How often should I change my ads?

Owned by Vin Turk
Jun 06, 2017
2 min read

There are a number of reasons to update and change your ads including:

  • Launch of a new product
  • Rebranding of your company
  • Changed your value proposition
  • Address competitor positioning
  • Highlight recent news (Analyst reports mentioning your company, awards won, etc)
  • Test a new set of creative versus a previous set

Your ads should be in sync with the accounts you are selling to. If you are aware of the opportunity stage of target accounts, use that as leverage to position the right message associated with each program.

Some useful best practices to keep in mind when you update your ads:

Have a Clear CTA:

This is the most important best practice when it comes to your advertising. You are paying good money for your banner ads so you want to ensure that the people who click on your ad do exactly what you want them to do. Keep your CTA short, and if possible, action-oriented. Some great examples are “Download Now”, “Get The Guide Now”, “Learn More”, and so on.

Have a Great Hero Image:
You need an image that is essentially the hero of your ad. Websites can be extremely noisy. Your buyers might even be surrounded by a variety of other banner ads. So make sure your image stands out from the crowd. Make it eye-catching, have high contrast imagery, and consider using lifestyle imagery, as studies show this tends to perform better.

Have Great Branding:
Make sure that your ad branding is consistent with your website and other collateral. Your ad should have your brand colors, brand fonts, and other elements so people know that the ad is from you!

Company Logo:
This seems pretty simple, but be sure to include your brand logo! You can test placement, but according to data from SwellPath, logos work best in the top left or right corners or the bottom left or right corners.

Include a Headline:
Be sure to add a text headline, in addition to your image, so your audience knows exactly how to think and feel as well as what to do.

Match Your Landing Page to Your Ad:
We have said this a few times, but it begs being repeated. Make sure that your landing page matches your ad! If your ad promotes a pair of red shoes and your landing page promotes a pair of blue shoes, you are risking drop-off.

Size Correctly:
There are definitely banner ad sizes that outperform, so make sure you are focusing time on the following sizes:
a. 300x250
b. 160x600
c. 728x90

Always Be Testing:
You can test various elements of your banner ads, so make sure you are proactively testing!