When Facebook officially promoted auto-play video ads in 2015, most users were confused by the videos playing out of nowhere. Although there was a certain dose of resistance during the beginnings, we all got used to the auto-play feature; and business owners agreed that Video Ads were a great opportunity for them to market their brand to the right audience.
Facebook did its best to explain how the users can create video ads, so it’s not that hard to understand the straightforward concept. The main benefit you’ll get through such marketing campaign is greater reach. Your ad will be presented to the right target audience, so you can expect more likes and conversions.
How do I create a Facebook video ad? Here are the steps to do it right:
- Set clear objectives.The first step of any marketing effort is to decide what you want to accomplish. In your Facebook video ad campaign, are you trying to increase brand awareness or drive conversions? Choosing what you’re going to prioritize should affect what kind of video you should create and how you should distribute it. So choose your KPIs and plan accordingly.
- Select a target audience.Who are you targeting with your video ad campaign? Yankee fans between 30-40? Newlyweds who shop at Costco? Millennials who play Minecraft? Or the people who already like your Facebook page?The true power of video advertising on Facebook is the targeting capabilities. Forget spray and pray — you need a hyper-targeted group of people for your ad’s audience. Narrowing your target group will give you less overall views, but because you’re reaching only the people who are relevant, your CTR is likely to be higher.Which targeting options you should have is dependent on what target audience you have.
- Create the Video Ad.This is where things can get a little bit complicated. What kind of gear you need all depends on your experience level and how often you’re planning to do videos in the future. For most beginners, a good smartphone and a microphone could be enough to get some decent photos or videos. But if you are devoting more resources to video, you might consider trading up to some higher quality gear and thinking about lighting and studio set up.
- Set up a Facebook Ad Campaign.Once you’ve created your video, it’s time to set up your Facebook video ad campaign. Setting up a video ad on Facebook is relatively straight-forward process, especially if you’re used to setting up normal Facebook ads. Facebook does a good job of walking you through the process of setting up the campaign through either the Ad Manager or the Power Editor.
- Track conversions.Use a URL with UTM codes to track the traffic from the ad to your website. Your marketing software should make it easy for you to track incoming traffic and subsequent conversions, and compare your video campaign to other campaigns you’ve run.You can also use Facebook Conversion Pixels to see the long-tail effect of your video campaign. For example, if someone visits your site after watching an ad, leaves, and then comes back, that information would be shown in the conversions column of your Facebook ad analytics.
After you’ve evaluated your video campaign’s performance, it is time to do it again! Think about what went well and what you could improve. Is the video content you’re putting out good enough? Is your targeting on point? When you have enough data from previous campaigns, you can easily compare them to see what works and what doesn’t — and then make changes on future ads.