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How to use banner ads?

How to use banner ads?

Not utilizing banner ads to promote your business? You might be missing out! After all, this is a fantastic opportunity to showcase your products and services to engaged users across online platforms. Banner advertising is versatile, effective and easily adaptable to the needs of various businesses. How to use it effectively? We'll delve into this topic in this article.


Do you have a marketing strategy for business development, or are you in the planning stages? Regardless, there are numerous promotion options at any budget. The most effective approach for your business will depend on the resources at your disposal, financial considerations, and the specific characteristics of your target audience.

When choosing the best strategies to promote your business and attract new customers, the cheaper tools are often chosen first. But, paid advertising can help you get results faster. For example, display advertising is ideal for many companies, has a fairly low start cost, and banners can be created in just a few clicks, without involving an additional resource for the designer.

Alright, let's proceed step by step. We'll begin by exploring the effectiveness and understanding the mechanics of banner advertising.

Do banner ads work?

All those various square and rectangular ads that decorate websites are advertisements. It has existed literally since the first years of the Internet because it is an incredibly easy way to communicate with the audience every second. In today's era, where the average user is bombarded with terabytes of ads daily, are banner ads just as effective?

Some marketers argue that this format is relatively outdated, drowned out by ad blockers and consumer indifference. Others argue that when used strategically, banner advertising yields high results. What in reality? And what does banner advertising help to achieve?

  • brand visibility
    Banner ads help increase brand recognition. Even if users don't click on an ad, they can still subconsciously remember a company name or logo and reach out at the right time.
  • detailed targeting
    By monitoring users' online behavior and presenting them with tailored ads based on their interests and browsing history, brands can encourage potential customers who have already shown interest in their products or services to make a purchase.
  • economic efficiency
    Compared to other forms of advertising, banner ads are highly profitable. Through careful analysis and optimization, companies can reach their target audience, effectively using the advertising budget.
  • synergy effect
    Banner ads complement general marketing strategies. And while this doesn't always lead to an instant conversion (it all depends on the motive and emphasis), it becomes a significant part of the larger ecosystem of touchpoints that guide consumers through a sequence of marketing efforts.

In fact, the effectiveness of banner ads ultimately depends on how they are implemented and integrated into a broader marketing development strategy.

banner ads

What is the main purpose of a banner ad?

The main role of a banner ad can change depending on the specific goals of the advertiser and the context of the advertising campaign.

Frequently, display advertising objectives encompass the following crucial areas:

1. Increasing the geography of sales and expanding the location of brand influence

Displaying the key elements: name, logo and message in prominent places on sites or applications, banner ads help to familiarize new users with the brand and its field of activity.

2. Creating traffic on the site

Very often, advertisers have a goal - to drive traffic to a site or landing page. Attracting users attention by visual elements, text and calls to action, banner ads encourage people to click and learn more about products or services.

3. Attracting potential customers

Companies may collect contact information of users or encourage them to sign up for email newsletters. By offering useful accents and valuable motives, banner ads help attract potential customers.

4. Sales and conversions

After all, what is all the advertising about? Of course, about sales. Advertising encourages users to make a purchase, request a quote, or download an app. Although direct conversions from banner ads can be relatively low (in terms of total volume), they can contribute to the overall sales system by stimulating initial interest.

The effectiveness of a banner ad in achieving each of these goals depends on various factors, including:

  • targeting parameters;

  • the essence of the message;

  • design aesthetics;

  • overall compliance with the advertiser's marketing strategy.

bannerboo st valentines template

*example of a Valentine's Day template by BannerBoo

The integration of banner ads into a marketing strategy requires careful planning, coordination with the goals and style of brand communication.
How can you do this effectively? Follow this algorithm:

1. Align with overall marketing goals

The type of banner to develop, the information to convey, and the platforms for communication depend on this stage. By defining clear goals and key performance indicators (KPIs) for your banner ad campaigns, you can begin to track progress and evaluate the effectiveness of your efforts in your overall marketing strategy.

2. Create rules for using branding elements

This is critical to create the right recognition and trust among consumers. Everything is important: from color schemes to typography and images because banner ads must consistently reflect the brand's identity and values.

3. Segment target audience

To create an effective banner ad, it is necessary to immediately segment the audience in detail to deliver the desired content to specific demographic groups based on interests and online behavior. By understanding the preferences and characteristics of your target audience, you can tailor your ads to resonate with the needs of different segments and increase their engagement.

4. Create banners to launch advertising

Persuasive creative and quality ads are an important component of successful banner campaigns. Focus on creating aesthetic and engaging banner designs that clearly and succinctly convey your value proposition (in line with your company's corporate identity).

5. Track and measure results

To evaluate the effectiveness and return on investment, it is worth enlisting the support of reliable tracking mechanisms. Use analytics tools and custom conversion tracking pixels. Analyze the click-through rate, conversion rate, cost per contact and ROAS.

banner on the site

Before choosing advertising networks, you should immediately understand that different platforms require different formats and sizes of banners. However, this should not determine where you are going to launch your banner ad campaign. It's enough for you to use a tool for creating banners, which allows you to create banners in any desired format so that you can freely choose relevant and interesting advertising networks.

So what are the most common banner ads?

These are HTML5, AMPHTML, MP4, animated GIF and static banners formats, such as JPG and PNG.

If in doubt, choose HTML5, AMPHTML, as they are compatible with all browsers and allow you to create high-quality and technically appropriate banners that will be displayed effectively on all displays and devices.

As for the size of a banner ad, choose universal ones:

  • wide skyscraper (160 x 600 px);

  • medium rectangle (300 x 250 px);

  • leaderboard (728 x 90 px).

The most popular advertising networks for placement banners:

1. Google Ads

It is definitely number one in the list of quality and effective advertising platforms. With Google Ads, your banner ad appears on sites and applications that are part of the Google AdSense network (which is, for a moment, more than two million sites and 650,000 programs and applications). It has convenient and flexible settings of budgets, where the advertiser pays only for the number of clicks generated by a specific ad.

2. Google Marketing Platform

A great option for creative teams of advertisers, designers and marketers. It's a unified advertising and analytics platform that helps you plan, buy, measure and optimize your digital advertising campaigns. It includes a suite of products, including Display & Video 360, which is considered the best tool for planning the launch of a banner ad campaign.

3. Amazon Ad Server

It is the largest independent advertising platform for marketplace ad buyers. Amazon Ad Server is a useful tool for targeting, managing data and evaluating the results of a banner ad campaign. Measure impressions and clicks across multiple platforms: desktop, mobile devices, and in-app. The functionality of transferring user data to the platform is available to create special segments for personalized targeting for your ads.


Provides advertising and traffic monetization solutions. It works exclusively for Yahoo! Bing Contextual Ads Program, one of the largest advertisers in the world. Google, of course, is advertising platform number one, but is worth considering because it is the second largest contextual advertising business in the world.

5. Adsterra

Platform quickly became one of the most popular advertising networks. In large part because it has advertising and monetization solutions for advertisers and publishers worldwide. The functionality is more or less standard, so you can plan, run, manage and analyze advertising campaigns. Plus: get a free consultation with an Adsterra professional on how to achieve your goals.

6. InfoLinks

Infolinks offers a wide selection of advertising solutions. Each advertiser can work with many parameters: targeting, tracking and optimization, and this allows you to advertise on many platforms. Infolinks works with the world's largest advertisers, such as Facebook, Microsoft, Amazon and eBay.

ad platforms

Time to choose the platform and launch a banner ad campaign!

Banner ad targeting strategies

In order for advertising to bring maximum results, it is necessary to adapt the targeting and the key offer according to the needs of each target audience segment. A business becomes essential and in demand only by addressing real customer problems.
What can the targeting of banner ads focus on?

1. Demographic indicators

Provide audience segmentation based on the following demographic attributes:

  • age;

  • sex;

  • income level;

  • education;

  • profession;

  • marital status and family size.

By understanding these characteristics of your target audience, you can create banner ads that 100% match the preferences and needs of specific potential customers.

2. Behavior of users in the network

To begin with, you need to analyze online behavior, browsing history, the path to making a purchase decision, and choose personalized banner templates. Past interactions with sites, search queries, content consumption habits, and social media activity can be used as a basis.

Targeting based on audience behavior allows advertisers to show relevant banner ads to users who are already showing some interest, increasing the likelihood of engagement and conversion.

3. Contextual placement

Provides placing banner ads on websites, apps, or on pages with content, which directly relate to the message, topic, or keywords in the ad.

Contextual targeting algorithms match banner ads with relevant topics, and as a result, these efforts are guaranteed to deliver good results.

4. Geographic data about users

This is based on a geographic location, such as a country, region, city, or zip code. This helps to run local offers, events, promotions or promote products/services according to local preferences or market dynamics.

Geography is critical for businesses for which proximity to facilities is one of the factors in making a purchase decision.

5. List of interests and preferences of the audience

Define interests, hobbies, and preferences of users to display relevant banners. How to do it? Analysis, analysis, and some more analysis. You need everything: brand engagement data, social media profiles, online surveys, in-depth interviews and third-party data sources.

Such targeting allows advertisers to engage users with personalized content and special offers that match their personal interests, hobbies or lifestyle.

When applying a certain targeting strategy, you must be consistent in your actions and analyze needs in great detail. That is, it does not make sense to choose a geography strategy and focus on certain interests or the context of the placement platform, and expect results. In each unique case, thoughtful consideration of every interaction is crucial to deliver information more effectively and with higher quality than competitors.

bannerboo retail template

*example of a Retail template by BannerBoo

A/B testing and optimization

Do your ideas always correspond to the real needs of users?
Does the banner design always match the tastes and preferences of the audience?
Is the text and key message always clear and concise enough?

Answers to these questions can be uncovered through the placement of diverse content, utilizing conceptually identical ads for the same audience, a practice known as A/B testing among marketers.

What does it matter?

A/B testing (or split testing) involves comparing two or more versions of an ad or page to determine which one performs better in terms of key metrics such as click-through rate (CTR), conversion rate, and engagement.

By systematically testing various elements of banner ads, you can identify what resonates most with the target audience and what, on the contrary, may be perceived as annoying or unclear. These insights serve as a solid foundation for making decisions regarding further optimization, and potentially, a complete reorientation of advertising.

How do I test different ad designs or design elements?

You can check for interaction:

  • different layout concepts;

  • separate color schemes;

  • image, photo or video;

  • types of fonts and texts;

  • visual combinations.

By testing different ad designs or design elements, you can discover which aesthetic solutions resonate best with a particular target audience. All subsequent advertising campaigns should be created in the same style, which will significantly save development time, search of ideas and inspiration because when there is a cool and effective template, it is already 50% ready for advertising!

You can also test different calls to action. CTAs are an important component of banner ads that encourage users to take a specific action, such as visiting a site, subscribing for a newsletter, or making a purchase. Think about button text, size, color, placement to determine which combinations provide the highest conversion rate.

A/B testing shows good results in influencing the quality and relevance of ads, but requires additional effort to develop banners. BannerBoo's specialized functionality will best cope with this task.

BannerBoo is a platform for creating and managing banner ads that offers features for A/B testing and optimization. With us, you'll quickly and efficiently create, test, and optimize banner ad designs using intuitive drag-and-drop functionality in a real-time workspace.

It is no longer necessary to involve additional specialists because BannerBoo allows you to experiment with different variations and formats, optimize banner ad campaigns to achieve maximum effect and return on investment.

Important! In addition to optimizing banner ads, you should also focus on optimizing the landing pages to which these ads lead. A/B testing can also be applied to landing pages to test different content formats, feedback forms and determine the most effective combinations for increasing the conversion rate.

Continuous improvement strategies

The world is constantly changing, and advertising rules are updated dynamically. How not to miss the moment? Constantly improve your marketing efforts, keep in focus the activities of competitors and colleagues in the market, and quickly adapt to trends and needs of the audience.
Key strategies for ensuring constant optimization and improvement of banner ads:

Strategy 1. Constant monitoring and analysis
What has to be done?

  • constantly keep your hand on the pulse of the results you get: click-through rate (CTR), conversion rates, bounce rates and return on investment (ROI);

  • connect all the necessary analytics tools to get up-to-date information about user behavior, demographics, etc.;

  • analyze trends, patterns and areas for improvement.

Based on the received data, adjust the work of advertising campaigns.

Strategy 2. Constant updating of advertising materials
What has to be done?

  • periodically update banners, add new visual elements, messages and CTA (at least once a month);

  • use banner ad templates to quickly create new dynamic and aesthetic ads;

  • experimenting with various design elements, layouts, and texts allows you to captivate your audience's attention and stay relevant with each current event.

Strategy 3. Monitoring changes in the industry
What has to be done?

  • analyze trends, new technologies and changes in consumer behavior that may affect the effectiveness of banner ads;

  • keep track of competitor's activities and industry benchmarks;

  • adapt tactical approaches to update advertising and its formats, ensuring competitiveness and visibility of campaigns.

Strategy 4. Use of reviews and analytics
What has to be done?

  • conduct surveys or in-depth interviews with all stakeholders, customers and partners to understand their preferences, pain points and expectations regarding the advertising content of banners and messages;

  • incorporate reviews into advertising creatives and campaign strategies to better resonate with target audience concerns and meet their needs;

  • use analytics based on data from platforms to make decisions and optimize campaign performance in real time.

Each strategy yields its own results, and the optimal approach involves leveraging all of them. Applying proactive management and optimization enables brands to adapt to evolving market dynamics, effectively engage audiences, and achieve sustainable digital advertising growth.


Therefore, banner ads remain a valuable tool for promoting businesses of various sizes. This is a good way to reach the maximum number of target audience, attracting traffic and achieving marketing goals.
How to use banner ads effectively?

  • identify clear objectives
    Before initiating a banner ad campaign, clarify its purpose for your business. Your objectives might range from increasing brand awareness and driving website traffic to generating demand from potential customers or boosting sales. Ensure your banner ad strategy consistently aligns with your overarching company-wide marketing goals.
  • segment your audience
    Do thorough research and talk to real customers to understand their demographics, interests, preferences and behaviors. Customize your banner ad so that it is useful and effective, while also meeting the needs of your potential customers.
  • choose the right platforms
    Choose the most interesting digital platforms and channels to display your banners based on where your target audience spends their time. Consider websites, social media platforms, mobile apps, search engines, which correspond to the interests and behavior of your customers.
  • optimize ad creatives
    Design aesthetic and effective banner ads that attract attention and convey the right message. Experiment with different design elements, CTA and purchase motives to optimize ad performance and engagement of users.
  • choose effective targeting strategies to reach the appropriate audience segments with relevant advertising content
  • track and analyze performance
    Keep key metrics such as click-through rate (CTR), conversion rate and return on investment (ROI) in your sights at all times. This data can be easily obtained from analytics tools.

Banner ad advertisers need to constantly improve their efforts to stand out among all advertisers. Learn from successes and failures (yours and others') and periodically update ad campaigns to maximize effectiveness and achieve your strategic marketing goals.

Frequently asked questions

Are banner ads still used?

Yes, banner ads are still widely used in digital marketing. Although new advertising formats have appeared, communication tools and channels have been updated, banner advertising remains the main element of marketing activities in digital. Largely due to the ability to reach a huge audience and drive traffic to the brand's site.

What are banners used for?

Banner ads are used for various purposes, including:

  • increasing brand recognition and expanding influence zones;

  • increase in the number of site visitors;

  • generation of potential customers and applications;

  • advertising and promotion of goods or services;

  • encouraging users to dialogue and communication;

  • increasing the number of sales and the percentage of conversions.

Where can I use banner ads?

Banners ads can be used on many digital platforms, among the most popular are:

  • Google Ads;

  • Google Marketing Platform;

  • Amazon Ad Server;


  • Adsterra;

  • InfoLinks;

How do I create a banner ad?

The BannerBoo banner ad generator will help with this.

Step 1. Log in to the service and choose the option "Create banner».

Step 2. Choose the desired banner format or template, with which you will work (you can also set a personal size in pixels).

Step 3. Select the first option "Add image or video».
You can upload your own files or use quality stock backgrounds for your banners, just browse the collection and choose the right one.

Step 4. Add the logo and set the parameters for its placement.

Step 5. Write the desired text and specify its characteristics: font, color, formatting options and design style.

Step 6. Select the CTA button and stylize it in the visual concept of the banner (set the color, shape, saturation and position).

Step 7: Download and add in the desired format any graphics that will make the banner more stylish, modern and full.

Step 8. Set the parameters of the animation and make a banner that attracts attention from the first seconds of interaction.

How effective are banner ads?

The effectiveness of banner ads may vary depending on the following factors:

  • advertising placement platforms;

  • targeting parameters;

  • style and design of ads;

  • the essence of the message, texts;

  • in general, the level of audience involvement.

How much does it cost to place a banner ad?

Cost placement depends on many factors:

  • ad format;

  • actual banner ad size;

  • position on the site and placement parameters;

  • duration of the advertising campaign;

  • advertising platform or network that used.

Pricing models for banner ads include:

  • cost per mille (CPM);

  • cost per click (CPC);

  • cost per action (CPA).

Cost can range from a few cents to hundreds of dollars, depending on the company's industry, advertising goals and targeting options.

Do banner ads make money?

Banner ads can generate revenue for website owners when advertisers pay to display their ads on these platforms. To achieve this, it's essential to focus on popularizing the resource and consistently generating a substantial amount of compelling content, creating an engaging environment that captivates customers and encourages them to spend their time here. Read our article "How to make money from banner advertising” to learn more about monetization.

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