formatting videos to play on iPad w/retina (3rd Gen) in iTunes 11?

I'm trying to play videos (.mp4 format) on my iPad 3rd Gen. I have added these videos in iTunes, but when I try to put them on my iPad, it says they won't play on the iPad. Previous forum entries say I should go to Advanced menu for a specific video and select create iPad or Apple TV version. Unfortunately, with the new version of iTunes, this function is no longer there. Any advice?