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I never liked the "What is popular" question when it comes to banners. If you made a banner that was "popular", wouldn't it mean that it looked like all of the other banners?
Here's what I think you should keep in mind when making your banners.
1. Keep the file size small. A smaller file size lets it load faster especially on mobile devices and those with slower connections.
2. Use some colors of the website it is linking to. This lets the user know he has arrived at the correct location in a subtle way. Use the same logo on the banner as you have on your website too.
3. MAKE IT RELEVANT. Don't make a banner that features a skinny model if you are selling BBW content. Making your banner misleading will just increase your bouce rate.
4. Don't have pop-ups or other bullshit on the landing page. Doing so will just piss the potential customer off.
5. Think like a user, surfer or customer. Make him click your banner, but don't make him regret it. Focus on quality clicks, not quantity, and your banners will be winners for you.
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