The post below is ripped directly (with permission) from PPV Playbook forums. I keep telling people that PPV Playbook is good shit and tutorials like this from its members are the reason why. It’s one of the best tutorials I’ve ever seen.
Click images to enlarge them
It’s been a while since I’ve started a thread on here and shared some info with everyone. This is geared to newer marketers, but if you are an experienced know-it-all that wants some laughs, keep reading.
I was just responding to a thread started by someone that now seems to have been deleted. It was a very broad question on making high ctr banners.
After typing my response and making 6 banners to show examples, I was a little perturbed that the thread was gone so I’m going to post my work here.
A lot of us already know that there is no secret to getting high ctr on banners (or anything for that matter ie landers, text ads, ctas, popups). It’s just a lot of speculating (at first) at what we think will work and then gathering data and going from there. As marketers, it’s important to test.
I remember when I didn’t know what a landing page looked like when I first started in this business. I looked everywhere to find the answer. I realize now that it was a dumb question but I really had no concept of what a landing page was. Conversely, it’s easy to look at a virgin marketer asking questions like this and scoffing at them. I’ll speculate and say that 80% of the time, they really aren’t trolling and have no clue, no direction and no guidance on where to go from here.
So, here’s how to make high CTR banners:
Chances are, that banner is going to have a low ctr, but not necessarily. It always depends on your audience or who you are marketing to. They are the ones that decide the ctr of a banner. Always make multiple versions to see what works and what doesn’t and go from there.
However, there are a few things you should do when making multiple versions.
#1 Add Call to Action
First, address your call to action. Can you drive more attention to it? Sure, let’s make it look like a link. There are many ways to drive attention to your call to action. You can make it a button, render it to look like a link (like we did here), change the text etc…
#2 Add Images
Secondly, we can add images. Maybe if we put a cute pic of a bear saying something, our audience will respond with a higher CTR.
#3 Make the Image Pop (Split test it!)
If we see a rise in CTR, we know we’re on to something. There bear is doing the job. Let’s keep playing with the image. One trick I like to do is make a false border. It’s nothing more than putting an image in front of a border to make it “pop out” to the visitor.
Animation is another way to drive up CTR. Feast your eyes on this delayed animation banner. This works very well when annoying the viewer with ugly colors, animating the cta, or using it with ad text.
#5 Tweening for Better Animation
If that’s not enough, you can play with tweening your banners. In photoshop this is a fun way to make fluid animation within your ads. It can work to increase your CTR, but it doesn’t necessarily mean more ROI. Always test.
(Editors note: Tweening is very easy in Photoshop- just look up some tutorials. Be aware! It adds significant file-size versus something that is a simple on-off blink!)
Hope that gives you some help. Just make many variations with these tips in mind and you’ll find your gems. For more info, Ryan has some other tips on this blog: Tips for Massive CTR and there is another good thread on animation here on PPVPlaybook.