Top Tips for Effective Banner Ad Design

banner ad designs

If you were to put a billboard up in the middle of Queen Street you would carefully strategise the messaging and imaging used on it, right? Banner Ads should be no different!

Adding a push type of marketing to your pull initiatives (like SEO and AdWords) is really good for getting more exposure for your brand or product. Last week we spoke about the basics of the GDN – what is it, how does it work and who should be using it. Click here to read that article.

This week we’re going to delve into our top tips to ensure your banner ads are ‘best practice’ and are going to be effective.

When using banner ads you only have a very short amount of time to a) grab a user’s attention and b) deliver the information. Once you’re clear on what the message that you’re trying to portray is, think about the easiest way to deliver that message.

Including too many words and overly complex graphics or images can have a negative effect on a user by making them either glass-over it or be confused by it.

Short tag-lines and should explain your product, service or value proposition as quickly and effectively as possible.

One of the great things about the Global Display Network is that you can choose the websites that your ads will appear on – so why not use different Ads on different websites? Some sites will have different audience demographics in the communities that use them. Understanding the differences and creating strategic Ad designs to appeal to those markets will go a long way.

There are 3 main sizes of banner Ads, but by using all 7 sizes as well as some moving and HTML5 versions can give you more exposure. Using more variations also helps with our last point…

Like with all online marketing – always test! A/B testing is a fantastic way of trying out variables (such as colours, text and calls-to-action). Testing is important to work out which Ads to invest more budget into to maximise expenditure and achieve better ROI.

Some examples of well designed Ads below:


What works well?

  • Strong branding
  • Simple text
  • Strong call to action (Test Ride Now)
  • Imaging to appeal to the audience

nz sale banner

What works well?

  • Strong imaging and colour scheme
  • Simple text which delivers deal effectively (50% off)
  • Strong call to action (Shop Now)

vodafone banner ad

What works well?

  • Strong branding and colour scheme – the Vodafone logo and colours are used so that it’s identifiable but doesn’t take up too much space
  • Simple text which delivers deal effectively (3 times faster for free)

Unlike having a billboard on Queen Street, banner Ads allow a marketer to constantly change, evolve and improve Ads and the exposure of those Ads. The main thing to keep in mind is Keep It Simple (with designs and testing). If you’d like more information on creating successful banner Ads give us a call!