Google has launched ‘Creative Guidance’ as a new video analytics feature within Google Ads.
As you probably expected, this incorporates AI whereby Google will automatically provide best practice recommendations to all of your videos. You will also be alerted should any ‘best practices’ be missing from your existing campaigns.
The aim behind the Creative Guidance feature is to ensure advertisers can better optimise their ads and ensure they are adhering to Google best practice which creates a more level playing field.
Where to find Creative Guidance:
The new features will be fully launched to all advertisers in 2024. However we wanted to show you where you will be able to find the video analytics within your Google ads account.
Log in to your Google Ads Account
Click ‘Analytics’ tab
Select the video in question
Look at the ‘Ideas to Try’ for your campaign recommendations
When creating your videos, we highly recommend adding the following creative attributes to help with performance.
Brand Identity: Ensure you showcase your brand at the beginnning of your video. Ideally a logo. This will help build brand recognition and awareness even if a user doesn’t view the entire video.
Video Format: When setting up your video campaigns, utilise all ad formats so that Google can rotate them/select the most suitable execution. Google recommends 1 x horizontal, 1 x vertical and 1 x square ad.
Duration: Your marketing videos should be short, sharp and punchy to keep the user’s attention and provide a solution to their needs.
Voiceover: Google recommends using human voiceovers but be mindful that many people now access videos on mobile. In this instance, they may not play videos with sound so consider subtitles in conjunction with voiceovers. But be sure that the creative doesn’t become cluttered.
If you need assistance in implementing these strategies or have any questions about digital marketing, feel free to reach out to our agency.
We’re here to help you succeed in the world of digital advertising.