Jackson

Headlines should focus on highlighting the key features of the app and description lines should aim to educate and inform. 

Headlines should grab users’ attention and description lines should highlight the key features of the app.

Headlines should state only the name of the app and description lines should aim to educate and inform.

Headllines should include a call-to-action and description lines should include statistics about the app’s popularity. 

Bi-weekly

Quarterly

Daily

Monthly 

Location insertion

Keyword insertion

Countdown customizer

Dynamic customizer 

Use engaging pacing and tight framing. 

Build suspense with a slow pace to start. 

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

Keep visuals low-contrast to avoid overwhelming viewers. 

Video Creation Tools in Google Ads 

Video Creative Analytics 

Google’s ABCDs of effective creative

Ads Creative Studio 

An image of your best-selling dishwasher with a white background 

An image of someone using your best-selling dishwasher 

An image of your best-selling dishwasher in a large kitchen scene 

An image of the inside of your best-selling dishwasher zoomed in so customers can see the storage capabilities 

Add new assets multiple times per week.

Pause the campaign. 

Remove and replace low-performing assets. 

Replace all the assets at once. 

Start with multiple hypotheses. 

Assign two campaigns to each experiment arm. 

Test one variable for each experiment. 

Divide your audience into as many arms as possible. 

You should feature products in only the first and last five seconds.

You should keep the value proposition and use case precise.

You should avoid humor as it’s more subjective. 

You should focus on audio and supers to reinforce your message. 

Design-backed creative inspiration

Research-backed creative guidance

Research-backed creative rules to follow

Design-backed creative rules to follow