It’s incredibly easy to get stumped when you’re trying to figure out what elements of your vaping brand and offer you want to communicate in such a small space. Should you focus more on your company logo? Your offer in question? What sort of background image should you include? Where do you start when trying to create an effective ad?
As an advertiser, understanding how to create effective banner ads for your vape store is one of the most important aspects to a marketing campaign. It helps increase your click-through rate, boost traffic and generate more overall ad revenue for your business.
Being with EcigMedia (the first online vaping advertising network) for about seven years, I’ve got some advice that can help! The number one goal to keep in mind is: How can I capture someone’s attention in a brief span of time and entice them to click?
What are banner ads?
Banner ads are one of the most tried and true forms of digital advertising in today’s online dominated world. Web banner design is about creating the most clickable ad possible for your target audience.
Banner ads are images (usually in the form of static or gif images) that are embedded on web pages to showcase and promote a product. They are popular amongst almost every vape company because of their affordability and effectiveness to increase traffic and brand awareness.
How do you design successful banner ads?
So how do you create a great banner ad for your vaping site? Below we’ll go over some tips and tricks used by industry experts that you can apply yourself to all of you banner ad designs.
1. Always use standard banner sizes
Like every industry, banner advertising has standard guidelines that should be followed. Here are the standard sizes most vape ad networks and vape sites use:
- 300×250 (Medium Rectangle)
- 728×90 (Leaderboard)
- 250×250 (Square)
- 300×600 (Half Page)
- 326×280 (Large Rectangle)
Why should you stick to these sizes? Most web pages that host banner ads will stick to these sizes because they fit within their page layout. It’s important to have banner ads in all of these sizes as it allows you to place them on multiple areas of the site, allowing for more coverage to users. For example, a Leaderboard ad generally goes at the top of a page, while a Medium Rectangle banner will sit on the right or left side of a web page.
2. Place your banner ads effectively
Ad placement is arguably one of the most important things to think about when running an ad campaign. Why? Because if places incorrectly, your viewers will suffer banner blindness, but we’ll get into that a little later.
If you use the standard ad sizes noted above, then ad placement shouldn’t be an issue because almost every vape site places their banners in the same, most optimal positions. However, before working with vape sites or ad networks, make sure to discuss and plan where your banners will be placed before sending them your web banner ads.
3. Make an Offer
One of the most common issues I see with banner ads is the lack of specificity with the design and messaging. Many vape brands will try to fit too much onto a small banner or miscommunicate their messaging. The goal with any banner ad is to create an attractive or appealing banner, with specific messaging to your target audience and give them a reason to. remember you later!
So, for your first offer, consider starting with a strong deal, or something new and innovative that you’ve created. The goal is to capture someone’s attention and entice them to click on your vape ads.
Avoid general statements, like “best ejuice deals around” or “cheap vaping products.” These don’t tell your customer anything of substance, and too many brands use these generic statements.
Instead, you could:
- refer to a specific offer you have on your site
- display and showcase a new product that your launching
- mention a current or upcoming sale on your site
- use a special coupon code only available to those who see the ad
Also, do you plan to use a coupon code? If so, you need to include that on your banner. So factor that into your planning. Personally, I prefer a deal that can be set without using a coupon code, because it can be difficult to remember once you get to the checkout process!
4. Use the right image
Now that you’ve decided on your offer, consider what image of the product or offer to use for your banner ad design. Overcomplicated backgrounds or flash banners with a lot of noise can be distracting and detrimental to the campaign as a whole. This isn’t the space to make an artistic masterpiece. No one is going to remember the background, but they will remember the product or offer!
This is not to say that you can’t utilize a model or something interesting, but rather, avoid loud text, flashing banners, or things that might annoy your audience.The key is to show your product, like a vape juice, in a positive light, and make it easy to see the quality in a small space.
Keep in mind the size of each banner you’re creating. Larger ones like the Half Page or Leaderboard can have multiple product images on it for example. While a Medium Rectangle or Square banner ads should be limited to one or two product images. Remember: you’re not trying to showcase your entire vape line-up in one single banner advertisement. Instead, you’re trying to attract a user to click on the banner and get to your site. Once they’re on your site, then they can browse your selection.
The goal of a banner ad is to get a click, not to advertise your sites entire content or line of products.
5. Know your audience
Who is your target audience? Understanding who you want to target is crucial to an ad campaign. This will determine what the content of your banner ads are, the messaging, the size and placement, etc.
Before you create your images, think about who you’re trying to target specifically. Is it people who use large vape mods? Or maybe people who use only nic salts? Defining who your target audience is will be heavily determined on your business, what line of products you sell, and how you brand the business.
A good strategy is to create an avatar for your ideal customer. What do they look like? What products do they use? What products would they be most interested in? What’s your best selling product?
6. Use high quality banners
Doing some research into banner quality and the different type of banner ads that are used can be the difference maker between a good ad and a bad one. Do you plan on using html banners or static png banners? Do you want your banner to standout on the web page or will you be focusing on native ads instead?
Html banners are much higher quality and the preferred ad formats for most websites. However, they take more expertise and time to develop.
Do you want your ad to stand out at the top of a page or maybe as a pop-up? Or would you rather have native ads which are meant to blend in with the content and flow of a web page? If so, then you need to format and create your banner ads in a way that fits your needs. Native advertising an be a very effective approach to displaying your ad, but has to be done correctly.
7. Video ads or static banners?
Again, there’s a big difference between these two and which one you decide will be based on your audience and branding. Static banners are the standard for display advertising, however as of late, many advertisers choose to display gifs or videos instead.
If you are going to create a video ad, make sure you have the right designer to develop it for you. You’ll also need to ensure that the publisher (website) your ad is being displayed on is compatible for video banner ads. The same goes for gifs and html banners. Always check with the publisher to ensure your display ads are converting properly, displaying the images, and placed in the correct spots.
8. Have a strong call to action (CTA)
It’s time to add the all important finishing touches! Such as ad text, brand logo, and the call to action.
For one, the text of the vape ad. What will your customer get? Simplicity is fine here, such as “Get X ML bottles for X dollars. X% discount!”
This text along with the product should be the defining characteristic of the ad, not the brand logo or slogan. All that is well and good, but people are not shopping for slogans, they are looking for products. The loyalty to a brand comes after the purchase! Make sure the font on your banner advertising is legible and easy to read.
Next, include your brand logo somewhere in the ad, but don’t make it the focus. Give them just enough to get to know you.
Lastly, make sure your vape ad includes a call to action. Such as “Click Here”, “Shop now”, etc. Statistically, adding a call to action increases the likelihood a prospective customer will take an action. And considering that you’re trying to grab people’s interest in a few seconds, you’re going to need all the help you can get!
9. If you’re not sure…
Ask for our help! EcigMedia has been at the forefront of vape ads since the start. We can help you design and create the best banner advertising for your campaign regardless of your experience or where you are in your business. We’ve worked with a every major advertiser in the industry and always ensure that our banner ads convert at high rate.
If you want to chat about our services or just get some advice on your content marketing, you can reach me at email@example.com or 844-324-4633 EXT 1. I’d be happy to answer your questions and help you create the best vaping ad possible.
So now that you have your banner, what are the next steps in the process? This is where landing page selection comes in. A landing page is the URL that someone who clicks your banner is sent to. Some people use their homepage, some people design a custom page. So what’s right for your company? Do you need UTM codes or some other special tracker?
Check out our other blog post on Keys to Creating The Best Landing Page for your Vape Products!
A little bit about EcigMedia:
Our company EcigMedia is the only exclusive vaping advertising network in existence! We offer display advertising (for the sweet new banner you made) as well as SEO services and Influencer marketing tailored specifically around vaping!
Contact firstname.lastname@example.org or dial 844-324-4633 EX1 for display or EX2 for SEO/ Influencer Marketing , we’d be happy to send you over our proven results!