Ever wonder what makes a banner ad actually work?
As in: what separates a scroll-past banner ad from a stop-and-click banner ad?
While Kate and I don’t have the data from these ads, we do have some thoughts on 8 different banner ads.
Some of these banner ads are single frames. Some are dynamic (meaning, they switch frames every few seconds).
Some have solid messaging.
Some…not so much.
While this is a very visual episode and I recommend watching on YouTube, Kate and I do read the copy out loud so you can listen, too (we know at least a couple of you listen in the school pick-up line; we’ve got you!!).
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Looking for closed captioning or a transcript? Watch the episode on YouTube!
A Sneak Peek at the Episode
[01:25] We decided to look at banner ads today because they are one of the most common yet underestimated projects for copywriters; they require extreme brevity and high strategy to be effective.
[03:50] The biggest problem at this first ad is that it’s trying to say too much; in a space that small, you have to pick one single message and stick to it or you’ll lose the viewer completely.
[06:12] When I see an ad like this one for a SaaS company, I realize they’ve completely forgotten about the “what’s in it for me” factor; they are talking about their features but not the actual benefit to the user.
[09:45] If the copy doesn’t immediately stop the scroll or catch the eye within a fraction of a second, it doesn’t matter how good the product is, the ad has failed.
[13:20] This specific banner uses a very weak call to action like ‘Learn More,’ which is often a missed opportunity to be more specific and drive a real click through curiosity or urgency.
[18:55] Looking at this successful example, it works because the image and the copy are doing two different but complementary jobs; the image catches the eye, and the copy delivers the punchline.
[25:30] I see so many ads where the branding is huge but the message is tiny; unless you’re Nike or Apple, people don’t care about your logo yet, they care about how you can help them.
[32:15] One of my biggest pet peeves is “mystery meat” navigation or copy where you have no idea what the product actually is even after reading the ad three times.
[34:40] Looking at this ad for a project management tool and the headline is so generic it could be for a treadmill or a toaster; you have to use specific industry language to signal to your audience that this is for them.
[37:12] When I see a “busy” background image that makes the copy impossible to read, I realize the designer and the copywriter weren’t talking to each other; as the writer, you have to advocate for the legibility of your words.
[40:05] The best high converting banner ads are the ones that make a single, bold promise and provide a clear ‘exit’ meaning a button that tells the user exactly where they are going next.
[43:28] I noticed in this retargeting ad that they aren’t acknowledging the user has already visited the site; this is a huge missed opportunity to use copy like ‘Still thinking about it?’ or ‘Welcome back.’
[46:15] For these tiny ‘mobile-only’ banners, I recommend stripping away everything except the logo, a three-word hook, and the button; anything more is just digital clutter that people will accidentally click or ignore.
[49:10] I want to remind everyone that even ‘boring’ B2B products can have punchy, interesting banner ads; you just have to focus on the one specific pain point you are solving that day.
Must-Hear Takeaways
As with every episode, we highly encourage you to listen to the entire conversation! But here are a few of the highlights:
“ We’re doing this with the intention of all of us learning together.” – Nicki
“On each of the frames so that there’s at least that context to anchor all of this; Who is this? Why is this, why should I be listening to these first couple of frames.” – Kate
“Sometimes projects have so many people working on it that it ends up, unfortunately, with the lowest common denominator being generic.” – Nicki
“ We’re doing this with the intention of all of us learning together.” – Nicki
“ Whether you’re trying to get someone to switch, from the brand… they probably have a favorite brand, what is it that’s going to get them to change?” – Nicki
Mentioned in the Episode
- What’s a Creative Brief? A Guide to a Copywriter’s Essential Document
- How Copywriting Projects Actually Come Together
- How To Come Up With Wildly Effective Copywriting Concepts
- Ep. 21: How Copywriters and Designers Work Together with Yoav Broum
Related Links
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About the Build Your Business Podcast
Ready to turn your love of writing into a successful copywriting career?
Join professional copywriters Nicki Krawczyk and Kate Sitarz to get the tips, tools, and training to help you become a copywriter and build a thriving business of your own. Nicki and Kate have 20+ and 10+ years of experience, respectively, writing copy for multi-billion-dollar companies, solopreneurs, and every size business in between.
Whether you want to land an on-staff job, freelance full-time and work from wherever you want, or make extra money with a side hustle, the best place to start learning is right here.
