5 Reasons Your Banner Ads Just Aren't Working

Written by Kara Burns


Banner ads are a great way to get in front of your target audience. They provide a window into your business and help entice visitors to click through to your landing page – or at least they should! We've outlined 5 tips to help ensure you’re on the right track to creating optimal banner ads. If you have noticed a drop off in your overall click-through rate, you’re not alone. There are several concepts that go into creating a successful banner ad, but with a little patience and know-how, your banner ads can be gaining traction once again.

Irrelevant Content

One of the main reasons your ads may see a drop off in click-through rate is the fact that you are targeting to the wrong audience. You wouldn’t want to serve an ad to someone who is searching for clothing when your ad relates to computers – it’s simply a waste of money and time. Instead, identify who your target audience is (age, gender, interests, income, education level, job title, etc.) and build out your ads and campaigns around that specific information.

There Is No Call-To-Action

Your audience may see your ad and be intrigued, but if there is no specific call out as to what they will get or do when they click on your ad, then you will be loosing interest. This is a main contender to increase your click-through rate so the viewer knows where they will be taken next.

No Value Provided

Make sure to provide a clear solution within your banner ads. Your banner ads should tell a story or outline the benefits of your service. In order for someone to be intrigued, they need to understand why your ad and service is the right one to engage with. By putting your potential customers needs first, they will have some motivation to click on your ad and through to your landing page.

They Are Boring

A good banner ad should have compelling text that will draw your visitors in. Keep the overall design simple and make the message within the banner ad stand out. If your ads are too simple or don’t catch the eye of the visitor, then your ad’s will be missed.

They Are Overwhelming

In-line with creating boring ads, it’s also important to make sure they are not too overwhelming either. If your ad’s become too overcrowded with images and content, the viewer may get lost and misinterpret the meaning of what your ad is really trying to convey. With banner ads, don't be afraid to leave some white space.

With all of that being said, it’s important to understand the in’s and out’s of banner ads in order to see a strong click-through rate. If you need additional help with banner ads or digital marketing in general, check out our FREE 30-minute digital marketing consultation below.

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