Make The Border Go

4.2 Make The Border Go!

You can more than DOUBLE your click-throughs with this one simple tweak!

Even before the Internet, ads in newspapers and magazines were marked off with a thick, heavy border. No wonder borders and boxes have come to symbolize advertising messages.

Fig. 4.2 It's always easier to work with a white background. If your page background is white, you can instantly see the results with the Example ad next to the color palette.

Ads with prominent borders make your pages look cluttered. They distract the eye from the ad text, while marking off the ad blocks from the rest of the content.

Google provides an extensive color palette in your administrative area. Use it to tweak the look of your ads to suit your web page.

With just one simple click, you can match the color of your ad's border with the background color of your web page. When the border blends with the background, it frees up loads of space. The page looks instantly neater and the ads look more inviting.

Make sure you also pick a matching background color for the ad. The ad's

background must match the page background on which the ad will appear. If the ad appears in a table, match the table background color with the ad background color.

The key is to blend the background and border color with the page, so that the text looks like an integral part of your web content. Fig. 4.3 Don't forget to match the background color for your ad with the background

color of your web page. Even with a matching border, the ad in the Example above sticks out against the white background.