The banner ads you use may do more to determine success than any other factor of your retargeting campaign, so it's crucial to devote sufficient resources to making beautiful ads. Marketers often try to cram as much information as possible into the space allotted. This method of designing banners will only distract your audience and won't serve the purpose of the ad: to win their attention and keep it. You want to be memorable, so that even if your audience doesn't click your ad, it stays with them. Often, creating memorable ads is best achieved by keeping copy minimal and design simple. All of your banner ads should be well-branded and recognizable. Use bold colors, concise copy, and clear calls to action with big, clickable buttons. For more suggestions, check out our section on banner ad best practices.