How to design a good banner for an advertising campaign?
Want to design a banner ad, but don't know who actually decides where and when it'll be displayed? Well... the decision is increasingly less yours, and increasingly it's up to self-learning algorithms. Google, Facebook, Instagram, LinkedIn, YouTube, TikTok, Pinterest. In all of the major online advertising environments, the specific time and place of display is determined by an algorithm, which we control, only indirectly narrowing down the target audience.
In this mini guide, we'll walk you through the banner creation process and introduce you to the latest requirements!
Banner ads and the effectiveness of Google and Facebook Ads
Marketing activities require reach. This is because company growth always
depends on market penetration – acquiring new customers. Without reach
in important groups of recipients of your products and services there is no possibility of increasing
sales.
On the Internet, we build reach mainly through:
- paid advertising (in search engines, in social media),
- organic visibility in search engines and social media,
- influencer marketing,
- content marketing.
Every company has, or should have, a unique set of distinctive assets that ultimately make up each advertising creation.
- colors,
- fonts,
- shapes,
- logo,
- CTA,
- backgrounds,
- packshots,
- plot/situations,
- brand heroes,
- claim / advertising slogans
The final composition should incorporate some of the above and create a unique creation that evokes the brand in buyers' memories without using the company name itself. The materials you create should be consistent in their core elements, because the more they resonate with the customer, the better mental accessibility you will build and the easier it will be to embed your products and services in contexts and real-life situations.
Based on over 10 years of experience in running advertising campaigns for our clients, we have created a unique guide to effective banners.
With the Guide to Effective Banners:
- You will learn how to create banner ads for specific advertising environments
- You will learn 12 tips ready to implement when designing banners
- You will receive up-to-date information on the required formats for Google and Facebook Ads
Self-learning algorithms and ad optimization mean you have little control over which specific page a banner appears on. It makes sense to target ads to specific audiences, but selecting pages and selecting banners is Google's responsibility.
Before commissioning the design of advertising materials, please read the Guide! You can also send these tips to your graphic designer or the agency you're commissioning the design work.
Download the guide and attract customers to your website with effective advertising!
