Alongside Google Ads, Facebook Ads pay-per-click (PPC) advertising now dominates the digital advertising world. In fact, Facebook generated $55 billion through ad revenue alone within a single year.
However, many consumers have short attention spans, causing Facebook to limit its in-feed ads to 15 seconds. With a strategy in place, you can create an effective Facebook ad video to appeal to your ideal customers.
Not sure where to start? Read on to learn how to create a Facebook ad today!
Outline Goals
Before you begin creating and designing a Facebook ad, take a moment to outline your goals. Outlining distinct goals can give the rest of your advertising strategy more direction. Otherwise, your messaging or video might not align with your advertising needs.
The Facebook Ads Manager allows you to create advertising campaigns based on specific objectives.
For example, you might want to get people's attention with awareness objectives. You might want to generate overall awareness for your brand. Perhaps you want to maximize the number of people in your audience you reach instead.
Consideration objectives, on the other hand, focus on generating engagement. For example, you might want to focus on:
App installations
Website traffic
Lead generation
Messenger interactions
Page or post engagement
Video views
Conversion objectives include conversions, store visits, and catalog sales. For example, maybe you want to increase interactions on your site or app. You can increase purchases, leads, or registrations.
Try to develop SMART (Specific, Measurable, Attainable, Relevant, Timely) goals with key performance indicators (KPIs). Setting KPIs will help you track your progress.
For example, you might track unique website visitors, app downloads, or sales.
Without goals in mind, you might not create the best Facebook ad. You could waste time and money on ineffective advertising, too.
Have a Single Message in Mind
Establishing your goals will also help you determine what message each ad should convey. Give each ad a single message. Otherwise, you might split the consumer's focus.
The ad message should align with your overall SMART goal. Specifying your message will help you determine a strong call-to-action (CTA), too. If consumers don't understand the ad's message, they won't know what action to complete.
You'll miss the chance to generate leads or sales as a result.
For example, you might want the ad to focus on:
The benefits of purchasing a specific product
Customer testimonials to boost your brand's reputation
Behind-the-scenes content to convey transparency
Specific tips to demonstrate your expertise
Remember, each video should have its own message.
Know Your Audience
You can learn how to create a Facebook ad that's effective at accomplishing your advertising goals by personalizing your content.
About 80% of consumers are likely to make a purchase if a brand offers a personalized experience. Personalization could increase your sales by 10% or more. It can also boost your marketing ROI by as much as eight times!
To personalize your ads, gather audience research. For example, consider their:
Favorite Facebook pages/accounts
Influencers they trust
Age
Gender
Location
Income
Career
Education
Language
Buying behaviors
Online behaviors
You might need to group consumers into distinct buyer personas to better personalize your ads.
Researching your target audience will also improve your ad targeting. Narrowing your targeting parameters will ensure you reach ideal customers. You could have an easier time improving your ROI by focusing on people who want your offerings.
Keep It Short
As you learn how to create a Facebook Ad video, remember: people have short attention spans. Try to keep your videos short, sweet, and to the point.
Otherwise, people will stop watching your video before they reach the CTA.
Try experimenting with different ad video lengths to determine what best appeals to your target audience.
Regardless of the video's length, try to feature your product or brand message as early as possible. Put the most compelling portion of your video at the beginning to grab the consumer's attention. Facebook recommends capturing the viewer's attention within the first three seconds.
Go Square or Vertical
In 2020, about 75% of the world's mobile data traffic was for video content. People on mobile devices only spend 1.7 seconds looking at any given piece of content, though. If you want to create the best Facebook ad, make it for mobile viewers.
To appeal to mobile users, focus on creating square (1:1) or vertical (from 4:5 to 9:16) videos. These videos will take up as much space as a smartphone screen will allow. You can minimize distractions that might otherwise appear on the user's feed.
Experiment with different ad formats to determine what best improves your reach, engagement, or views.
Create for Sound-Off
Many of your viewers will watch your Facebook ad with the sound off. After all, people tend to view video content in public spaces (including at work). If your video requires sound to get the message across, people might not watch or make sense of it.
Consider adding subtitles to your videos. Use imagery to create a narrative without audio, too. You can also add text to your videos to convey your message and CTA.
Nail the CTA
A strong call-to-action will encourage people who view your videos to take action.
Look back at the goals you outlined to determine what CTA aligns with each goal. Make sure the CTA is clear, compelling, and urgent.
For example, you might want the viewer to visit your website, shop from your store, or purchase a product.
Simplify the CTA (Shop Now, Learn More, etc.) for your ad buttons.
Analyze and Adjust
Once you begin using these tips, analyze the results of your efforts. Use A/B testing to determine which visuals and messages generate the most conversions.
Consider using an analytics dashboard to monitor your campaign performance.
Then, use the data to make informed changes to your ads. Adjusting your ads over time will boost your ROI!
Create the Perfect Facebook Ad Video for Your Brand Today
Learning how to create the perfect Facebook ad video shouldn't feel stressful. Instead, use these tips to start reaching your ideal customers. With a strong campaign, you can accomplish your goals and grow your business with ease.
Using the right tools can make all the difference, too.
Searching for an all-inclusive digital ad management platform to stay organized? We can help.
Request a free demo today to get started.