Making great banners and creative

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How to design banner ads for portals, networks and Facebook.

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Making great banners and creative

  1. 1. Making Great Online Banners and Creative! Jay Berkowitz www.TenGoldenRules.com
  2. 2. Making Great Online Banners and Creative! Objectives• About internet advertising• How to create Winning Ads and Graphics• The role of images• Best strategies for copy• The Critical CTA• Social Media Banners• The Newest Uses for Banners Jay Berkowitz www.TenGoldenRules.com
  3. 3. www.TenGoldenRules.com
  4. 4. FOX Business TV
  5. 5. Wall Street Journal
  6. 6. 200x200 250x250120x600 160x60 300x250 336x280 468x60 728x90
  7. 7. http://adwords.google.com/support/aw/bin/static.py?hl=en&page=guide.cs&guide=1308145&topic=1310862&answer=176108&rd=1
  8. 8. Step 1 – Do Your Research8
  9. 9. Step 1 – Do Your Research9
  10. 10. Step 1 – Do Your Research10
  11. 11. Step 1 – Do Your ResearchWhat is working in the category, what is new and hot? – What’s working for competitors – What do competitor sites look like – What’s up on Yahoo? MSN – What’s hot on industry portals• What has worked for you in the past?• Whats working on Google/Search?• Any learning from site Analytics?11
  12. 12. 2. Consumers read banners left to right and top to bottom.• Logo should go on the left as close to the top as possible• Call to action at the bottom right12
  13. 13. 3. Banners must have a call-to-action, or two.• These banners engage the reader in a number of ways• There are 2-3 different calls- to-action• The buttons look like buttons• The radio buttons are standard format• Links look like a link13
  14. 14. 4. Bigger is Better.• to 728x90’s replaced 468’s• The bigger the size the better the clicks• 14Design the big sizes first then design the smaller ones
  15. 15. 5. A picture is worth a thousand words.16
  16. 16. 5. A picture is worth 1,000 words
  17. 17. .043% .021% .039%
  18. 18. .117% CTR.101% CTR.088% CTR.037% CTR
  19. 19. 5. A picture is worth a thousand words.• A great picture engages the viewer, catches his/her eye• The full face should be viewed with no cut off areas• Pretty faces work• Photos should be aspirational. Younger, prettier, thinner than the target (not too pretty or too thin so it seems unobtainable for the target) 22
  20. 20. 6. Banners are like billboards.• You must have a bold headline in 3-5 words• Bold text, easy to read• Fast ‘get it’ message• Easy call-to-action• Logo large and clear 23
  21. 21. 7. Rich media rocks24
  22. 22. 8. Interactivity = productivity 29
  23. 23. 30
  24. 24. 8. Interactivity = productivity• Interactivity increases Brand Recall 63% more than non interactive Ads• Barnum Sulley Research 2010 31
  25. 25. 9. Select colors and images that stand out on the page32
  26. 26. 9. Select colors and images that stand out on the page
  27. 27. 9. Select colors and images that stand out on the page
  28. 28. 10. Use Targeted landing pages
  29. 29. 10. Use Targeted landing pages
  30. 30. 10. Use Targeted landing pages
  31. 31. 10. Use Targeted landing pages38
  32. 32. 10. Use Targeted landing pages39
  33. 33. Making Great Online Banners and Creative!1. Do your research2. Consumers read banners left to right and top to bottom.2. Banners must have a call-to-action, or two.3. Bigger is Better.4. A picture is worth a thousand words.5. Banners are like billboards.7. Rich media rocks.8. Interactivity = productivity.9. Select colors that stand out on the page.10. A home page IS NOT a landing page. Jay Berkowitz www.TenGoldenRules.com
  34. 34. Making Great Online Banners and• Make a list of Creative!10 priorities - your top do 1 thing today!• Please ‘pay-it-forward’ – Be my friend! Linked In, Twitter @jayberkowitz – Speaking Opportunities – TenGoldenRules.com for Consulting, Search, SEO, PPC, Conversi on Strategies, Social Media• Q&A Jay Berkowitz www.TenGoldenRules.com

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