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5 Banner Ad Mistakes That Can Cost You Clicks

Banners Ads Mistakes that Every Brand Should Avoid

No matter how limited and curated your internet surfing is, chances are that you have definitely come across a banner ad- that’s just how ubiquitous they are. What are banner ads, you ask? Well, they are pretty much billboards, except they exclusively occupy the digital realm. They can be found placed on the top, bottom, or sides of a website- essentially high-traffic locations where the visitor’s eyes are most likely to dart to- , and their primary objective is to drive greater traffic to the advertiser’s page. Using them, businesses can fetch new leads, generate click-throughs, and build brand awareness.

Are they effective? Incredibly! So much so, that ad spending in the banner advertising segment is projected to reach US $155bn this year. Banner ads can be seen literally everywhere on the internet, and this very fact itself works against them at times. For instance, as many as 33% of users find banner ads intolerable. This sort of criticism can mostly be attributed to the fact that although everyone employs banner ads, the majority of them have undercooked notions regarding their craft. If, in the past, you, too, have struggled to pocket the glowing rewards of banner ads, this article will help you identify where you’ve been going wrong. Here, we highlight 5 critical banner ad errors that you must steer clear of while you sit down to design them. Curious to find out what they are? Read on!

1. You Are Not Paying Attention To The Banner Size

Many businesses fail to obtain the desired results from their banner ads simply because they are careless while specifying their dimensions. While they must be large enough to effectively court the visitor’s eyeballs, they shouldn’t be over-the-top either. At the same time, you also have to take into consideration the platform on which you are putting out your ads. Different platforms demand different ad sizes.

Below, we have listed the most common banner sizes for Google, Instagram and Facebook Ads.

Google Ads

The website on which you’re planning to display your Google Ads will also come into the picture while finalizing the ad size.

Instagram Ads

On Instagram, you have 3 avenues to display your ads- posts, stories, and reels. Given below are the banner size you can use for each

Facebook Ads

You can display your ads on Facebook as a single post, carousel, story, or collection. Take a look at the appropriate banner sizes for each.

2. You Are Not Placing Your Ads Right

How many leads and clicks your banner ad will generate depends a lot on its placement. As mentioned earlier, banner ads are typically put in the most high-traffic zones of a website. So, ideally, you’d want to position your ads:

1. A visitor’s eye always goes first to these two positions, either to locate the site’s home button or the hamburger button.
2. Your ad will appear above the content of the page.

3. Your Banner Ad Is Text-heavy

When you hear the word “banner”, what comes to your mind? Rectangular or square-shaped papers embellished with vibrant colors and stylish visuals, right? Well, your banner ads, too, should look to mimic this aesthetic. Sure, your banner ad has to have a message, but remember, if it’s not visually enticing to begin with, its entire purpose will be defeated. 

Here are some pointers you can abide by while framing your banner ad copy.

Now that you know how to go about the text in your banner ad, let us look at what all you can do to make it visually appealing. 

Notion’s banner ad aptly encapsulates the points we have made above. Take a look.

Sendinblue’s ad also makes for a brilliant example.

4. You Are Not Using The Right Keywords

Even if your copy is delightfully riotous, your ads will continue to come second to those of your competitors if they are not peppered with the right keywords. Putting keywords in your ad copy is vital as it helps it climb higher in search engine appearances. 

Keywords also serve the additional purpose of infusing clarity into your messaging. Suppose, you are a seller of electrical appliances. Now, put yourself in the customer’s shoes. Say, you want to buy a refrigerator. Wouldn’t “energy-efficient” and “long-lasting” feature at the top of your search phrases? Imagine spotting the very same phrases in a business’ banner ad. Wouldn’t you be tempted to check it out, at the very least? This is how keywords increase the probability of visitors engaging with your ads.

This banner ad by Keysight drives home our point perfectly.

5. Your CTA Isn’t Impactful

Your CTA (call-to-action) is, essentially, the visitor’s incentive to interact with your banner ad. Goes without saying, if your CTA isn’t compelling enough…you probably have an idea of how that sentence is going to end. 

So, onto the main question now: “How do I design a lively CTA?” We share some tips below, which you might find useful.

Here are a few examples to help you better understand what we are talking about here.

Wrapping It Up

We hope the insights shared above have helped you identify the different potholes you should look to avoid while creating banner ads. Take inspiration from the examples cited above and craft an ad that will bring your business under the spotlight!

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