If you are creating videos for your business, or thinking about creating video for your business; you might be wondering what some of the cheapest ways that can also ensure your video gets seen by your ideal customers are? In this article, I will talk about how you can maximize Facebook ads to ensure that your videos get seen for the lowest price.
1. Know What You Want
So, before advertising on Facebook, you will need to know a few things first. First thing to know is what you want to get out of advertising on Facebook. Understanding what you want to get out of your Facebook ads will create a better knowledge of what campaign to optimize your ads for.
2. Understand Your Audience’ Buyer Journey
The second thing to understand is where the audience is in the buyer journey. So, if you have someone who does not know who you are, and does not know what your service is; generally they are going to be a cold audience. If they are seeing your video for the very first time, that is your cold audience.
Then, your warm audience are the people who understand their problem, they understand what solution they need, or are starting to understand the solution that your product or service provides. So, they have got a bit of a rapport with you.
They may have watched your videos multiple times, or have seen you on their timelines a number of times; and if you are relevant to them, generally they may have shown an interest. This is your warm audience. And, finally, you have your hot audience; who understand their problem, they understand your solution, and they have bought your solution, and you just need to fully close the deal.
It is understanding where your audience is in the buyer journey and understanding the type of video that you are creating, and the type of content that your video is. If your video leans towards the sales pitch angle, and you have customer testimonies, or you are talking about your service and product, generally you might want to target that video towards a hot audience.
The reason is ultimately that, if you are trying to sell off the cuff to someone in the cold audience, nine times out of ten, they are not going to convert.
3. Determine the Best Campaign to Use
Knowing all this, what is the best campaign to use? There are a load of campaigns, but I am only going to discuss the ones I use, and generally, I use video views for my videos or brand awareness. Now, I have discovered that using brand awareness is a really cheap way to get video views.
I am not sure why, not sure how, but the number of videos that I have promoted on Facebook, when compared with video views versus brand awareness, it has been cheaper for me to use brand awareness. The why is still a thing of mystery for me.
I do recommend having a trial run with brand awareness and video views. Obviously, if you are trying to get leads and things like that, you will try leads campaigns. So, I do recommend giving different campaigns a trial and seeing what results you get with your audience, and then that will lead you into knowing how much you should spend per campaign.
The Best Methodology to Use?
It is a million dollar question. The best methodology or the best approach you can take Is to come up with a hypothesis of what you think might work, an audience you think might be interested in your content, a campaign type you think might work for your ideal outcomes, and the type of content that you are creating.
You can start with a small budget; anything from $1 a day or $2 a day. Then, you should look at your metrics, at your click-through rates, and at your video views. If you are using a brand awareness campaign, you will also need to look at your ad recall rate.
Some Advice on Ad Score and Relevance in Facebook Campaigns
Generally, you will also need to look at your ad relevancy score, and looking at these key metrics and understanding the numbers, you can double down on the ads that are working, and eliminate the ads that are not working, and then just keep repeating the process. There is a ton of information available online that can shed more light on Facebook ad metrics and what you should be looking for in them, but basically, once you have a good understanding of all that, you are good to go.
So, with the ads that you have doubled down on, you just need to slowly keep increasing the ad spend, provided that you are getting the relevant return on investment. A couple of other tips and tricks I can share with you that have worked for me is, keeping a close watch on ad frequency, and having ad rotation.
By ad rotation, what I mean is changing the ad creative. Now, it doesn’t have to necessarily be a drastic change. It does not have to be a completely new video, or a totally different image. It could be just as simple as changing the colour of something, or changing the font, or even changing the look of the ad. It is just a way to keep that ad fresh to avoid your audience getting immune to the ad if it keeps showing up on their timeline continuously, and they have not taken any action.
4. Tailor Your Ad to Suit Your Different Audience Types
One more tip is to create a different ad set for your different type of audiences. I touched on that a bit earlier on in this article when I discussed cold, warm and hot audiences.
Generally, what you can do is this- you can set up an ad set to make it really nice and tidy for your cold audiences, and then for the warm audiences, you will need to create custom audiences.
A tactic I use is, I say, “Right, if someone watches more than 75% of my long videos around video marketing, content marketing, to me that’s … I might be wrong … an indication that they’re generally interested in that topic.”
And if they have watched over 75% of my videos, Facebook puts them into one of my custom audiences. I create an ad set around my custom audience, and I will call it warm audience. There are a couple of other qualification steps that I also utilise to classify someone into my warm audience; such as page engagement within a certain amount of days. Also, people who like my page within a certain number of days, and people who have engaged with my Instagram page within a certain number of days.
And there it is; how I use personally use Facebook to get more video views for the best possible price. Thank you for reading this, I hope you have learnt something and it helps. I have a lot of content coming up on my social media pages around video marketing and content marketing. If you have not already done so, feel free to visit my Facebook and Instagram pages to like and follow, and if you are on YouTube, feel free to subscribe.
Thank you for reading.