Banner advertising is most effective if it has banners that are small in size so that they load quickly. As you build your banner, make sure that it is anywhere from 45 to 70kb which is a great balance between a clear banner image and a fast load time.  Many websites that use banners will restrict the maximum size to a small one to keep the site loading quickly. Studies have shown that most web surfers have a 9-10 second tolerance for site loading before they click away to another site. As a result, having banner advertising that is small keeps a site loading quickly.

If you do upload a banner that is too large, you may find that it isn't accepted and will need to be shrunk. Look over sites on your target market and download some banners that have been accepted to get a good idea about sizes. You also want to cater to people on slow connections and not tie up their computers with slow load time.

Another thing to consider is the color scheme of your banner ad. Just like you don't want a blinking, flashy banner ad, you do want to use colors that are attractive to the eye. Many firms will make the mistake of running campaigns on different websites without changing any of the colors. While you want your logo and branding to appear on each display ad, you do want to change colors for testing and tracking purposes.

The message on each banner ad can be the same; however, use different colors to blend into the various colorings of websites. This will require some research on your part in order to see what the backgrounds are on the sites. For instance, if a site has a black background, you don't want to use a brown background on your banner ad background, because it won't look right.

Having a good banner ad is only one side of the equation when setting up a banner advertising campaigns. When a customer clicks thru, you need to have an action on the site.

It is futile for a prospective client to arrive at a site that doesn't continue what the banner ad attracted them to. Your website should be set up to convert tire kickers into sales. While you'll want to track your clicks, build a banner ad that syncs with the sites you'll be displaying on, you will definitely want to have a site prepared to receive and convert visitors into customers.

Position your banner ads where you know they will get a lot of click thrus. Having a wonderful looking banner is useless if you are in the wrong position on the webpage. If you have a banner ad being displayed that isn't converting well, check the position on the web page to see if the positioning is the problem. Also, pick a network or service that gives you good information on which banner ad positions work best with the different sizes of advertising used.