Google Ads Creative Certification Answers

What is the difference between an emerging story arc and a traditional story arc?

The traditional story arc builds slowly to a climax and brands at the end, whereas the emerging story arc starts off high and has unexpected shifts to keep viewers watching.
The traditional story arc brands right away and ends with a climax, whereas the emerging story arc starts low and unexpectedly shifts to the climax right away.
The traditional story arc starts low and unexpectedly shifts to the climax right away, whereas the emerging story arc brands right away and ends with a climax.
The traditional story arc starts off high and has unexpected shifts to keep viewers watching, whereas the emerging story arc builds slowly to a climax and brands at the end.

Explanation:

The difference between an emerging story arc and a traditional story arc lies in their narrative structures and pacing. In a traditional story arc, the narrative typically builds slowly to a climax and brands at the end. This means that there’s a gradual development of the plot, characters, and tension, leading to a climactic moment that resolves the central conflict or dilemma. On the other hand, an emerging story arc starts off with high intensity and unexpected shifts to keep viewers engaged from the outset. This approach hooks the audience early on with immediate intrigue or action and maintains their interest through unexpected developments. Unlike the traditional arc, which reserves branding for the conclusion, the emerging arc integrates branding right away, potentially leveraging the initial engagement to establish brand presence early in the narrative. This distinction underscores how different storytelling techniques can influence audience engagement and brand recognition within video ads. Therefore, the selected answer accurately identifies the contrasting characteristics between an emerging and a traditional story arc, highlighting their respective narrative structures and branding strategies.

You work for a media agency and need to make sure all of your clients’ Search ads accurately reflect key details about their annual sale. Which feature should you use to accomplish this?

Countdown customizer
Keyword insertion
Dynamic customizer
Location insertion

Explanation:

Let potential customers know about sales or special events by adding a countdown to your ad text. Countdown customizers count down by day, then by the hour, and finally by the minute.

You can add one countdown customizer per ad in the headline or description fields. You’ll also need at least three headlines without ad customizers for the ad to be created.

Countdown customizers come in both COUNTDOWN and GLOBAL_COUNTDOWN formats. Use GLOBAL_COUNTDOWN if you’re counting down to a time that’s consistent globally, as the time of a sports match.

You’re managing app campaigns for a financial services company. Which of the following assets should you use?

A video that tells a complete story, including the user’s financial problem and how the app solves it
A headline that states the name of the app and a call-to-action to download
An image of someone holding a phone with the app on-screen and a logo overlayed
A screen-capture video of someone exploring their financial performance page

Explanation:

For managing app campaigns for a financial services company, the most appropriate asset to use would be ‘A screen-capture video of someone exploring their financial performance page.’ This type of asset provides a practical demonstration of the app’s functionality, showcasing how users can interact with the app to track and manage their financial performance. By featuring a screen-capture video, potential users can see firsthand the features and capabilities of the app, which helps build trust and confidence in its usefulness. Additionally, demonstrating the app in action helps potential users visualize how it can address their financial needs and solve their problems effectively. Unlike a video that tells a complete story or an image with a logo overlay, a screen-capture video offers a more immersive and informative experience, which is particularly valuable in the context of promoting a financial services app where users seek practical solutions for managing their finances. Therefore, selecting a screen-capture video of someone exploring their financial performance page is the correct choice for maximizing the effectiveness of app campaigns for a financial services company.

If it’s your first time launching a video campaign, and you have existing brand images, text, and logos, which tool could help you make your first video ad using these assets?

Video Creative Analytics
Google’s ABCDs of effective creative
Video Creation Tools in Google Ads
Ads Creative Studio

Explanation:

For a first-time launch of a video campaign utilizing existing brand assets like images, text, and logos, leveraging the Video Creation Tools in Google Ads is the most suitable option. This tool is specifically designed to assist advertisers in creating video ads seamlessly using their own brand elements. It offers user-friendly features and templates that streamline the video creation process, allowing advertisers to incorporate their brand imagery, messaging, and logos effortlessly. By utilizing this tool, advertisers can quickly transform their static assets into dynamic video content, ensuring brand consistency and effective communication of their message to the target audience. Additionally, the tool provides valuable guidance and suggestions to enhance the quality and impact of the video ad, empowering advertisers, especially those new to video campaigns, to create compelling and professional-looking content. Therefore, opting for the Video Creation Tools in Google Ads is the correct choice for efficiently producing a first video ad campaign while leveraging existing brand assets.

You’re an in-house marketer for an e-commerce business aiming to increase website sales. What should you do in the video ad to ask people to take action?

Provide multiple options for how viewers can take action.
Keep audio to a minimum so viewers focus on the call-to-action (CTA).
Include a specific call-to-action (CTA).
Include a generic call-to-action (CTA).

If you want to improve performance of video campaigns, what approach should you take with creative?

(Google Ads Video)

• Continue running campaigns with existing creative and slowly introduce new variations.
• Use research-backed creative guidelines and iterate with experimentation.
• 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.

Explanation:

The correct approach to improving the performance of video campaigns is to ‘Use research-backed creative guidelines and iterate with experimentation.’ This method involves leveraging established creative principles supported by research and industry best practices to inform the development of video ad content. By adhering to these guidelines, advertisers can create video content that is more likely to resonate with their target audience, capture attention, and drive engagement. However, simply following guidelines is not always sufficient; experimentation is also crucial. Through iterative testing and experimentation, advertisers can refine and optimize their video creative based on real-world performance data and audience feedback. This iterative approach allows advertisers to identify what elements of their creative content are most effective in achieving their campaign objectives, enabling them to make informed adjustments and improvements over time. By combining research-backed creative guidelines with ongoing experimentation and iteration, advertisers can continually refine their video campaigns to deliver better results, ultimately enhancing performance and maximizing return on investment. Therefore, the selected answer is correct as it advocates for a strategic approach that blends established creative principles with iterative experimentation to improve the performance of video campaigns effectively.

or

(Google Ads Creative)

• Avoid humor as it’s more subjective.
• Keep the value proposition and use case precise.
• Focus on audio and supers to reinforce your message.
• Feature products in only the first and last five seconds.

Explanation:

Google’s Core ABCD guidelines are backed by research and can help everyone make more effective creative for YouTube, but it’s up to you to develop a great creative concept that works for the brand.

Consumer behaviour is rapidly evolving, so constant experimentation and testing are necessary to stay relevant. The most successful video campaigns continually test different versions of creative executions and iterate based on performance.