How to Build a Basic Banner or Button

In creating online advertising campaigns there are a few basics that will ensure you maximize your banner advertising experience. Here are a few tips that we here at APA think will help. The keys to advertising online are to look at it from the perspective of the viewer -- get their attention, give a quick message, and get them to take action.

Web Banner Tip #2 - Good copy
The rule of thumb for good copy is, keep it short and simple.  The text should support the headline, be informative and to the point, and make the viewer curious.  Preferably, the copy should end with the same tagline as on the rest of your organizations marketing efforts.

Web Banner Tip #3 – Place relevant images in banners
Make sure the pictures displayed in your banner ads are relevant to the products/services you are offering on your site.  Show a relevant image that makes your point and relates to your landing page.

Web Banner Tip #4 - Include logos in banners
Your ad campaign can double as a brand building exercise by including your company logo in the banner.  Make sure that the logo is not so big as to limit your headline and copy.  It is best to keep the logo either on the right or the left side of the banner.  Make the logos small but recognizable.

Web Banner Tip #5 - Clichés work! Tell them to take action.
Statistics show that the best call to action on a web banner is the phrase "Click here.”  Its very presence increases the click through rate.  To make sure the phrase is visible try changing the color of the text to make sure it stands out. If you don’t like “Click here” then try “Get It Now,” “Learn More,” “Act Now!,” or “Get More Information.”

Web Banner Tip #6 – Create several banners for a single campaign
Unless you have done thorough research on your audience’s preferences and behavior patterns, it is highly unlikely a single banner is sufficient for your campaign.  At the start you should work with six to ten banners.  Keep rotating the banners and as the campaign progresses, statistical data will show you which banners are generating higher click through rates.  It is imperative that you track the success of each banner in terms of CPMs (cost per thousands) and CTRs (click through rates). APA web advertisers can request a DART report that will give you impression and click through rates.

Web Banner Tip #7 - Professional looking banners
Make sure your banners are professional looking.  The images should be clear and not blurred or pixilated and the line art should be sharp.  If you are not sure about what colors to use, try memory colors for the background -- red like apples, green like grass, or blue like the sky. Use white or black type (which ever one gives you more contrast and pop) and consider the sites you are advertising on. If a site uses a lot of color for its content, try a black or white background on your banner with white or black type and let your logo be the only color. If you’re at a more conservative site with muted colors and lots of white space use earth tones in combination (brown, green, yellow, or orange backgrounds all work well) with yellow or white type.  Make sure the text is sharp and readable. If you still need help select a good designer or advertising agency to create your campaign or we can design some basic banner or button ads free of charge to get you started.

Web Banner Tip #8 - Web banner file size
Keep the banner file size to a minimum.  The reason is simple.  Banners are generally displayed at or near the top/side of a web page. For this reason, they should load fast before the visitor has a chance to scroll down.  However, decreasing the file size of banners leads to tradeoffs in quality.  Banner file size depends on several factors like the amount of graphic detail, the physical size of the banner, etc. On the APA web site the maximum file size for a banner ad is 20K.

If you have questions or need more information call your APA representative.  We will be happy to help.