What Is a Web Banner? Definition, Cost & Examples
Kelly is a former Google Tech Entrepreneur and Apple Developer who has counseled businesses of all sizes and growth stages. You can find her expertise across Fit Small Business in marketing, business website, and business trend content.
Web banners, also known as banner ads or display ads, are digital advertisements displayed in the header, footer, or sidebars of websites, such as blogs and news publications. They’re generally considered an affordable type of online advertising with an average cost-per-click (CPC) of just $0.67 and an average cost-per-thousand-impressions (CPM) of $3.12. Businesses looking to increase brand awareness or customer engagement with remarketing ads should consider using web banners.
Examples of Web Banner Placements
How Web Banner Ads Compare to Other Ad Types
Google Display Ads | Google Ads | Facebook Ads | |
|---|---|---|---|
Ad Type | Web banners | Search ads | Social ads |
Average CPC (across all industries) | $0.67 | $2.32 | $1.35 |
Average CPM (across all industries) | $3.12 | N/A | $8.60 |
Average CTR (across all industries) | 0.5% | 3.2% | 0.9% |
(Sources: Wordstream & Topdraw)
Web banner ads can be an effective type of pay-per-click (PPC) advertising, where businesses only pay when people click on their ad. Although banner ads have lower click-through rates (CTR) than other digital ad types, such as paid search ads, the average cost-per-click is much lower, so the return on ad spend from a banner ad remains healthy.
The average CTR for a banner ad is around 0.5%, which is very low compared to paid search ads at 3.2%, such as Google Ads. However, the cost-per-click with Google Display Ads is also a fraction of the price.
Whether or not display ads, or banner ads, are right for your business will depend on what you’re marketing (typically banner ads are best for desirable goods, rather than necessities), if you’re using remarketing, and your banner and ad quality.
Web Banner Costs
Web banners or display ads are generally considered affordable as they are priced on a cost-per-click (CPC) or cost-per-thousand-impressions (CPM) basis with an average CPC of 67 cents. Costs will vary based on two main factors: design cost and display advertising cost (determined by factors like the advertising platform, keyword targeting, and audience).
The two main costs associated with web banners:
- Design cost: There are two options for web banner design: designing it yourself (free using Canva) or hiring a professional designer (as little as $5 with Fiverr).
- Display advertising cost: The average cost-per-click for web banner ads, or display ads, is $1.39 across all major display networks. However, CPCs can vary greatly.
Do you have a blog and are looking to earn money with third-party banner ads? Check out the best ad networks for bloggers.
Web Banner Costs by Advertising Platform
Average CPC | Minimum Ad Spend | |
|---|---|---|
Google Display Network | $1 to $2 | Equal to 2X your average CPC |
Microsoft Audience Ads | $1.24 to $2 | $1 per day |
Facebook Display Ads | $1.72 | $1 to $5 per day |
Amazon Advertising | $0.71 | $1 per day |
Ad costs will be different for every advertiser and every campaign, however. These costs are based on which ad platform is used, ad placement and ad size, ad targeting, ad quality, and ad settings. It’s important to consider all of these factors when determining which ad platform and ad type are right for you.
For detailed information, select an advertising platform using the drop-down menu below:
Google Display Network Banner Ads
The Google Display Network is the leading ad platform for web banner ads as it is one of the largest and oldest display networks. It enables you to display banner ads across thousands of Google network partner sites.
While Google does not publish its partner sites, it includes very large and well-known sites, such as Google Finance and YouTube. There are currently six banner types offered by Google, each with its own size and display orientation.
Google Display Network Ad Placements & Specifications
Banner Type | Display Orientation | Size (Width x Height) | Image Formats |
|---|---|---|---|
Large Leaderboard | Horizontal | 970x90 pixels | JPEG, SWF, PNG, or GIF |
Standard Banner | Horizontal | 468x60 pixels | JPEG, SWF, PNG, or GIF |
Skyscraper | Vertical | 120x600 pixels | JPEG, SWF, PNG, or GIF |
Wide Skyscraper | Vertical | 160x600 pixels | JPEG, SWF, PNG, or GIF |
Square | N/A | 250x250 pixels | JPEG, SWF, PNG, or GIF |
Small Square | N/A | 200x200 pixels | JPEG, SWF, PNG, or GIF |
Platform | Size |
|---|---|
Mobile | 300x200 pixels |
Mobile | 300x50 pixels |
Mobile | 300x100 pixels |
Mobile | 250x250 pixels |
Mobile | 200x200 pixels |
Computer | 300x250 pixels |
Computer | 336x280 pixels |
Computer | 720x90 pixels |
Computer | 970x90 pixels |
Computer | 468x60 pixels |
Computer | 300x600 pixels |
Computer | 160x600 pixels |
Computer | 250x250 pixels |
Computer | 200x200 pixels |
Microsoft Audience Banner Ads
Microsoft Audience Ads, formerly Bing Ads, display throughout the Microsoft Audience Network based primarily on keywords and audience targeting as selected by the advertiser. Microsoft does not currently have a list of partners published, though it is public knowledge that MSN.com and Microsoft Office are part of the network. There are currently six main banner ad-types.
Microsoft Audience Ad Placements & Specifications
Banner Type | Display Orientation | Size (Width x Height) | Image Formats |
|---|---|---|---|
Desktop Side Column | Vertical | 160x600 pixels | JPEG or PNG |
Desktop Rectangle | Horizontal | 300x250 pixels | JPEG or PNG |
Desktop Wide Side Column | Vertical | 300x600 pixels | JPEG or PNG |
Desktop Horizontal Banner | Horizontal | 728x90 pixels | JPEG or PNG |
Mobile Banner (Standard) | Horizontal | 300x50 pixels | JPEG or PNG |
Mobile Banner (Wide Screen) | Horizontal | 640x100 pixels | JPEG or PNG |
Recommended Dimensions (Pixels) | Minimum Dimensions (Pixels) |
|---|---|
1200x628 or higher | 703x368 |
1200x674 or higher | 624x350 |
1200x698 or higher | 300x174 |
1200x710 or higher | 622x368 |
1200x774 or higher | 300x194 |
1200x800 or higher | 300x200 |
1200x902 or higher | 100x75 |
1200x1200 or higher | 300x300 |
1116x1200 or higher | 311x333 |
Microsoft Audience Ads have some of the lowest costs in the paid search and paid social industries, helping small businesses stretch their advertising budgets for maximum impact. For more information, visit the Microsoft Audience Ads website.
Facebook Audience Banner Ads
Facebook Ads also offers banners as an ad type, which can be displayed on Facebook or the Facebook Audience Network. Banners that display on Facebook are image-based ads in the right column of user feeds, while Audience Network ads are shown on third-party sites in the top or bottom of the screen, typically above or below the header or footer.
Facebook Audience Ads Placements & Specifications
Banner Type | Display Orientation | Size (Width x Height) | Recommended Image Format |
|---|---|---|---|
Audience Network Banner Ad | Horizontal | 320x50 pixels | JPG or PNG |
Amazon Advertising Banner Ads
Amazon Advertising offers banner ads that can be displayed on Amazon and its partner sites. Businesses do not need to sell products on Amazon to take advantage of Amazon Advertising, although being an ecommerce platform, Amazon display ads are geared toward product-based campaigns. Amazon currently offers banner ads on its site and third-party sites, totaling nine banner ad size options and two media types.
Amazon Placements & Specifications
Ad Placement | Display Orientation | Size (Width x Height) | File Format |
|---|---|---|---|
Medium Rectangle | Horizontal | 300x250 pixels | JPG or PNG-8 |
Leaderboard | Horizontal | 728x90 pixels | JPG or PNG-9 |
Wide Skyscraper | Vertical | 160x600 pixels | JPG or PNG-10 |
Large Rectangle | Horizontal | 300x600 pixels | JPG or PNG-11 |
Billboard | Horizontal | 970x250 pixels; 800x250 pixels | JPG or PNG-8 |
Mobile Leaderboard | Horizontal | 320x50 pixels | JPG or PNG-8 |
Mobile Detail and Search Results page | Horizontal | 1242x375 pixels | JPG or PNG-8 |
Mobile Leaderboard | 640x100 pixels | JPG or PNG-8 |
7 Top Web Banner Examples
Designing a web banner can be difficult, so it’s worth looking at web banner examples for ideas and inspiration. The best web banner designs are eye-catching, clean, easy to read, and include a relevant call to action (CTA). They also use web banner orientations and sizes that serve their ad and campaign goals while targeting audiences that meet their customer profiles—increasing the likelihood of clicks and conversions.
Here are seven web banner examples that convert:
1. Semrush
Banner ad placement: Top, horizontal
Why it works: The reason this banner ad is effective is because it uses retargeting. This means that this ad is being displayed to readers who have previously interacted with the marketing tool, and thus it serves as reminder advertising.
2. Jira Software
Banner ad placement: Right-hand column (sticky)
Why it works: What’s nice about this right-hand column banner ad is that it’s sticky. In other words, even as a reader keeps scrolling, the banner ad remains fixed on the screen—helping increase its visibility.
3. Airbnb
Banner ad placement: Top horizontal
Why it works: It has a gamification feel to it. This strategy piques curiosity and holds a visitor’s attention as they wait to see what it will land on, and in return, keeps a reader interested and more likely to click the call-to-action button.
4. APDerm
Banner ad placement: Right-hand column and bottom horizontal
Why it works: What this ad does really well is providing a solution based on a reader’s problem. In this case, this banner ad effectively serves the readers intent, as someone searching for face washes for oily skin is likely having skin troubles. Therefore, a local dermatology practice is a well-fitting banner ad.
5. Weber
Banner ad placement: In-body
Why it works: This banner ad by grill manufacturer, Weber, is placed in the middle of a blog post between paragraphs of text. The placement helps the ad be read easily and keeps the page clean without any side-column ads. However, what makes it stand out is that it doesn’t feel like an ad, but rather another article as it serves to provide information instead of a sales pitch.
6. De Beers Jewellers
Banner ad placement: Right-hand column
Why it works: This right-hand column banner ad for a jeweler manages to stay on-brand even without search intent. It achieves this through its ads on high-end real estate pages. While the two industries are very different, the audience has a lot of overlap—helping increase clicks to the banner ad.
7. Hertz
Banner ad placement: Bottom, horizontal
Why it works: Another retargeting ad, this Hertz banner is nestled at the bottom of an article, making it feel more organic and less interruptive. This is key given its call-to-action button, inviting readers to book a rental car—something they would be less likely to do if they are still in the middle of reading an article.
Frequently Asked Questions (FAQs)
Which is better: Google Search Ads or Display Ads?
Whether you should use Google search ads or display ads (or both) will depend on your unique product and service, marketing goals, budget, and target audience. Generally, businesses that are marketing need-based goods and services will find search ads to be the most effective. In contrast, those who are marketing desirable (but not necessary) goods or services (think the latest tech gadget or new shoes) will find the display to be better suited. Learn more about Google Ads.
What’s the difference between Google AdSense & AdWords?
The main difference between Google AdSense and AdWords is who uses it. AdSense is used by web publishers, so they sell ad space (i.e., banner ads) to Google, whereas Google AdWords (now Google Ads) is for businesses to advertise on Google. So if you’re looking to advertise your business, you want Google Ads, and if you’re looking to make money with your site, you want to use Google AdSense.
What are the best tools for building & tracking web banners?
Many tools can help you create a web banner ad that is high-quality and encourages clicks effectively. The best overall include the following:
- Canva for creating professional-looking graphics (without any experience);
- Pixabay for free stock photography, Leadpages for designing banner ad landing pages that convert; and
- Google Analytics for tracking ad metrics, such as page views, bounce rates, and conversions to help you optimize and improve your ads.
What should be included in a web banner?
Every web banner ad should include your business name or logo, an advertising message, and a CTA button (if it is not designed for brand awareness). The banner should also be visually appealing with attractive images or striking colors to capture readers’ attention and drive clicks.
Bottom Line
Web banners (aka banner ads or display ads) are images or video-based digital advertisements on sites, such as blogs. They’re considered to be an affordable pay-per-click (PPC) advertising channel with an average CPC of under one dollar. Businesses looking for a low-cost way to build brand awareness online or begin affordable marketing campaigns should consider web banner ads.
Of course, for a display ad to be effective, it needs to be designed well. The best ads are typically created by the experts, who design high-quality web banners that are eye-catching, leading to a higher return on ad spend. See how affordable it is to find a professional graphic designer for rates as low as $5 on Fiverr.
You Might Also Like…
- For image or video-based ads, but with more control over where they’re displayed, try Facebook advertising.
- Still not sure which PPC marketing channel is best for you? Check out Facebook Ads vs Google Ads for more information.
- If you’re looking to reach a large number of people with an image-based ad, consider using billboard advertising.
