What is an advertising banner and why is it need?
Creative website banners are digital special database advertising units that appear on the page, at the top, bottom or side of the page. This is an effective way for companies to promote their products and services to the target audience. For example, through the Google advertising network, it is possible to reach up to 90% of Internet users, which allows marketers to achieve maximum results.
But in 2024, it’s not enough to just launch an ad. Much depends on how carefully the brand has work out the elements of interaction with the audience and talk about its values. Advertising aim at satisfying the specific needs and requests of the target audience shows higher engagement results.
Banner classification criteria
Before making an advertising banner for a website, you need to decide on its type. Such images are distinguish base on different criteria, which we will discuss below.
Placement area
Firstly, banners are divide into groups depending on where the user might encounter them:
- internal. They are locate on the advertiser’s website or on the screen of a mobile application. Such advertising blocks can be displayed indeed, not many people are familiar with this major. upon loading. Appear when scrolling the page. They can also be integrate into the interface of video games;
- external. These are ads that are place on third-party sites, for example. On partner web resources, in social networks (in the news feed or stories), search results.
When deciding to make a banner with a link to a website. We always start with determining the location where the advertisement will be display.
Advertising campaign objectives
When launching an advertising campaign. The business owner sets a specific goal. And depending on this, the banners themselves can be classifie. Base on marketing goals, the following types of advertising blocks are distinguish.
- image. They focus on creating and strengthening aero leads the company’s image, without focusing on direct sales. They often contain a logo, slogan, and corporate identity elements to anchor the brand in the minds of the audience;
- for direct sales. Such ads contain calls to action (CTA), information about special offers, discounts. Their main task is to encourage users to make an immediate purchase or register;
- to promote events. Use to advertise webinars, conferences, and other events. Ads must include the date, time, and registration link
Format
This criterion determines the banner display method. Interactivity and methods of interaction with the user. Among the main types of banners by format are:
- static. These are simple graphic ads that can contain text, a logo, an image, and a call to action. They do not change after being opened on a page. Their main advantage is fast loading and ease of creation;
- animated. They change the image or text at certain intervals. Thanks to this, ads are more noticeable to users. It is also possible to convey more information;
The variety of formats makes it possible to choose the most effective one and create banners for websites, focusing on the goals of a specific advertising campaign, budget and technical capabilities.
Principles of placing advertising banners
Previously, to make an advertising banner for a website. It was necessary to contact the administrator of the resource. Where the placement was planned and agree on the terms. Now, thanks to banner networks, the process has been significantly simplified. Advertisers only need to register in the system, select the target audience, upload banners and set up an advertising campaign taking into account various parameters.
After the campaign starts
Ads are automatically placed on websites that match the selected target audience. And we are not talking about all visitors to the web resource seeing the same banner. People are shown personalized ads, selected based on their interests and behavior, recorded by search engines.
The RTB (Real Time Bidding) system plays a key role in this process. It analyzes the advertiser’s settings and user preferences, deciding in real time which ad will be shown to a specific person. The final ad selection occurs in a split second before the page loads.
To assess the success of an advertising campaign, you should rely on the following indicators:
- CTR (Click-Through Rate) — the click-through rate, which shows the ratio of the number of clicks to the number of impressions. This is one of the key indicators of advertising effectiveness;
- bounce rate – the percentage of users who leave the site immediately after clicking on an advertisement.
To create a truly effective advertising campaign. That will not only cement the brand in the minds of users but also lead to an increase in the number of leads, it is important to constantly experiment with creatives. You need to try changing sizes, formats and placement sites. After launching a campaign, you should regularly analyze the main metrics and adjust the strategy as needed.
