Shout Insights

How to Use Facebook Video Ads to Connect with More Customers

Among the most potent tools in your arsenal today are Facebook video ads. These ads have the power to reach your targeted audience with a clear, concise message that explains why they should use your services.

If you want to use these tools correctly, it is best to understand some of the best practices for Facebook video ads.

5 Facebook videos ad best practices

1. Review your data

The first thing you want to do when transitioning over to Facebook video ads from traditional Facebook ads is to look at the ads that already work best for your business on the social network. For example, if you have one that generates subscribers, you might want to turn that ad into a Facebook video ad to see how many more conversions you can get from the content.

The key here is that you want to repurpose current content before you start creating new video content. That is time-saving for businesses who do not want to reinvent the wheel but want a new way to generate business using the social network.

2. Identify your goals

The first thing Facebook asks when you start a new ad campaign is what your goals are? While it is wise to follow their guidelines for different types of campaigns, you should also have your objectives in mind as well.

For example, do you want to have more leads, or do you want more website traffic? Maybe you want to build some awareness in your target market because you work with them on a long-scale project?

The more you understand your audience, the more you can identify specific objectives and goals that fit your company’s needs.

Facebook Ad Data

3. Mobile video

Did you know that the Washington Post predicts that 80% of all Internet traffic will be for videos by the end of the year?

Since more than 50% of all website activity is now on mobile devices, it only makes sense to focus on how to create dynamic mobile videos for your Facebook ads.

Therefore, make sure your videos fit as well on a mobile device as they do on a desktop computer. Many consumers go through multiple videos on Facebook, so make sure your video has the correct dimensions, or they will go on to the next one.

Facebook mobile video ad

4. Custom Audiences

We talked about the idea of creating a campaign with an objective in point number two. The best way to reach that objective is to share your video with interested audiences.

A great way to find the right audience is to the custom audience feature within Facebook video ads.

You can target your video ads based on prospects who watched previous videos, visited your website, or took some other action that demonstrated an interest in your content.

By targeting custom audiences, you can increase your engagement, relevancy, and conversions while reducing the cost per impression for each Facebook video ad.

Start with the prospects who viewed your video for at least 10 seconds. Since the majority who come to your video are likely to click off it within 3 to 5 seconds, that is a good indication that the prospect was somewhat interested in what you had to say.

You also might want to target other video view people who watched 25, 50, and 75% of your video.

Then, find a custom audience based on those who visit your website. To do that, you need to set up a Facebook pixel ahead of time to ensure you get targeted prospects to your video ads.

Facebook Custom Audience

5. Video ad sequence

Not every prospect is in a position to buy your services right now. Therefore, you should create a series of Facebook video ads based on their engagement with your brand and the different parts of the buyer cycle.

For instance, you might want to generate a “reminder to purchase” Facebook video ad for those who have visited your website in the past.

Make sure that the video provides additional value, so prospects know why they should use your products or services.

Final thoughts

As you start your Facebook video ads campaign, keep in mind the strategies discussed above. Do you have a specific goal and audience in mind when you create your video ads?

If you need additional help coming up with ideas on how to reach these objectives and custom audience, schedule a free consultation with us today!

Michael Jenkins - CEO

Michael Jenkins

As Founder and Director of Shout Web Strategy, Michael Jenkins is at the forefront of digital marketing. Since it's inception in 2009, Shout has built a strong reputation as one of Australia's leading strategic SEO agencies, assisting online businesses to formulate, implement and track successful marketing strategies. Michael is a respected thought leader and digital strategist, specialising in online strategy, corporate SEO, Google retargeting, email and conversion rate optimisation, and online reputation management. Follow Michael on Google+, connect with him through LinkedIn or visit the Shout Web Strategy website.