Are Your Banners Helping Your Affiliates? – By Leslie Nazarian

by Colleen on September 14, 2011

If you are a merchant running an affiliate program, you want to provide your sales force, i.e. your affiliates, with the best tools you can in order to help them drive traffic to your website and ultimately sales.

Banners are a terrific tool, but simply providing affiliates with one set of logo banners is an inadequate arsenal for them to work with. Potential affiliates will often preview merchant creative tools before applying to a program.

It can be very disappointing to an affiliate who was really excited to work with you to see you don’t have much for them to work with at all.

There are several key things to keep in mind and many opportunities that are over-looked by merchants when it comes to banners and their untapped potential.

Since you never know exactly how or where affiliates will be selling your products and/or services it is important that you have banners that cater to any and all circumstances.

Here are some top tips to consider when preparing merchant banners:

1. One size does not fit all. Provide banners or sets of banners in these standard sizes: 728×90, 468×60, 120×600, 160×600, 120×250, 125×125, 300×250, 88×31 and 468×15.

2. Create banners for products and product lines you offer that are specialty or niche. If you sell food and you offer anything vegan, kosher, gluten-free, sugar-free, or made from a secret family recipe those items need to have their own sales tools for bloggers and webmasters who target those focused audiences.

3. If you sell products that are eco-friendly, hand-made, organic, recycled, award winning, seen on television or a portion of your proceeds go to a charity – these selling points should be highlighted on banners.

4. Grainy logos and images are graphically undesirable. Using high quality and vector logos when creating banners is vital.

5. Reach out to affiliates with super-niche sites and be open to creating custom banners. These affiliates have a ready-made audience who will be very interested in that one thing you sell.

6. Having a set of seasonal banners that evoke the spirit of the season or holiday is always a good idea. Create a mood or select one product that is timely and feature it on a set of banners.

7. Address your audience. If you know your service or product is a hit with new dads, shout out to them in a separate set of banners.

8. If you are authorized to use a celebrity image or familiar face associated with your brand or product on a banner ad, do so.

9. Make your banners more clickable by including a call to action with buttons like, “Buy Now” or “Get Started”.

10. Lastly, keep in mind that your banners should convey an emotion, solve a problem or spark interest. Use humor, color and creativity to connect with your audience.

When you take the time to provide your affiliates with thoughtful, targeted banners that get results it’s a win-win for them and for you.

Leslie Nazarian, owner of Lesruba Designs (, is a Graphic Designer and Affiliate Marketer.

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