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Creating effective banners:
By: Developer Shed
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    2003-08-09

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    Creating effective banners

    The following 3 animated banners appeared in Yahoo when people searched on the keyword phrase "Starship Troopers" during the month the movie opened (November 1997).

    Guess which banner has over twice the click-through as the other two?

    Answer:
    The top banner
    .
    The bottom two had CTRs of about 11:1 but the top one had a CTR of 5:1.
    That means 20% of the people who saw it clicked on it.
    Yahoo said their average CTR for keyword search banners is 3% to 5%.
    They were quite surprised to see 20% for this banner.
    Note that these banners were on an equal-weight rotation plan that guaranteed they would each be shown the same way (same keyword search, same days, same time of day, etc).

    CTR = 5.0 : 1 (20%) after 1293 displays

    CTR = 11.0 : 1 (9%) after 1291 displays

    CTR = 11.7 : 1 (8%) after 1298 displays

     

    Jeremy Ring, Eastern Sales Manager for Yahoo!, speaking at the Circulation Management conference in New York City, offered these banner design suggestions:

    Banners burn out after two weeks
    The words "Click Here!" can dramatically boost response
    Try a blue border around the banner (implying the whole banner is clickable)
    Try adding clickable text below the banner ("Click here for XYZ Offer")
    Try presenting a variety of messages in the same visual style
    Urgency helps ("Last Day!")
    If a consumer hasn't clicked on a banner after seeing it three times, a response is unlikely.

    The Infoseek presentation at the Web Advertising '97 conference offered these banner design suggestions:

    Click here -- make it clear the banner is something to be clicked
    Catch their attention -- use animation to capture attention as well as the right audience
    Involve the audience -- interactive banners work
    Brand appropriately -- if the banner is for a new product/service of an existing brand, don't put the brand on; people may think they know everything already and not click through
    Change creative frequently -- on the Infoseek site, banners seem to wear out after 200,000 to 400,000 impressions
    Match your message to your targeting -- make sure your banner is targeted (banners attached to keywords pull much better)

    Don't waste time/money on contests -- contest banners don't pull any better
    Less is more -- keep banner sizes small (10K to 15K)

    Be systematic -- set-up a mechanism to track what works and what doesn't in an ad campaign

    Free tools to help you create and refine your banners:

     Four Corners Banner Creation Tool
    Create a banner on-line. Over 100 categorized background templates and many fonts to choose from.
     Animated Banner Maker
    An easy way to create animated banners on-line.
     Online Banner Creator
    Another easy way to create banners on-line.
    Everything you ever wanted to know about banners
    http://www.bannertips.com

    DISCLAIMER: The content provided in this article is not warranted or guaranteed by Developer Shed, Inc. The content provided is intended for entertainment and/or educational purposes in order to introduce to the reader key ideas, concepts, and/or product reviews. As such it is incumbent upon the reader to employ real-world tactics for security and implementation of best practices. We are not liable for any negative consequences that may result from implementing any information covered in our articles or tutorials. If this is a hardware review, it is not recommended to open and/or modify your hardware.

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