Digital Ad Creative Guide: Preparing Campaign Artwork

Prepare readable, responsive advertising creative and image exports.

Advertising creative must communicate clearly across different screen sizes and placements. Begin with the destination and campaign message, then export the files required by each participating advertising platform.

Design around the message

Lead with a genuine value proposition, a relevant visual and a clear next step. Keep important text and logos away from crop-prone edges. Make the landing page fulfil the promise in the advertisement. For brand campaigns, consistent colours and typography can help recognition without requiring excessive copy.

Common aspect ratios

These are common examples, not guarantees of platform acceptance. Requirements vary by ad product, campaign type and placement. Check current platform specifications before exporting.

Choose a useful file format

JPEG works well for many photographs; WebP is efficient for web publishing where supported; PNG is useful for crisp UI artwork and transparency. Inspect export quality, colour and file size. Where a placement needs an opaque background, ensure any transparency is handled deliberately.

Check copy and accessibility

• Test ad claims for accuracy and match the destination offer.
• Check character limits for the exact ad format.
• Ensure important text has legible contrast on small screens.
• Add useful alternative text to meaningful images on your own websites.
• Verify artwork against platform rules and intellectual-property permissions.

Prepare a basic hand-off package

Keep the approved master design, export dimensions, filenames, destination URLs, campaign owner and revision date together. The image resizer, ad copy checker and contrast checker can help with the final checks.

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