Gokce Yesilbas has send me a message that Google has shared what looks to be a new guide to create creative excellence.
A summary of the key tips from the “Creative Excellence Guide for Demand Gen Campaigns”:
Use a combination of videos & images:
Engage audiences throughout the decision journey by combining video and image creatives to tell a cohesive brand story.
This approach can maximize reach and engagement, leading to 6% more conversions per dollar compared to using image-only ads.
Provide Google AI with the right assets:
Ensure you’re preparing the right assets for Demand Gen campaigns by following asset specs and quality requirements.
Use a variety of creative formats, prioritize native platform assets, and enhance product imagery with tools like Product Studio in the Merchant Center.
Use high-quality, relevant visuals:
Utilize high-resolution videos and images to build brand trust and inspire action.
For image ads, use compelling images with clear subjects, and for videos, follow ABCD creative guidance.
Reuse high-performing imagery from social platforms and optimize creatives continually to improve relevance.
Evaluate and optimize performance:
Adopt a test-and-learn strategy to fine-tune creatives for your audience and goals.
Monitor engagement metrics and ad strength, and swap out underperforming assets with new variations.
Utilize reporting tools to gain insights into ad performance across different formats and run A/B experiments to test creative effectiveness.
For more information read: https://lnkd.in/e6WKk-mn
