Google Ads

Set up the problem the product solves and include a brand logo. 

Use tightly framed product shots with audio brand mentions. 

Focus only on the brand logo and audio, and showcase the product after the first five seconds.

Use tightly framed product shots without audio to avoid overwhelming viewers. 

Convey multiple messages to resonate with the masses. 

Leverage key differentiators such as competitive claims and endorsements. 

Set the context and include a clear call-to-action.

Brand often, especially in the last five seconds. 

Quarterly

Bi-weekly

Monthly

Daily 

Set the context and include a clear call-to-action. 

Focus on audio and supers to reinforce your message. 

Include a clear call-to-action with minimal audio to avoid overwhelming viewers.

Focus on people to get the product noticed 

Only their main website photo 

Only their best-performing image from social media

Images of tourists in locations both on and off the tour 

Images of tourists enjoying their tour in scenic locations 

Convey multiple messages to resonate with the masses.

Humanize the ad with customer testimonials. 

Introduce the product or problem, then folllow up with a relevant call-to-action. 

Provide multiple options for how viewers can take action. 

Pacing and supers

Framing and supers

Pacing and framing

Supers and audio 

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

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

Use research-backed creative guidelines and iterate with experimentation. 

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

Include a specific call-to-action (CTA).

Avoid humor as it’s more subjective. 

Share multiple messages about the many ways this product solves a problem. 

Feature diverse characters that represent your customer. 

A zoomed out image of travelers enjoying a destination 

An action shot taken directly from the app 

An aerial photo of a travel destination with the logo overlayed

An image of a plane in the sky with lots of blank space