Assuming, of course, you know what the key ingredients, to better banner are. We checked with experts on banner development. Here are their click-through tips, along with a few of our own, to help you get maximum banner benefits.

Bigger Is Better
Big Banners are Better, but keep banner load sizes small (10K to 15K) is best
Wider ad banners, typically 468 pixels wide, are clicked on significantly more than smaller ones. Larger banner ads (in terms of pixels, not bytes) are better than smaller banner ads. At LinkOn we use 468 X 60.

Refresh Banner Ads
banners seem to wear out after 200,000 to 400,000 impressions
Studies have been conducted that show ad banners drop off in click-through after several weeks, (depending on your target and impressions ) but when a new banner appears, the click-through rate jumps.

A Call To Action
make it clear the banner is something to be clicked
Pro's tell us to have a call for action in the banner. The phrase "Click Here!" is a good example and can dramatically boost response. You want good, strong copy, a clear call to action, and an emphasis on the obvious, simply adding "click here" to a banner can increase it's click-through. Try to use Enticing words "Click Here!", "Click", "PRESS HERE", "press", or "enter," Web experts say. A lot of users still need to know that it's a banner, you don't just look at it, but take some action. Boldly spelling out the action, can help boost response and where to click on the banner. Tell them to give you a click,  add text like "Click for best quality", "Enter Here For Biggest Selection".

Create Urgency
interactive banners work so involve the viewer
"Last chance" or other time dependent phrases will prompt users to Click Now. The purpose of a banner ad, like a direct response ad, is to get people to act, to click on a banner. For that reason, experts say a strong urgent message is a very important element in an effective banner. The banner design should be nice looking and small, and the text must have the content, that ignites the clicks now. Questions can improve your click-through rate for example "Get Help with Your Computer Now" or "Better Web Speed Now" they leave a question that needs to be answered Now.

Use the Word "FREE!"
intrigue and Free sells
Any promotional incentive that offers value or using words like "Free!" will induce users to click on the banner. But only use such terms, Only, if you actually offer free incentive, and if you do not, consider adding some kind of free services related to your site, you will have something more to market than just your products. If it's a free download, that's appealing, if it's a free newsletter sent to you, it doesn't have the same impact. Free means free. It means that when someone clicks your banner, you give them something -- no strings, no hidden charges. Free is also an amazing word because no matter how small the type you use, it still commands a response.

Animated Banners Are Noticed
use animation to capture attention as well as the right viewer
Motion naturally attracts attention; however, if viewed for an extended period of time, the animation can be more annoying than beneficial. Animation, can improve response rates at least 30%, but not simply by adding animation, but incorporating it into the overall message. Be sure that the first frame will get your message across, a viewer may stop the page from loading, before the entire animation has loaded, leaving only the first frame.

Link the Banner To a Specific Page
no one is turned off faster, than not finding what they want
Nobody wants to plow through tons of Web Pages to get to what they want to see. Link them directly to the advertising offer, or a transition Web Page that will take them to your Sales Web Page.

K.I.S.S.
the old rule of direct response called K.I.S.S. It stands for Keep It Short, Simple.
Those are words to create banners by. Banners are the sizzle not the story. They should tempt not, hammer you with a lot of text. The graphics should enhance the message, not distract from it. Banner, that leaves you so busy trying to figure it out, you forget to click it. Use simple, distinctive design that compels visitors to explore, discover, and be part of your Web Site. The highest click-through rates and the highest targeted leads, are when the banner is specific about it's benefits. The top performing banners have less than 6 words, and most of the words are one syllable.

Track your Banners response
a mechanism to track what works, and what doesn't in Your Banner Ads
at LinkOn Banner Network we provide you with a counter and banner stats, so you can see if this banner is working for you. The rule is test, test and test again, and it's easy and inexpensive to test banner ads, and see which creative banner works best for your Web Site.

Location, Location, Location
make sure your banner is targeted, and keywords work much better
As important, if not more so than the creative, is the ad's location. The key is, "Are the right people seeing it?". If you're in one service area, you want to be in sites, or areas appropriate to your Web Sites." At LinkOn Banner Network you can choose the sites, or area for your Banners. ( Please Note, if too narrow a target, or area, the less chance, potential people will see your banner )

Color fill Your Banner
colors like green and yellow outperform black and white
The prevailing wisdom is to avoid nondescript colors like beige and gray that fade into the background. As to which colors are the most effective, the jury's still out. Bold, bright contrasting colors work best, red and white, flashy blues, greens, and yellows all attract attention. Banner designers who, feel the need to unleash all the color potential, that banners can achieve, may be making an unnecessary mistake. The best looking banners are not necessarily the most effective ones. Some monitors, or by choice can only display 16 colors, other colors are lost or washed out blur. Do Not use transparent background for your banner, it may make them harder to read, as not all Web Page backgrounds are created equal, remember this also when choosing your colors.

Graphics Get Results
a picture is worth a thousand words
Say what you mean with your images. Using an image can save you lots of text on a banner. For example, credit card icons show that you accept credits cards and have something to sell online, add an image of a computer, and you show yourself as an online computer dealer, without using any words.

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