Specialist article: Systematic use of online banners

Online advertising banners are one of the most eye-catching promotional activities on the Internet. Online banners can be placed on websites, similar to classic ads in newspapers. The advantage over newspapers is that you can measure and control your campaigns very closely. This increases the efficiency of marketing activities and can lead to considerable cost savings. This article tells you all about how to place banners systematically to achieve the best possible result.

First step: The aim of the marketing activity

In a first step, you need to be clear about the objective of your campaign. Typical objectives include search customer acquisition or property valuation acquisition. Let’s assume you are looking to acquire new search customers. You will first need to consider two important aspects:

Banner communication

■     Banner communication should always be geared towards the objective (in our example, the acquisition of search customers).

■     Draft a suitable text with a regional focus to appeal to search customers.

■     Don’t use any long sentences – it’s important to be brief and concise!

■     Always ends with a call-2-action button.

We’ve created a visual example using our Banner Designer:

Specialist article: Systematic use of online banners

Banner environment

■     Another important component is the placement of banners in the right environment (on the right websites).

■     Search for suitable environments at the regional level. Use Google Analytics, for example, to check where your customers come   from and what their characteristics are.

■     Run your ads in real-estate portals, as they usually provide access to a very receptive target audience.

■     You can use your banners to run a display campaign via the Display Add-on offered by the Team Digital.

Banner types and formats

There are certain standards when it comes to the size and shape of banners. The following formats are used most commonly:

■     Full banner 468×60

■     Super banner 728×90

■     Medium rectangle 300×250

■     Rectangle 250×250

■     Skyscraper 120×600

■     Wide skyscraper 160×600


These formats have come to be accepted worldwide and are ideal for marketing campaigns. Decide whether to use animated or static banners depending on your objective.

Making campaigns measurable

The main advantage over traditional advertising is the measurability. You can measure each campaign individually and track its success all the way through to the establishment of contact. It is therefore important that you track all campaigns with Google Analytics. Please refer to our new Google Analytics guide in Life for further information. As a result, you will not only get access to campaign figures, but can also calculate how profitable a campaign is.

If you run a campaign, for example, that leads to hardly any click traffic or contacts, then you may want to try running it in a different environment next time. If you have you found a suitable environment, then you are likely to invest in it permanently.


Working with online banners makes sense and can prove successful if you follow the basic guidelines. Know the objective of your activity and be clear on the best and most concise way to communicate this to your target audience. Also remember to measure your activity in order to be able to draw meaningful conclusions and optimise it where necessary. Take advantage of useful tools such as the Online Banner Designer which helps you create your banners. Benefit from the strong “Engel & Völkers” brand and use it systematically in your campaigns.

Torben Seib is our expert and happy to answer your questions regarding this topic.Gezielter Einsatz von Online Banner

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