Every online marketer or PPC specialist has ever met with the need to create banners in their campaigns. In that case, it is not enough just to say "I need banners for PPC remarketing campaigns". You should not forget the correct interpretation of the purpose of the banners and the passing of the basic requirements to the graphic designer - it will make it easier for you to save time and ultimately: finance.
Several times I met with the fact that the graphic designer sent me banners where the assignment was misunderstood, the text was unreadable, missing the call to action element (CTA), the corporate identity and other mistakes that we still get. There was no link between the banner and the web, or the company. Why was that so? I could not explain exactly what I needed from the graphic designer, and what the banners should be.
You do not need to be creative when you enter banners. Just logic and think carefully about the goal. Creativity and layout is a work of art. Banners are never (or should not be) just a shout in the dark. You as a PPC specialist and banner sponsor are the ones that give the entire PPC strategy meaning, concept and logic.
You are responsible for the fact that the assignment of the graphic will have a clear structure and will include the target group so that the graphic artist can feel better (unlike you, it does not have a couple of what the text on the banner should be or what the words on the target).
TIP: Banner texting is not a work of graphics or copywriter, but PPC specialists!
Before we go into the practical part, it is necessary to understand the individual elements that the assignment should contain.
Targets determine the purpose for which banners are to serve. It is important to mention what PPC specialist want to achieve by banner. Here are examples of how you can enter your goals:
Otherwise, we will approach the users who know us, and otherwise those who have not heard about us in life, and this should also be reflected in communication through banners. That's why the graphic artist should know who we're talking about.
The goals and purpose of the banner should be based on emotions. Emotions should create the customer's taste or need to click on the banner. There are a lot of pictures, so if you have an idea and an idea, you can outline the graphic designer and what you would imagine on the banner.
Emotions should always be subordinated to the product. Because mums who buy consumer goods for children will respond to other elements - such as children's faces, action badges. While young girls whose main sense of life is makeup, fashion, and trendy things, they will respond to the visual as such.
TIP: If you are not sure whether the banner is clear, ask your friends in your neighborhood. The condition, however, is to show them the banner for 5 seconds and then ask them if they know what the image was promoting. As soon as they are over the banner for more than 5 seconds, there is something wrong.
But beware of the bad emotions that can cause the user of the Internet completely different feelings than we want.
The text is based on two things, namely - the purpose of the banner and what the texting works in PPC campaigns. When a brand new campaign is created, it comes from the people and goals that the e-shop or service wants to reach. The text should be clear, precise and accurate. You do not have to think of anything to go wrong. Even plain text can give the artist a life by highlighting an important part of the sentence you need to emphasize.
If that part of the text exists, write it to the graphic designer!
TIP: Do not forget that the banner is not a place for novels, but just for clear information.
It does not apply that call-to-action buttons should always be green. Nor does it matter that these buttons are a must. Often, you will not see them for example in brand banners. If you want to place a banner on the banner, it should ideally be in the conversion color that is on the site. If the color does not match the banner, it should be based on site colors. But try to keep conversion colors because there is a clear visual path to complete the conversion.
Buttons and call-to-action buttons do not always have to be a button, they can be handled only as underlined text, for example: Discover the collection. Why? Because users are accustomed to what is underlined, this is a link.
TIP: After clicking the banner, the user should know that they are in the right place, so take advantage of the colors of the web and corporate identity.
I would like to draw attention to the important five basic things I write in each assignment for graphics. These are the elements that should not be forgotten in the banner:
TIP: Always add the required size, maximum size and possible sizes to the entry. You can create a .GIF element on the banner along with the graphic artist.
TIP: Make things easier for each other. PPC specialist should provide the most accurate description of banners, including textings, calls to action and banner goals. The graphic designer should deliver complete sets of banners named after what they contain. Not just Set_01, Set_02, Set_03.
TIP: Always create a banner that you agree with and then create the rest of the graphics. Both parties will save a lot of time.
The same procedure as in the examples above is now repeated every time I enter the banner of the graphic artist. It's an instant guideline on how to forget about anything and give it to the graphic artist.
A few important information at the end - always think that: