Wondering how to create videos for Google Performance Max campaigns? You’ve come to the right place. Google Performance Max (Pmax) is an AI-based service that allows advertisers to use all their assets, in one place, and the algorithm figures out what combination of bids, copy, and creative assets are working best. Using video is compulsory in Pmax and if you don’t include video assets, then Google will generate simple video ads using Asset-Based Video Creation or Automated Video Builder. These auto-created videos aren’t that great yet so you’re advised to upload your own video assets for best performance. Here are a few things to keep in mind when creating your own videos:
Formatting and Resolution
When creating videos for Google Performance Max campaigns, it’s important to adhere to specific format guidelines to ensure optimal performance.
Videos should be created in MP4 or MOV format. The recommended aspect ratio is 16:9 for a horizontal video ad, which works well for YouTube and most Display Network placements. This widescreen format ensures that your videos appear professional and are displayed correctly across different devices and platforms. Here’s an example of a video with an aspect ratio of 16:9:
For the best quality, your video files should be in 1080p (Full HD) resolution. Google advises against using Standard Definition (SD) videos, as they can significantly impact the quality and effectiveness of your ads. Additionally, make sure your video files are within the size limit specified by Google Ads, which is a maximum of 256GB.
Furthermore, to expand your reach, Google recommends uploading at least one vertical video with a 9:16 aspect ratio and at least one square video with an aspect ratio of 1:1. If you do not upload these videos on your end, Google may automatically resize your primary video into these sizes, to optimize your ad even further. Square and vertical formats make your video ad eligible for YouTube Shorts and YouTube Instream ads. Below is the same video as above, reformatted into a vertical format:
Messaging
Here’s where you can shine and use your own expertise and knowledge of your clients to improve results. Your copy should be short and conversion-focused. You can experiment with different copy ideas and this is where the algorithm helps you settle on the most effective advert.
For the actual video, it is important to have clear messaging and to communicate your key message or value proposition early in the video. Furthermore, including a strong CTA (call-to-action) will guide your viewers on what to do next.
Duration of Adverts
Google allows horizontal, square, and vertical video ads of 10+ seconds long, and while there is now maximum video length, Google recommends using ads shorter than 3 minutes. Short video adverts are generally recommended by us too, however, you can experiment and see what works. As a starting point, we suggest creating a single video advert of a 30-second duration and then also creating a 15-second version of the advert to maximize your reach.
Feedback Loops
You should assess your campaign to see what is working best. You can then use this information to create more polished adverts for general use. Google recommends running your ads for 2 – 3 weeks, and then evaluating the strength of your ads and assets, to make any necessary adjustments or replacements.
Ready to Create Your Own Videos for Google Performance Max?
Hopefully, this article gave you some quick insights into what to consider when creating your own video to use on Google Performance Max. But don’t worry, we can help you out with all of it! Get in touch, and let’s start brainstorming some ideas. We take care of the entire video production, from ideation, scripting, design, animation, voice and sound!
