How to increase the effectiveness of your ad banners
                     How to increase the effectiveness of your ad banners
John Z
Writes on ad managing using ad servers for publishers, 
involved with Ad server for publishers from Adspeed.
Ad banners are simple yet quite powerful if they are designed and 
displayed properly. Advertisers have been using banner ads since the 
very early days of the Internet. It is still a very popular format to reach 
out to potential customers. The goal is to entice viewers to click on them 
and continue to buy something or at least learn more about the 
products that are being advertised.
Use an ad server
Instead of just placing an ad image onto your site directly and leave it there 
forever, you should use an ad server. It helps you manage many ad campaigns 
together from a single system. Remember that there are only a limited number 
of ad placements on any website or app. Therefore, it’s critical to maximize 
your ad earning from those ad spots by rotating them and displaying them 
smartly. The adserver chooses the most suitable and profitable ads for your 
site, records ad activities, monitors the progress of multiple advertising 
campaigns and reports ad performance to publishers and advertisers.
Apply ad targeting
Ad serving technology is crucial when you want to deliver ads to the target 
audience. Choosing which ads to display on the website is not just a random 
selection. The ad server uses many different factors and targeting criteria, 
including visitor's location, viewing history, target keywords, etc. Advertisers 
are often very specific about when the ad starts and ends, where the ad 
could be displayed, and who should see their ads. For example, they might 
only want viewers from certain countries, states or even cities. Additionally, 
you should display targeted ads that are suitable for the page or section they 
are placed on because that will correlate with the website visitors’ 
preferences and interests. You cannot expect an ad about a copywriting 
service to perform well when displaying to non-targeted viewers on a 
website about raising chickens. If you have marketing ads, logically, they 
should be on marketing websites. Relevant ads will increase the click-
through-rate and conversions, which means a higher ROI for your clients.
Design ads with a purpose
Choose your ad copy wisely and make sure it is catchy, yet informative. 
Add a visible call-to-action button to invite ad viewers to act promptly. 
You can add photos and colors to your banner ads but make sure these 
elements are beneficial, attractive and not annoying or distracting as 
that can become a liability. The focus should be on the ad message 
rather than the pictures and colors. Check if your ad server supports ad 
optimization so that you can test which ads or ad versions perform the 
best. Ad optimization can be based on the number of clicks, click-
through rate, or conversion rates.
Measure ad metrics
It requires regular and systematic maintenance to make sure banner ads 
work the way they are designed to. The ad views and clicks are 
generated by the users on your site and then are counted by the back-
end ad server. This data can tell you a great deal about the effectiveness 
of the ad. Maintaining consistency and comparing ad metrics among 
different ads are key factors in determining the best ads and 
understanding what makes them work. If the ad metrics are telling you 
that certain call-to-actions, colors, words, layouts, or photos work better 
than other choices, then you should consider updating other ads to 
these preferred settings.
About Adspeed
AdSpeed ad server is a reliable & powerful ad serving and ad 
management solution that serves your ads, tracks impressions & clicks 
and reports ad statistics in real-time. Driven by the latest ad serving 
technologies, the goal of Adspeed adserver is to provide a reliable 
platform that can help in executing online advertising strategy more 
efficiently. 
Thank you for spending your precious time in reading this article.