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Everyone is using them now and if you're planning on creating your own banner
ad then there are some things that you should know.
Standard Size
I'll admit I made this mistake. I was too caught up in creating a really nice
looking design that I made something that was not the standard size. Now it
wasn't much off the norm but when I found out I promptly changed the size. Keep
to standards. I know that if your ad is slightly larger it may get more attention
but if we all start doing this where will it stop? Creating an ad that is larger
than standard is not the way to get attention. And in many places they will
require you to keep to the industry standard.
Content
This must be short, simple, and very direct. You've really got to simplify
this. I know that this is hard but there is not a lot of room on these banner
ads and the more information that you try to cram on there the less likely that
someone will read, or try to read it. Keep it to a few words, if you can't manage
to say what you want in a few words enlist the help of friends and family, ask
them to define what it is that you do, or sell in five words or less. You may
get a really clever saying to use by doing this.
Color and Animation
Keep colors eye catching but easy to look at and make sure that they match
your site. Maybe it's just me that prefers this but I've clicked on banner ads
that looked really great and ended up on these hideous web pages. Try to match
your ads to the look of your website.
Animation, please, please, please keep this simple and a short download. I
don't know how many times I've clicked off a page before the banner ad animation
even started. Please make sure that you run your ad several times. Have others
watch it, make sure that the download is reasonable. Don't assume that everyone
has DSL. Now you also don't have to make allowances for older computers or bad
connections but most of the country now has enhanced or accelerated connections.
Make sure that your ad downloads quickly on an accelerated connection and you're
doing fine.
Call to Action
Apparently we're all still highly suggestible since studies show that call
to action words still work. Things like: call now, click here, and buy now.
Try to work some call to action words into your content if you can, it won't
hurt.
Lastly for those of you working at home, or running your own business. Never
underestimate the value of family and friends for critiques. They may not be
able to tell you what is wrong with the way your ad looks but if they look at
it and only say, 'Eh, it's okay.' Then don't use it. We all instinctively know
what looks right or wrong. If you ask around and don't get positive feedback
from family and friends who love you and want your business to succeed then
what do you think that a total stranger is going to think? Also before you even
start creating your own ad, look around at what everyone else is doing. Decide
what you like and don't like about other ads that you see. And then don't make
the same mistakes.
About The Author:
Kelly Paal is a Freelance Nature and Landscape Photographer, exhibiting nationally
and internationally. Recently she started her own business Kelly Paal Photography
(www.kellypaalphotography.com). She has an educational background in photography,
business, and commercial art. She enjoys applying graphic design and photography
principles to her web design.
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