Not all banner ads are created equal. When deciding which banner ads to use, there are several factors to consider when selecting which banner ad is best for your application. Usually, you will utilize banner ads when promoting an affiliate or CPA network offer. Quite often, a wide selection of banner ads will be offered on the affiliate or CPA network promotion page. Sometimes, especially for newer affiliate programs, the selection of banners to use will be limited. You will sometimes have to create your own banners from scratch.
If you have to create banners from scratch, you can use a bitmap image program such as GIMP (free) or Photoshop (not so free). Most of the time, you will have a selection of ready made banners to choose from. The most important consideration is the size of the banner.
The most common banner size is 468×60 pixels, however that is not necessarily the best size to use. Actually that banner size is probably considered passe now. The most effective banner sizes are: 320×250, 250×250, 160×600. Usually, the “tower” banners (such as 160×600) are the best of the best. They will grab the attention of the viewer the best. However, there will times when your choice of banner size is limited by the advertising network or banner ad network you are working with. In that case, you can either use a different network or ad network, or rework the banner so it fits the size requirement of the ad site or network. You can also check with your affiliate manager and they will most likely create a custom-sized banner for you, for free.
The next consideration is whether to use a static or animated banner. By far, an animated banner will attract more attention than a static banner, as you would expect. The choice of colors is also important – red, yellow, deep blue. Remember that you are competing for the web surfer’s attention as their eyes scan up and down the page. So, a colorful animated banner will most likely get their attention over a dull static banner. Another consideration is the site the banner will be used on – if a dark banner is used on a dark site, it will not be seen. On the other hand, a dark banner on a light colored background will stand out.
For animated banners you will see two common formats: GIF and Flash. Both are very effective, but the GIF format is most compatible with everyone’s PC. On the other hand Flash has become very common as well, so either format should be fine. Flash might not display on a iPad however, unless that feature is added.
Banners should have attention getting graphics, whether they are static or animated. Look at the banners available and see which one gets your attention the most. The one that gets your eye the most is the one you should pick.
The message on the banner is also important. Even though there are animated graphics there will most likely be a text message scrolling or flashing between images. Read the message, and ask yourself if the message is compelling and attention getting. The same advertising rules still apply to banners – AIDA equals Attention, Interest, Desire, Action. The desired action of course is to “click me”. Once the viewer clicks on the banner, the landing page has to take over to achieve the desired result – the required action such as filling out a form (CPA offer) or an outright sale. The sole purpose of the banner is to ultimately make people click on it – that’s it. If your banner ads can do that, you will most likely achieve the desired results.
