s search intent. You can also use negative keywords to avoid those searching in the same area but with different intent. For example, if your site focuses on budget holidays, you will want to exclude keywords like ‘luxury holidays’ and ‘first-class travel’.
If your banners have a simple but effective design with the right CTA and keywords, you should see a boost to your clickthrough rate.
