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Banner

What is a banner?

Banners are advertising elements placed on web pages to promote brands, products and services and give them visibility.

They work much like a roadside billboard: they try to catch our attention and build brand awareness, but they also aim to drive traffic to the website of the company that paid for the banner placement.

1. Keys to a good banner

Creating an effective banner that captures the visitor’s attention and encourages them to click on it is a task that requires a lot of experience and knowledge. These are the keys to creating a successful banner:

– Create an eye-catching but clean design: the banner should have a design that makes it easy to read and carries a clear message. The color of the banner should match the color of the landing page you want to send users to once they click on it.

– Include a Call To Action: add a CTA, or call to action, to capture the customer’s attention and let visitors know they need to click to access the offer or information they want. To do this, banners include calls such as: Download now, Click here, Sign up now, Get it free, etc.

– Use a slogan and a logo: try to include a catchy slogan that makes the banner unique. Of course, take the opportunity to add your logo whenever possible, so it becomes more and more recognizable. Here is more information on what a slogan is, with examples.

– The right size: banner size matters a lot, since banners come in many shapes and sizes. That is why, to choose the size, you need to know where on the page the banner will be placed so you can give it the right shape and size.

2. Advantages of banners

The advantages of using banners in digital marketing campaigns are numerous, including:

  • They are highly visible.
  • Their performance is easily measured.
  • They adapt to different formats and devices.
  • They are relatively inexpensive to use.
  • It is very easy to control whether they are being displayed or not.

3. Banner sizes

We are surrounded by banners and the choice of banner size is decisive for the success or failure of the campaign you create. There are countless sizes and formats, but here are the most commonly accepted in Google Ads:

Leaderboard. At 728 x 90 pixels, it is perhaps the most widely used; it is usually placed above the navigation bar (very common in forums).

Medium rectangle ad. At 300 x 250 pixels, known as the “medium rectangle”, it is also very popular and is placed in the sidebar.

Large rectangle ad. This banner measures 336 x 280 pixels and, again, is very widely used. It is usually placed in the sidebar and in the main content.

Skyscraper ad. It ranges from 160 x 600 pixels to 120 x 160 pixels and is usually placed on the right-hand side of the web page.

Each advertising platform has its own banner sizes, for example, on Facebook, the sizes 600 x 315, 600 x 600, 1,080 x 1,080 and 1,080 x 1,920 pixels are very common. On Instagram, the most common sizes are 400 x 500, 1,080 x 1,080 and 1,080 x 1,920 pixels.

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