Guide for the perfect display advertising banner in the Match2One platform.
Let’s make it clear. There is a kind of perfection that correlates with results. And that’s what we’re about to talk about today.
About how to create the perfect banner ad that brings you the results you want.
Creating a Banner Ad is not just about execution. As every project, it must begin with going waaaay back to research. What kind of research you might be asking yourself. Well, let’s take a look.
Remember, you can create your banners in Match2One's interface!
1 - RESEARCH
There are a few things you must research before giving design a go, that will answer to these following questions:
- What’s the background of the business/product you’re designing for
- What are the industry trends?
- What’s the behavior of brand’s competition?
- What’s the identity of the brand?
- Where will the banner ad end up?
- Who are you designing for? (target audience)
It’s important to know all these things before starting to design, otherwise you might have to redo it, and nobody wants that.
2 - PLAN
After you’re done with the research, put your ideas in order. Consider making this banner ad a small project you need to start from scratch and finalize it with success. Make a list of what you need to do, how everything must look like, what you want to obtain with this banner ad. Create an order of elements you need to introduce in the ad: Copy, design, CTA.
Since there’s so little time for the user to comprehend your banner ad and take action, you need to settle some priorities so he knows where to look first when he sees the ad.
Besides all the things from step 1, you need to find some more important info that you have to have before starting to design. Like size, quantity (how many ads do you or your client need)
Why do I believe this step is important? Because having a list with things you need to do will help you organize better and not to miss anything.
3 - KISS
No, no, don’t kiss your monitor. KISS is a strategy often used in marketing and advertising and comes from Keep It Smart and Simple (or Keep It Simple Stupid if you want).
The average internet user sees over 1700 online ads per month, which means about 57 ads seen per day, in a few hours maybe less. Don’t miss your chance of being noticed just because you know that “more is more”.
When it comes to banner ads, our mantra should be “less is more”. Less text to read and comprehend, less but quality design to catch user’s eye. This is what you need to have in mind before going to the next step.
Consider all this planning a proof of respect to the users that are going to see your ad. If you’re going to ask them to make a click, to buy something, to engage with your content, you must give them something to work with. Don’t create awkward situations in which the user has no idea what your ad is about or what you want from him.
There are 4 important elements in a Banner Ad that together create the entire image of your final product.
- Exit button (if your banner ad needs one)
The most important thing about all of the above is to keep them as simple as you can. If you didn’t skip step no.2, you know what I’m talking about. Let’s see what other particular elements that each of them should have.
Your copy has to be clear. The moment in which the user starts reading your ad, is the moment he decides if he’ll take a step further or stop and continue his work on the page. Take it as an introduction. You don’t want your banner ad to say “Hi! I’m a banner ad of a company that sells beautiful shoes from France, you can buy them for your wife, daughter, mother and they’ll be happy and so will you cause you just gave them awesome gifts”. You want it to say “Your wife loves shoes. Why not buy her a pair for Christmas?”
Don’t get tangled in too much information. Leave that for the landing page!
There are a few elements you must keep in mind when it comes to designing the banner ad per-se.
Colors - What are the colors found in the brand manual? Where will the banner ad be posted? Will it be placed on a dark background? Researchers found out that up to 90% of judgments made about products can be based only on colors.Choosing the right color will help you make another step towards your goal even if it is raising awareness, sales or about converting users.
Brand Identity Elements - This element is important because of the relationship user has with brands. If he recognizes your brand and he remembers that he had a pleasant experience related to you, it will be easier for him to make a decision whether to trust your banner ad or not.
Fonts - Choose a font that fits your intention and what you’re advertising. Don’t choose vintage fonts for products related to babies. If you have no idea what font to pick, what I recommend you to use are Tahoma, Roboto, Arial, Verdana, Century Gothic, Futura or Georgia. Simple never fails!
What do you want from the user? To click on your banner ad, right? To get to your landing page and generate conversions. Then, you know how important a well done and places CTA is. The most frequent CTA’s are “buy now!’, ‘click here’ but you can also get creative and give them some more information (not too much though) like “10% off today” or “Download now for free”
Tips: Match2One's createive suite has a pre-set of CTA's to choose from
Ok, you’ve got your banner ad. Does the process end here? Not really. To make sure you get the most outcome out of your banner ad, you need to optimize it.
Optimizing can very well be a synonym with testing or experimenting. Don’t be afraid to change elements if you feel like they’re not right or they don’t work properly. Maybe your ad doesn’t work on mobile. Find out what went wrong and what you need to do in order to make it work.
Your job ends when the client is happy and you’re pleased with the work you’ve done. Don’t stop before you get that.
Optimizing is a work that needs much attention and that’s why we’re recommending you to thoroughly read this article about optimizing banner ads.
Tips: Track the success of your banners in Match2One's Creative Performance widget, and identify what once have performed the best - use these learnings when you create new banners and campaigns.
So, these are the 5 main steps you need to go through when planning to design a banner ad. If you feel like you need more help with defining some elements related to this process of creation please get in contact with Match2One - we got your back!
Big thanks to our guest writer:
Millennial, early adopter and passionate about Social Media, Content Marketing and Advertising. Oana is a Content Marketing Specialist at Bannersnack.