1.) Feature a Clear "Call To Action": Yahoo, I/Pro, and many others tell us to have a call to action in the banner. The words "Click Here!" is a good a example and can dramatically boost response--make it clear the banner is something to be clicked. Other enticing words? Try "press" or "enter," web advertising experts say.

2.) Create Urgency: "Last chance" or other time dependent phrases will prompt users to click now or forever hold their peace!

3.) Use the Word "FREE!" or "WIN!": Any promotional incentive that offers value or using words like "Free!" will induce users to click on the banner. Of course only use such terms if you actually offer free incentive. If you do not, you may consider adding an information section or offering some kind of free services related to your target demographic.

4.) Link the Banner to a Specific Page, Not the Homepage: Nobody wants to plow through a corporate home page to get to what they want to see. Link them directly to the advertising offer or create a transition web page that will lead them down the sales cycle.

5.) Don't Pull Your Ad Too Soon: Banners seen for the third time sometimes get higher response rates.

6.) Less is More: Keep banner sizes small (8K to 12K).

7.) Brand Appropriately: If the banner is for a new product/service of an existing brand, don't put the brand on; people may think they know everything already and not click through.

8.) Match your Message to your Targeting: Make sure your banner is targeted--banners attached to keywords pull much better.

9.) Clear Banner Design and Communication: You want good, strong copy and an emphasis on impact over design beauty. Use simple, distinctive design and copy that compels visitors to explore and discover.

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