Cosmetics brand Lit Looks isn’t getting the reach that they expected from their Google App install campaign. They want to optimise their creative mix, focusing on video assets. They currently have two portrait videos and two landscape videos, ranging from 10–30 seconds in duration. What are they missing in their video asset mix?

If the cosmetics brand Lit Looks isn’t achieving the desired reach from its Google App install campaign, it may need to refine its creative strategy by emphasizing video assets. One key element missing from their video mix is a square video asset.

• A 60-second landscape video asset.
• A 60-second portrait video asset.
• A carousel video asset.
• A square video asset.

Explanation:
Lit Looks is missing a square video asset in its current Google App campaign creative mix. Although portrait and landscape formats are common, square videos (1:1) are essential for optimal performance on mobile and social media feeds, where they naturally attract higher engagement. Incorporating this format ensures ads appear in more placements, allowing Google’s algorithms to better optimize delivery. A well-rounded asset strategy should include all major aspect ratios—portrait (2:3), square (1:1), and landscape (16:9)—and feature multiple videos in each format. Adding videos of different lengths, ideally between 10 to 30 seconds, further increases flexibility, helping the campaign cater to varied user behaviors and driving stronger results.