Envisioning Your Ads

Goals
Before you start working with a designer, you should have a clear idea of the goals of your banner ad. Of course, you want to bring traffic to your Web site by enticing Internet users to click on your ad. Your ability to accomplish this will depend on many factors, from design to placement. However, the quantity of traffic your ad generates is usually not as important as the quality of traffic.

With this in mind, defining your target audience and clarifying the message you want to convey with your banner ads are critical first steps. Who do you want to visit your site? What can you say, whether in words or “look and feel”, to convince them to click through? How can you convey your unique selling points to differentiate yourself from competitors? Your answers to these questions should be the cornerstone of your banner ad development.

Conceptual Considerations
A primary conceptual consideration is how you want to use your ads to strengthen, or capitalize on, your company’s branding. You may want your ads to have the same “look and feel” as your off line advertising. If so, provide the designer with your logos, copies of your print ads, the URL for your Web site, and anything else that illustrates your company’s branding.

If branding is not a primary concern, you have the option of using cryptic messages on your banner ads, which means the name of your company or Web site is not revealed. According to some experts, cryptic messages may be intriguing to Internet users and therefore result in a higher click-through rate.

Experts also recommend other ways of potentially increasing your click-through rate, such as posing questions (“Are you looking for…?”), providing a call to action (“click here”), using humor, or enticing visitors with a free offer. Keep in mind, however, these techniques may not improve the quality of your traffic.

Whatever route you take, remember to keep it simple. Try to convey your message in as few words as possible. Only use graphics that enhance or reinforce your message, and if you use animation, minimize the number of frames.

Design Preferences
In addition to setting goals and developing the concept, consider your preferences in terms of design features and style. Even if your branding will in large part determine the “look and feel” of your ads, take a look at other banner ads on the Web or in the designer’s portfolio. Discuss your likes and dislikes with the designer. Keep in mind, however, it’s more important the banner ads appeal to your target audience than to you.