We have now entered a time and age where interactive visuals matter. Whether this is a sign of digital evolution or us becoming lazier by the day – the importance of videos is finally being noticed by marketers and brands.
Today almost all companies have invested or plan to invest some amount of their marketing budget into creating video content. But this rise wasn’t possible without social media. Ask yourself this question: From where do you consume maximum information in a day?
The answer is simple: Social media.
But times have changed and the attention span of internet users is just a few seconds – unless you keep them hooked with a compelling storyline around your business. This is where videos come in.
Facebook’s autoplay videos were introduced on the platform two years ago. According to its internal data as of July 2014, 50% growth in video viewing was witnessed on the social networking website. This is where Mark Zuckerberg made a smart move.
He encouraged businesses to drive awareness and sales with the help of Facebook video ads. Despite the greater reach and popularity of various brands and companies, many marketers still struggle with how they can maximize their brand’s online presence through Facebook.
Keeping that thought in mind, we bring you an easy guide to creating Facebook ads:
The steps are easy to follow:
1. Go to Ads Manager and click on “Create Ad” in the top right.
2. Select “Get Video Views” as your ad objective. Then, select the business page you want to advertise.
3. Enter your target audience details, along with the budget for the ad.
4. Go to “Video” section to upload the ad. If you have already uploaded it, you can select it from the video library by choosing “Browse Library”.
5. Set the thumbnail for your video ad. Then type in the text you want alongside the ad and the link to redirect the viewers. Most of the time, it is the website URL.
6. You can preview the ad on desktop computer by clicking “Desktop News Feed” under “Ad Preview and Placements”. To see the mobile preview, select “Mobile News Feed”.
7. Once you are done editing the ad, select “Review Order” to check the ad settings you have made. Click “Place Order” to save it. The ad will running as soon as it is approved – provided you have not scheduled it!
Keep in mind…
1. First 3 seconds matter: If you have noticed, each video starts auto-playing and stops as soon as you scroll past it. Facebook defines a “video view” as a view of three seconds or more. It uses this timeframe as a metric to track all brand videos. This means your first 3 seconds must instantly grab the viewer’s attention.
2. Be silently expressive: Each Facebook video ad begins playing without a sound. The viewer has to manually switch on the volume. Even if he or she doesn’t do that, the video must be able to communicate the message properly.
3. Prioritize the story: If you want to add value to the user experience on social media, make sure you have a stellar story to tell – that revolves around your product or service in the most subtle manner possible. Stay away from making in-your-face video content.
4. Be flexible: It is difficult to execute a strategy on social media because of its dynamic nature. Therefore, instead of posting a series of events, take out each video one-by-one. Study the viewers’ behaviour and anticipate the next video.
No matter what kind of business you own, videos provide a rich and engaging way to connect with your audience. With Google Adwords for video, advertising with videos has never been easier, faster and more accountable.
You have the liberty to set the budget and the target audience, You can pump in for those people who are already interested in your product or service. It is a smart way of advertising and certainly guarantees a higher ROI.
Moreover, you decide where your ads will appear and how many times. This makes it easier for you to spot the high-action or potential zones and tweak the advertising strategy accordingly.
Let’s not waste time and instead, go through the simple steps to create a Google video ad:
You can create a video ad with the Ad gallery. But before you do that, make sure your campaign is set to show ads on the Display Network.
1. Log in to your AdWords account: https://adwords.google.com.
2. Choose the campaign or ad group where you want to create your video ad.
3. Select the “Ads” tab.
4. On the “New ad” menu, click “Ad gallery”.
5. Select “Video ads”, then pick one ad template.
6. Enter the required details – including the video and image. You can even use a previously uploaded video or a video uploaded on YouTube. You can select an apt image from Google’s stock of free images or from your library.
Keep in mind…
Editing is simple: Google boasts of a simpler interface which allows its users to create a custom ad in many sizes and variations quickly, and that also for free. If you use Ad gallery – which you must – then your design costs (if any) for making specialized content such as logos will also get reduced.
Free design options: Since your aim is to differentiate yourself from the competition, you must also experiment with the images and colours you pick to go with the logo for your brand.
Adalyz: Tracking made simple
While both Facebook and Google have their own tracking system – and they are easy-to-use too, is it not better to have one tool that can provide insights for multiple platforms? Of course, it is!
Adalyz is a powerful analytics and reporting platform that helps digital marketers get a unified view of their ad Campaigns across different social media platforms. It offers 3 major benefits, especially in terms of Facebook and Google advertising:
1. Multiple platforms, unified dashboard: So you are running multiple campaigns on both Facebook and Google and you want to be able to track the performance of the video ads. What do you do? Log in to their separate dashboards. But not with Adalyz.
2. Apply filters: You can quickly identify campaigns you want to focus on using powerful filter criteria. Adalyz can pull in historical data, so that you can compare campaigns from last month, quarter or year with the current one’s and make data driven decisions.
3. Smart folders: You have the option to add campaigns from social channels of your choice to smart folders to compare, organize or to simply reporting. It also ensures easier generation of common insights and hidden trends.
Adalyz can be integrated with Google, Facebook and Instagram to run and compare campaigns.
How to measure the success of video campaigns
Now that you know how to create and run a video campaign on Facebook and Google – and even have a basic idea about using Adalyz, next step is to measure the metrics that are responsible for determining the success of your campaigns.
Here are three metrics that every marketer must know:
1. Audience retention stats: The audience has a short attention span and there are high chances of them not viewing the entire video. With this metric you can calculate how many people saw what percentage of your video.
2. Total video views of your campaign: As mentioned before Facebook defines a “video view” as a view of three seconds or more, but on the other hand, Google counts a “video view” as a view of more than 30 seconds. With this metric, you can see the device segmentation for the video views.
3. Cost per view: This metric will give you an idea about the cost spent per view, along with the device segmentation. You can take notes from the screengrab given below.
To create high converting video campaigns, there is a consistent need to analyze and A/B test them using these three metrics.