Creative Best Practices

17 Nov 2019
AM: Thuy Nguyen - thuynt@google.com

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Understand the Formats

Campaigns are created by uploading creative assets which become the

“building blocks” of the campaign. UAC uses these individual assets to
run ads in different formats and across different networks. It’s important
to provide as many different kinds of text, image, video, and HTML5
assets as possible that align with your campaign goal (e.g., install
volume or in-app actions). That way, UAC can create a relevant ad for
every moment.

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 Text Ads
Four lines of text, up to 25-character
maximum limit. These are used to
generate ads in different orders and
formats: independent lines, combined
into multi-sentence blocks of text, or
adapted to image ads. Note: This is the
only ad format you are required to create
yourself.
Learn More ›
Video Ads
Videos of variable length in portrait,
landscape, and square formats. These
appear across a wide range of video
inventory including YouTube and Google
AdMob. If you don’t have videos to add,
AdWords can make a video ad for you
using assets from your app store listing.
Learn More ›
Image Ads
Static images in predetermined
sizes and formats. These appear
across the Google Display
Network’s 2 million websites and
apps. If you don’t have images to
add, AdWords can generate image
ads using your app icon and one of
your text ad lines.
Learn More ›
HTML5 Ads
Interactive full-screen ad that allows the
user to experience a simplified version of
the game or app. These appear across
Google AdMob inside other apps.
Learn More ›
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Text Ads
Text ads are the most affordable and versatile ad format.
These four lines of text are served across the Google
Display Network, Google Play Store, and Google Search
Network. They can appear on their own, or UAC can
combine them into combinations of multi-line ads.
However, unlike traditional ad copywriting, you don’t have
control over how your text lines are applied to the ads. The
machine algorithm will determine which of your text assets
to use, where and when they appear, and who
gets to see them. In order to maximize the potential
effectiveness of the text ads, it’s important to cover a
variety of executions with your 25-character lines. This
ensures that the machine has a range of options to
choose from in different situations.
The great thing about text ads is that they’re easy and
inexpensive to execute. So whichever approach you
choose, you can continue to tweak the language to see
what gets you the best results.
Requirements
2 independent lines of text
Each line must be 30 characters or less.
Punctuation or symbols that are not used
correctly or for their intended purpose
(e.g. "@ home!" to mean "at home")
Emojis
Capitalization that is not used correctly or for
its intended purpose (e.g. “FLOWERS, FlOwErS,
F.L.O.W.E.R.S”)
Omitting a space or adding extra spaces
(e.g. "Jobs,advice,Monster")
Excessive or gimmicky use of spacing
(e.g. “s n e a k e r s”)
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Approaches to Writing Ads
Try this...

Introduction Attention Grabber The great thing about text ads is that they’re easy
and inexpensive to execute. So whichever
Introduce your app with a simple straightforward Pique the reader’s curiosity with a funny, compelling, approach you choose, you can continue to tweak
description of the utility or experience being provided. subversive or oblique thought. This can play off the tone the language to see what gets you the best results.
of the app. Here are a few rough templates for how you could
structure your text ads:
“The app for your mind.”
“The sneaker marketplace.” “Are you alone?”
“Most immersive war game.” “Jobs. Advice. Fur.” Introduction Introduction
“A mobile-size delivery man.” Benefit Statement Attention Grabber
Call to Action #1 Benefit Statement
Call to Action #2 Call to Action

Benefit Statement Call to Action

Introduction Benefit Statement #1
Benefit Statement #1 Benefit Statement #2
Focus on one specific feature or emotional benefit that Compel the reader to do/receive something through a
Benefit Statement #2 Call to Action #1
your app provides. Consider what your product is making direct actionable statement. These should begin with a
Call to Action Call to Action #2
possible for the consumer. verb like “get, find, start,” etc.

“2 numbers. 1 phone.” “Find a job on your phone.”

“Meditation made simple.” “Get the cheapest flights.” Master Brevity ›
“1000s of fiendish puzzles.” “Be protected 24/7.”

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Be Relevant

One of the big factors in determining which lines of text

get used in a particular ad space is the relevancy score.
If your text contains a keyword the user has searched for
Try this...
words found in the app store description, the relevancy
score will be higher. For example, if your line is “Food
delivered in minutes,” then a search for the term “food Once your ad has been placed, it needs to stand
out from the crowd.
delivery” may yield a high relevancy score and result in
can help you do that.
your ad being placed.
Let’s say that you’re selling a fitness app that helps
the user track their daily calorie intake. Your target
audience is likely searching for terms like “calorie
tracking app” or “app to help lose weight.”

Therefore, your text ad shouldn’t say something

like “Need help losing weight?” As an advertiser,
you already know that they do. Plus, you shouldn’t
ask a non-rhetorical question and give the reader
the opportunity to say “no.” And you definitely
shouldn’t give up precious headline space for
something you and the visitor already know.

Instead, give visitors that end solution they’re

looking for: “Cut fat once and for all.”

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Make Your Calls to Action Unique
You only get four lines of text to tell the world what you’re offering, so make them count.
End With Punctuation
Sometimes multiple lines of text are combined into a single ad. Therefore, it’s
important to treat your text lines like self-contained sentences rather than loose
thoughts. Make sure to end all of your text lines end with a period or other appropriate
punctuation. This prevents strange gaps between the lines when they’re combined.

While saying something like “Download the app today” may seem like a safe approach, Correct: “Enjoy the ride. Let us count the miles.”
safe approaches have a much worse chance of standing out among a crowd of similar
Incorrect: “Enjoy the ride Let us count the miles”
executions. Rather than saying something expected like “Download the job app,” try
writing the same sentiment to make it a little more unique to your product offering:
“Find a job on your phone.” Doing so introduces the benefit of the app in a
straightforward, actionable statement.

Try this...

Calls to action should be customized to fit the

product vertical. Here are some examples.

Gaming: "Discover new technologies”

Dating: "Meet people near you"
Finance: "Set a retirement goal"
Media: "Watch the event live"
Travel: "Find the cheapest flight"
Fitness: "Build a workout plan"

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Text Ad Policies

In order to provide a quality user experience, we require that all text ads meet
high editorial standards. Below are some examples of what to avoid in your ads.

Style & Spelling

"Sneakers here buy" or "Buy snkrs here"
instead of "Buy sneakers here"
Some trademarked terms, brand names, or
product names use nonstandard grammar, spelling,
punctuation, or capitalization. If you want to use such
names in your ads, you must first request a review and
show that the nonstandard terms appear consistently
throughout your website or app.
Gibberish or overly generic ad text; overly
generic or vague promotions; ad text that is cut off or
incomplete
Character limits for text vary depending on
whether the text appears in a single-width or
double-width language. Double-width languages, such
as Chinese, Japanese, and Korean, use double-width
characters that take twice as much space as
single-width characters. Therefore, character limits in
these languages are half that of other languages.

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Punctuation and Symbols
Exclamation marks; repeated punctuation
or symbols; symbols, numbers, and letters that don't
adhere to their true meaning or purpose, such as
using "@ home" to mean "at home"; non-standard
symbols or characters, such as asterisks; bullet
points and ellipses; excessive or gimmicky use of
numbers, symbols, or punctuation, such as f1owers,
Flowers!!!, f*l*o*w*e*r*s, F.L.O.W.E.R.S
Some types of non-standard punctuation and
symbols are allowed in certain circumstances.
Trademarks, brand names, or app names that use
non-standard punctuation or symbols can be
approved for use in text ads. Symbols used in
commonly acceptable ways are also allowed, such
as using an asterisk for star ratings (5* hotels). To
use any of these kinds of punctuation or symbols,
you must request a review.
Emoji, single-byte katakana
Capitalization
Excessive or gimmicky use of
capitalization, such as the following: FLOWERS,
FlOwErS, F.L.O.W.E.R.S
In some circumstances, non-standard
capitalization is allowed. Common abbreviations
(such as "ASAP"), trademarks, brand names, and
product names (such as AdWords) you can request
a review to see if non-standard capitalization can be
approved.
Unacceptable Spacing
"Sell,buy sneakers"; "Sell, buy sneakers"
f l o w e r s, buyflowershere
Some trademarked terms, brand names, or
product names use non-standard spacing. If you
want to use such names in your ads, you must first
request a review and show that the non-standard
terms appear consistently throughout your website
or app.
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Quick Tips for Text Ads
Empower customers to take action.
Calls to action like “get,” “read,”
“browse,” or “download” make clear
what the next steps are.
Master brevity, but still communicate
your customer value proposition.
Experiment with capitalization.
Some text lines work better when
the first letter of each word is
capitalized
Use positive sentiments.
These words have a
higher chance at
compelling people to
take a desired action:
“capable,” “win,”
“yummy,” etc.
Speak to the reader.
People love words that
benefit them. Users are
Match your ad to the destination. Have a look at the
more likely to take action
page that you're linking to from your ad (the landing
on an ad that includes
page), and make sure that the language in your ad is
words like “you/your,”
included there. People might leave if they don’t find
“free,” “new,” “now.”
what they expect.
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Text Considerations by Vertical
Apps for Gaming
Include number of features available
E.g. “100s of puzzles”, “70+ casino
slots”
Apps for Purchasing
Promotions and discounts are a
great way to incentivize downloads.
E.g. “50% off holiday sales”, “Get $5
off first order”
Mention free shipping
Highlight unique or best-selling
products
Apps for Entertaining
Promote relevant seasonal content.
E.g. “Live NFL updates”
Stress convenience and ease. E.g.
“Get your news in 1 min”
Highlight frequency of content
updates. E.g. “New stories added
daily”
Apps for Assisting
Highlight availability. E.g. “Doctors
available 24/7”
Clearly state value proposition over
other competitors. E.g. “Largest job
search engine”
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Image Ads Requirements

GIF, JPG, PNG 150KB (except for Landscape image is up to 1MB)

Image ads offer more creative flexibility than text

ads in terms of layout and messaging. There are 10
formats available. We recommend using all of them,
but if your budget is limited, you should prioritize the
image sizes based on the Priority List in the sidebar. 320x480 (Portrait Interstitial)

While banners have more inventory, interstitial 480x320 (Landscape Interstitial)

formats are larger and generally have higher
300x250 (Square)
conversion rates than small banners. If you
don’t upload a certain image asset size, an
1024x768 (Tablet)
auto-generated ad will appear in its place. Landscape Image
You can see a comparison between a custom Tablet Landscape 1200x628
768x1024 (Tablet)
and auto-generated image ad here. 1024x768
320x50 (Banner)
Tablet Portrait
768x1024 Cover the largest inventory 1200x628 (Landscape Image)

728x90 (Leaderboard)
Banner
Leaderboard 300x50 (Banner)
300x50
Square 728x90
Interstitial 300x250 320x100 (Banner)
Landscape
Interstitial 480x320
Portrait Banner Banner
320x480 320x50 320x100

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Images: Color, Look, and Feel

Best Practices:

Reduce file size. JPG or PNG files should be less than 1 MB.

Reduce image dimensions. Optimize dimensions based on the

dimensions the image will occupy in the ad space, rather than
changing the scale of a loaded oversize image at serve time.

Consider the look of each image in each creative size. Some

images may work well in one ad size but not in another. For example, a
wide image like a car may display well in a 728x90 but not in a
160x600.
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Best practices for images

Best Practices:

Use the appropriate file type. JPG files are preferred because of
their smaller file size. However, if you want images to display
seamlessly against the background or other visual elements in the ad,
use transparent PNG files that let the background show through.

Transparent images usually take extra work. If your transparent

PNG files include shadows or other visual effects, take time
beforehand to check how they display against the background of your
ad.

Use RGB, not CMYK. The RGB color space is optimized for digital
display. CMYK is designed for print. Studio cannot process images that
use CMYK color profiles.
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Technical Best Practices

Best Practices:

Consider file size limits. There must be enough remaining file size to
add the features and fonts needed for dynamic text.

Test how your dynamic text, images, and other elements interact
with one another. Dynamic variations of one element may
unexpectedly impact the look of the others in the ad.

Complexity. The production team needs to understand the structure

of the ad files and the code within to insert the code that will make the
ad dynamic.
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Mobile First!
70.3% of all display ads in the US are mobile,
compared to 29.7% for desktop.

Best Practices:

With limited screen space, consider using a clean, What is Lorem Ipsum?

simple design. Lorem Ipsum is simply

dummy text of the printing.

Keep text short. Keep consistent typeface and font

throughout. Panorama

Keep your logo in upper left or right corners. Give Where does it come from?

logo visibility with “breathing space” around it. Contrary to popular belief,
Lorem Ipsum is not simply
random text. It has roots in
Always include “Call to Action” a piece of classical Latin

At least one image

Blank Slate

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
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Flexible and LEAN Ads

The IAB New Ad Portfolio emphasizes LEAN (Light,
Encrypted, AdChoices supported and
Non-Invasive) ad experience and flexible size ad
specifications.

Best Practices:

Respect a consumer’s objective in consuming

publisher content.

A consumer has control over their advertising

experience.

The consumer decides what content they want and

for how long.

With that in mind… make it look like an ad!

A well designed banner ad has the brands logo and

name in each frame
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CTA and other Dynamic

Text elements
Text elements in an ad, such as the headline and
CTA (call-to-action), are often dynamic.

Best Practices:

Limit the number of fonts.

Keep headlines short. Shorter headlines can make

your message more visible.

Choose headlines that work across all ad sizes.

Along word like "extravaganza" may not work well in
a tall narrow ad size like 160x600. You may need to
reduce font size to fit the entire word.

Avoid heavily styled text.

Actions verbs recommend.

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Best Practices for Text

Best Practices:

Use animation sparingly in dynamic text.

Test special characters for visual appearance in

your feed before publishing the content live.

Match the message on your landing page to the

message in your ad. This benefits users and can
improve conversions.

35 characters or less per line for best visibility

At least 2 lines; make each line unique

Make sure to preview the text on different

placement sizes
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Avoid Overlaid Text

Avoid inserting text on top of an image. Overlaid text

can be unreadable in smaller ad sizes. Images where
the text is naturally embedded/integrated are OK.

Best Practices:

Do preserve the original image, ensuring it’s the

focus

Don’t overlay logos / other graphics on images

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Images: Color, Look, and

Feel

Best Practices:

Reduce File Size JPG or PNG files should be less

than 1 MB.

Reduce Image Dimensions Optimize dimensions

based on the dimensions the image will occupy in the
ad space, rather than changing the scale of a loaded
oversize image at serve time.

Consider the look and feel of each image size

Some images may work well in one ad size but not in
another. For example, a wide image like a car may
display well in a 728x90 but not in a 160x600.
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Best Practice for Images

Best Practices:

Use the appropriate file type. JPG files are

preferred because of their smaller file size. However,
if you want images to display seamlessly against the
background or other visual elements in the ad, use
transparent PNG files that let the background show
through.

Transparent images usually take extra work. If

your transparent PNG files include shadows or other
visual effects, take time beforehand to check how
they display against the background of your ad.

Use RGB, not CMYK. The RGB color space is

optimized for digital display. CMYK is designed for
print. Studio cannot process images that use CMYK
color profiles.
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Use High Quality Images

Images help users understand your business, products.
and brand. They are critical to ads that perform well.
Best Practices:

DO:
Use the natural lines of an image
Use image in focus
Use images that are easy to see and full color
Use images that include a single, non-duplicated
composition of the subject
Keep edges square and borders transparent to
allow images bleed to the full aspect
Use the raw, natural composition of photos

DON’T:
Use visually skewed or blurry images
Use images that appear washed out
Use images with a mirror image
Use round edges or borders
Use inverted colors or excessive filters
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Showcase the product or

service as the focus
Best Practices:

Blank space should not take up more than 80% of

the image. Your product or service should be the
focus.
Avoid collage images
Use single images. Collages are not recommended.

Avoid digital composite backgrounds

Avoid displaying products over digital composite
backgrounds, including an all-white background.
Instead use quality photographs that have physical
settings with organic shadows and lighting.
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Logos
Certain layouts feature your brand logo. If you do not provide a
logo, a neutral icon will be used instead, e.g., a globe or the first
letter of your brand name.

Best Practices:

• 1:1 aspect ratio (e.g., 1200 x 1200 px)

• 4:1 aspect ratio (e.g., 1200 x 300 px)
• Center your logo and crop it carefully
• Avoid using small text or adding extra “flair”

• Transparent backgrounds preferred

• White space or padding should be 1/16th of the logo
size
• Copyright symbols in your logo are OK
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Technical Best Practices

Best Practices:

Consider file size limits. There must be enough

remaining file size to add the features and fonts
needed for dynamic text.

Test how your dynamic text, images, and other

elements interact with one another. Dynamic
variations of one element may unexpectedly impact
the look of the others in the ad.

Complexity. The production team needs to

understand the structure of the ad files and the
code within to insert the code that will make the ad
dynamic.
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Call to Action
Top 5 CTA buttons:
● Buy Now
● Add to Cart
● Check Out
● Purchase Now
● Shop Now

But the best CTA’s get creative: Consider using action

verbs and appealing to your target audience in a
language they use. Example:
● Try Our Free Trial
● Reserve Your Seat
● Download Whitepaper

Use color wisely in CTA button: Generally speaking,

green and orange buttons are reported to perform best.
Ultimately though it will depend on your site design, as
contrasting colors work best to make striking buttons
that stand out. You wouldn’t want a green CTA button on
a green background.
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Call to Action
Best Practices:

Create a sense of urgency by adding “Now” to the CTA.

Follow natural user flow: Always read from left to right,

up and down.

Widen the white space: Keep space around the

call-to-action to keep it visible above all else.

Test different buttons: In dynamic campaigns, you can

swap out buttons depending on ad performance.
Quick Tips for Image Ads

Chunk your text. Users don’t read

ads, they skim them. Break up any
large blocks of copy into small,
easy-to-read sections.
Make it official. Include the Google Play and App
Store badges along with your app logo to give the ad
heightened credibility. If you only have room for the
CTA button or the store badge(s), use the badges.
Don’t fear empty space.
Leveraging negative space in
your layout can create smooth
transitions between elements
and a clear visual hierarchy.

Keep it simple. Many image ads will need to stand

Showcase your product. When size permits, give the out in busy web pages, so only include the elements
Vary your content. Upload that are crucial to conveying the message. Keep
users a sense of the app experience by using different variations of the same
engaging and relevant images taken directly from your layout clean, easy to read, and avoid
asset. For example: image ads for unnecessary decorative elements and phrases.
your app. For example, you can use product images a travel app with the same size
from your shopping app or menu screens from your but different cities/countries
music library. depicted.

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Video Ads
Video ads come in three formats: portrait, landscape, and
square. Each format carries its own pros and cons.
Portrait videos make for a better user experience because
they don’t require you to tilt your phone sideways to view
them. Square videos occupy up to 78% more preview
space in mobile screen than landscape video. However,
YouTube will only serve a video ad if it’s in landscape
Requirements
Orientation can be landscape (16:9), portrait
(2:3), or square (1:1).
format. Ultimately, it’s important to include a variety of
video formats in your ad campaign to ensure that they
get served in as many locations as possible. Videos must be hosted on YouTube. They can
be listed or unlisted.
There are no standard requirements for duration besides
a minimum length of six seconds. However, it’s generally Minimum duration of six seconds.
best to stick to a few approximate durations: 6 seconds
(bumper), 15 seconds, and 30 seconds are most
common. Longer videos (1–2+ minutes long) are more Formats
effective when the product’s message requires some
instruction, such as explaining how a personal finance
app helps you set budget goals and save money.
If you don't add your own video, AdWords can make one
for you. Your ads will be customized for wherever they
appear on Google's ad network, and any original content
may be added to, dropped, or modified during the ad Landscape
serving process. 16:9
Portrait Square
9:16 1:1
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Where Video Ads Appear

Admob Portrait Admob Square Admob Landscape YouTube TrueView

Bumper Bumper Bumper Bumper
(6 second), 15 and 30 seconds (6 second), 15 and 30 seconds (6 second), 15 and 30 seconds (6 second), 15 and 30 seconds
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The First Five Seconds Matter
Compared to conventional advertising methods with
captive audiences, mobile advertising gives viewers
more control over the duration. You can’t take their
interest for granted.
65%
65% of video ad viewers
click the "Skip" button as
soon as it appears.[8]
On the one hand, this is a good thing. People who aren't
likely to be invested in the message are allowed to opt out
early on while maintaining a pleasant user experience,
while those within the target audience are more likely to
view the ad to completion and act upon it. On the other
hand, this ingrained tendency to skip tells us that the first
five seconds of a video ad is crucial.
The paradox is that ads that
show the brand logo in the first five seconds have a much
higher chance of recall, but they also increase the
likelihood that that someone will skip the ad. When in
doubt, it’s generally best to show your product within the
first few seconds of the ad — preferably in a candid use
case rather than a floating logo on screen.
Try this...
When you only have five seconds to
captivate the viewer, you have to strike a compelling note
right off the bat. Humor is by far the best way to get a Begin your video ad with a familiar setting or slice of
life. Viewers will be more likely to continue watching
viewer hooked. However, if a humorous tone doesn't
really make sense for your product or service, if they identify with the situation.
"suspenseful" or "emotional" is probably the next
best approach.
Speak in the Right Voice ›
Monster job app’s video begins with an obnoxious boss in a
doldrum office environment. Many viewers will be able to
identify with being stuck in an unfulfilling career.
Yarn chat fiction increased their ad engagement by adding a clip of
a snarling “mystery dog” to the beginning of the chat story video.
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Quick Tips for Video Ads

Make it locally relevant. Localize

Portrait video is the optimal content or use subtitles.
handheld experience.
Conversion rates are generally
higher than landscape.

Lead with the benefit. Focus on

the problem your app solves or
show people using it.

Music is great, particularly

There is no perfect video length. 6 second bumper when it’s upbeat or
ads are often more impactful than long ones. For action-oriented. But don’t
33
gaming, 15 seconds tends to be the best length. rely on it. If a user’s sound is
However, 30+ seconds tends to be better for utility off, make sure your content Diversify your video content. Not
apps that require more user onboarding and is visually appealing. every ad has to be cinematic.
investment.

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Elements players like about a game (per genre)

(Per genre)

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Variables to Test
One of the major benefits of UAC is that once creative
assets go live, the machine does the optimization for
you. These calculations are performed multiple times Text Language Text Style
each minute and don’t follow the traditional format
of A/B testing.

You should still be A/B testing your

creative assets before the machine
receives them.
“Highest rated.” “Most trusted.”
Aa Aa

A/B testing is an excellent method for figuring out

which assets are most likely to be effective at driving
conversions. It can be used to test all asset types
from text lines to images to videos. Consider making
adjustments to any of the following creative elements
Funny Serious Sans-Serif Slab Serif
and see if it makes a difference in the effectiveness of
the asset.

Don’t conclude testing too early. Giving up

too early can cost you because you may have gotten
meaningful results had you waited a little longer. A good “Cellphone” “Mobile”
benchmark is to before you
Bold
start making any conclusions.

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Color & Background Image Buttons & CTAs

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Video Animation Sound

Sound vs. no sound

Playing music underneath vs. no music

Different pace: upbeat music vs. slow music

Different musical genres

Beginning ad with attention-grabbing sound effect

If showing app/gameplay: sound effects for actions

vs. no sounds

Voice

Male voiceover vs. female voiceover

Different voice pitches: high vs. deep

Tone of voice: upbeat vs. neutral

Captions vs. no captions

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