You know social media provides essential channels for maximizing digital marketing efforts. But what types of content are most effective on which platforms? From my view as a player in the video production and distribution game, I can tell you: Facebook video ads are your best bet.
The amount of traffic generated by these ads continues to grow at an astounding rate. To illustrate, by the end of 2015, Facebook was seeing about 8 billion video views per day. At the close of 2014, this figure was only one billion per day. Moreover, video traffic accounted for 70 percent of all consumer internet traffic in 2015, and this number is expected to rise to 82 percent by 2020.
When Facebook video ads enjoy an organic reach that is 159 percent greater than regular posts, it’s clear that video isn’t being consumed so much as devoured these days. While they certainly hold exciting potential, it’s important to avoid common mistakes that can cripple your campaign.
Avoiding Video Ad Pitfalls
Because Facebook video ads autoplay without sound until a user clicks on them to hear more, adding subtitles was one way to better capture a scrolling user’s attention. But now that all of them can be captioned using a free tool provided by the platform, you’ll need to do more to ensure yours stand out among the silent masses.
Inexperienced marketers may make the mistake of only running a small handful of ads to the same target market. Seasoned marketers know they should be testing all parts of the ad campaign, including the messaging, visuals, audience, and placements.
Facebook video ads testing needs to be organized and deliberate, so you can easily compare the number of clicks, views, likes, conversions, and other results. These are the metrics you’ll use to gauge the effectiveness of your ads and optimize each campaign throughout the flight.
If you want your video ad to drive traffic to a landing page, it’s important to think about the secondary action as well. To optimize that page for your audience, confirm that it matches the ad and provides a seamless experience for the user. Also, refrain from bombarding your potential customer with too many offers—a landing page with multiple offers generates 266 percent fewer leads than one with a single offer.
Facebook’s automatic bid feature is another easy trap to fall into. Using it can be effective, but savvy marketers know you lose the opportunity to prioritize your bids for the best-performing ad sets. If you know your conversion rate and value, you should set a maximum cost per click (CPC) manually to ensure you’re always delivering a positive ROI. If you rely too heavily on auto bid, you can end up going over your budget to pay for clicks that aren’t really worth the additional cost.
Driving Digital Goals
If you’re serious about using Facebook video ads to generate business, here are four keys to maximizing their value as part of an effective digital campaign.
1. Use Facebook Lead Ads
This ad format is utilized less than the CPC campaigns, but it’s a marketing goldmine. Lead ads allow users to share their contact info right on Facebook, which results in more subscribers than driving them to an external landing page. You can then use the information you collect through lead ads to create new custom and lookalike audiences and tweak your spend based on where those prospects fall in the funnel.
To create your first lead ad, sign into your Facebook account’s Business Manager. In the Power Editor, click on “+Campaign” in the top left corner, select “Collect leads for your business,” and choose your targeting parameters, desired audience, budget, placements, and schedule. At the prompt, opt to create a new lead form.
First, create a context card that synopsizes who you are, what your offer is about, and why users should give you their contact info. Then, choose the “full name” and “email address” fields in the lead form—if prospects have to fill out more than that, they’ll be less likely to convert.
2. Explore Lookalike Audiences
Do you have a list of your customers’ email addresses? With it, you can leverage the amazing amount of data at Facebook’s disposal to find people who will be receptive to your product or service without the trial and error that’s typically involved. Using various algorithms, Facebook can take data points on your existing customers to find and target users with similar qualities, interests, and demographic characteristics.
To create a Lookalike Audience in Facebook’s Ads Manager, go to your Audiences. Click on “Create Audiences” in the top left corner and then “Create a Lookalike Audience.” Then, select a source (e.g., a custom audience, page, conversion pixel, or a mobile app), the targeted country, and your desired audience size (e.g., a percentage of country’s total population).
It can take up to 24 hours before you see your Lookalike Audience, but as long as you’re targeting ads to that audience, it will be refreshed on at least a weekly basis. SEE MORE