You want to grow consideration with a Google Video campaign and have a short creative that's well-suited for awareness. Why should you prioritize longer creative that can tell a better story to meet your marketing objective?

For a consideration objective, the creative needs enough time to explain the offer and build interest beyond simple awareness. Google Ads guidance states that ads lasting :60 to 3:00 can drive more consideration lift than shorter versions and help tell the story more effectively. Longer video also gives more room to show product details, benefits, and use cases that support evaluation before purchase. A short awareness-style asset can still create exposure, but it is less suited to moving viewers deeper into the decision process. Google Help+1