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No one who spends time on the Internet could fail to notice the small rectangular ads that appear on almost all web pages. These are called banner ads, and they are one of the most popular forms of online advertising. What makes banner ads so effective is that any visitor who clicks on them is taken to the advertiser’s website. Banner ads are actually hypertext links or HTML codes inserted into a webpage. Almost all companies, irrespective of whether they are big or small, use banner ads because they are the easiest and the most affordable means of promoting a product or service. The following are some pointers on creating successful banner ads:

• Since banner ads have limited display area, it is always good to keep it short, simple and to the point. Cluttering it with details can do more harm than good. Advertisers have only a few seconds to attract the attention of visitors, and if the banner ad looks cluttered nobody will read it.
• Avoid wordiness, but the words used should be good enough to create a positive impact.
• Use large fonts and a small file size. Large fonts make it easy to read while a small file size helps banner ads load faster.
• Make changes to banner ads depending on the sites where they will be displayed. Because webpages will also have other banner ads, changing font size, color and, if possible, the message can help your banner ad stand out.
• Advertise banner ads on the right websites. Study the audiences of the websites to ensure that you are targeting the right audience.
• Make the banner ads attractive by using interesting images or animation, catchy phrases and bright colors to grab the attention of readers.
• Always include a strong ‘call to action’ in banner ads.
• Make sure there are no typos or grammatical errors.
• Ensure there is a powerful heading that grabs visitors’ attention.

Most people do not consider banner to be an effective lead management technique but rather a tool that helps enterprises and organizations in getting themselves or their products and services known to the people. That is, they are more of a promotional tool than a lead generation tool. But the fact of the matter is that, if implemented properly, they can be leveraged to generate quality leads. For instance, if by clicking visitors are directed to a query section where they can fill in details to get solutions to their problems, it means a lead is generated.