More resources to help you flex your creative storytelling on YouTube and Google

To keep audiences engaged and deliver results, advertisers need to diversify their creative strategy with multi-format ads. In fact, those who run both video and image ads with Demand Gen campaigns saw 6% more conversions per dollar than those running image-only ads.

Here are more tips to help you build the right creatives for Demand Gen campaigns:

• Provide Google AI with the right assets — Follow the rule of three and include at least 3 images and videos in each aspect ratio (vertical, square and landscape) to maximize reach across all available inventory. Prioritize assets that feel native to each format. For example, when creating YouTube Shorts, prioritize vertical video that’s relatable, authentic and connects with your audience.
• Use high-quality, relevant visuals — Use high-quality, high-resolution videos and images to build brand trust and inspire customer action. If you’re a retailer, product feeds can tailor your ads based on customers’ interest. Upload aspirational short text and images to your Merchant Center feeds to drive deeper consideration. On average, advertisers see 33% more conversions at a similar cost per action (CPA) by adding product feeds to Demand Gen campaigns.
• Evaluate and optimize performance — Adopt a test-and-learn strategy as you fine-tune creatives for your unique audiences and goals. Review asset reports to make informed decisions about creative optimization.

To learn more about building the right creatives for Demand Gen, read our latest creative excellence guide. For more general guidance on audiences, bidding and campaign setup, check out our best practices guide.

And be sure to tune into Google Marketing Live 2024 to hear more exciting product updates. Register now for the virtual livestream on May 21, 2024 at 9 a.m. PT, and learn how you can put Google AI to work for your business.