• Kaizen Ad

Updated: How to make better video assets to drive installs on Google App Campaigns

Fierce competition and changes in app audience preferences mean advertisers must stay up to date on the very latest best practices and lessons learned to increase app installs.

Since our last post on ‘How to make better video assets to drive app installs on Google App campaigns,’ the mobile app industry has continued to skyrocket with more apps than ever being added and competition for app installs and user acquisition only set to increase.


While many of our original tips still hold true—grab attention early, emphasize app experience, brand early and often, focus on call-to-action, and add user reviews—changing audience preferences and latest learnings reveal additional ways to create winning video ads. Here are our top five tips:


#1 Create Motivation-Led Video Ads

The best advertisers deeply understand their audience’s motivations and produce compelling video ad creative that grows app install volumes, drives revenues, and increases life-time value (LTV).


→ Kaizen Ad pro tip Use marketing and persona research to understand what draws your audience to click, which will in turn inform what kind of creative to develop and concepts to test.


#2 Build a Creative Concepting Framework

Map out the concepts and themes that drive your audiences to install, starting by charting a wide range of concepts drawn from popular ideas and competitor analysis.


→ Kaizen Ad pro tip At Kaizen Ad, we use the PLAY framework: Prepare your ad groups, List production type and tone, Arrange creative elements by audience, You’re ready to test. This takes you through the process quickly, identifying the best-performing elements and getting even more granular.


#3 Develop Multiple Ads in Multiple Sizes


Getting ahead of the competition means generating enough concepts to fuel campaigns and uncover winners. Multiple original ideas enable you to test, learn, and sustain performance at scale.


→ Kaizen Ad pro tip We recommend starting by creating at least three videos for each ad group between 15 to 30 seconds long and experimenting with themes, styles, and subjects. Then scale video ad assets based on performance results.


#4 Test Early and Test Often


A data-driven creative optimization strategy is essential for successful Google App campaigns that drive conversions and LTV. Once you find ads that perform well, you can take the concepts, make variations, and continue to test and iterate to acquire more users.


→ Kaizen Ad pro tip In addition to testing concepts and ideas, we recommend you consider testing other basic elements, including logo positioning, color schemes, pace, and background imagery.


#5 Repurpose for Target Variations


Testing different versions of a top-performing video ad can be a short cut to targeting different audiences with winning concepts. We recommend replacing a maximum of two key elements at a time and keeping 80 percent of the original video.


→ Kaizen Ad pro tip Make sure you have up to 20 videos in each ad group, ideally 20 for evergreen campaigns.


Featured Success Story


Tophatter acquires highest LTV users with Kaizen Ad video ads created for Google App Campaigns

Following the latest creative best practices from Google App campaigns, Kaizen Ad designers

produced new video ad creatives in multiple sizes every two weeks, focusing efforts on building more new video concepts for successful ad groups on Android to scale ad spend and grow LTV. Read success story here.

Need creative production help?

Kaizen Ad is an official Google preferred creative agency partner.

If you need any help with creative concepting or generating fresh video creatives quickly for your next Google App campaign, please reach out to creative@kaizenplatform.com or Request a Demo.



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