Fast forward a decade and Facebook now drives almost 25% of the world’s referral traffic.
It’s a platform you can’t ignore if you claim to be doing any social media marketing for your business.
With 1.59 billion monthly active users, it’s a place that holds limitless possibilities for you to grow your brand.
Facebook video advertising first intrigued me when I’d log in and lose two hours of my day watching cat videos, fitness videos, and everything in between.
I thought to myself, “If people are able to get thousands of views on miscellaneous things like this, why can’t I use the same platform to grow my brand?”
That’s when I jumped in head first.
Before I start explaining what I’ve done, here are some of my results.
Are you good now?
Alright, let’s get to the fun part.
We’re going to cover the most effective ways to use Facebook Video ads to drive traffic and build brand awareness. Most importantly, we’re going to do all of this for dirt cheap.
When I first tried Facebook video ads, it was me struggling to get the perfect lighting with my camera while shooting a talking head video.
I guess I wasn’t the best-looking tool in the shed because my video engagement was really poor and the cost was about $.50 per view.
To me, that wasn’t acceptable because I wasn’t ready to pay $1,000 for 2,000 video views.
That led me to start experimenting with different ways to make videos.
I tried explainer videos; that pushed my cost down to $0.25 a view, but I was shooting for under $0.10 per view.
After failing at that, I thought about what made me watch videos on Facebook and came up with a few observations.
Once I got this list together, I tried to figure out which elements I could incorporate into my video ads while still relating to my brand.
Unfortunately, I can’t do anything with cats or cooking (that really bummed me out), but I could do something short and educational.
That left me with two options, create a talking head video where I’d just real off stats or make something more engaging like a slideshow or animated video.
Since nobody wants to look at my shining mug for too long, or yours for that matter, I decided to go with slideshows and animated videos.
Here’s what a few of my best performing creative looked like.
The purpose of this one was to funnel visitors to a series of blog posts that demystified growth hacking.
This one, on the other hand, funneled visitors to a landing page where they could optin to my mailing list in exchange for a short PDF that has all the tools I use to blog.
Let me say a few things about the creative I used in my best performing Facebook video ads.
I’ve gone through a few studies claiming smiling women and children work best in ads, but I couldn’t see a way to incorporate them into my ads without misleading my viewers. I did the next best thing by making ad creatives that were colorful and fun, I mean, wouldn’t you click on those videos?
If you don’t have any design skills, I suggest you use Canva, It’s really intuitive and I use it for all my quick projects.
Remember I said I narrowed my options down to slideshows and animated videos? Well, the slideshows worked best for me and are what got me views at just a penny or two a pop.
Since that’s what worked for me, I’m going to spare you the other processes I went through and cut right to the chase.
We’re going to be using the power editor because I personally prefer it to the ads manager.
Create a new campaign and set the objective to video views. and ad set.
The next step is to create an ad set fill out your budget, schedule, and targeting options.
Targeting is arguably most important you’re going to do. No matter how great your slideshow is, if you’re targeting the wrong people, it just won’t get you the results you’re looking for.
With that being said, I suggest you try out different combinations until you find out what works for you.
After you’ve set up all the parameters for targeting, it’s time to upload your video creative. Since we’re going to be making a slideshow, Facebook is going to do all the heavy lifting.
All you need to do is upload your images and set the timing options.
Once you choose the option for slideshow, you can upload a total of seven images. The first image will be your video cover image and the last one will be your call to action. That means you have 5 slides to deliver your message.
You also get to select the time it takes to transition between slides (with a seven slide video, I’ve found that a total of 21 seconds is ideal but do test this on your own).
Now upload your slides, set the time, and add an engaging description.
Once you’re all done publish your ad.
This is where you’d stop if you were just planning on building an audience on Facebook.
I don’t know about you, but I also want people to get on my website and take a few actions like read my articles or optin to my mailing list.
If you’re like me, then keep reading.
Now, I’m going to show you a method that increases your CTR and drives your costs down for the things that really matter, website traffic.
When you were creating your video ad, you probably noticed you0 can’t add a hyperlink to the description.
To get around this, open the Facebook power editor and click on page post ->create post.
You’re going to choose to create a video post that displays only as an ad. Since Facebook already made a video for you, it’s going to be in your video library (it even keeps the call to action at the end of the video.
Choose the video slideshow that you just published as an ad and create another description. This time, you can add a URL that connects to some stellar content on your website or a squeeze page.
Add a URL with your description
Click save. You’re not quite done; you have to select the post and choose to publish it to your page.
Now that it’s published to your page, navigate to your timeline and boost the post, optimize for video views.
Since your page post is being boosted, you can stop your original ad (I’ve found that posts get way more engagement than ads).
Sit back, watch, and tweak. After a few tries at it, you’ll start getting video views and engagements for as low as $.01
After experimenting with video, I’ve been able to consistently get Facebook Video Views below $0.05 a pop.
What I’m still working on is getting my Click Through Rate higher.
I’m shooting for an average of 1-2% and unfortunately, I’m well below that.
An unexpected, but positive effect of the Facebook video views was increased likes and engagement with my Facebook Page.
The count is off, I guess some of those likes were removed by Facebook.
Anyways, Facebook Video ads are a great way to increase engagement with your brand and drive real awareness. With a little tweaking and testing, it can also become an amazing way to generate traffic for your website.
Use my example as a starting point and continue to tweak your campaigns until you can achieve the results you’re looking for on Facebook.