For example, offering a free software demo gets a good response. Offering free money arouses suspicion since people will want to know what the catch is. Give a benefit for clicking on your banner . The answer to the question will be on your website. Keep the message short.
Simple banners have higher CTRs than unfocused, wordy banners.
Link the banner to a specific page. When people click on the banner, they want to go directly to the web page that has the information they want. Your visitors do not want to go to your home page and have to hunt for the information. Refresh or change your banners frequently. Studies have shown that CTRs drop significantly after 2 weeks.