One of our clients, Autosure Warranty, has on-going SEO. We provide on-site optimisation, keyword analysis etc. for them each month and are also in the process of developing a new website for them. Another service we offer is Adwords Management. They already had existing Adwords Banners but because of the old artwork, their click-through ratio was appalling. To help with the click-through ratio, we redid the designs to something more modern and classy and added some basic animation.
I ran into a few problems once the new banners were completed. I soon discovered that Google has a lot of restrictions on the animation of Adwords banners. You can read all their Advertising Policies here. Some more specific problems I ran into included the following:
- My animation was too long – Limit is 30 seconds
- Animations are not allowed to repeat
- The file was too big – limit is 50kb
I reckon the above are quite common, in .gif and Flash animations, and it is very limiting but it stops users from really abusing the animations. Anyway, once I was finally compliant, we completed six brand new banners for them.
Before we redesigned the banners, the click-through ratio was about 0.09% and after the new designs it went up to 0.80% (Remember, these are display banners a good percentage is about 1%. From 0.09% to 0.80% is a huge improvement for display banners).
Some of my completed banners are below (to see the animation, refresh and scroll down quickly):