Banner ads remain a valuable way to boost brand visibility and drive traffic, but standing out in a crowded digital space can be tricky. With the right approach to design and placement, you can significantly increase the number of clicks your ads receive and make better use of your advertising budget.

Focus on Strong Design Fundamentals

A clear and engaging design is essential for any successful banner ad. Prioritise a strong visual hierarchy so that the key message, such as a special offer or unique selling point, grabs attention first.

Your brand logo should be clearly visible. Choose simple layouts and avoid cluttering the space with too much text.

Using HTML 5 ads can also help create more interactive and visually dynamic designs that capture user attention. Sticking to popular HTML 5 ads and ad sizes, like 728×90 pixels or 300×250 pixels, also helps ensure your ad fits seamlessly across various websites and platforms.

Position Your Ads for Maximum Visibility

Even the best-designed banner ad will struggle to perform if it is placed poorly. Aim to position your ads above the fold or close to the main content where users’ attention is highest. Selecting websites that naturally attract your ideal audience will also increase the chances of engagement.

Use a Compelling Call to Action

A clear call to action, or CTA, is key to encouraging users to click on your banner ad. Whether it’s “Shop Now,” “Get Started,” or “Find Out More,” your CTA should be simple, direct, and stand out visually from the rest of the design. Investopedia has more details on what a CTA is and how to use one correctly.

Keep Messages Short and Easy to Read

Banner ads only have a moment to capture attention, so your messaging needs to be quick to understand. Keep your text concise-ideally no more than a few lines-and use clean, bold fonts that are easy to read at a glance.

A few small changes to design, placement, and messaging can make a big difference to your banner ad success.