What Are Display Campaigns?

A tried-and-true online marketing strategy, banner ads help increase brand recognition and drive targeted audience traffic from various digital channels. And when combined into a retargeting campaign, banner ads will keep your brand in potential customers’ minds when they browse across the web.

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Designing Successful Banner Ads

Consistent Branding

The purpose of a banner ad is to send people to a landing page. It should be similar to the landing page in style and tone, so your brand is presented consistently.


Most people will only give a second’s notice, if that long, to a banner ad. Therefore, it is crucial to make the ad extremely easy to read. Simple fonts should be used, and the text should be fairly large. The headline should be slightly larger than the body, and altogether the copy should consist of no more than four lines.


There are three items that every good banner ad has:

  • a company logo
  • a proposition statement
  • a call to action (CTA)

All of these should be prominent in your banner ads.

In general, buttons will increase ads’ click-through rates (CTR). When used, buttons should be made as prominent as possible without detracting from the three primary items listed above. An excellent place to put buttons is in the bottom right corner of the ad, below the copy. To make them stand out, use contrasting colors that are still tasteful.


Most banner ads should include a frame, which draws people’s attention to the ad. Any graphics in the ad should extend right up to the border, creating a clean look. On white ads, a grey border will set the ad apart from everything else on the page slightly. On colored ads, a somewhat darker grey or black border can make the ad “pop.”.

Effective Banner Ad Sizes

Google Adsense is the largest platform for banner ads. According to Google, the most effective banner sizes are:

  • 160 x 600 (wide skyscraper)
  • 728 x 90 (leaderboard)
  • 300 x 250 (medium rectangle)
  • 336 x 280 (large rectangle)

Please note that these are just some examples and that different ad networks like Facebook Ads may have other banner spots sizes available.


Most banner ads are created in Adobe Photoshop or Illustrator and stored as. PNG, .JPG, or .GIF files. Ads can also be made in Adobe Flash and stored as Flash files, but not all devices support flash. To reach as many people as possible, creating any animated ads as a . GIF rather than a Flash file is preferable. Google advises keeping the files below 150 kb.

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Erez Kanaan Founder & CEO
Erez Kanaan is passionate about the latest tech in advertising as he is about family game nights. As a dad, husband, and the brains behind Kanaan & Co., he’s all about mixing innovation with personalization.