How to create effective online ad campaigns

Despite recent research indicating that building product manufacturers invest more in their website than in any other marketing channel, banner ads, emails and online PR remain among the least used promotional methods. We offer some guidance on how to create effective online advertising campaigns.

Do your research

Find out where your target audience are most likely to be. What kind of content will be displayed alongside your banner ad? Who reads it? How much traffic does the site attract? Is it ABCe audited (the true mark of a publisher offering clarity and reassurance for your marketing spend)?

Keep it simple

Ensure your message is clear and easy to understand. Make the call to action obvious and simple to follow.

Content is key

Evaluate which keywords are used to access the site or page you want to display your banner ad on. Can you adapt your message to suit the content tone and style? Use language your audience understands, and make sure it's readable.

Avoid large file sizes

About 40-100Kb is a good size for a typical banner ad. Most websites will have restrictions on size of adverts and images. Where there's no limit, it pays to have a fast loading banner ad. So steer clear of large file sizes.

Be technical, be precise and create relevant links

When presenting case study data online, make sure you offer a level of technical or design detail appropriate to the audience. Support factual claims with links to case studies and hard data. Provide samples or the opportunity to obtain more information via email or CPD.

Optimise your landing pages

Where your banner offers a catalogue download, samples or a CPD seminar, ensure the landing page delivers on any promises. At its most basic make sure that the visitor is only ever one click from whatever it was that you offered in your ad. Don't just send them to your Home page and hope they'll find their way.

Vary your designs

It's often tempting to use the same banner designs across a number of different websites. Don't! Consider the layout of the pages your banner is to be displayed on, vary your picture choice and examine different ways in which how to make your advert stand out (although it's best to avoid garish colours). Make sure all fonts are large and simple enough to be read easily. Less is often more!

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