Designing an effective banner can make a difference between a successful and unsuccessful web banner ad campaign. Cleverly designed ad banners can increase click through ratios (CTRs) and the subsequent sales of the product /service.

Using a quick-to-download animation can definitely increase a banner’s click through ratios. The purpose of the animation is only to attract visitors, not to irritate them. So the animation should be employed very carefully and intelligently. Animation should be created to attract the viewers in a subtle way without causing any obstruction or clashes with the design of the ad web page. Some surfers will stop loading a web page before the animated banner had loaded, leaving only the first frame. In that context it might be a good idea to have the message come in the first frame itself if the ad web page takes a long download time.

Featuring a call of action such as “Click here” or “Submit” graphic image can raise the CTR considerably. Bright colors like blue, yellow and green banners generate a higher CTR than black and white banners Red color could be used sparingly.

“Free”, the magic word can increase CTRs, but it depends on what is offered. A free software demo will get a good response. Offering free money might arouse suspicion among surfers as they want to know what the catch will be.

Benefits could be given for clicking on the banner. Benefits, such as “Do you want more traffic?”, “Require help with taxes?” etc will produce good response. The answers to the questions could be seen on the website.

Always make the message short and simple since such banners generate more CTRs than unfocussed and wordy banners. The banner must be linked to a specific web page that has the information the viewers want.

They can go directly to the web page with the information, instead of going to the home page and hunting for their needs.

Make changes in the existing banners or introduce new banners frequently. Studies have revealed that the CTRs drop considerably after two weeks and they increase when a new banner is displayed.

Next it is important to find the most effective banner for the business. This can be achieved through a period of testing. After running the banner over a period of time, measure the click-thrus and the resulting sales. Then make a change in the color or font on the banner, run it over a period of time and check the results. The banner designs that effect the most sales are the ideal ones suitable for banner ad campaigns.