Want to generate more leads and sales with Facebook Video ads?
We’ll show you the 7 step process of how we plan, test and measure
paid traffic to create low-cost, high-converting video ad campaigns.
Step 1: Start with the End Objective
A successful video ad campaignstarts by clearly defining a specific, measurable and achievable objective. For example, a brand awareness campaign objective may be to create a custom audience of 10,000 targeted people who watched at least 50% of your video, at a cost of $0.01 per view, within a set date.
Step 2: Specify Your Target Audiences
We start by creating specific Avatar profiles of a people who would be interested in this particular offer. For example, if you are offering a free one week trial membership for a gym, we would create four different avatars based on gender and age; Men 18-35, Men 36-55; Women 18-35, Women 36-55. Whilst each Avatar would be interested in the free membership trial, it may be for different reasons.
Step 3: Creating Your Hooks
The Hook is the “market message” of your offer. This is the WHY people should want to buy or opt-in to this offer. An effective Hook shows the benefits and the value of your offer. If we use the gym example, we can identify four different benefits from gym membership; body building, fitness, losing weight and maintaining flexibility.
Step 4: Customer Journey Entry Point
We now select at what point is your Avatar in the Customer Journey cycle. If they are unaware of the problem or the solution,
then we need to create a Brand video that introduces yourself as a solution provider for a specific problem.
If your Avatar is evaluating solutions to their problem, you will need Content Video that provides real value to them upfront to help build the essential Know, Like and Trust.
In the gym example, we want them to take action and optin in for a free trial, so we will use a Call to Actionvideo.
Step 5: Create Video Ad
Now that we have a clear objective, we know our specific Avatars, the Hooks for the benefits and what type of video is required based on the Customer Journey, we can create the required videos.
In traditional media, we would create one television commercial for the mass market, however with Facebook, we can create a number of very specific videos. Once again, if we use the gym example, we have four Avatars based on gender and age and four Hooksbased on the benefits. So in theory we could create four Hooks for each Avatar and create 16 videos.
However with a bit of research, we can evaluate each potential market and decide that perhaps the Avatar of Young Male with Maintaining Flexibilityand Older Female with Body Building may be too small to target profitably.
Once we have decided on the Avatars and Hookswe can create the videos. All the videos may be very similar but will be tailored for their target audience. So the start and end of the videos and even the ‘presenter’ for each of the videos may be different to be congruent to the specific Avatar.
Step 6: Setup and Launch Video Ad Campaign
We use the Power Editor on Facebook to create Campaign Objective such as Video Views, Website Clicks or Website Conversions. These are based on out End Objectives.
We then create an Adset based on each Avatar + Hook combination. So if we had 16 combinations, we would create 16 different Adsets. This is vital when it comes time to analyze the results and make decisions on whether we continue or pause the Adset.
Finally we add a video that targets the Adset audience. The video must be specific to the target. For example, if the Adset targets Women 36-55 to Maintain Flexibility, then the Presenter and message in the video should be congruent to the audience.
Step 7: Analyze Results and Scale
We start to analyze our results after at least three to five days. We measure the metrics based on our original objectives such as Cost per View, Cost per Lead andCost per Click.
We can quickly see which of the Avatars + Hooks are responding strongly and which ones are not. Start pausing Adsets that are not performing well and increase the budgets of those that are going strong. When increasing budgets, it is important to only increase in small increments of 25% or less. Alternatively, instead of increasing the budgets of well performing Adsets, we can duplicate the Adset.