6 recommendations & some sample banner ads. This presentation features some basic tips for better static banner ads. Animated gif ads and flash ads provide more real estate to deliver your message, but these little guys... well, they are a little different.

1. 6 RECOMMENDATIONS
For a better static online ad

2. What’s This All About?
A client of mine sold small static ads on their site to their vendors. The vendors
were responsible for creating their own ads, but no one was clicking through. I
originally put this content together to help the vendors improve their ads.
The challenge was to develop some quick tips for static ads - and small ones at
that. Animated gif ads and flash banners allow more real estate to deliver your
message, but these little guys... well, they have to be simple and clear.
These recommendations are in no way endorsed by the companies whose ads I
snagged and critiqued. If anyone has an issue with the samples I posted, leave me
a message on SlideShare.
Thanks and enjoy!

3. 1. Specific Offer
Ensure there is a purpose to your ad: your ad needs a reason to
exist!
Just a company logo, or your logo + product photo without a
description does not entice a user to click
Clearly and succinctly tell your target audience how they will
benefit from your product/service

4. 2. Clear Copy
Ad copy in such a small format needs to be informative, clear, to the
point, and interesting to your target audience
Don’t be too clever - your audience needs to quickly understand
what the ad is saying.
Remember that when browsing online, people scan pages and move
on quickly

5. 3. Clear Call to Action
Static banner ads provide limited real estate for your message and
offer, so be direct and clear
Tell the audience what’s in it for them and what they should expect
when they click
Examples: “Click here for XYZ”, “Learn how [Product Name]
saves you money”, “Download our 9 tips for LMNOP”

6. 4. Simple & Legible Design
Check that your ads can be easily viewed and read online at their
actual display size
A good design will highlight the message / key content
Font, text size, colour and contrast all need to work together to
ensure the ad can be read and digested at a glance

7. 5. Link to a Specific Page
When people click on your banner, bring them to a landing page on
your website that clearly provides the info that you promised in
your ad
Build confidence - assure the audience that they ended up on the
right site. The ad and the landing page should share some visual
cues
Give them the info they want - don’t make them look for it!
For example, if your ad is for underground wired widgets, take them
to the underground wired widgets page, NOT to the home page

8. 6. Would You Be Interested?
Imagine you are a customer seeing your ad for the first time - would
YOU be interested in or excited about what it offers?
Don’t kid yourself – if you don’t find it compelling, then your
audience probably won’t either

9. Sample - Greyhound
Headline offers a clear value
to the audience
2nd line “flat rate ” provides
more info on the special offer
Clear call to action (“Learn
More” button stands out)
User has a clear expectation of
what they will “learn more”
about (the shipping offer)

10. Sample - B2B Whitepaper
Headline serves double duty as the
call to action & creates a sense of
urgency
Clean and uncluttered design
make it easy to focus on the
message
Call to action eases audience into
clicking through (“look inside” is
less commitment than “buy now”)
Note: ad is for the website’s own
product

11. Whitepaper - Click Through
Visual cue that user is on the right
page (e.g. duplicate product shot)
Click-through delivers more info
on the product
User can preview the paper or buy
on the spot (lower risk)
Upsells audience to buy a
membership - dilutes strength of
the individual offer, but serves a
larger goal of the company

12. Sample - 10% Off
The headline is the offer - and
it’s clear what the incentive is
Targeted message (e.g. I saw
this offer on Techvibes and
Hey! this offer is for me!)
Note – this ad lacks a call to
action; it assumes the audience
knows to click for details

13. 10% Off - Click Through
Ad brings me to the homepage,
not a tailored landing page
(confusing - am I in the right
spot?)
Page outlines their product &
value proposition but... as a
Techvibes reader, where do I go
for my 10% off?
Missed opportunity to present the
user with the specific offer that got
them to click through

14. Sample - Hover
Headline outlines a clear value
to the audience and doubles as
a call to action
Offer is worded in a friendly
and non-intimidating way
(feels low risk to click
through)
Clear and clean design

15. Hover - Click Through
Delivers on the promise made
in the ad - “make sharing easy”
Distinct and clear next steps
depending on my need (e.g.
register a new site or bring my
old site)
Maintains clear and clean
design that matches the
original ad - I know I’m in the
right place

16. Recap: 6 Recommendations for
a better static ad
1. Specific Offer
2. Clear Copy
3. Call to Action
4. Simple & Legible Design
5. Link to a Specific Landing Page
6. Test: Would You Be Interested?