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Facebook Video Ads: The Ultimate Tutorial

Facebook Video Ads The Ultimate Guide

Facebook Video Ad Tutorial.

I have been testing Facebook Video Ads a LOT in the last 2 weeks, and I am getting some amazing results.  Views can be a cheap as £0.01 p each yes thats right 1p for a video view thats pretty awesome.

You might have seen this lovely orange video in your Facebook feed recently.

Facebook Video Ad Rocket Marketing Hub

Video content is at the heart of internet use these days, with 4 billion video views taking place every day on Facebook (Yes you read that correctly 4 Billion)

When you take on board the fact that 65% of these video views are taking place on mobile devices, you receive a very quick snapshot of how use of the internet has changed recently.

While many people will still instinctively think of YouTube when it comes to videos, Facebook has actually drawn level with YouTube with respect to desktop views and it is well ahead when it comes to mobile videos. YouTube is still important but you should see that there is an opportunity to take advantage of Facebook when it comes to video ads, and if you really want to grab the low hanging fruit, mobile video is the key.

The number of views that videos receive on Facebook are growing all the time and the truth of the matter is that, for now at least, video ads work.

While you may think of a specific goal or aim when running an ad or a direct response video marketing campaign, you can also positively impact on your brand or identity.

This is something that you should always bear in mind because your brand impacts on how people think about your video and your video certainly impacts on how you feel about the brand.  You may have seen our Rocket TV episodes that we put out on Facebook each Wednesday, we boost that post to all the people who like our page.

Check them out here https://www.facebook.com/rocketmarketinghub/  (Make sure you like our page while there)

Facebook has undertaken a wide range of studies into video ads and they know that they want and need to make it easier to create video ads that target and focus on custom audience and which even allow users to create custom audiences. One of the most important aspects of Facebook advertising is the ability to customise and segment your audience, and it stands to reason that users will want to do the same with their videos. Facebook is also aware of the need to retarget users, and this requires a call-to-action, which they are looking to make more direct.

Some of the updates that Facebook has made with respect to video ads of late include:

  • Removing the stipulation that only users with a minimum of 1,000 views a day can create a custom audience from their viewers
  • Removing the lifetime budget requirement that was needed to create custom audiences
  • The custom audiences for video views are being updated dynamically every day as opposed to the process being updated every couple of days, which used to be the case

When it comes to the benefits of using this style of campaign, think about how much faster you can develop your custom audience and also think about the average cost for achieving this aim. With the average cost across a number of markets coming in between $0.01 and $0.06 for every view, you can add new audience members for a very small price and then retarget them later with other campaigns.

The Audiences section of the Ads Manager provides useful information, including a breakdown between “Viewed” audiences, who are people that watched a minimum of 0:03 seconds of the video and the “Completed” audience, who watched a minimum of 95% of the video.

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We know that there are many reasons to put off making videos, including:

  • A lack of video equipment
  • A lack of technical skills in using video equipment
  • Being afraid of being in front of the camera or talking on camera
  • Lacking confidence or awareness of the Facebook Video ads interface
  • Not knowing what to say
  • Not knowing how long the video should be
  • A general sense of being overwhelmed

These are all valid reasons but none of them are barriers to stop you from making a Facebook ad. With modern technology, there is no need for any technical skills or past experience of creating videos to achieve success in this area. With the quality of modern smartphones, there is no need to invest considerable sums of money into video equipment.  All my Video either adverts or social updates is shot on an iPhone, so I am sure you have a smartphone or some sort you could be using.

If you are worried about not making a polished or professional looking video, think about how people use Facebook. Facebook is fun, and people are looking for video content that is fun, natural and worth sharing. They are not necessarily looking for polished content or professional promotional material, they are looking for something they can engage with and which they want to share with their friends or family members.  A lot of business experts preach that “Good Is Good Enough” and they are right, I don’t fuss about scripts or lighting I just point the camera and shoot.  Sometimes I might urrrrmmmm or errrrrhhhh but you know what it gets me customers, builds my brand and helps people move their business forward so thats all that matters.

Many people will tell you that the best way to get over a fear is to dive right in, and this is definitely the case with Facebook video campaigns. Here are examples of some campaigns that have brought success for Facebook ad users.

Campaign 1 – Develop trust and authority with a call to action

Capture

When it comes to your first Facebook ad, it is best to try and develop your presence and position yourself as an authority that can be trusted. If there is anything you can do, say or show to indicate that you have experience in your chosen field and that you are worth following or listening to, this is a great time to show it. Thats exactly what we do with Rocket TV https://www.facebook.com/rocketmarketinghub/ (Hey make sure you like the page while there)

Campaign 2 – Provide proof or offer testimonials

Testimonial Facebook Advert

Once you have gained interest from people and they think that you are worth hearing, reinforce this with information from other people that highlights what you have to offer. Some people will be hesitant to provide praise about themselves but when you are trying to connect with people you don’t know online, proof and testimonials are essential for businesses. If you have people who say nice things about your product or service, utilise it to show other people.

Campaign 3 – Testimonial and Retargeting video which links to a sales page

It is important to be aware that you can run traffic to a sales page or a squeeze page BUT you need to do it right. When it comes to retargeting, a good way to do this is to focus on people who have previously visited your sales page. They will already have an awareness of your product or brand, but clearly something stopped them from buying from you before. This is why it makes sense to provide proof or a testimonial of what your product or service can offer.

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Campaign 4 – In the style of local TV ads

If your business has previously run a campaign on local TV, you may be able to reuse that material or you can at least use your experience as a starting point for a new campaign. Even a 30 second ad can work, but be sure to add new text or an overlay for your Facebook ad to bring it up to date and to reach out better to your audience.

There is always a lot to be said for reusing content if it is applicable or suitable, so if you have dallied in video content before, have a look and see if there is anything you can reposition for Facebook ad content.

Campaign 5 – Content that comes with a Call To Action

Whether you have content that can be repositioned for Facebook or you create new content for the Facebook ad campaign, there is a lot to be said for having a Call To Action (CTA). There is a school of thought that every video should have a Call To Action included in it, and obviously every video should have some purpose.

For this sort of video, you really want to create content that will be shared because if you have a good CTA on your video, you want as many people to see it. This is when you really need to think about what your audience wants or can benefit from and then provide this style of content. This can mean that the focus of the video isn’t really your firm, but something that you can help with, and then the Call To Action for your firm comes in.

Campaign 6 – Affiliate Promotions

With affiliate promotions, you are driving traffic towards someone else’s site or product and receiving payment for doing so. However, there is nothing to suggest that you cannot develop your own audience or traffic at the same time. Consider this a collateral benefit alongside earning money through your affiliate work.

In addition to running the main ad that drives traffic to a landing page, why not run a page post link that will direct people to your own blog posts or site. You should use this to further extol the virtue and benefits of the affiliate products but also speak about what you can offer or of any bonuses that you provide to people who buy the product or program. This allows you to drive traffic to your own site and build up your brand or identity while still undertaking your affiliate work.

Creating your Facebook ad campaigns

The simplest way to have an ad on Facebook is to publish video content onto your business page on Facebook and then select “boost” which will be on the right hand side of the page.

This means that you don’t have to bother with the Power Editor or the Ads Manager. However, you will not have as many budgeting, biding or targeting options as you would if you had access to the above tools but this is a very good way to get started and ramp up an initial audience. There is also the fact that you can adjust your bidding level later on, so don’t worry too much about that.

Creating Campaigns with Ads Manager or Power Editor

The first step you take when creating campaigns is to use the Ads Manager or Power Editor. You don’t need to use the “Video Views” element to create and run a video campaign but if you are looking to develop a custom audience which takes “Video Views” as a starting point, “Video Views” must be set as your campaign objective.

The objectives you can use with your campaign include:

  • Clicks to Website
  • Page Post Engagement
  • Video Views
  • Website Conversions

It is best to start with Video Views but if you feel confident about the process or you have a specific aim in mind, feel free to try one of the other objectives.

Your ad copy

Copy is always important and your ad copy has a number of purposes, depending on what you hope to achieve with your ad:

  • You want the viewer to watch all or as much of the video as they possibly can
  • To inspire the viewer to take action and click a link on your post – leading them to a landing page
  • In some cases, the ad copy should complement the video

If people tell you that your video should be a certain amount of time in length, ignore them. There is genuinely no set length that always works. If you can get in and out while convincing people to take action, do so. If you need time to explain and then cajole your audience, do so. However, between 30 secs and 2 minutes is the common time for your video but again, different videos have different purposes and different audiences, so you really need to try different lengths and see what works best for you.

You should also focus on where the link is placed in your post because you want the link to be positioned above the “See More” link.

Video Call-to-Action Buttons

A big step forward for Facebook of late has been the CTA button, especially with respect to mobile ads. The button appears after 3 seconds on mobile video ads and it remains in place for the entire video, and it is found on the video player. This has been a huge step forward. When you think that mobile video content goes full screen for mobile users, you are getting someone’s full attention with no distractions and with having a Call To Action button on screen, you can achieve great success.

Video Thumbnail

If you place your video directly to your Facebook page and then boost it or create a video ad campaign using a post that already exists, you will not be in a position to edit or change the pre-play thumbnail once you have begun the ad campaign. Before you start creating and running ads you can change the thumbnail as many times as you like but once you have put money into the campaign, you cannot change it.

To change the thumbnail from the post, click on the TIMESTAMP link (which is the published date) and the post will open up into a light box window, which is where you can edit the video or post. Look for “Options” and then “Edit this video” and you will be able to choose an existing frame or you can upload a custom image to serve as your thumbnail.

Text Overlays

You’ll find that adding additional text, as an overlay, to your video can make a massive difference to your video campaign and this is a strategy that is often referred to as “Embracing The Silence”. With Facebook videos starting on mute, there is a need for the viewer to click on the video in order to obtain sound. This presents a challenge but with overlaid text, you can provide instructions or offer up a reason that will have users scrambling to click on the video and find out more.

Good use of video overlay in Facebook ads include:

  • At the start – telling viewers to click on the video to un-mute it
  • In the middle – telling viewers to click the link found in the post or to click on the CTA button on the screen
  • At the end – telling viewers to click on the CTA button

Important Video Metrics

As with all campaigns, you will find that the reporting tools within Facebook offer up a number of ways in which you can find out how your ad is performing. You should click on “Customise Columns” and then use “Search” to select the metrics you are looking to analyse. You can also deselect any unwanted metrics by clicking the “x” on the right side of the window or screen. You can also place your metrics into a different order, allowing you them review and analyse them in a way that is best for you.

A Must-Use Strategy

When it comes to ad strategies and tactics, many people think that adopting a new approach means that they can stop using old approaches. This isn’t the case. Just because you are now using video ads doesn’t mean you should stop posting traditional posts on your business page or using page post links. They are different strategies and tactics and they can reach out to different viewers and provide different benefits.

When it comes to reaching new audiences, you should be looking for new strategies and tactics to add to your promotional activities and Facebook ads provide a brilliant way to effectively reach out to your audience, so look to add this style of activity to your overall campaigns.

 

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About James Nicholson

James Nicholson is the founder of Rocket Marketing Hub. He’s worked in Digital Marketing for over 10 years for companies like Utility Warehouse, NHS and hundreds more.

You can connect with James on Twitter and Facebook

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