What are the key principles of banner advertising of an online community?
Here is a list of the most important principles:
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If creatives can contain graphics, use people’s smiling faces. Faces are what humans pay attention to first and remember the most.
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Use niche and specialized keywords. They attract people’s attention and increase visibility of the advertising.
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Any advertising should have a call to action. Call to action is something you want a person to do, like registering, posting, sharing, etc.
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Send people to the page that contains the action that you call them to take. This increases the conversion rate.
This is a fragment of a draft of the book “Lessons Learned While Working On Stack Overflow”. Read the full book on kindle or the paperback version.