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The Essential Guide To Effective Facebook Video Ad Campaigns

Updated: Mar 12, 2022

You've probably heard a lot lately about advertising tools and opportunities from trending platforms like Google Ads, Instagram Ads, or even TikTok Ads.

It’s understandable, given that some of them have been generating a lot of buzz as of late. However, if you’re thinking about launching an ad campaign for your business and you are not considering Facebook as the primary outlet, you are making a big mistake.

Facebook remains the most visited social network in the world and, as such, offers many possibilities to promote your company. Moreover, each advertising format you choose within the platform can be adapted entirely to your needs to achieve the best results.

Since videos tend to perform best out of all types of content intended for social networks, we'll focus this article on the basics you need to launch a video ad campaign on Facebook.

But, before we dive into the details, let's check some of the statistics that make this social network one of the best platforms to be part of your marketing strategy.

Facebook Video Ads — The Numbers Don’t Lie

If you’re still hesitant about Facebook, this data will make you change your mind. Let's start with the most important of all: more than 4 billion video views are registered on Facebook every day, for a total of 100 million hours of video.

Another interesting fact? The percentage of click-through rate (clicks that a link obtains regarding the number of impressions) for a video ad is higher on Facebook than on any other platform: between 1.05 and 3.42%, according to age. Meanwhile, on YouTube it’s between 0.05 and 0.11%, and on Instagram between 0.46 and 1.8%.

If you’re concerned about costs, this stat should put them to rest: average cost per ad on the platform has been falling since the fourth quarter of 2019, and even faster since 2020. This is a trend most experts agree will continue as a consequence of the pandemic.

As you can see, Facebook has pretty interesting numbers. So, if you’re keen to launch a marketing campaign on this platform, we’ll give you the basics to kick off.

Figure Out Your Audience — Ad Campaign

Segmentation is Key

Probably the biggest advantage of running a virtual marketing campaign is the possibility that digital platforms offer to send your message exactly to those who will be interested.

Well, Facebook provides the cutting edge of these tools, with extremely detailed options to choose the type of audience that will see your ads. However, there are a few things you should keep in mind as you start to get used to it.

Segmenting Your Target

Facebook Ad Manager allows you to choose your segmentation according to a varied number of elements. The most important thing is to know (and let the algorithm know, of course) where your ad will show up, what the demography of your audience is, what their interests are, and how they behave.

So, the first step to make a good segmentation is to know very well who your customer is. The more information you give to the platform, the easier it will be to have the right people seeing your ad, and the more effective it will become, since it will pop up to those really interested.

Your Client List is a Great Place to Start

If you’re a little lost about how to segment your ad, Facebook Ad Manager lets you to upload a list of clients. Based on this information, the platform will automatically direct your campaign to profiles similar to those who are already your customers, increasing the chances that they will buy from you.

To use this tool, you don’t need too much data from your customers. Their email addresses will be enough. But, again, the more information you add (first name and last name, telephone, ZIP code, etc.), the more accurate the segmentation will be, improving your chances of getting more accurate (and effective) results.

Create Different Ad Campaigns for Mobile and Desktop

User experience is quite different on mobile and desktop, therefore it’s a good idea to create separate ad campaigns for each one.

First, desktop and mobile users tend to differ quite a bit as audiences go. People who access Facebook from their phone generally don’t also use it on desktop, and vice versa. This is important since your ad will look and behave differently depending on the platform it pops up on!

So, an ad may look perfect on a desktop, but not so much on mobile, or the other way around.

Want to get the most efficiency and effectiveness out of your campaign? Then either choose which audience to target, and set it all up to target them exclusively, or (ideally) create both variants to get the best out of both audience pools.

Retarget to Achieve Maximum Effectiveness

Don’t worry! It sounds harder than it actually is!

Retargeting on Facebook is finding who has interacted with you after watching your video ad, and then use this information to adjust the specificity of your segmentation.

Why is it important? Retargeted users are much more likely to engage with your content because they’re the ones that were interested before and presumably will be again.

How to retarget? Facebook statistics will let you know who followed your page, who watched other videos of yours, who commented, or interacted in any way. Then, Facebook Ad Manager will allow you to add this information to the parameters that decide who your ads target.

Choose a Video Style That Fits Your Marketing Goal

Now, in addition to choosing your target and segmenting your audience, and for your video ad to be truly impactful, it's key that you pick a type of video that fits your campaign’s objectives. How? First, identify where your ad fits in the marketing funnel.

If you’re not familiar with the stages of the marketing funnel, it can be divided into three: awareness, consideration, and decision. Different stages tend to pursue different types of marketing goals, and different types of audiences, so figuring it out at this point will help you shape your campaign and set your ads for success.

Initially, if your goal is to build awareness about your product, you must tell your potential customers about your brand and your product and educate them. So, it’s a good option to go for a product ad or branded social videos. Short pieces meant to get your customers one step closer to your brand.

The second stage of the marketing funnel is about getting viewers to consider buying your product. Explainer videos and how-to’s tend to excel at this stage and make it easier for potential customers to convert.

Finally, if your goal is to give your customers that final push, or retain clients you already have, corporate videos, testimonials, and FAQs can be very effective, but you’ll very rarely see these as parts of an ad campaign (which tends to favor shorter videos).

4 Crucial Tips for a Successful Facebook Video Ad Campaign

So, effective Facebook ad segmentation and choosing the right video styles will put you ahead of many competitors on the platform. But there are four more things that can give your ad campaign a bit of an extra boost and help it perform better on Facebook.

Create Videos That’ll Be Easily Understood Even Without Sound

According to multiple data, most videos on Facebook are played on mute. So, developing video ads that are not only attractive, but work even without sound, through captions or subtitles, is always a good approach.

Engage FastYour videos have to attract the audience within the first three seconds, because that is approximately the time that viewers will take to decide whether or not to watch the whole ad.

If they’re not intrigued right from the start, they’ll probably scroll away. So, leave suspense for Hollywood and make your ads compelling from the start!

Add Video Polls Whenever They Fit

Among the available tools, Facebook also allows you to add video polls to your ads. Polling stickers tend to generate interaction with viewers that can be powerful to increase your audience's engagement. In addition, you can get interesting feedback from the viewers' responses that you can then implement into future campaigns.

Think Mobile

As mentioned before, most of Facebook traffic comes from mobile devices. So, if you have to choose, prime your content for these devices. Creating vertical videos that fill the screen better and avoiding tiny details that can’t be fully appreciated on small screens are two good principles.

Just Jump In

With its huge user base and its advanced ad manager, Facebook is an indispensable marketing tool. As such, it can be very helpful to promote your business.

However, Facebook and its advertising tools are constantly evolving. Therefore, it’s very important to always keep up with its new features and the opportunities they represent.

We hope this guide has helped you understand the benefits of a video ad on this social network and will help you make your Facebook marketing strategy as successful as it can be. Good luck!

4 Ways You Can Get More Customers In Your Sales Funnel

© Getty Images 4 Ways You Can Get More Customers in Your Sales Funnel

Your web traffic looks pretty good, but the leads just aren't there. Now what?

Your website looks great, and everything is set up and ready for customers. But what happens if the sales don't come?

This can be especially frustrating if you have adequate traffic flow to your website, but visitors don't take the time to share their contact information or hit the purchase button. That said, here are my favorite tips for getting more customers into your sales funnel.

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1. Support Your Value

You have pages and pages of content on your site saying that your product or service is just what the customer needs in their lives. In fact, you even took time to hire a sales copywriter to make sure that your website draws the customer in and persuades them to click the buy button.

But maybe you forgot the most important question: Why should your prospect trust you? What direct or indirect cues of credibility do you layer into your sales process to get them to believe?

Look at your site and sales funnel and think about all the places that you can add in case studies and customer stories. Consider adding in white papers, testimonials (both video and text), and actual photos of happy customers or product demos. Depending on your industry, you could also share media mentions, awards, and market positioning. All of these things go a long way to help support your value and help gain trust with your customer base.

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2. Get Your Window Shoppers to Formally Introduce Themselves

Your traffic looks pretty good, but the leads just aren't there. This means that you may be losing window shoppers somewhere in the mix. Take some time to look at your website and analytics to find places that potential customers are browsing and look for opportunities to offer up something in exchange for their contact information.

One of the most overlooked areas on a website is your blog. New customers may be reading your content and learning about your business, but if you don't have lead captures in place on those key pages, you may be losing valuable leads.

3. Consistently and Intelligently Review Your NumbersThis will not only yield important insights as to your sales process but will also increase the consistency and accountability of your sales team. At a minimum, you'll want to have your sales manager review your numbers daily. Weekly, you will want to review the aggregate numbers for the week at the end, which will help give an early warning if something needs to be updated in the sales process. Add a monthly review for your numbers to look for real patterns and ideas to test improvements, and to come up with your top three improvements for the following month.

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4. Test, Test, and Test

Last but not least, it's important to test and test often. You don't know most of what you think you know. So the key to getting better in the sales process is to test one element at a time, so you can tell what is working and what isn't.

What you test is up to you. It could be a subject line on an important email in your funnel. It could be the sales copy on a key webpage. It could be a few lines of your phone script or even ad copy for a PPC campaign. Whatever it is that is important to your customers, it should be important enough to test and keep refining it until you are satisfied.

Not everyone who enters your funnel will be the perfect fit, but over time the more you test and improve your funnel the better the leads will become.

5 Steps To Enhance Lead Generation Using Facebook Ads

Facebook Ads are the definitive lead magnet in a marketer’s arsenal. Being one of the most-used social media platforms, driving conversions and generating leads has become easier for many.

Ad Metrics is one of the crucial Facebook metrics that need to be on your brand radar. However, keeping in line with the changing news feed algorithms, social media marketers need to be on par with our 5 step guide to get the most out of their Facebook Ads first.

  • Choose A Compelling Content Format

Depending on your line of business of service vertical, certain formats of Facebook Ads can be highly beneficial to get more conversions. E-commerce businesses or online stores can opt for carousels, catalogs, or canvas to showcase appealing product perspectives. A service-based business could opt for video ads to showcase its authenticity and grab eyeballs.

First impressions through a perfect balance of ad design and content can go a long way in improving your conversion funnel.

Pro-tip: Don’t throw in all your content and copy into the canvas or carousel format. Be specific and play it smart. To keep it interesting, Facebook advertisers can try out carousels, short video snippets, animated shorts, or longer stories that can compel viewers to take action.

  • Edit Your Ad Copies & CTA

A well-written ad copy can triumph over everything else. Too much content and jargon-filled ads are mostly skipped so keep it concise and personalized.

Your ad copies could double up as an effective CTA as well or lead to the CTA. Motivating actions through compelling copy and CTA is the secret to generate more leads. Strong actionable verbs and direct phrases are winners.

Keep a repository of ad creatives and copies that were used for a particular campaign which you can use & recycle later to match a recurring goal.

  • Run Frequent Discount Campaigns

Incentivizing through your Facebook Ads is an age-old way of getting those clicks. A discount or a limited-time offer is a quicker way to collect new user details by getting them to sign up or log in to make a purchase.

Facebook Offer Ads make it easier to broadcast your discounts and deals through Instagram as well by sending redemption reminders & notifications to the interested viewers.

🎯 Target You can choose to target audiences that align with your Facebook Ad’s primary objective. You can choose to build a lookalike audience, nearby audience, or custom audiences list for a better lead generation possibility.

Just how you would create diverse marketing personas to align your larger business goals, define your ad targeting options to make sure your ads are seen by the relevant audience.

While setting up your Facebook Ads campaign, you can choose from group filters for better targeting such as:

  • Demographics: age, gender, location, relationship status, age, sector, income bracket, professional expertise

  • Interests: broad interests and preferences, specific interests based on Facebook pages liked

  • Behaviors : small business owner, frequent traveler/shopper, uses desktop over handheld devices, etc.

  • A/B Test & Analyse Your Analytics

Digital marketers will always tell you that the best conversions are the result of frequent A/B testing and fine-tuning through analytics. As a brand, you should consider running two ads with different sets of copies and visuals and see which one works better.

With any marketing campaign, analytics plays a pivotal role in scaling up and modifying the lead generations. You can keep track of the following metrics through Facebook insights for a structured approach:

  • Ad Impressions

  • Ad Clicks

  • Ad Frequency

  • Click-Through Rates (CTR)

  • Cost Per Click (CPC) / Cost Per Impression (CPM)

  • Conversion Rates

  • Cost Per Conversions

  • Optimize Your Landing Page

The landing page is the goal post of your conversion funnel. Your ad’s promise should be well reflected through optimized website content elements that make the visitor’s buying process, easier. If your landing page is not mobile - optimized, it might also be a reason for massive drop-offs.

Making sure that the end-to-end funnel is streamlined, is key to getting more leads out of your Facebook Ads.

Facebook ads and lead generation campaigns are all about compelling communication, timely audits, and data-based actions. Our advertising specialists will do all the heavy lifting for you and identify those crucial metrics that will help outgrow your competition. Ready to lead your Facebook strategy to the next level?

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