Google Ads Creative Certification Exam Answers

You work for a creative agency and are aiming to grow consideration for a software company’s project management product. How should you approach making this video ad?

• Share multiple messages about the many ways this product solves a problem.
• Use product demos and how-to’s to put the product in context.
• Make people core to the story and keep branding subtle.
• Use technical jargon that will resonate with important audiences.

or

• Use technical jargon that will resonate with important audiences.
• Make people core to the story and keep branding subtle.
• Use product demos and how-tos to put the product in context.
• Share multiple messages about the many ways that this product solves a problem.

Explanation:

When aiming to grow consideration for a software company’s project management product, using product demos and how-to’s to put the product in context is the most effective approach, as indicated by the correct answer. This strategy allows potential customers to understand the practical applications and benefits of the software in real-world scenarios. By demonstrating how the product works and showcasing its features in action, viewers can visualize themselves using it and perceive its value more clearly. Product demos and how-to’s provide tangible examples of how the software can streamline processes, increase efficiency, and solve specific pain points for users. This approach not only educates the audience about the product but also builds trust and credibility by showing its capabilities in a practical and relatable manner. Additionally, it helps potential customers make informed decisions by providing them with valuable insights into how the software can address their needs and improve their workflow. Therefore, leveraging product demos and how-to’s in the video ad allows the creative agency to effectively communicate the product’s value proposition, drive consideration among the target audience, and ultimately increase the likelihood of conversion.

You’re making a video ad to generate leads for a cleaning services company. How should you present the ask for viewers to take action?

• Convey multiple messages to resonate with the masses.
• Humanize the ad with customer testimonials.
• Introduce the product or problem, then follow up with a relevant call-to-action.
• Provide multiple options for how viewers can take action.

or

• Convey multiple messages to resonate with the masses.
• Introduce the product or problem, then follow up with a relevant call to action.
• Provide multiple options for how viewers can take action.
• Humanise the ad with customer testimonials.

Explanation:

The correct answer is **’Introduce the product or problem, then follow up with a relevant call-to-action.’** When creating a video ad to generate leads for a cleaning services company, it’s essential to structure the ad in a way that first introduces the product or highlights the problem that the cleaning services can solve. By establishing the context and demonstrating the value proposition of the cleaning services, viewers can better understand how the company can address their needs or concerns. Following this introduction, incorporating a relevant call-to-action (CTA) encourages viewers to take the next step, whether it’s signing up for a free quote, scheduling a cleaning service, or visiting the company’s website for more information. This sequential approach helps to guide viewers through the ad, capturing their interest initially with the presentation of the product or problem and then prompting them to act upon that interest with a clear and actionable CTA. By aligning the call-to-action with the content of the ad, viewers are more likely to perceive it as relevant and compelling, increasing the chances of them engaging with the ad and becoming leads for the cleaning services company. Therefore, introducing the product or problem first and following up with a relevant call-to-action is an effective strategy for generating leads through a video ad for a cleaning services company.

You’re creating a storyboard to make your first video asset for an app campaign. Which of the following should you prioritise?

• Showing the product experience as quickly as possible, with tightly framed shots focusing on app use and benefits
• Emotional appeal through compelling storytelling to connect deeply with potential users
• Making the brand known by pairing the logo with zoomed-out shots
• Establishing the problem with an actor on-screen, followed by them using the app to solve the problem

Explanation:

The correct priority when creating a storyboard for the first video asset for an app campaign is to ‘Show the product experience as quickly as possible, with tightly framed shots focusing on app use and benefits.’ In the context of an app campaign, it’s crucial to quickly capture the viewer’s attention and communicate the value proposition of the app. By prioritizing tightly framed shots that highlight the app’s features, functionality, and benefits, advertisers can effectively showcase the product experience and demonstrate how the app addresses the user’s needs or solves their problems. This approach allows potential users to immediately understand the app’s value and relevance to them, increasing the likelihood of engagement and conversion. Additionally, showing the product experience early in the video helps establish a strong connection with viewers and sets clear expectations for what the app offers, leading to better campaign performance and user acquisition. Therefore, prioritizing tightly framed shots focusing on app use and benefits is the correct approach when creating a storyboard for the first video asset for an app campaign.

You manage marketing within a direct-to-consumer homewares company and are aiming to drive online sales. How should you approach connecting with viewers through video ads?

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

Explanation:

The correct answer is to **’Keep the value proposition and use case precise.’** When aiming to drive online sales through video ads, it’s crucial to effectively communicate the value proposition and use case of the products being promoted. By keeping the messaging precise and focused, viewers can quickly understand how the homewares offered by the company can benefit them in their daily lives. This approach ensures that the ad resonates with the audience’s needs and desires, increasing the likelihood of driving engagement and conversions. Additionally, a clear and concise value proposition helps capture viewers’ attention within the limited timeframe of a video ad, making it more likely for them to take the desired action, such as making a purchase. Therefore, by prioritizing clarity and precision in communicating the value proposition and use case, marketers can effectively connect with viewers and drive online sales for the direct-to-consumer homewares company.

Which aspect ratios are accepted for image assets in app campaigns?

• 1:1 and 1.91:1 only
• 1:1, 1.75:1, and 4:5
• 1:1 and 1.75:1 only
• 1:1, 1.91:1, and 4:5

or

• 1:1, 1.75:1 and 4:5
• 1:1 and 1.91:1 only
• 1:1, 1.91:1 and 4:5
• 1:1 and 1.75:1 only

Explanation:

The correct aspect ratios accepted for image assets in app campaigns are ‘1:1, 1.91:1, and 4:5.’ These aspect ratios are specifically optimized for various placements across different digital platforms, ensuring that the images appear visually appealing and consistent across devices and screens. The 1:1 aspect ratio, commonly known as square, is suitable for most social media platforms and mobile devices, providing a balanced and versatile layout that works well for app campaign images. The 1.91:1 aspect ratio, also known as landscape, is optimized for mobile feeds and offers a wider canvas for showcasing content while maintaining compatibility with various screen sizes. The 4:5 aspect ratio, often used in vertical formats, is ideal for mobile devices and vertical placements, maximizing the use of screen real estate and capturing users’ attention effectively. By adhering to these accepted aspect ratios, advertisers can ensure that their image assets are properly displayed and optimized for engagement, ultimately enhancing the performance of their app campaigns and driving better results. Therefore, selecting 1:1, 1.91:1, and 4:5 as the accepted aspect ratios for image assets in app campaigns aligns with industry standards and best practices for maximizing visual impact and campaign effectiveness across digital platforms.

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

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

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.