Google banners must be 150kb or less in order for the page to load faster (we don’t want the user to scroll down before the banner loads, thus missing them) and the proper formats are: .jpeg, .png, .gif and HTML5.
This article shows a series of best practices I have tested over time, which ensures that the banners are efficient, bringing results.
To create a good banner you should use the Rule of 1: 1 logo, 1 image, 1 message and 1 CTA (button).
used for branding – users associate the logo, products and defining elements with the brand
it’s highly important that the logo incorporates and reflects a message that defines your brand
the most efficient are REAL IMAGES with people using/wearing the product. This will help the user see him or herself using the product, wearing the piece of clothing, enjoying what you have to offer.
the image should be proportional to the message
The message answers the question: What is my goal?
It becomes efficient when it is:
short (max 5 words)
attractive/tempting: guaranteed quality (e.g.: “As tasty as it looks like!”), 50% off/discount, limited offer, secrets, why?, new, how to, advice
directed towards satisfying the audience
includes the word FREE – make sure you can offer something important (like delivery)
presented like a benefit offered by the product
followed by a button which says what to do next
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People want to know how does your product/service will make their life easier or bring fast results
will have the same color and button form with the one from the site (product page)
will be positioned under the message
will have the link to the product/service LANDING PAGE
Keep it simple! – the information will be seen within 3 seconds
Framed banner – users are attracted by the information within borders
Landing page resemblance – details about the product/service will be found on the landing page. In 98% of cases, users click the banner because they are interested in the benefits the product/service has to offer but don’t have the time to search through the whole site
Do NOT use:
hard to read fonts (like handwriting)
small fonts (lower than 10 pt) except for copyright/disclaimer