Your main benefit headline should be the focus of your banner. Your use of a web address or company logo in a small section of the banner just helps to produce a branding effect on people s minds giving you a few extra hits. Use trick banners. Make your banner look like something in windows that people can click on. For example, a lot of effective banners I ve seen use what looks like a windows slider.
People create trick banners that look like sliders, buttons, checkboxes, and drop-down menus.
These types of tricks will bring out the curiosity in people. They want to see more of the text and will click on the banner. Change your banner ads frequently. Studies have proven that most banner ads start losing effectiveness after the third time a person has seen it. If they haven t clicked on it by then, they probably never will.