Banners that make an explicit value proposition work best. Fewer words of copy are better. Banners should communicate message clearly. Too many words can create clutter and make the message hard to read and understand. Alt text and alt tags should be active not passive.
Animals used in banners seems to drive higher click rate.
We all know how important it is to use the right keywords for our Web sites. The proper use of keywords will impact our keyword meta tags, description meta tags, title tag, ALT text, and of course, the HTML body copy. Ultimately, it will have a great effect on the rank of our pages in the major search engines. At first, you may think the answer is trivial. After all, you understand your on-line enterprise better than anyone.