Banner ads have evolved a lot from their beginnings as the internet and as ecommerce has expanded, they have become ever more creative in capturing audience attention. The current technologies allow ads to be targeted accurately to the audience that will be interested in them. If a corporation wants to market their product, banner ads are one of the easiest ways to do so. Apart from banner ads, other digital marketing techniques can also be used in parallel to increase the chances of accelerating market awareness about the product thereby leading to increase in conversions. This article will focus on these banner Ads and everything there is to know about them.

What’s a Banner Ad?

All banner ads or display ads, work similarly to a digital billboard in that they employ visuals (hence the name "banner") to draw attention to the advertiser's website. The banner Ad contains all the necessary information to the product/service in question so that the customer can then find more about it by clicking it. Without being irritating, a successful banner ad will urge customers to learn more about what is being sold. They're colorful and friendly, and they don't use a lot of text to deliver a point, instead relying on photos and multimedia. They could or might not include animations.

How they work

A website that gets a lot of visitors may need some extra bucks of revenue but may not know how to get it. However, if the website can make some extra space, that can become a space for banner ads which can become a suitable source of income for the website. A display network connects website owners with advertisers by giving a script that they can integrate into their site. This script will automatically populate display advertising without the need for the host websites to do anything. The host website earns a commission for a set number of impressions or clicks on the ad.

Advertisers, on the other hand, pay the display network directly for ad placements (rather than the host website), and they determine which sorts of websites their banner advertising will appear on through the display network. They will achieve minimal expenses per click if they choose wisely, which translates to an increased return on investment (ROI) for their company. The brand of the advertiser gradually grows large when they repeatedly place their ads on websites that gain a lot of internet traffic. Thus banner ads are a win-win to both websites and advertisers. Clients who require advertisements often approach a Google display advertising agency that can help them in creating and running many Ad campaigns using Google's display network called Google Adsense.

How effective are banner ads?

Digital ad sales hit a record high of nearly $28.4 billion in the first quarter of 2019. As a result, it's easy to understand why they're so popular online. Programmatic advertising, which refers to how marketers put adverts, makes banner ads profitable. The display network matches advertisements to customer interests. 

The display network in turn is run by some of the largest internet companies that have a lot of data on their users. Google Adsense is one of the most popular of such softwares in use today that does the automatic retargeting of all advertisements, including banner Ads. The display networks earn their revenue by the many advertisers that want their service.

Banner Ad costs

To evaluate if banner advertisements will be beneficial for you, you must first understand how the expense of this type of advertising is divided down. The cost of a banner ad campaign is determined by the display network you use, the size of the ad, the competition in your domain, the type of website hosts you advertise on, and other factors. The average cost per click for a banner ad on the Google Display Network is $0.58, according to WordStream.

For banner ads, there are two pricing models:

  • CPM (cost per thousand impressions): the price is set per 1,000 impressions
  • CPC (cost per click): the price is set on each ad click.

The former pricing model is more effective in terms of conversions, while the latter is more effective for brand exposure and visibility. Each display network has its own price structure for any type of pricing model, but they all employ an "auction" style system where advertisers compete for ad space. Let’s take the variables that account for pricing changes.

Placement options

Advertisers like to have their adverts positioned in front of their desired demographic (rather than simply everyone) so that they obtain the correct traffic that is more likely to convert into actual leads for their company. They do not, however, have much influence over where the adverts display on the site, as this is managed by the host website. Advertisements in high-value areas offer a financial incentive for the host websites. This is because the display network pays them a "commission". 

Based on analysis here is where banner ads perform best:

  • Close to the important content
  • Above the fold
  • On the left hand side of the host website

Banner Ad sizes

The proportions you chose for your image ads marketing are one of the most important aspects in the efficacy of your campaigns. The appropriate size and style may make a big difference in your ad's click-through rate and overall effectiveness. The most frequent ad sizes used by advertisers are listed below.

  • Medium Banner: 300 x 250
  • Leaderboard: 728 x 90
  • Wide Skyscraper: 160 x 600
  • Half-page: 300 x 600
  • Large Leaderboard: 970 x 90
  • Billboard: 970 x 250
  • Large Rectangle: 336 x 280
  • Skyscraper: 120 x 600
  • Small Square: 200 x 200
  • Square: 250 x 250
  • Vertical Banner: 120 x 240
  • Full Banner: 468 x 60
  • Half-Banner: 234 x 60
  • Portrait: 300 x 1050

How to select the websites where you place your banner Ads?

If you already have a list of websites where you want your advertising to appear, you should contact them. If you're not sure where you want to promote but still want to participate, that's acceptable as well. The following are a few different ad networks that allow you to distribute your adverts across several websites.

  • Google Adwords
  • Yahoo advertising
  • buysellAds
  • Commission junction
  • Adify

Best practices while running Banner Ad campaigns

There are important steps in creating a banner Ad. Simply selecting the best cost model and knowing how the banner Ad works in theory won’t do you any good if you don’t focus on the details that will give you the actual inflow of customer clicks. This section will focus on such details and the procedure to be followed while creating banner ads.

Incorporate a call to action(CTA)

A call-to-action (CTA) is something inside your Ad that encourages potential customers to learn more about your product or service. A vibrant, eye-catching CTA directs your target audience to your product page and links the ad to it. This is what makes people want to click on the ad and learn more. Ad designers must know that a lot of CTAs consist of text that are packaged in animations and attractive visual effects.  

Add your brand logo

Your brand logo must always be incorporated into the banner Ad, and this is especially true if you are doing something new that your demographic may not expect. The logo doesn't have to fill up the entire commercial or break the flow of the rest; it simply has to stand out amid the other graphics in the ad. Logos allow you to make an impression on your audience even if the size of the banner Ad is small.

Use high quality visuals

Any visual components, such as photographs or animated GIFs, should be of excellent quality, because only then the potential customers will be interested. If designed well, static pictures inside the Ad are equally as effective as moving images in keeping customers interested. Get someone experienced in tools like photoshop designing high quality visuals to design your Ad

Add the keywords

Using keywords in the banner is essential for both technical and non technical reasons. Not only will using keywords and action items improve your ad for search engines, but it will also increase the likelihood of browsers reacting with your ad because your service sounds relevant to the customers who see the Ad. Always look at the best performing keywords through keyword research which can be done by contacting a good facebook marketing agency.

Keep things unique and simple

Some banner ads have no text or graphics at all, only a logo and a call to action. Though your ad doesn't have to be as simple as you would imagine, it also doesn't have to have as much information as you might expect. People might become irritated by a packed advertisement. A successful ad is unique, with limited text, one or two pictures, and a call-to-action (CTA).

Take care about your file size

The maximum file size for a banner ad should be somewhere between 10k and 40k, depending on the banner's dimensions. The smaller the file, the better, but adding many colors, graphics, and animations may quickly increase the file size. The smaller your file size, the faster your ad will appear on a page, providing you a better chance to capture a visitor's attention.

Blend in with the website

Keep in mind that advertisers get to decide which websites they post their ad on. While designing the ad, the same advertisers must blend their Ad in the website well. Making an ad appear like the website itself will boost customer confidence in the ad, causing more people to click on it. This may be accomplished by employing banner ads with contrasting colors that suit the website beautifully.

A single Ad must contain only a single offer

Tossing too much information at a user at once can just confuse them, causing them to miss your offer entirely. It may be helpful to run numerous advertisements within the same campaign if it is necessary to list all products for sale. Consider utilizing the phrase "All Sizes & Styles on Sale" instead of mentioning every single product variant that is on sale if that’s the case. It appeals to the user more and completes the same activity faster.

Run more than a single Ad in campaigns

It's tough to assess a campaign's performance only on the basis of a single banner Ad. Every website will have a unique audience that will respond to a banner in a distinctive way. Make many banners for the same campaign and compare them. On subsequent campaigns, select the banners that perform the best. You can also use things like Instagram ads management services to do this automatically for you.

Measure your success

Measuring your success is the only way to determine if your banner ads are effective. Create reports to discover which banners have the best click-through rates, which websites have the most conversions, and so on. After you've measured your campaign's success, make improvements to it, then measure it again and repeat as needed.

Know that banner ads form only a part of your digital marketing strategy. Using them effectively with other marketing strategies is key to customer conversions.


Banner ads have been an important part of the internet and this is going to be the case for a long time because they have an obvious effect on consumers. However, to effectively gain audience clicks and conversions, you must know how to create, place and use banner ads effectively. To do this, you can partner up with a good digital marketing company that knows what it's doing. As one of the top digital marketing agencies in the globe, Blinkbee can also assist you in creating the greatest ad campaigns to help you thrive in your business. If you need to promote a new product, conduct a successful campaign, or strategize your marketing strategies, send us a list of advertising requirements.




Views : 137 | Posted on May 16, 2022