How Long Should Your Ad Video Be? [A Google-Backed Guide]

The average adult internet user's attention span is 8.25 seconds, which is less than the goldfish's 9-second attention span. This is influenced by the increasing distractions on the internet, social media, and the environment.

This means when you're creating advertising videos, the length will significantly influence the effectiveness of your ad.

In this short newsletter, we'll touch on Google's advertising guidelines offering insights into the ideal video length based on your marketing objectives

1. Brand Awareness (6-20 seconds)

For awareness campaigns, according to Google, shorter videos work wonders—and advertisers are advised to aim for videos within 6 to 20 seconds long.

My explanation is at this stage, you don’t need to delve deeply into your product or make it a topic, instead, your focus should be on showing up repeatedly in front of your target audience.

This consistent visibility helps create brand recognition without overwhelming viewers. A brief video that pops up several times a day can subtly build an impression without being completely invasive.

(If you have a contrasting opinion, write it in comments)

2. Consideration (60-180 seconds)

When you're aiming to engage your audience and get them to consider your brand or product, longer videos (1 to 3 minutes) were recommended by Google.

I believe this time frame allows you to share more detailed information about your product, business or your unique offer and allows you to demonstrate your unique selling points.

It's the perfect opportunity to educate and convince your audience.

3. Action (15 seconds)

Interestingly, when it comes to driving action, shorter 15-20-second videos were recommended as the most effective.

Perhaps because shorter videos get straight to the point, with a clear call to action that motivates quick decisions, without giving viewers too much time to lose interest.

Viewers at this stage should very well likely be aware and already decided to buy from your brand. Longer videos may confuse viewers or bore them out from the decision-making process.

If you have other opinions on why you think shorter videos drive action better, feel free to share your thoughts!

Conclusion

While the specific video lengths you use in your ad may vary slightly depending on your target audience and other factors, the general guidelines provided by Google and other experts are a good starting point and not compulsory instruction for creating effective video ads.