This piece was recently featured in PerformanceIN, the leading global performance marketing publication.
Does your Facebook advertising strategy include video? Should you include video as part of your overall Facebook advertising strategy?
If you find yourself asking these questions, this article is for you. In this post you’ll discover essential tips for killer Facebook video campaigns and how you can improve on your existing strategy.
Facebook has seen phenomenal growth in video usage over the past year—it’s now serving a staggering 8 billion video views a day. Video usage has exploded astronomically, with no signs of slowing down. On average US adults spend 1 hour and 16 minutes each day watching videos on digital devices. In a split second, they’ll make a decision as to whether or not your post is worth engaging with.
If you have no idea where to start, you’re in luck. We’re here to help you create a powerful campaign that gets you noticed and achieve positive results.
Before you start your campaign, it’s essential to understand what you want to achieve. Are you looking for brand awareness or to drive action? First and foremost, getting eyeballs on your videos should be your initial goal, but don’t stop there. You have a wealth of customer data itching to be used. Take these video viewers and turn them into actual customers (which we’ll chat about in a moment).
In general, Facebook recommends defining an audience of over 10,000 people for the best ad performance. You need to make people stop to view your video ad instead of scrolling past, so choose carefully. The more relevant your audience is the more video views you’re likely to get. We recommend creating buyer personas to identify who your ideal customers are, and then using these to define your campaign’s target audiences.
Be sure to tailor your creative for each respective persona. This also goes for separate target audiences and brand awareness versus re-engagement campaigns. Be creative and experiment with different targeting options to find the one that suits you best.
Video ads are available across desktop/mobile news feeds and Instagram. Mobile drives the most effective video views, with 65% of Facebook users watching videos on their mobile device. With mobile effectively becoming the core of Facebook’s business—having grown 82% year-over-year and accounting for 80% of its total ad revenue—it continues to attract more and more people on mobile devices. This is only set to increase with its Instagram offering.
Create engaging videos that make people want to hit that “play” button. If your ad receives high negative feedback, your video is less likely to autoplay. Have visually engaging content in the first few seconds of your video to catch a user’s attention. Sell without sound—85% of videos on Facebook are watched on silent mode, so use text overlays and a clear CTA to get your message across. Get creative with your content and cater for silent autoplay.
Allow Facebook to identify users who are more likely to watch your video, which in turn will help increase the reach of your campaign. By choosing video views as your objective, Facebook will look for people who are more likely to watch your video in full. This will then let you generate much more effective custom audiences for your retargeting campaigns.
Video is the perfect mode for prospecting, but don’t let your strategy stop there. Take your viewers on a journey through your funnel and convert them into actual, paying customers. How, you ask? Create a list of people who’ve engaged with your video on Facebook and choose from several options:
Use these audiences to retarget highly engaged users of your brand. People who’ve completed your video will represent a more engaged audience and will be more likely to take your desired action. Get your messaging right, and as we mentioned above, take your viewers on a journey through the funnel.
If you’ve shown them generic messaging in your first touch point, be sure to follow up with specific product messaging followed by an incentive to purchase if they haven’t already done so. The goal of retargeting is to place your brand at top of mind while customers are still deep in their decision-making process.
Marin launched exactly this strategy with a leading technology brand and achieved a 30% lower CPA and 11% higher CTR, plus generated the highest number of sales for the campaign overall.
You’ve followed all of the above steps and now you want to actually figure out what’s working for you. Test, test, and test some more! Ensure to test all the creative elements of your ads, including different video variations and text overlays. The number of ad variations will add up quite quickly, so it’s best to create these in bulk to save you time.
Narrow your targets based on your key objectives and buyer personas. You can break down your audiences by location, demographics, interests, and behavior specifics.
For example, if your audience size is large enough and you want to target multiple locations, run them in separate campaigns—making it easier to optimize—and see what’s working best for you. Are you targeting fans versus non-fans? Consider using different creative for each. You should always have different messaging for people who are already familiar with your brand, versus people who may have never come across you prior to your campaign.
Along with the above be sure to:
Navigate to the reporting section and monitor key metrics such as clicks, impressions, reach, CTR, and conversions. Be sure to track follow-on activity in your Google Analytics account, and measure the lift of your campaigns based on key website stats such as bounce rate, average session duration, pages per session, and goal completion. Use the results of your testing to create a powerful, results-driven campaign.
With the continued growth of video across the platform, Facebook video ads are more likely to generate increased engagement for brands. By implementing the above, you’re sure to generate conversions from your efforts.
This is a guest post from Sarah Burns, Content Manager
at Boost Media.
Vertical video has become ubiquitous in the world of apps and social media, and the shift to vertical is changing the consumer experience. Vertical videos take up more space on the screen then horizontal, and smartphone users don’t have to rotate their phones first to watch. This creates a fully immersive and powerful experience every time a video is played.
Here are three creative tips to consider while adopting your vertical video strategy.
Find new techniques to film scenes and subjects that are optimized for vertical orientation. For example, close-ups of people, landscapes, and buildings work well vertically. Concentrate on one object to make the most impact visually. Consider how you might fill the space that appears if you tilt the camera up or down. Remember that creative should match the platform, the environment, and the context in which it’s being viewed, and be mobile-first.
Text overlays help tell a story quicker, which is important with video moving to shorter and shorter pieces. Consider using text for subtitles, which come in handy when translating videos to a foreign language, for example.
Due to the large size of vertical ads and the fully immersive video experience, vertical video ads are a great way to build awareness and drive increased site traffic. It’s not so much about completion of an ad as much as engagement time after the video. Test a variety of metrics to determine what works best for your organization.
Sarah manages Content Marketing at Boost Media and leads a team of marketing professionals to drive revenue through complex B2B marketing campaigns in the ad tech industry. Prior to joining Boost, Sarah developed marketing and sales strategy at BNY Mellon, a top 10 private wealth management firm. In a former life, Sarah worked in journalism writing for magazines including Boston Magazine, The Improper Bostonian, and Luxury Travel. When she’s not writing engaging content, Sarah enjoys cooking, running, and yoga.
Boost Media increases advertiser profitability by using a combination of humans and a proprietary software platform to drive increased ad relevance at scale. The Boost marketplace comprises over 1,000 expert copywriters and image optimizers who compete to provide a diverse array of perspectives. Boost’s proprietary software identifies opportunities for creative optimization and drives performance using a combination of workflow tools and algorithms. Headquartered in San Francisco, the Boost Media optimization platform provides fresh, performance-driven creative in 12 localized languages worldwide.
With school out and warm weather in, we traditionally think of the summer months as the best time to take a vacation. However, is it actually prime time for search advertisers to ramp up their ad campaigns?
To answer this question and others, we took a look at travel advertisers on Google and Bing. We examined 2014 and 2015 to locate any trends in advertiser spend and performance for the travel vertical across quarters, and to assess the state of consumer behavior. Google and Bing dominate the global search market, which made them ideal for our study—other search publishers have regional presence at best, so they were excluded.
We found a few interesting things:
For more great information on search advertising in the travel industry—including cross-device performance data and campaign recommendations—download The State of Travel Search Advertising: Trends, Formats, and Paths to Success.
We recently published our 2016 Cross-Channel Marketing Report, which looked at the current state of shopping ads, and examined advertiser and consumer behavior over the past year. Now, with the shopping season even closer, advertisers are quickly making sure their budgets and ad campaigns are ready and flawless.
Based on the data, what are our top tips for retailers looking to get the most value out of their digital advertising campaigns this holiday season? Read on.
We predict that 40% of all shopping ad dollars will be on a mobile device. Similarly, around 37% of search clicks will be on a shopping ad on either Bing or Google. Be sure to budget ad campaigns accordingly to match up with consumer attention during critical holiday spikes.
Research shows that spend peaks in November, with overall ad spend reaching almost 90% above what it was in January. Smartphone behavior was the most pronounced—smartphone ad spend spiked to almost 400% above baseline in November when compared to the year’s beginning.
Smartphones now make up the majority of clicks and spend for all shopping ads. With 55% of all shopping ad clicks originating on a smartphone, the importance of properly optimizing ad spend can’t be overstated.
Research shows that shoppers are utilizing mobile devices in-store more than ever, to conduct product research and price-shop. Being able to capture this audience while they’re in the middle of a purchase decision may be crucial this holiday season to ensure an offline conversion.
While Google remains the largest search publisher for shopping campaigns, Bing is no slouch, either. Adoption of Bing Shopping Campaigns (BSC) has been accelerating and Marin has seen over 20% of clients on Google Shopping already using BSC. While Google Shopping has more viewership and use, BSCs are competitive in price and performance, and may be a good option for some retailers.
Shopping ad spend has been taking up a larger portion of retailer ad spend every year, reaching almost 30% of all search ad dollars this year. However, this doesn’t mean this is the only ad format retailers should consider.
Expanded Text Ads (ETAs) are a relatively new ad format that have seen strong early returns for many advertisers. Early data has shown an almost 300% ROAS for ETAs, meaning they’re highly competitive with both conventional search ads and shopping ads.
While social networks have always been a highly mobile device oriented channel, this is especially true for retail. Almost 95% of clicks on retail ads on social are on a mobile device, and mobile also accounts for 90% of all social spend for retail advertisers. Research shows that consumers interact differently with social ads than they do with search. Rather than research, social ads are better used for awareness and to start conversations with target audiences.
Each holiday season has been bigger than the last, and the trend is positioned to continue this year. Retailers have more choices than ever when it comes to ad campaigns. However, with this increased choice comes increased difficulty, as effectively managing spend across multiple devices and channels isn’t easy. A little planning, knowledge, and foresight will go a long way.
Between the distant frenzy of the Q4 shopping season and the rising calm of midyear, Q2 tends to be the quietest quarter. However, this doesn’t mean there’s nothing happening. Among other things we found in our research, mobile display played a larger role this Q2—but overall, the ubiquitous move to mobile is actually slowing down. And, tablet usage continues to drop.
To create our quarterly benchmark reports, we sample the Marin Global Online Advertising Index, composed of advertisers who invest more than $7 billion in annualized ad spend on the Marin platform. We analyze data from around the world to create our report. For Q2 2016, key findings include:
For detailed information on Q2 2016 search, social, and display mobile performance and strategy recommendations, download our Performance Marketer’s Benchmark Report Q3 2016 – Vital Search, Social, and Display Performance Data by Device.
Last year, we forecast that 30% of all retail paid-search spend would be on a shopping ad, and 45% of all product ad clicks would be on a smartphone—and smartphone click growth ended up being even stronger than we predicted. Looking forward, where do we see shopping ads this holiday season?
We took a look at month-over-month variations and factored in seasonal shifts in performance to forecast where we’ll be by December 2016:
For more results sampled from the Marin Global Online Advertising Index—composed of advertisers who invest more than $7 billion in annualized ad spend on the Marin platform—read The State of Shopping Ads: 2016 Cross-Channel Marketing Report. With data charts on mobile, social, text versus product ads, and strategy recommendations for the 2016 holiday season, be sure to download your copy today so that you’re prepared for the Q4 rush.
Shoppers are already prepping their lists for the holidays, and retail advertisers are close behind, on the mobile-focused, ad spend case. If smartphones were big-box retail destinations, they’d be the new “mad rush” of holiday sales.
Thankfully, when shoppers are looking for deals and information, they can now easily turn to their mobile devices.
Sampling the Marin Global Online Advertising Index, composed of advertisers who invest more than $7 billion in annualized ad spend on the Marin platform, we analyzed data from around the world to create our 2016 Cross-Channel Marketing Report. Our research uncovered some surprising things about what to expect for social advertising this 2016 shopping season.
Happy shopping—and spending—in 2016.
For the full results of our research, including data charts on mobile, social, text versus product ads, and recommendations for how to stand out during the 2016 holiday season, download The State of Shopping Ads: 2016 Cross-Channel Marketing Report.
When it comes to shopping ads, Q4 and mobile go together like thumbs on a small screen (literally).
Sampling the Marin Global Online Advertising Index, composed of advertisers who invest more than $7 billion in annualized ad spend on the Marin platform, we analyzed data from around the world to create our 2016 Cross-Channel Marketing Report. Our research allowed us to make a few definitive predictions for mobile performance in the 2016 shopping season.
In sum: smartphones rule. For the full results our research, including data on social, text versus product ads, and recommendations for how to stand out during the 2016 holiday season, download The State of Shopping Ads: 2016 Cross-Channel Marketing Report.
What’s the saying? There is no rest for the weary? Just when it feels like summer’s just begun, it’s already time to switch up your marketing campaigns for back-to-school shoppers.
According to Google Trends, interest in “Back to school” is on the rise since early June. But summer isn’t over yet, which makes this the perfect time to take advantage of this level of interest before we hit peak season.
Here are the top 6 things to make sure you check off your list to ensure you’re prepared for this year’s back-to-school season:
Don’t be so quick to start changing bids. A little research on your competitors goes a long way. Identify the gaps and move quickly on those opportunities. Look for top and direct competitor ads, and don’t forget online tools that can assist in finding out what competitors are doing with keyword bids. We recommend arming yourself with competitive information now so that your account is prepared for the next big retail shopping season.
Most back-to-school shoppers include parents and college students—as they prepare for back to school, they’re also searching online for deals. Marketers can benefit from this by creating campaigns that are focused specifically on back-to-school keywords and deal searches. Some examples of this are:
Be sure to give these campaigns a healthy budget, plus either an end date or a scheduled pause to ensure they don’t continue to run post-season.
Parents and college students are often price conscious, but also want the products they purchase to last. Also, shoppers are often looking for sales to save money. Marketers should focus their ad copy around these consumer needs to incentivize shoppers to click their ads.
If a consumer doesn’t see a phrase that indicates there may be a good deal on the landing page that comes after their click, they may select a competitor instead. Helpful phrases include the obvious “back to school,” but also things like:
And more. We suggest using discount-focused terms for smaller ticket items like colored pencils, and durability-focused terms for larger ticket items like backpacks and athletic shoes.
Make sure your strategy is informed by previous years’ data and this year’s goals. This also goes in line with understanding your competition, as we mentioned earlier. Take note of when the cost-per-click in your campaigns rose last year, and by how much, and adjust bids accordingly to ensure you’re pacing well with market demands throughout the season.
Don’t forget to include your shopping campaigns in your bidding strategy planning as well, especially for larger ticket items. Many consumers do a lot of research on items such as backpacks prior to making a decision, and may choose to purchase these items online in order to get exactly what they want.
Retargeting is another area where you may be able to better keep the attention of consumers who do a lot of price comparison shopping before making a purchase. Create a separate retargeting campaign specific to, again, higher-dollar items such as backpacks and athletic shoes, targeting users for several days after viewing your product.
When creating these retargeting ads, we recommend showing the products viewed previously in the ad, and potentially offering a coupon code to incentivize the consumer to purchase this product from your business specifically.
Parent and student purchase decisions are heavily influenced by mobile. According to Google, in 2014 over 40% of back-to-school searches were done via mobile devices. These searches are typically performed on the go by busy parents and students trying to get back-to-school shopping done in between all the other things they need to do.
What are these roving shoppers doing? They’re performing price comparisons, checking product availability, and searching for the closest store to their current location to sneak in a quick trip and check items off their list. You can capitalize on this by using location extensions and prominently displaying inventory availability for products at nearby stores on their easy-to-navigate mobile site.
If you’re strapped for time and can’t roll out a new back-to-school strategy, keep this checklist on hand, since these best practices are also applicable during the holiday shopping season. Want to learn more? Join the Center of Excellence for our back-to-school webinar on Thursday, July 21st!
Summer. It’s the time of year when I get serious about my binge watching. All of my shows are off the air, and I have precisely two months between the airing of the finale of Game of Thrones (Cleganebowl will be a thing) and Nathan Adrian’s first swim in the Rio Olympics.
But I would never limit my binge watching to just my personal time. I’m always happy to fall down the YouTube rabbit hole at work, and really, so should you with this hit list of Marin’s most popular and highest rated webinars. My colleague Maria shared a fantastic roundup of our best quickie blog reads, but our educational, half-hour to hour-long best practices webcasts are the sort of content you want to chill out with on a long summer workday.
It may not rival your Battlestar Galactica binge watch, but it’s the only one you can get away with at work, so happy viewing, online marketers!
Marin Software earns highest overall satisfaction score for Display Advertising Software -- G2 Crowd (via Public) shar.es/18waz1