Online advertising has been included in the marketing mix and is a part of marketers planning a campaign. Whether your banners or buttons are well perceived and also clicked on the Internet depends to a large extent on the design of the advertising material. Here are a few valuable tips:
Which advantages marketers online advertising offers, you can already read with us. For example, it is relatively cheap to implement quickly and creates a long range. However, the benefits can only be exploited if advertising on the net is well-designed and meaningful.
First, there are very basic elements to keep ready:
Components of the corporate design, e.g. House colors and house fonts
the key message of your advertising
appealing and fitting picture material
Logo and corporate design
Of course, the logo is essential for your advertising. It should be included unchanged, i. without tinkering with other elements or using other colors. The logo serves the attention and recognition. It shows the user who comes by, which company or product it is and immediately gives it a helpful classification. So use it as your customers know it.
The use of the elements of the corporate design is also essential for the recognition and uniformity of your advertising. Especially with cross-media campaigns, you generate a strong, cross-over the various advertising media attention. The focus here is the commonly used font and the fixed house color. Used stringently, these elements already subconsciously generate a brand assignment at the customer. Just think of the magenta red of a major telecommunications provider …
Tip: If you book a wallpaper as an online advertising material, then it is possible to expand the advertising space and also to color the background. That You can also have the area that the website rotates displayed in your house color or the background color of your advertising material. This embeds the ad, does not appear as a foreign object on the edge of the homepage, and generates additional attention.
Statement and photo
Special care should be taken to the core message of your advertisement. Users often surf past your banner or button, capturing content for just a few seconds. So the statement has to be conveyed here short and crisp, make you curious and encourage you to click. You should limit yourself to one or at most two statements.
Do not waste the limited attention and not the limited space with unnecessary information such as an address or phone number. This content finds the user when he arrives via the banner on the landing page, so your website. Here he surfs in peace and is ready to record just such information. Even a request like “click here” is no longer necessary today and wastes only valuable space.
An attractive photo will enrich your ad and increase user awareness. Nevertheless, there are a few things to keep in mind:
The image should have a clear imagery and let you know immediately what it is about. If there is a gap between text and image in the head, because no direct connection can be assigned, the user will not immediately understand the advertisement and will not continue to deal with it.
Less is more: Images must be compressed to produce small file sizes. Therefore, make sure that a photo is not too small.
Products that appear on the ad should also be on the landing page. If this is not the case, this leads to the frustration of the user.
And of course, as always, you should hedge the use of images: Can the photo be used for advertising and do I have these rights of use? You can read about image rights here.
Advertising material is often produced as an animated banner. In this case, it is a combination of frames in a GIF file, played in sequence. The movement can generate more attention for the user. In addition, of course, more information can be accommodated if there are multiple surfaces.
But do not pack too much information into your ad, because the user should not be overwhelmed. So that the eye can grasp everything at all, the individual pictures, so-called frames, must not change too fast.
The landing page
When the goal is reached and the user clicks on your ad, it is very important that the page on which he lands also reflects what interests him. As already mentioned, e.g. Products that are shown on the banner or button may be pictured here with additional information. The advertising material must therefore be directly linked to the corresponding sub-page, so that the user is spared long distances and many clicks.
If the online advertising is an image ad, the landing page can of course be the homepage of your website.
Keep in mind that many people surf the web on mobile devices like smartphones. Therefore, check that all content is well displayed on these devices and that everything can be found. Tips on how to optimize your website exactly for this, you can read in our article on Responsive Web Design.
It is also helpful if you make sure that you can count the visitors of your website via an analysis tool before placing the online advertisement. It is also interesting to find out where the users came from. So you can easily create a first evaluation that shows how successful your online advertising has been.