Take into account when designing your banner:

1) Make the design of your banner appealing

Design your banner compatible with the websites it is going to be displayed on. Keep in mind your target audience´s desires. Using inspiring photographs, especially of people, proved itself to be very effective to increase the click-through rate of a banner.

Also, research supports the fact that animated banners grab more attention. Being more attractive, animated banners outperform static ones.

2) Differentiate yourself, identify your unique proposition

Your banner should communicate a strong message about your differentiating points, what makes your university different.

Communicating your unique selling points makes your banner much more effective and attracts more prospects. Your banner should give prospective students a unique reason to click on it and finally to join you.

Examples: `At the heart of Germany´s automotive industry´, or `7 Nobel Laureates´.

3) Make sure your message calls to action

Encouraging people to take action is as important as
sending your message out. Call-to-action invites prospects to click on your banner to know more about the opportunities you present to them.

Also, to increase your banner´s conversion rate, optimize your landing page so as to make it appealing and easy to browse for the prospective candidates.

Examples are: `Request a Brochure´, `Apply here´, `Watch the video´.