During the last year, Facebook has emerged as a real contender for the online video platform throne. In wake of several new video features being introduced and a heavy video focus from Mark Zuckerberg, the social media giant has quadrupled its video views over the last year.
Facebook’s increased focus on video isn’t only because users like to watch it (although they clearly do) -- it's also because more marketers are shifting their budgets from TV to mobile video. The allure for advertisers lies in Facebook's hyper-surgical targeting possibilities and the results Facebook videos can deliver.
If you're one of those marketers who wants to dive into advertising with Facebook videos -- but isn't sure where to start -- keep on reading. Below are the steps you should follow to make sure your Facebook video ad campaigns rock.
Set Your 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. Below I’ve organized some common KPIs around three categories: engagement, audience reach, and brand lift.
- Revenue Generated
- Engagement (Share, likes, comments)
- Audience Retention (How much of your video the viewer watch)
- Relevance Score (How relevant your video is to your audience)
Audience Reach KPIs
- Impressions (How many people viewed your video)
- Percent of In-Target Audience (What percent of your target audience you reached)
- Brand awareness
By choosing which metrics you want to track and what goals you’re trying to reach before you actually start creating your video, you're more likely to be successful.
Choose Your 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, but here are some key targeting options for an effective Facebook video ad campaign:
- Relationship status
- Work (Job title, Office type)
- Financial income
- Home (Type, Value, Ownership)
- Market segment (Ethnicity, Generation, Household composition)
- Parents (Age of children)
- Life events
- Device owner
If you go to the "Audience Insights" page in the Facebook Ads Manager, you can play around with the different options to define your target audience. Hopefully you have a pretty good idea about who your target market is based on your buyer persona research, but finding the best audience for your video ads might require a few attempts. This is a prime opportunity to really confirm your optimal target audience. What target audience has the highest CTR? What target audience has the highest LTV? Use the data you get from your campaigns to evaluate both your Facebook campaigns and your larger marketing strategy.
Plan the Video Creative
With your KPIs and target audience decided, you know what you want to accomplish and the people you want to reach. Now it’s time to plan your video creation. A good, solid plan for your video will increase the chances of it coming out looking good. Here are the things you should decide before you even touch a camera.
- What is your topic? For example, if you’re in the boat paint business, you might choose a topic like “How to buy the right environmentally friendly boat paint."
- What will your key takeaway be? What message do you want to convey to your audience? For example, “Our metal-free bottom paint lasts longer than normal paints and is more environmentally friendly.”
- What is your CTA? For example, “Use this code to buy our metal-free bottom paint for 20% before August 1st!”
Then it’s time to write the script. Write up what you want to say, how you’re going to say it (if you’re doing a voice-over), and what graphics and text you need. Make sure that your message is on point and not too long. It should sound natural when read aloud. And try to keep what you say to a minimum -- when it comes to online video ads, “less is more” is a better approach.
Create the Video
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 Your Facebook 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. Here are the basic steps you need to go through:
- Start creating an ad and choose “Video Views” as your objective. You could choose to “Boost Post” as well, but choosing “Video Views” will give you a lower cost per view.
- Choose your audience. Like I mentioned before, you have a wealth of targeting options at your disposal. You can also retarget previous website visitors or use any of the Custom Audiences you might already have, like your email list or app users. You can also target the fans of your Facebook page.
- Set budget and pricing. Choose how much you want to spend, over what time, and what you want to optimize your ad for.
- Upload your video. Be sure to choose your video thumbnail carefully -- it could affect your views.
- Edit your ad copy. Add the text copy and your CTA. Choose where you want your ad to be served, on web or mobile or both.
Track Your Campaign
Here are a few ways to track the different metrics I mentioned earlier in the post.
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.
Tracking your engagement KPIs is a relatively straightforward process. Just go into the Ads Manager, choose "Campaigns," and click on your ad to see how it performed.
Audience Reach KPIs
Similar to engagement, audience reach is simple to track on Facebook. On the "Campaign Report" page, see how many people viewed your ad and what your Relevance Score is. The Relevance Score will help you evaluate if your target audience actually liked your video. If your Relevance Score is poor compared to scores for other ads shown to your audience, Facebook will limit the reach of your video. The better the video and the better the targeting, the better your Relevance Score will be.
Evaluate Your Campaign
After your video campaign is over, it is time to take a step back and evaluate how successful your campaign was. Go back and check your KPIs and see if you hit your goals.
How many conversions did you get from your video campaign? Did people who clicked through to your website bounce quickly, or did they convert on your content? Did retargeted visitors convert at a later stage?
Did people who saw your video engage with it? How many shares, likes, and comments did you get? How many of those were from organic sharing?
Audience Reach KPIs
Did you plan on reaching 10,000 people with your video/budget, but only reached 7,000 people because your Relevance Score was too low? You might want to think about how good your video is and how well it is aligned with your audience’s wants. A good idea is to keep track of your videos' performance in a spreadsheet -- Social Media Examiner has a great template you can use. That way, you can compare and evaluate your different campaigns, and figure out what kind of videos actually resonates with your audience.
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.
Have you experimented with Facebook video ads? What was your experience?
Originally published Jul 13, 2015 6:00:00 AM, updated July 28 2017