Question: App campaigns rely on creative rotation powered by machine learning to choose the right creative for the right inventory, the right user, and the right moment. How should you approach assets to achieve strong results?
- Provide identical videos with minor differences.
- Upload fewer creatives than previous app campaigns.
- Provide identical videos cut to different lengths.
- Use diverse creatives in content, theme, length, and orientation.
Explanation
App campaigns use machine learning to assemble and serve creative across different Google inventory. Diverse assets give the system more options to match the right message and format to each context. Variation in content, theme, length, and orientation improves creative coverage across placements and user moments. Repetitive assets limit the system’s ability to learn which creative combinations drive stronger results.
Why the other options are incorrect
Identical videos: Small differences do not provide meaningful creative variety for App campaigns.
Fewer creatives: Limited asset volume reduces creative coverage and testing opportunities.
Different lengths: Length variation alone is not enough if the creative content stays the same.
Source for verification
https://support.google.com/google-ads/answer/6167158
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