If you were to create a appealing SEO banner today, what kind of text would you have it flash to appeal to business owners who dont know much about SEO?
It's not easy to create one single banner that everyone would like. Some people would like you for the price. Others might click on your banner because they found 'all link building services' on your banner. You have to make sure you have many types of banners that you rotate. Discount banners would definitely get more clicks than normal banners.
It’s more a trial and measure kind of thing and results can greatly vary when a high click thru banner gets used on another site (userbase i.e age and experience).
You have to test different type of banners to see what one produces the best results, it's a long tedious process and can be costly but it's worth it if you want to find the best performing banner.
Yeah, the messaging should vary depending on your audience. Do some split testing with a few banners and see which one gets the most click thrus and conversions. I'd also recommend using Google's Ad Serving product which will automatically rotate and display the most successful ads over time.