You created your first video ad a few months ago and now want to make small changes to improve its performance. Which post-production edits should you make to improve the ad's effectiveness?

Analysis of Correct Answer(s)

• Increase the pace and tighten the framing. This is a core best practice aligned with Google's ABCD framework for effective video creative.
  • Faster pacing helps capture and hold the attention of viewers, especially in mobile environments where users can easily scroll past content. Quick cuts and dynamic visuals are more engaging.
  • Tighter framing on key subjects (like people or products) makes the ad more impactful and easier to understand on smaller screens. It ensures the most important elements are the center of focus.

Analysis of Incorrect Options

• Lower the brightness to optimize for mobile device viewing. This is incorrect. Mobile ads should be bright and high-contrast to stand out and be clearly visible in various lighting conditions. Lowering brightness would make the ad less noticeable.
• Remove supers so they don't compete with the audio. This is the opposite of a best practice. Supers (on-screen text) are critical for viewers who watch with the sound off, which is a common behavior on mobile. They help reinforce the message and brand.
• Add closed captions since most viewers will watch with sound off. While adding captions is a good practice for accessibility and comprehension, the chosen correct answer addresses more fundamental creative elements. Pacing and framing are primary levers for improving core performance metrics like attention and view-through rate, making them a more impactful post-production edit for effectiveness.