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Research-backed creative rules to follow
Google Ads
Which of the following is the cap for the number of HTML, image, and video assets per ad group for an app campaign?
10
8
20
5
For which scenario would Google’s experimentation tool be most useful?
You’re comparing the performance of existing TV creative to that of ABCDs-optimized creative.
You need to compare how two key audiences response to two different video ads.
You need to compare how the same ad performs on TV versus how it performs on YouTube.
You’re comparing how the same audience responds to the same ad at different points in time.
You want to to improve a video ad’s effectiveness. Which post-production edit will help you achieve your goal?
Increase the pace and tighten the framing.
Lower the brightness to optimize for mobile device viewing.
Add closed captions since most viewers will watch with sound off.
Remove supers so they don’t compete with the audio.
You work in marketing for an online retailer who wants to increase website sales. Which technique should you use in your video ad to ask people to take action?
Provide multiple options for how viewers can take action.
Include a specific call-to-action (CTA).
Include a generic call-to-action (CTA).
Keep audio to a minimum so viewers focus on the call-to-action (CTA).
Which of these aspect ratios are acceptable for image assets used in app campaigns?
1:1, 1.75:1, and 4:5
1:1 and 1.91:1 only
1:1 and 1.75:1 only
1:1, 1.91:1, and 4:5
You’re developing a storyboard for a video ad. Which technique should you use to grab and sustain viewers’ attention?
Build suspense with a slow pace to start.
Use engaging pacing and tight framing.
Keep visuals low-contrast to avoid overwhelming viewers.
Set up scenes to be zoomed out so viewers can see all story elements
You’re managing app campaigns for a project management software company. Which of the following assets should you use?
An image of someone holding a phone with the app on-screen and a logo overlayed
A video that tells a complete story, including the user’s project management problem and how the app solves it
A screen-capture video of someone using the software to track their team’s progress
A headline that states the name of the app and a call-to-action to download
You work for a major retailer that has an annual sale. What feature would help you ensure that Search ads accurately reflect details about the sale?
Location insertion
Keyword insertion
Dynamic customizer
Countdown customizer
You manage marketing within a direct-to-consumer homewares company and are aiming to drive online sales. How should you approach connecting with viewers through video ads?
Feature products in only the first and last five seconds.
Avoid humor as it’s more subjective.
Keep the value proposition and use case precise.
Focus on audio and supers to reinforce your message.