主要有两种网上广告目标,一种是网上宣传,比如宣扬某个品牌,目标是尽量多的人看到这个广告而不在乎多少人点击了广告 (CPM);另一种则是看点击率(CPC),甚至用户点击后采取行动的几率(CPA)。

前者的要点在于提起用户的注意力,在此不作叙述。这里讨论的是追求点击率广告条的设计和放置。

广告条(banner ad)设计要点:

– 在广告里呼唤行动. Always say "click here" on your banner, or some variation thereof. I know this sounds overly simple, but it is often overlooked and can easily double your click-through rates.

– 在广告里加个按钮,上面写"点击这里” (click here),turn the words “click here” into an actual or obvious button on your banner improves response.

– 广告要清楚明白宣示你想要表大的信息,不能模菱两可。

– 试试在广告中提问, 例如“想要在15分钟内节省15%的车保险费吗? " 问题通常比叙述更有效,尤其是问题能够挑起观众兴趣时。研究显示把广告语句改成问句提高点击率 16%.

– 适当使用幽默. 先多找些别人看看是不是真的好笑.

– Use bright primary colors. Brighter colors attract visitor’s eyes. Blue, green, and yellow elicit the most click-throughs. Stay away from transparent colors either in the foreground or background – they tend to get lost among the colors of most websites so stick with solids.

– Use simple animation. Moving images and bl<x>inking animation attract visitors to your banner. Strategic use of movement grabs attention more effectively than static banners. Don’t make them too wild or complicated so the message gets lost, the senses are overloaded and/or the file size is too large.

– 如果有条件,对点击者进行奖励或送小礼物。。。金钱是最大的动力

-考虑用一系列的广告达到目的: Run a series of banners. It may take more than one message to tell your story or to go after a particular market. Run a series of banners and vary your message. Keep you message consistent and catchy to make your visitors want to read further. After the fourth impression of the same banner, most people tend to subconsciously block it out in their mind.

– 文字要简短, 要有呼唤行动的动词.

– 斜体字有时比一般字体能获得更多点击

– 引起人的好奇心

– 宽和高的广告条比小的或方的广告点击率药膏。

– banner文件要小从而能快速显示; 10-30kb is typical for a 468 by 60 pixel banner.