Promotional banners have limited space and as such the space should be used optimally. One thing most beginner advertisers forget is the all important call to action. You may think why still have a call to action if the idea is simply promotion, but without that call to action you simply waste space and money. A typical call to action for a promotional banner can be CALL ….or VISIT…. You want the viewer to be able to get more information than simply the few words or single picture on the promotional banner. You need more space, but the banner is not the place for more information. As such use the call to action to get the viewer to a place where more information is available.