A lot of people are really getting into marketing by video right now and contrary to most people’s belief, you shouldn’t just post your video unto your Facebook Business Page. Facebook is aggressively going after pretty much everybody’s business and essentially in this case, YouTube. So they’ve allowed marketers and business owners to leverage video in a way that really nobody else is doing. So, I want to show you first of all just how to create a video view campaign. We will be focusing on getting Facebook Video Views.
You can choose to watch the video or you can read on for the text and image version of the post. And this is part of the Facebook Mastery Series. You would do yourself a lot of good to check out the other videos in the series, we’ll keep updating the series to bring you the latest cutting edge techniques in Facebook marketing.
Let’s Start Creating Facebook Campaigns
So, to start or create your first Video campaign, you need to login to Facebook (obviously), and then click Ads Manager from the left had corner of your Facebook page. I have to say this at this point, if you are reading this and you’ve not recorded a video to advertise yet, that’s something you would obviously want to do. This training is based on the fact that you have a video that you have created and that you can use. Also, it is assumed that you know how to download Power Editor. So I want you to go ahead and click the Power Editor link at the top of your Facebook Ads Manager Page.
The Power of “Power Editor”
Now in Power Editor, you should go ahead and click on the “Campaigns” link, it is one of the buttons on the left as shown in the image. You should then click the Create Campaign button also as shown.
A form would pop up which would allow you to fill in the values for the campaign. Click the “Create New” radio button and leave the “Buying Type” option as “Auction” but change the objective to Video views – that’s what we’re trying to achieve in this video. You should also go ahead and fill in the values you want under the “Choose an Ad Set” and “Crete New Ad” options. In my case, I Inserted the same values.
So now we have successfully created our campaign which is optimized for video views and has an Auction buying type. You will notice that I didn’t set a campaign spending limit, I won’t advise you to set a limit there.
On the next page, you can click on the “Ad Sets” button (the one on the left) and you can set a daily budget here. Also depending on your choice, you can choose to have an end date or not. I’ve chosen not to choose an end date since I will be monitoring my ads.
Choosing Your Audience
Then comes the audience to target you ads with. You can choose to create a new Custom Audience or use one that you’ve previously used. In my case, I have chosen to use one I have previously used. If you’ve not previously saved audiences you’ve used in times past, you definitely should. It would make it incredibly easy when next you have a campaign targeting the same set of people.
Where Should Your Feeds Appear?
Next I’ll choose where I want these feeds to appear. There are currently four options here as you can see: “Mobile News Feed”, “Desktop News Feed”, “Desktop Right Column” and “Instagram”. The first three are checked by default, but you should uncheck the “Desktop Right Column” option as these videos definitely don’t get watched. Finally, under the Optimization & Pricing” and “Advanced Delivery”, you can leave the values as they are. Now, you can go ahead and create your ad.
Uploading Your Video
After creating your After which you will have to choose the a page to attach the ad to. You will also need to edit the text to describe your video and you will have to upload the video itself.
Again, I have to tell you that this kind of video is meant to get you views and it’s not optimized to get clicks to your website, landing page or offer page (except you probably promote your website in the actual video). I will discuss more ways to use Facebook for your business, but this is essentially to get video views.
Image Thumbnails Are Important
After the video has been uploaded, you will be able to see a preview at the right hand side of your page. You should make sure that your video thumbnail does not have more than 20% text as stated by The Facebook Team. If it is (as is the case with this video), you will need to change it.
One thing you will want to do here is to use an image that would catch the attention of the people that see your ad. In this case, we are targeting homeowners, and logically, the image of a beautiful home would catch their attention. So, you can see that this image looks more beautiful and it would catch the attention of your target audience. You have to use what resonates with your target audience.
Get Your Video Description Right
And now, all we want to do is to write some text. We want to identify oour target audience, in this case we will address Kansas City Homeowners. In your text, you should not sound like you need help, instead, sound like you are meeting the person’s need. You need to ask yourself, “What is the substance of my message.” You obviously won’t want to say, “Hey can you help me” in the text. The truth is that people don’t care about how much you need help, what they care about is what you can do for them. In this case, what you can do for these homeowners is to offer them a list of buyers that are ready to buy their property. So, the “Kansas City Homeowers” title is very important because it is meant for people that already have a home or people that are thinking of putting their homes up for sale.”
You could write something like,
Kansas City Homeowners…
Are you working to sell your home?
We have MORE buyers than sellers in our current market meaning you property may be more VALUABLE than ever BEFORE!
We have a list of buyers READY to purchase YOUR home! WATCH THIS video to see if your home qualifies!
It’s a good practice to start your ad with a question, questions catch attention. The question “Are you working to sell your home?” will register in a very specific way in the minds of each visitor. But in all, you don’t want to get out of line by saying too much…you want people to mainly watch the videos. You might also want to put a Call To Action (CTA) button but in this case. I’ve decided against that. If you have a pixel to track conversion, you should definitely set it up here.
Put Finishing Touches To Your Facebook Ad
This is how you get the advertisement set up. After everything, click the “Review Changes” button at the top right hand of the page. Facebook will review the changes and confirm that your advertisement is in compliance with their Terms of Service (ToS). As soon as they do that, your advertisement will be made “Active.” This process, especially in Power Editor takes a fraction of the time when compared with other options.
You can then go over to you Ads Manager and refresh it to see the status of your Ad.
There Are More Videos In The Facebook Mastery Series
This is only a part of our Facebook Training Series. You should really check out more Facebook Mastery posts.