How to Create Profitable Facebook Mobile Video Ads for Every Placement (News Feed, Pre-Roll, Mid-Roll, Canvas)

Why You Can No Longer Ignore Facebook Mobile Video Ads

Mobile is fast becoming the primary media consumption device, and people people are watching for longer - especially on Facebook. More than 100 million hours of video are watched on Facebook every day, so video ads now give businesses the potential to reach a huge audience.  Amazingly, US mobile ad spend is projected to grow to overtake TV ad spend during 2019.

To give you a sense of the impact of mobile content (including ads) on Facebook, the site says that it takes people just 1.7 seconds to consume mobile content on Facebook, compared to 2.5 seconds on desktop, and that people report recalling mobile feed content after seeing it for just a quarter of a second.

Unlike TV where the majority of commercials are still 30-seconds long and non-skippable, mobile video ads appear in a variety of skippable and non-skippable formats on Facebook: in the News Feed, and before and during videos.

The challenge for businesses, then, is how to create mobile video ads that generate the best return, wherever they are placed. In this blog post, I will cover the three main video ads types on Facebook, highlight their benefits, and offer some key techniques for helping you to succeed with each.

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5 Awesome Facebook Video Ideas Your Business Should Try (Abel & Cole Case Study)

Are you producing video content for Facebook and other social networks? With image posts reaching something of a saturation point, videos are a relatively fresh way to break through the clutter and get your brand noticed.

Here are some recent video statistics, especially related to Facebook:

  •  Facebook now sees 100 million hours of daily video watch time.
  • Facebook generates 8 billion video views every day. 
  • Socialbakers’ data revealed that the average organic reach of videos uploaded directly to Facebook was more than twice that of photos - an increase in organic reach of 135%.

Abel & Cole is a provider of fresh seasonal organic fruit and veg, meat and household essentials, it does a really nice job of producing high quality, unique, and engaging video content for social media - not as much the ideas, but in the execution. In this blog post, I've picked out five examples of different short videos from Abel & Cole. I hope they will help to inspire you to make your own video content, so let's take a look:

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How to Easily Create Amazing Facebook Video Content For Business (With Real Life Examples)

Do you create promotional videos for Facebook, or is it something you are considering? It's an avenue that I'm personally interested in experimenting with - particularly short promotional videos that can be used as entertaining Page content, as Facebook ads to drive business objectives, or both - ideally, no longer than 10 seconds.

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5 One-Minute Strategies to Boost Your Facebook Ad Conversions And Increase Sales

5 One-Minute Strategies to Boost Your Facebook Ad Conversions And Increase Sales

5 One-Minute Strategies to Boost Your Facebook Ad Conversions And Increase Sales

Do you advertise on Facebook? Are you looking for ways to optimise your ad campaigns and boost conversion rates? 

In this blog post, I'll show you five simple strategies that you can use to improve your Facebook ads, hopefully saving you money and increasing your returns!

1. Use Custom Audiences to re-target existing customers

With Facebook ads, sometimes the temptation can be to shoot for a brand new audience of people, but for many brands,  targeting their existing customers will provide the most fruitful returns. After all, if they've bought from you in the past, chances are higher that they will do again. In addition, you will already be familiar with the make-up of these group, so in a better position to shape your marketing message and product offering. You can do this is through custom audience targeting. Facebook will allow you to target users by email (upload or import your own list), app user IDs, or phone number - and your ads will be fed to them if they are on Facebook. 

2. Use a CTA button to drive click-through rates 

When creating your ad, Facebook will ask you if you want to add a call-to-action button to it. These buttons - including Shop Now, Sign Up, Call Now, and Download - give customers a stronger indication of what the purpose of your ad is, and a precise course of action for them to act upon what they see. Make sure that you match the correct CTA button to your campaign. Doing so will help to drive click-through and decrease bounce rates from your website.

After a one-month review of AdRoll advertisers’ running campaigns with CTA buttons, the Facebook found that those ads experienced a 2.85x higher click-through rate compared to ads that didn’t have a CTA button. They're free to use, so definitely worth considering!

3. Experiment with video ads

Currently, video ads only make up small proportion of brand marketing efforts on Facebook, but with estimates suggesting that that digital video advertising will make up 15% of the total digital advertising market by 2017, there's never been a better time to get in ahead of the curve. And according to an analysis by Kinetic Social, a Facebook marketing partner, paid video placements maintained a higher clickthrough rate (CTR) than all other types of US Facebook ads served to desktop and mobile via its platform throughout 2014. 

Why are Facebook video ads performing so well? Putting aside their relative novelty, research shows that the auto-play ads in News Feeds - even if watched only for a few seconds - helps to drive value and purchase intent.

"...data shows that people who watched under three seconds of the video ad created up to 47 percent of the total campaign value, and people who watched for fewer than 10 seconds created up to 74 percent, depending on the metric. That means that while lift continued to increase the longer people watched, people didn’t have to watch a whole video to be affected by the ad."

Facebook recommends that brands experiment with short video ads, remembering that value increases the longer people watch. I would add that it is not always necessary to focus on product; use video to educate, inspire, bolster your existing content strategy, and overall brand awareness.

4. Run ads at the optimum time of day

image via  adstage

image via adstage

It might sound obvious, but if your ads mostly run at a time when your target audience isn't usually online (or at least not actively in the mood to purchase), then you're pretty much throwing money down the train. Use the knowledge of your audience to decide when they will be most active, and willing to buy!  If you've set a lifetime budget for your ad, you can schedule specific times of the day or days of the week to run your ad by going to Ad Scheduling, clicking More Options and then selecting Run ads on a schedule. (you may need to click Show Advanced Options first.

5. Make your ad offering simple and specific

No one really wants to see ads in their News Feeds, but if yours are to be engaging and successful, they need to influence users after just a glance; keep headline, link, and main copy jargon-free. It helps to narrow the focus of your ad campaign to one specific offering. In addition, where your ad takes viewers once clicked, should be right where the customer expects. For example, if your ad promotes a 50% discount on one of your products, the landing page should be the product page for said item, not your website's home page. 

Over to you

Have these strategies given you some ideas about how to optimise your Facebook ad strategy? Do you already use them, or do you have any more ideas? Let me know in the comments below!


How to Create And Optimize Facebook Video Ads (Get More Video Views Objective)

Are you using Facebook ads? Have you experimented with video ads yet?

Just like traditional image ads, video ads a way to grow awareness, drive sales, and increase affinity between fans and brands. Currently, you can create video ads in one of three ways:

  1. By boosting  a Facebook Page post that contains a video.
  2. By uploading a video when using the Get Installs Of Your App objective.
  3. By using the "Get More Video Views" objective.

In this post, I'll be looking at how to set up option number three  - the Get More Video Views objective - via the main ads tool, but the optimization tips will apply to all of the above. Let's take a look:

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