Let’s supercharge your Performance Max campaigns by diving deeper into the art of crafting compelling creatives.
Remember, even with Google’s powerful AI, your input is crucial. Think of it as a partnership: you bring the creative brilliance, and Google’s AI amplifies its reach and impact.
The Power of Video: Captivating Your Audience
Think about the last time you scrolled through your social media feed. Which posts stopped you in your tracks? Chances are, it was a video that sparked your interest. The same principle applies to your Performance Max campaigns.
Video content is a game-changer, allowing you to forge deeper connections with your audience and tell your brand’s story in a way that truly resonates.
But it’s not just about any video; it’s about creating video content that is specifically optimised for Performance Max. Why? Because video unlocks the incredible potential of YouTube, a core component of Performance Max.
Did you know that a staggering 90% of viewers under 25 turn to YouTube to discover new brands? By incorporating video, you’re tapping into a vast audience hungry for fresh, engaging content.
Here’s how to make video work for you:
- Think Mobile-First: With the majority of users consuming content on their smartphones, vertical videos are your secret weapon. They seamlessly fit the screen, offering a more immersive viewing experience.
- Embrace Variety: Just like you wouldn’t wear the same outfit every day, don’t rely on a single video asset. Experiment with different aspect ratios and messaging to keep your audience engaged and provide Google’s AI with more creative options to work with.
- Leverage Google’s Tools: Feeling overwhelmed? Google has your back! Their free video builder tool offers 22 templates to simplify the creation process. You can also use their AI voice-over tool to add professional narration in multiple languages.
Image Assets: Striking the Right Balance
While video takes centre stage, image assets remain essential for capturing attention across various platforms. The key here is to understand the nuances of different user experiences. Imagine you’re browsing an online magazine. An ad that seamlessly blends with the surrounding articles is more likely to catch your eye, right? That’s the essence of in-feed placements.
However, when you’re navigating a website with banner ads, a visually striking ad that stands out from the content is more likely to grab your attention. This is where the concept of standard placements comes into play.
Here’s a cheat sheet for mastering image assets:
- In-Feed Placements: Focus on showcasing your product in a relatable, real-life context. Think lifestyle shots with people using your product in authentic ways. Avoid cluttering the image with text or logos, as these elements will be dynamically added by the system.
- Standard Placements: Make your brand shine! Incorporate your logo, colour palette, and other distinctive elements to reinforce brand identity. Use bold calls to action and highlight your product’s unique selling points using powerful language.
Text Assets: Crafting Compelling Copy Across Platforms
Text assets are the backbone of your Performance Max campaigns, conveying your message and enticing users to take action. While traditionally associated with search ads, Performance Max expands their reach to platforms like YouTube, Display, Discover, Gmail, and Maps. This means your text needs to be versatile and engaging across diverse contexts.
Here’s how to make your text assets work harder:
- Personalisation is Key: Address your audience directly using “you” to create a sense of connection and relevance. Personalised headlines can perform up to 1.3 times better, and personalised descriptions can achieve up to twice the performance.
- Highlight Newness and Offers: Capture attention by emphasising the newness of your product or showcasing enticing offers. Frame offers as opportunities rather than just numbers for greater impact.
- Tailor Your Approach: Just like with image assets, tailor your text based on the user experience. For in-feed placements, use subtle calls to action and authentic language. For standard placements, embrace bolder language, create urgency, and use strong calls to action.
Remember: Testing and Optimisation are Ongoing
Once your Performance Max campaigns are live, the work isn’t over. Continuously monitor performance, gather insights, and refine your creative assets to stay ahead of the curve. Google provides powerful tools like asset group reports, asset audience insights, and search terms insights to guide your optimisation efforts.
By embracing these creative strategies and leveraging Google’s advanced AI, you can unlock the full potential of Performance Max and drive exceptional results for your business.
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