Understanding the Preferred Ad Formats for Google Demand Generation Campaigns
Google has recently introduced new creative controls for video ads in their Demand Generation campaigns that allow advertisers to choose where their videos appear across different ad formats. This feature has been released in beta and gives marketers more control over their brand storytelling and the amplification of their message.
By assigning video assets to specific formats such as in-stream, in-feed, or Shorts, advertisers can select the best format that suits their brand. This flexibility in ad format preferences is a game-changer for marketers who want to optimize their ad placements and reach their target audience effectively.
Let’s take a closer look at each ad format preference available:
1. In-stream: This format allows videos to play before, during, or after other videos. Users have the option to skip the ad after 5 seconds. In-stream ads are a great way to capture viewers’ attention and engage them with your brand message.
2. In-feed: Videos in this format appear in YouTube’s home/search feeds, Google Discover, and Gmail. They are seamlessly integrated into the user’s browsing experience, making it more likely for them to watch and engage with your content.
3. Shorts: YouTube’s short-form video feed, where users can browse through bite-sized videos. Advertisers can take advantage of this format to capture the attention of users who prefer consuming shorter content. Users also have the option to skip the ad at any time.
To set preferences for ad formats, follow these steps:
1. Create or edit a Demand Gen video ad and add your videos.
2. Enable “set ad format preferences.”
3. Use “prefer on” to select formats for each video.
4. Assign at least one video per format or have one video that can be used across all formats.
5. Complete the ad setup by adding logos, text, URLs, etc.
6. Preview the ad filtered by format to ensure it meets your expectations.
To make the most of ad format preferences, here are some best practices to consider:
1. Ensure that your video assets meet the requirements of each format.
2. Use segmentation reports to analyze the performance of your ads based on different formats.
3. Optimize the winning creative elements for each placement to maximize engagement and conversion rates.
This new feature was first spotted by Thomas Eccel, a Senior Performance Marketing Manager and Google Ads expert. It is an exciting development that empowers advertisers to have more control over their ad placements and reach their target audience effectively.
In conclusion, the introduction of ad format preferences for Google Demand Generation campaigns is a significant step towards giving marketers more control and flexibility in their advertising strategies. By choosing the best format for their brand, advertisers can amplify their brand storytelling and engage their audience more effectively. It’s an exciting time for marketers who want to optimize their ad placements on Google’s platforms.
