By Amy Chick


How To Increase Banner Ad Click Through Rates

Wednesday, November 19, 2014

You already know that you should treat your website like a marketing tool for your business. Banner ads can be a great addition to your marketing strategy because they are passive — so you can set up your ads and move on to other tasks while they generate interest in your business. To make your ads as effective as possible, don’t forget about these often-overlooked elements of banner ad strategy.

Focus on Your Messaging

It can be easy to get lost in the design aspect of your banner ad, but don’t forget about the copy. Where an attractive design can catch your viewer’s eye, targeted messaging can cause them to pause and consider your ad for a few moments. This can have a big effect on your ad’s click-through rates. Keep these points in mind when you develop your banner ad messaging:

  • Deliver one message. Banner ad real estate is precious. You only have a few seconds to get your message across, so don’t clutter your ad with multiple talking points and calls to action.
  • Align your messaging strategy. When your viewers click through to your landing page, they expect to see consistency in the details and the message. If your landing page doesn’t deliver on the promise your banner ad makes, your viewers will get frustrated and leave your site.
  • Create a messaging hierarchy. Ads are easier to digest when our eyes know how to read them. Make sure your banner ad has a distinct headline, and guide your viewers through the message by changing font sizes.

Don’t Forget to Test

Marketing is a scientific process, so don’t overlook the importance of testing. By creating multiple versions of your banner ad you can switch up the design, copy, and structure. Your analytics will tell you which versions perform the best and drive the most traffic to your landing page.

The Banner Ads module in Freedom makes the testing process very simple. It can randomly display multiple versions of your ad each time a new visitor lands on the page. The Statistics tab will show you the number of views and clicks for each version, as well as the click-through ratio. You can choose the best-performing ad based on this data and change the settings so that version displays to all of your visitors.

If you want to start building your own banner ads on Freedom, you can get started by visiting our forum.


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