Freemake options for iPAD-friendly format?

hi gang - I have been using Freemake for ordinary PC-related tasks for Windows 7 and 8 - works fine and the many players we have in windows land make it easy to spin formats that work.

but I need to do some conversions to a 720p format that the iPAD Mini likes.
I'm wondering if someone can tell me the magic cookbook recipe for doing this... Is it merely a matter of selecting H.264 .mp4 and "hit the button"? somehow I think not...

I looked for an open thread on this but no find so if its redundant, just punt me over to the right silo.
thanks
z