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?

To achieve strong results in App campaigns, you should use diverse creatives in content, theme, length, and orientation because providing a wide variety of assets allows the machine learning model to test and identify the most effective combinations for different users across various Google properties. By offering diverse themes and content, you can appeal to different audience motivations, while varying the length and orientation (such as landscape, portrait, and square) ensures your ads can seamlessly fit into all available inventory, from YouTube Shorts to the Play Store. This approach maximizes the system's ability to serve the right creative at the right moment, ultimately improving campaign performance by reducing creative fatigue and increasing the reach of your message across the entire Google ecosystem.