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How to Get More Sales From Your Facebook Ads

How to Get More Sales From Your Facebook Ads


we’re gonna look at some real data from
a campaign that puts still images up against video. The results are pretty
astonishing. I’ve been running video ads on Facebook
for my businesses and clients for about five years now. I always tell my clients
that they should invest in video ads but I never had hard data about the actual
difference in performance of those ads. Now I have some very solid real-world
data that proves video is by far the king of the Facebook ad world. For this test
I’m running Facebook Ads for my client Rocky Mountain laser College. The overall
goal of the campaign is to drive relevant traffic to the website. At first
we’re running just still image ads since we didn’t have any video content. After a
couple months we had the targeting and segmentation dialed on Facebook. I went
to my clients office and shot a relatively simple and low budget video
that I turned into an ad. Yeah it’s nothing special.
For the first 11 days of the test month we served our top performing image ads
since the video ad wasn’t ready yet. Then 11 days into the month the
video ad started running. The performance was so good I had to make sure there
wasn’t some kind of measurement error and there wasn’t. The video ad crushed
the existing image ads in every single metric by a landslide. By the end of the
month I amassed some crazy data that can be summed up by looking at a couple key
data points. Cost per thousand, link click-through rate, and link cost per
click. Now remember this is the same month to the same target market all I
did was place a video ad into the existing ad set in the Facebook campaign. Cost per thousand drops. An improvement any marketer would welcome several
months into an ad campaign. Link click-through rate, this is not just
broad click or action metrics, link click-through rate drives traffic
directly to my clients landing page and that increased from 1.07% to 3.05%
that’s an increase of 185 percent. Cost per link click dropped from a $1.53 to just 36 cents that’s a decrease in cost of 76 percent. Once again nothing in
the Facebook ad campaign changed besides activating the video ad. Yet the addition
of a video ad elevated this campaign into an insane level of metrics every
marketer dreams of. 185 percent increase in click-through
rate and a 76 percent decrease in link click costs, that is awesome! The still
image ads looked like a waste of money or the very least show that still ads
are an inefficient way of spending an ad budget compared to video. The video is
nothing special in terms of production value. It was created with ad use in mind.
We captured some nice clean shots of my client services then made an edit to
communicate the message so the messaging made sense when a viewer sees it without the sound on. That’s it. Now don’t go ditching all your image ads they still have a purpose especially in
retargeting. However you need video ads. If you’re on a budget just use your
phone and shoot a video add yourself or if you’re in the Denver area hit me up,
be happy to create an ad for you. Other more expensive options; marketing agencies, video production companies… they can all make you a video for price. Regardless of
how you get your video you need to invest in video to get the most out of
your Facebook ad budget. I’m Francis Donovan. This is Mystemic marketing. If
you like this video give that like button a nice little tap. if you want to
keep expanding your marketing knowledge hit that subscribe button and we’ll chat
soon.

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