Image ads are the most common form of display advertising, so it’s important that we spend time discussing how to create them effectively and efficiently.
Image ads are also inherently more challenging than the text ads commonly found in search marketing. Anyone can type text, so the bulk of work in creating text ads lies in linguistic creativity, not in physically creating the ads. Image ads require the same level of marketing skills, but the visual medium requires more creative and technical skills. In this chapter we look at tools and techniques to reduce the technical burden and maximize your marketing impact by taking advantage of the unique features of this medium.