Do banner layouts even matter? (8)
Hello STM,
I asked this question in another thread but it's probably gonna take a while to get a response from there so I'd like to extend this question to the whole community here to get some feedback from anyone who's willing to help.
When you're testing banners, do you place the least importance on the banners layout?
I spent almost 4 hours last night just scouring through the entire forum to find my answer but I haven't come up with much.
Most people say to focus more on your: Angles - Images - Headlines. In that exact order.
...but what about layouts? Are they not that important?
When you start testing banners, should the layout be kept the same throughout the whole set of banners so you're able to isolate the most important elements first (images, headlines, etc...), or do you use multiple different layouts?
Note: By "layouts" I mean the overall look of the banners - positioning, colors, fonts, etc...
Look forward to any replies.
Thanks!
Yes - I HAVE observed differences in performance in the same banner with different layouts.
However, the way I remember it, is that the layout has less impact on performance than the headline or image - basically your angle. (I haven't run banners much since I left adult dating behind 2 years back.)
To observe for yourself: Take your best banner, and switch up the layout using the same headline and image. You'll quickly see the difference.
Amy
Hi Vortex, thanks for dropping by!
Okay, so layouts do matter. But what about when you're starting your testing.
When you start you don't know which Images / Headlines perform well so you have to test them.
During the initial testing stage, would you keep the banners layouts similar to isolate the headlines / images?
Originally Posted by victor s
Once you have a winning angle (i.e. headline+image) you can always test different layouts to see which one works better.
Happy testing!
Amy
That's just what I needed to hear, thanks so much for your help, Vortex!
Still interested in hearing what other people think about my question.
Do you think the layout is important or not?
Have a better way of testing banners, let us know!
Thanks!
The thing with factors like layout is this - screw up the layout and it will definitely decrease your conversions - for example by picking colors or fonts that make the text hard to read ... or by placing a CTA in the top left corner, even before the ad text itself ... There are some basic rules you need to follow, use basic logic here.
BUT - once you got a solid banner layout, that follows basic logic and is easy to read ... changes like different color or a different font ... these are not gonna have a large impact on the performance.
So yes, banner layout does matter, but it's definitely not the most important factor. The most important factors when it comes to the layout alone, according to my experience, were : CTA button and whether it was static or flashing, really different color schemes like black VS white, static VS animated with no clear winner here.
One more friendly advice for you: I see you are trying to approach AM in a very analytic way, i.e. trying to find definitive answers for a lot of questions. The truth is, many things in AM do not have just one correct way of approaching them, so do not try to find them 
While you can definitely get some recommendations from us mods and the other forum members, you should still aim for building your own methods based on testing, this can actually give you the competitive advantage against your competitors.
Thank you for the advice, Matuloo!
Always appreciate when you drop by and share your wisdom.
Originally Posted by victor s
Always appreciate when you drop by and share your wisdom.
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