Are You Utilising Video Ads Into Your Marketing Plan? the-social-media-concierge.co.uk /utilising-video-ads-marketing-plan/

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by caberdeen@gmail.com | Aug 14, 2016 | Facebook Advertising |

Are you using Facebook Video Ads in your marketing campaigns?

So if you follow me on social media you will know I like to keep abreast of whats working with Facebook Ads andwhats not! I’ve recently been working with a client who has some really cool videos and suggested we utilised theseinto his ad campaigns. If you’re using Facebook Ads regularly you will know it can work out quite expensive to runads to “buy my shit” posts.

Back in the dark ages when I first started out with Facebook Ads it was possible to run these a plenty and get salesand leads easily from them. Fast forward a couple of years and times are a changing.

My biggest piece of advice re Facebook Advertising has and always will be don’t run ads to a cold audience andexpect them to come beating down your door expecting them to buy your latest product or service.

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That’s all well and good for me to say ( I am the expert after all). So here’s my take on what will work best.

Run your first ad to some free content. A blog post, a video or a free article. For the sakes of todays blog we willdiscuss doing this with a video.

So my client has some cracking testimonials on video so we decided to use them to warm up a cold audience. Weran a series of ads to his target audience who were interested in his niche product.

Now here comes the clever bit. You can actually create custom audiences from the video ad and see when peopleare dropping off your video.

First though lets take a look at how much the original video ads were costing. YOU WILL BE SHOCKED AT HOWCHEAP THEY ACTUALLY ARE!

So as you can see from this screenshot the video views are costing 0.004p each!

STOP THE PRESS!!!

How much did you say Claire? Yup, you heard correctly in old english money thats not even a half pence!

Ok Claire, now what do I do with all these people that have viewed the video?

Unfortunately with Facebook being Faceboook the call to action at end of video only shows if you view video until theend.

Naturally you will have people who will click to view and will last about 10 seconds and drop off. My tip is make yourvideos short, sharp and simple. Tell them what they need to do next. Run the ad to a page on your website to optthem into something (more on this in a bit).

Going to press Facebook currently allows videos of up to an hour (personally if you sent me an ad for that I would bebored if it was that long, I dont have time to watch a film never mind your sales video if its that long). Keep them toaround 3-10 mins depending on what you are selling. Instagram allows no longer than 1 minute for videos so you

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need to quickly get to the point if you want to run them to Instagram.

Facebook has recently rolled out a nifty new feature to allow you to build custom audiences from where people aredropping off the video. I would be retargeting anyone who viewed more than 50% of your video and run themanother ad to opt into something. You can then retarget them again with your shiny new product via your CRM or viaanother ad, or both. Remember what I said earlier about not running your ads to a cold audience. So as you can seewe have gone from an ice cold audience who have never heard of you to a super hot audience hanging on yourevery word and desperate to buy your product or service. Makes sense huh?! Now to put this system in place DONOT I repeat DO NOT leave this until the day before you launch a new service or it will fall flat on it’s ass. If I had a$1 for everyone I’ve consulted with on projects who leave it too late I’d be mega rich! Give yourself time to grow aband of eager followers utilising this system.

Okay lets take a look at these custom audience malarkeys then.

So to set these up you need to head over to your adverts manager. On the top left of your screen there’s a dropdown menu. From there select audiences and create audiences.

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When you select custom audiences you are given the options as per the above screenshot. Select the option whichsays engagement on Facebook then select video.

You are then given a pop up box to create the audience.

TIP. You will need to create an audience for each option ie where they dropped off the video.

You have the option of

viewed at least 3 seconds

viewed at least 10 seconds

viewed at least 25%

viewed at least 50%

viewed at least 75%

viewed at least 90%

I would disregard the first three but they are useful to set up to see how many viewers are dropping off where toreview your content accordingly.

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Now you are hit with the above pop up box. Click on choose a content type and select which action you want totrack. As I said earlier you will have to do each one as a seperate audience.

Now you should get just below that “select videos”. Click there and go to the Facebook Page with the video on andselect the video.

I have encountered a slight bug on Facebook when you go to do the second audience you cant access any videosso my tip is when you have done the first one refresh the screen before you upload the next one.

Once you start to run your video ad you should see the audiences start to build up quite rapidly.

Here’s one I prepared earlier. The people who have viewed more of the video are where the gold lies.

From here I would set up a new campaign to the audiences of 50% and above to opt in to something.5/7

Remember that client from earlier? Here’s what happened when we retargeted the video ads to book a consultation.

So when we ran the retargeting ad we ran this to a “book a consultation” form. This generated 321 consultations ata cost of 0.01p each with over a 10% click thru rate (this is good). If you had ran that straight to the book aconsultation form you probably would of been lucky to get a 1% click thru rate and the costs would have been farhigher.

So as you can see from this case study of Facebook video ads it pays dividends to get a system in place before youlaunch.

Hope you have found this blog useful and will think of putting a system in place before you throw all your money atyour Facebook Ad campaigns. Its now 10.30pm here in Greece so I think it’s time to switch off my laptop!

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Claire Hunter

Owner

Claire is a Facebook Advertising Consultant living in Crete,Greece. When she’s not consulting with brands andrunning done for you Facebook Ad Campaigns, you will find her swimming down her local beach in Elounda. Sheinsist’s her profile picture is a real resemblance to her minus her tan.

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