Additional Resources to Enhance Your Creative Storytelling on YouTube and Google
To maintain audience engagement and achieve better results, advertisers must diversify their creative approach by utilizing multi-format ads. Statistics show that campaigns incorporating both video and image ads in Demand Generation campaigns witnessed 6% higher conversions per dollar compared to those using image-only ads.
Here are some recommendations to help you craft effective creatives for Demand Generation campaigns:
- Provide Google AI with the Right Assets — Adhere to the rule of three by including at least three images and videos in each aspect ratio (vertical, square, and landscape) to maximize visibility across all available inventory. Focus on assets that seamlessly integrate with each format. For instance, when crafting content for YouTube Shorts, prioritize vertical videos that are relatable, genuine, and resonate with your target audience.
- Utilize High-Quality, Relevant Visuals — Opt for high-quality, high-resolution videos and images to establish brand credibility and drive customer engagement. For retailers, product feeds can customize ads based on customer preferences. Incorporate inspiring short descriptions and images into your Merchant Center feeds to encourage deeper consideration. On average, advertisers witness a 33% increase in conversions at a similar cost per action (CPA) by incorporating product feeds into Demand Generation campaigns.
- Evaluate and Improve Performance — Embrace a test-and-learn approach while refining your creatives for your specific target audiences and objectives. Utilize asset reports to make well-informed decisions regarding creative enhancements.
For further insights on developing effective creatives for Demand Generation, refer to our latest creative excellence guide. For comprehensive advice on audiences, bidding strategies, and campaign setup, consult our best practices guide.
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