Avoid humor as it’s more subjective.
Showcase discounts and sales to drive interest.
Convey multiple messages to resonate with the masses.
Humanize the story.
Google Ads
How should you improve a video ad’s effectiveness in post-production?
Remove supers so they don’t compete with the audio.
Add closed captions since most viewers will watch with sound off.
Increase the pace and tighten the framing.
Lower the brightness to optimize for mobile device viewing.
If you want to boost conversion rates and you’ve already identified important audiences that have a high rate of conversion in your video campaign, how could you use Google’s experimentation tool to achieve your goal?
Test multiple creatives against two important audience segments.
Test the same creative against two important audience segments.
Test multiple creatives against one important audience segment.
Test one creative against all important audience segments.
You’re working for a direct-to-consumer gourmet coffee retailer and creating your first video ad with the goal of building awareness for your company. What should you do in the first five seconds of the video ad?
Set up the problem the product solves and include a brand logo.
Focus only on the brand logo and audio, and showcase the product after the first five seconds.
Use tightly framed product shots with audio brand mentions.
Use tightly framed product shots without audio to avoid overwhelming viewers.
You’re editing a video ad aimed to drive consideration and are deciding how frequently the actor and the product should be showcased relative to one another. How should you approach editing this ad?
Let people take a primary role to humanize the story.
Put the focus on multiple people so viewers stay engaged.
Let people take a secondary role so the product shines.
Put the focus on people to get your brand or product noticed
For which of the following scenarios would Google’s experimentation tool be helpful?
Compare how two key audiences respond to two different video ads.
Compare how the same ad performs on TV compared to YouTube.
Compare the performance of existing TV creative to that of ABCDs-optimized creative.
Compare how the same audience responds to the same ad at different points in time.
App campaigns rely on creative rotation powered by machine learning to choose the right creative for the right inventory, the right user, and the right moment. How should you approach assets to achieve strong results?
Upload fewer creatives than previous app campaigns.
Provide identical videos with minor differences.
Provide identical videos cut to different lengths.
Use diverse creatives in content, theme, length, and orientation.
Which combination of elements best captures the key principles of Google’s ABCDs of effective creative?
Attraction, Branding, Connection, Direction
Attention, Branding, Connection, Direction
Audience, Branding, Creativity, Direction
Attention, Branding, Creativity, Direction
To improve the performance of video campaigns, how should you approach creative effectiveness?
Use research-backed creative guidelines and iterate with experimentation.
Continue running campaigns with existing creative and slowly introduce new variations.
Run an experiment with existing creative and use whichever one performs best.
Start with all-new video ad creative that’s already working well for other platforms.
You’re creating a video ad with the aim of growing consideration for a product. How should you approach making this video ad?
Share multiple messages about the many ways this product solves a problem.
Make people core to the story and keep branding subtle.
Use technical jargon that will resonate with important audiences.
Use product demos and how-to’s to put the product in context