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Designing a better banner ad

If you do “pay-per-click” advertising on the web (like the ads on the right hand side on Google results pages), then you’ll find loads of good advice online about making these really effective. However, as Online advertising creative tips on Dave Chaffey Internet Marketing points out, there’s far less advice available on more conventional display (banner) ads. This is a shame, because “pay-per-click” advertising is probably more easily optimised (by changing the ad and testing the results), whereas banner advertising is used as much for branding, making the peformance less measurable. So the article is a useful read: if your ad is breaking the rules listed here, you might want to check if there’s a reason why.

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