Google Ads

Because it’ll remove users from your data segments who aren’t likely to convert. 

Because it’ll remove audience solutions you’ve applied that aren’t driving conversions. 

Because it’ll help you reach new and relevant audiences who are likely to convert. 

Because it’ll help you reach audiences already familiar with your brand who are likely to convert. 

Build suspense with a slow pace to start. 

Set up scenes to be zoomed out so viewers can see all story elements. 

Use engaging pacing and tight framing. 

Keep visuals low-contrast to avoid overwhelming viewers. 

Freedom, reach, infrastructure, income

Freedom, community, infrastructure, income

Creativity, community, infrastructure, income

Creativity, reach, infrastructure, income 

Use research-backed creative guidelines and iterate with experimentation.

Start with all-new video ad creative that’s already working well for other platforms.

Run an experiment with existing creative and use whichever one performs best. 

Continue running campaigns with existing creative and slowly introduce new variations. 

Platform

Brand

Media 

Creative 

Affinity Audiences

Life Events 

Demographics and Detailed Demographics 

Custom Audiences 

Set up the campaign to only engage with audience segments that have converted before. 

Track lighter actions to provide more signals to Google’s machine learning algorithms. 

Track only end actions to provide more accurate signals to our machine learning algorithms. 

Set up the campaign to engage with audience segments that have searched for your brand before. 

Because it can give you access to more engagement metrics to measure the impact of the campaign. 

Because it can extend the reach of video ads to YouTube Live streaming and Premieres. 

Because it can give you access to engage with audiences on the YouTube mobile homepage. 

Because it can extend the reach of video ads to a collection of leading publisher sites and apps. 

Affinity Audiences 

Demographics and Detailed Demographics

Life Events 

Custom Audiences 

You should measure only complete online conversions for a more accurate return on investment calculation. 

You should measure the full value with Google Ads conversion tracking and exclude lighter conversion events. 

You should measure the full value with Google Ads conversion tracking and include lighter conversion events. 

You should measure only complete offline conversions for a more accurate return on investment calculation.