Google Ads Creative Certification

Best practices for app campaigns

- Feed app campaigns a healthy asset mix - Manage assets with ad groups - Deliver great text experiences - Stand out with high quality images - Capture attention with great videos - Optimize your HTML5 assets

Key benefits of responsive search ads

- Simplicity - Flexibility - Control - Performance

Advanced Audiences

Affinities Consumer patterns Life Events Custom Affinity Custom Intent (SQA) Customer Match Similar Audiences Detailed Demos In-Market

Standard Demographics

Age Gender Placement Topic

Direction

Ask people to take action. Part of the ABCD.

Insights

Associations between creative elements and ad performance were reviewed by an expert panel. Creative directors aided data curation and insights.

Branding

Brand early, often, and richly. Part of the ABCD.

Modeling

Correlation models produced the list of creative elements that have a significant (positive or negative) creative effect.

Post-Production Strategy

Edits to elements of an existing creative can make a large impact. For example: Copy Ad length Pacing Framing Supers Brightness Brand placement Audio Music Call-to-action

Standard Demographics & Advanced Audiences

For an audience test, consider testing THESE

Build for Sound On

Harness the power of audio elements such as music, dialogue, and sound effects to complement and reinforce what's happening on screen.

Connection

Help people think or feel something. Part of the ABCD.

Attention

Hook and sustain attention with an immersive story. Part of the ABCD

Creative Coding

Identified the presence of creative elements in ads via machine learning models and human review (powered by Ipsos).

Pre-Production Strategy

Narrative structure Storyline Personalization Focus of the ad (e.g., RTB vs. brand focus)

Build for Attention

Start fast and keep an upbeat pace, with unexpected shifts in your story to capture and retain your audience's attention. Then offer more of the story for those who want it, or direct consumers to take an action.

Video Experiment Best Practices

Start with the hypothesis. Only test one variable for each experiment. Make sure you have enough reach. Assign a campaign to each experiment arm.

Pre-production & post-production strategy

There are two different levels of creative to test.

Video Experiments

These are a powerful testing tool that lets you assess the effectiveness of creatives, audiences, or other variables for video campaigns by creating clean, head-to-head experiments.

Responsive Display Ads

They're a form of asset-based ads, for which you provide an ad's assets.

Multi-Image Carousel

This ad allows you to tell a story with a series of images and corresponding headlines, which rotate in the order you upload them.

Single Image Ad

This ad will show the most relevant image to your customer, from the images you select when setting up your campaign.

Google's ABCDs

This drives effective creative. Attention, Branding, Connection, & Direction.

Build for attention, sound on, & mobile

Three overarching principles top of mind when making creative for YouTube.

True

True or False: Building with sound on is key for YouTube, as 95% of videos watched on YouTube are played with audio.

True

True or False: If you don't manage to hook attention in the first five seconds and sustain it throughout, it's unlikely that your branding, connection, or direction levers will stick.

True

True or False: Introducing your brand and/or product within the first five seconds and maintaining that presence is positively correlated across the marketing funnel.

Build for Mobile

Use tighter framing, faster pacing, large-type supers, brightness, and contrast to make sure your ad is visible on a small screen.

Arms

Video experiments creates a randomized A/B test by assigning users to isolated groups. What are these groups called?

Creative

What is the dominant driver of return on investment (ROI), and by far the strongest on digital media.

Responsive display ads & Uploaded ads

When creating a Display campaign, choose from two main ad formats.

Single Image & Multi-image carousel

With Discovery ads, you can create ads with two layouts to capture your audience's attention:

Ad Assets

headlines, descriptions, images, business name, videos, and logos