How to design banner ads for portals, networks and Facebook.

1. Making Great Online Banners and Creative!
Jay Berkowitz www.TenGoldenRules.com

2. Making Great Online Banners and Creative!
Objectives
• About internet advertising
• How to create Winning Ads and Graphics
• The role of images
• Best strategies for copy
• The Critical CTA
• Social Media Banners
• The Newest Uses for Banners
Jay Berkowitz www.TenGoldenRules.com

3. www.TenGoldenRules.com

4. FOX Business TV

5. Wall Street Journal

6. 200x200
250x250
120x600 160x60 300x250
336x280
468x60
728x90

7. http://adwords.google.com/support/aw/bin/st
atic.py?hl=en&page=guide.cs&guide=1308145
&topic=1310862&answer=176108&rd=1

8. Step 1 – Do Your Research
8

9. Step 1 – Do Your Research
9

10. Step 1 – Do Your Research
10

11. Step 1 – Do Your Research
What is working in the category, what is new
and hot?
– What’s working for competitors
– What do competitor sites look like
– What’s up on Yahoo? MSN
– What’s hot on industry portals
• What has worked for you in the past?
• What's working on Google/Search?
• Any learning from site Analytics?
11

12. 2. Consumers read banners left to
right and top to bottom.
• Logo should go on the left as close to the top as
possible
• Call to action at the bottom right
12

13. 3. Banners must have a call-to-action, or
two.
• These banners engage the
reader in a number of ways
• There are 2-3 different calls-
to-action
• The buttons look like
buttons
• The radio buttons are
standard format
• Links look like a link
13

14. 4. Bigger is Better.
• to 728x90’s replaced 468’s
• The bigger the size the better the clicks
• 14Design the big sizes first then design the smaller ones

16. 5. A picture is worth a thousand words.
16

18. 5. A picture is worth 1,000 words

20. .043% .021% .039%

21. .117% CTR
.101% CTR
.088% CTR
.037% CTR

22. 5. A picture is worth a thousand words.
• A great picture engages the viewer, catches his/her eye
• The full face should be viewed with no cut off areas
• Pretty faces work
• Photos should be aspirational. Younger, prettier, thinner
than the target (not too pretty or too thin so it seems
unobtainable for the target)
22

23. 6. Banners are like billboards.
• You must have a
bold headline in 3-5
words
• Bold text, easy to
read
• Fast ‘get it’ message
• Easy call-to-action
• Logo large and clear
23

24. 7. Rich media rocks
24

29. 8. Interactivity = productivity
29

30. 30

31. 8. Interactivity = productivity
• Interactivity increases Brand Recall 63% more
than non interactive Ads
• Barnum Sulley Research 2010
31

32. 9. Select colors and images that stand out
on the page
32

33. 9. Select colors and images that stand
out on the page

34. 9. Select colors and images that stand
out on the page

35. 10. Use Targeted landing pages

36. 10. Use Targeted landing pages

37. 10. Use Targeted landing pages

38. 10. Use Targeted landing pages
38

39. 10. Use Targeted landing pages
39

40. Making Great Online Banners and Creative!
1. Do your research
2. Consumers read banners left to right and
top to bottom.
2. Banners must have a call-to-action, or two.
3. Bigger is Better.
4. A picture is worth a thousand words.
5. Banners are like billboards.
7. Rich media rocks.
8. Interactivity = productivity.
9. Select colors that stand out on the page.
10. A home page IS NOT a landing page.
Jay Berkowitz www.TenGoldenRules.com

41. Making Great Online Banners and
• Make a list of Creative!10 priorities -
your top
do 1 thing today!
• Please ‘pay-it-forward’
– Be my friend! Linked In, Twitter
@jayberkowitz
– Speaking Opportunities
– TenGoldenRules.com for
Consulting, Search, SEO, PPC, Conversi
on Strategies, Social Media
• Q&A
Jay Berkowitz www.TenGoldenRules.com