Retargeting Banner Best Practices & Ad Specs

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1 Retargeting Banner Best Practices & Ad Specs Banners are the single most important factor behind the success, or failure, of your retargeting campaigns. Relevant, attention-grabbing and compelling banners will drive substantially more traffic to your site. When bidding on a CPM you will pay the same amount showing lousy banners as you do great ones. This is one of the secrets to obtaining inexpensive traffic. Definitions explained: CPM (Cost Per Thousand Impressions): Retargeting, and most banner advertising is purchased on a CPM basis. This means you will pay X dollars for a certain number of impressions. You are NOT paying for each click. CTR (Click Through Rate): This is the % of people who are shown a banner, that actually click on it. Typical CTR's range from 0.1% - 0.8%. Banner Ad Specs: All file types must be 40k size or less No animation beyond 15 seconds Alternate Max Characters: 30 Characters Audio: On User Click Third Party Ad Service: Allowed Advertiser landing page must match the offer being made If banner contains "free", there must be a disclaimer in the ad, such as "conditions apply" Ads may not have nonfunctional elements such as fake scroll bars, fake forms or text input.

2 Banner Ad Sizes: Using multiple banner ad sizes is important. This allows you to have presence in a variety of locations on the web and utilize all the available ad inventory (banner spots) available throughout the internet - no matter the size. Covering the standard 6 banner sizes will provide maximum coverage with minimal work. Most ad spaces fall into the following 6 banner sizes: 468x60 300x x x x90 Banner Best Practices: Once you are a Zaragoza client your banners become part of our 'split-testing' inventory. We split-test banner creative constantly to determine the most effective banner creative. So far, here are the rules we have noticed typically increase click-through-rate substantially. 1. Keep It Simple: Your banners must have one clear message. Do NOT put multiple reasons for the user to click your banner. Keep your copy short and simple 2. Give Something Away: Provide an incentive to click. Will they receive a 'free report' or 'find out the 7 reasons to plant flowers'. Think about what the user gains from hitting your landing page and communicate the benefit through your banners. 3. Have a Call To Action: Make sure you tell the users what to do next. Should they 'click here' or 'click the button' or 'register now'. 4. Include A Button Picture: Humans are classically conditioned to click buttons online. Take advantage of this by including a button picture in your banners. 5. Blue Underlined URL: Likewise, humans are conditioned to click on blue underlined URL's like Use this knowledge to your advantage. 6. Handwritten Script: Font that makes the banner copy look handwritten produces bumps in click-through-rates. We typically use "Segoe Print" but there are a lot of them. 7. Animation: Small, slight animation causes the users to notice your banners more than without them. Make sure you have animation. 8. Pictures of People: People engage with others, so use pictures of people in your banners. This is particularly true if your audience already knows that person.

3 9. Stick Out Like A Sore Thumb: Bright colors! Banner blindness is quite bad now. Make sure your banners get attention. Use colors like orange, red, violet, bright greens etc. 10. Reinforce Relationship: The user has already come to your site. Use this in your ad copy to continue the relationship they have with you. There are too many creative ways to use this to list. Some of them include copy that reads: We want you back! Visit again for 50% off. Some Banner Examples: Example 1-2: Internet Marketing Industry Example 3: Finance Industry

4 Example 4: Survival Industry Example 5: Personal Branding Example 6: Women's Market

5 Example 7: Health Market Example 8: Real Estate Market

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