Banner ad design is an immensely popular topic among marketers. What makes banners clickable, what’s considered good design, why they’re important, and what metrics you should be looking at are just a few examples of posts you can find on the topic. While banner ads are an integral part of your display strategy, they are only half of the equation. What happens after a prospect has clicked on your ad?
If people are taking the desired action you’ve set up, then you have set up the buying process from introduction to purchase to be seamless. As marketers, it is our job to remove the friction between interest and action. When people are searching for a need, viewing and clicking on your ad, arriving at your landing page, and finishing with a conversion (a purchase, lead form, download, or other action), then you have succeeded in aligning all elements of your advertising campaign.