The click-through rate is not the only criterion for evaluating online ads; it depends on the main objective of the ad campaign. If your sole purpose is to attract visitors to your website, then increasing the click-through rate is your primary task. However, if you also need users to fill out some online forms after clicking, then a high click-through rate alone may not be sufficient. In this case, improving the completion rate of online forms becomes one of the main tasks of the banner ad. If the advertiser is in the consumer goods industry and the goal is simply to promote the brand, then the mere exposure of the banner already accomplishes part of the advertising mission. Many daily consumer goods brands don't even create complex banners but instead focus on presenting the company logo and standard colors as comprehensively and accurately as possible.