Any successful online marketing campaign wouldn’t be complete without website banners. However, many businesses fail at creating ones that capture attention, engage their audience, and drive results. To help you with this, we listed ten of the most common mistakes you must avoid in banner ad creation.

Table of Contents

1. Lacking Clear Goals

    As with any endeavor you do for your brand, defining and setting clear goals is crucial. Think of it as driving without a destination—you’re going somewhere, but it’s highly likely that you’ll arrive at the right place. Goals give you a clear focus for your banner ad creation. When you know what you want to achieve, you can be sure that every element of your ad is aligned with your objectives.

    In addition, setting clear goals helps measure the effectiveness of your campaign. It allows you to tailor your banner ads to resonate with your target audience, allocate your resources more efficiently, and save time, money, and effort.

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    2. Poor Design Quality

    A poorly designed banner ad can decrease user engagement, damage brand perception, and fail to communicate your message. A visually unappealing ad that is difficult to read or slow to load can make viewers ignore or dismiss your ad altogether, resulting in fewer clicks or, worse, no clicks at all.

    In contrast, a well-designed banner ad grabs attention, conveys your message clearly, and enhances your brand image. If you’re DIYing your web banner designs, it may be time to turn to the pros to do them for you. Watch our demo video to learn how you can work with our talented designers and leave the banner ad creation to them.

    3. Too Much Text

    Overloading your banner ad with text is a common mistake that can significantly diminish its effectiveness. When you add too much text to a limited space, chances are you’re cluttering the layout. This makes it difficult to read, thus overwhelming your viewers.

    Excessive text can also make users struggle to decipher your message. To avoid falling into this mistake, use clear and concise language. You can also incorporate high-quality images or graphics to break up the text and add visual appeal.

    4. Poor Placement

    When you place your banner ad in inappropriate locations or at the wrong time, it is less likely to be seen, clicked on, or remembered by viewers. This can result in fewer impressions, lower click-through rates, and wasted ad spend. Also, placing your banner ad in a context irrelevant to the user’s intent may be seen as intrusive or annoying.

    To determine where to place your banner ads, you must understand your audience’s demographics, interests, and online behaviors. This will allow you to identify the most relevant locations for your ads, the best websites or pages, and when your audience will most likely see them.

    5. Ignoring Load Times

    Another mistake you should avoid when creating banner ads is slow-load times. This can significantly impact user experience, especially when attention spans are getting shorter and shorter each day. Slow load times can reduce user engagement as impatient users may move on to other content or websites, resulting in missed opportunities to reach and engage with them.

    In these cases, you can compress images to reduce the file size without sacrificing quality. You can also minimize the code of your banner ads to be simple and efficient. You can also use caching to store frequently accessed elements of your banner ads.

    6. Using Too Many Colors

    While colors can be powerful tools to attract attention, in some instances, using less is more. This rings true when designing banner ads. Too many colors can distract users and make it difficult to focus on your message. They can also give your banner ad a cheap or unprofessional appearance, damaging your reputation and reducing trust.

    Choose a limited palette of two or three colors to use in your banner ad creation efforts. You can also use color contrast to make your message readable. Also, consider color psychology to understand the different impacts of colors. This allows you to use them strategically without overwhelming your viewers.

    7. Weak Call to Action 

    One of the most important elements of a banner ad is the call to action. This is what will lead your viewers to your desired action, such as clicking a link, downloading a file, or making a purchase. A weak CTA has vague messaging, confuses viewers, lacks urgency, or has an ineffective copy. 

    To create effective CTAs, be clear and concise by using words such as “now,” “limited time,” or “exclusive.” Use strong verbs like “buy,” “download,” or “sign up.” Additionally, place your CTA prominently in the ad.

    8. Information Overload

    Too much information on a banner ad not only clutters the design but also overwhelms the users. It reduces readability, and most of the time, it hides the call-to-action. These can all contribute to the ad’s reduced chances of being seen, much less clicked on.

    You can avoid this by keeping the layout simple, focusing on your key message, and excluding unnecessary information. Highlight the most essential details and tone down the less critical information. 

    9. Neglecting the Relevance of Fonts

    Using the appropriate font can improve the readability and efficiency of your banner ads. It can also convey your desired message more effectively while creating a visually appealing design. Overly ornate fonts can make it challenging for readers. Remember, you only have a few seconds to get your message across. 

    Choose your fonts wisely; otherwise, you can miss out on opportunities for clicks and leads. When choosing fonts, opt for those that are easy to read and match the aesthetic and personality of your brand. Limit the number of fonts to use to avoid cluttering the space.

    10. Ignoring Mobile-Friendliness

    According to statistics, by 2029, 75% of the total ad spending on digital banner advertising will be generated through mobile. This is why ignoring mobile-friendliness is a critical mistake you need to avoid. It can frustrate users and cause them to leave a website or page without seeing your banner ad.

    To avoid this mistake, you need to ensure that your banner ads are designed to adapt to different screen sizes and orientations. Optimizing your images can also help improve load times on mobile devices. You can also keep your text at a minimum and use clear fonts that are easy to read on small devices.

    Final Thoughts

    Banner ad creation is a serious task that you shouldn’t take lightly. It requires careful planning to ensure their effectiveness. If you find all these mistakes too mind-boggling, you can always count on the professionals to do them for you.


    Work with Penji and leave the banner ad creation to our talented graphic designers. Click here to send your first request for a banner ad.

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