The biggest mistake a website owner can do is over-advertise. As a user, when I hit a site with too many ads, I tend to leave. I hate to be forced to search for content. When I search Google or Yahoo and I think I found what I am looking for, nothing annoys me more than pop-ups, flashing ads or tons of text link ads. Sure I can use an “Ad Block Plug-In“, but I don’t want to miss original content on good sites that Ad-Block could accidentally hide. Also, on well designed sites, the ads might offer me a service I am looking for. Unfortunately, though, it seems some people are still using techniques that should have been killed off long ago. So for the record, here are some tips ideas and thoughts on Ads, and making your site Ad Friendly.

Flashing Gifs
Have you ever tried to read the newspaper while someone had a flashing light pointed at one of your eyes? Yes it’s annoying and so are any type of flashing ads. An ad can be animated, but why must it be so distracting the user can’t read. Kill them now.

Pop-Ups
Pop-Ups are annoying. I don’t care what they are selling. The only click I will make, is the one to close the pop-up. And that’s especially true when I have my pop-up blocker on and you use “tricks” to get a round it. If I want to see a pop-up, I will turn off the blocker on my toolbar/browser.

Splash Page or Waiting for Content
There are some sites you go to that have an overlay Ad which you need to either wait to view (via a determined amount of time) before you get to the content. Users understand you need to make ad revenue, but let’s be honest, for most of us, we just want to get on to the reaosn we visited the site. Delays are just annoying.

Flash
There was a time you could turn Flash off and view an HTML site. Somewhere this trend died. Now tons of Flash ads slow down the loading of pages, and serve content that does not but annoy users. If you need to use flash, make sure it does not impact those users who have no interest in downloading it.

Video’s on Auto Play
By far the most annoying new trend are video ads that begin playing when you visit a site. Give the user the option if he or she wants to watch the video. Do not set for auto-play. Videos slow down loading time and decrease the user experience.

Now having pointed out some annoyances, what are some tips for good ads?

-Do research: What are the best ads on your competitor sites that you wish to click
-Be clear: Your main objective is to have people take a particular action after viewing your ad. What is that action? Make sure it’s a clear, strong message that capture interest.
-Low Load time: You don’t want to wait for ads to load and neither do your visitors. Keep ads file size small. As a general rule a 468 x 60 pixel banner should be 12 kilobytes or less. The easiest way to achieve size small size limits with relatively full functionality is using animated GIF files.
-Keep the message simple: If you can’t say it in less than five-seven words, don’t bother. Using fewer words also means you can make the font bigger and increase the impact of your message.
-Use Power Words: Your words should not be passive. Use words that immediately communicate a benefit such as “free,” “unbelievable,” “incredible,” “affordable”. Brainstorm a list and see what works best.
-Use images: Try no to have a text only banner, but don’t overdo it with too many images either. And for God’s sake, don’t steal others images. It’s bad form. Either pay for royalty free images, or make the images yourself.

Some other tips?

The most popular format for banner ads is known as a leader-board. It is a horizontal format image around 728 x 90 pixels. But go with what make sense for your design. Test out your banners and other formats, including different animations and static approaches, using the other tips above. There are is a gentle balance between being noticed and blending. You want the ads to stand out, but not too much, and you want them to be ascetic pleasing with your design, but not some much they are invisible. Colors, layout, and design are three very important attributes to consider. Testing different variations is the only way.

Also, don’t forget, while flashing or animated banners may get the attention of users, it will likely annoy them more. Even worse, it can also reduce their desire to click. Remember, you are looking for long term relationships with visitors to your site. If you get visitors don’t return or click, then your advertisers won’t get the traffic they want as well, and you may even lose revenue.

If you need help, contact us at Mark8t E-Marketing Solutions today!