1. Think carefully about where you will place your banner. The more targeted, the better.
2. Don’t use hype or make unrealistic promises. Provide solid information.
3. Have your banner designed professionally if you want a professional look.
4. Don’t use any silly tricks to misdirect the viewer.
5. Well designed, useful animation attracts people. Cheap tricks annoy people.
6. Don’t try to say too much on a banner. Text bloat kills effectiveness.
7. Banner ads are not print ads. What works for one may not work for the other.
8. Try to come up with an interesting hook for your banner text that people will notice.
9. Use your company name, logo, URL etc. on banners. Branding helps people remember.
10. Keep the style clean. A clean look gives the best first impression. Clean design takes more skill than bloated design.
11. Flash is good for many things. Banners are not one of those things.
12. Factor in the cost of your ad campaign when you decide to have your banners designed by an amateur. That way you will have an accurate idea of exactly how much money you threw away.

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