If you want to make more money with Facebook ads, it's time to switch to video. Facebook video ads can lead to more clicks and leads.
You do better because something that moves in the feed is sure to attract more attention than a still image. You can also share more information and persuade others to check your landing page. This can be of crucial importance on Facebook, since there is a text restriction of 20% for ad images. This can severely limit the amount of information you want to share.
Would you like to learn how to create Facebook video ads that generate more conversions?
Then take a look at the following step-by-step process …
Start with a lot of research:
The fastest way to create successful video ads is to research and see what your top competitors are doing. Before creating your ad, visit the websites of all of your top competitors.
Visit Facebook later because you get retargeting ads from these competitors. You can write down what types of videos you use, what copy you write, which landing pages the videos lead to, etc. It is important to look at your overall Facebook marketing strategy in this way. Instead of just focusing on the ads.
If you want to be sure that you only visit websites that get a good amount of traffic from Facebook ads, you can use an analysis tool.
It shows you how much traffic the website receives overall and what percentage of it comes from Facebook.
If a website gets a lot of traffic from Facebook, it's probably because of ads because Facebook's organic reach is very small.
Create multiple versions of short videos:
Once you know what works, you can start creating your videos. For best results, create short videos as Facebook recommends.
Short videos work well because the video contains less information. So viewers must visit the landing page to learn more. Here is a good short ad from Conversion XL.
I recommended that you test your own ads of different lengths. So create multiple versions of videos that vary in length between 6 and 30 seconds. You should only create longer videos if you want to create brand impressions rather than traffic. Longer videos can also be used to warm up cold traffic before realigning it.
Optimize it for silent viewing:
Many people will watch your videos silently. If you don't optimize your videos for silent viewing, you will no longer get views and conversions. The easiest way to optimize your videos for silent viewing is to add subtitles.
Get the video that is similar to the landing page:
One way to quickly increase the conversion rate of your Facebook video ad is to resemble it to the landing page. If the video is similar to the landing page, the conversion smell will increase. And people feel more comfortable visiting your landing page from your ad, especially when you're sending cold traffic.
An example of a landing page that looks exactly like the video ad is from SEMRush.
You will find that they use the same color palette, font, logo, etc.
When someone visits this landing page from this ad, they are sure that they are in the right place. SEMrush's conversion rate will be much higher. The ad and landing page were created to reflect a strong conversion scent.
If you run an e-commerce shop, you can use Shopify to create a custom landing page like this.
You have a builder that makes it easy to create landing pages that resemble the ad.
However, if you want to create a standalone landing page, you can set it up using software like Leadpages.
If it takes time for you to make the landing page look exactly like the ad, at least add your logo to your ad. This should be the same logo that you add to your website / landing page. There it will add a little bit of conversion scent. However, make sure that it is a white or black version.
A logo designed with a neutral color fits better. For example, look again at the SEMrush display above. The logo on the Facebook profile picture is brown (possibly reddish-orange). However, the display is white.
Similarly, you should use a white logo on a dark background or a black logo on a light background.
If you don't have a white or black version of your logo, you can create one with a free tool like Zyro's Logo Maker.
Another benefit of adding the logo to your video is that you can brand it. Stealing content is a common problem on Facebook and Instagram. And it is very likely that people will steal your video and use it for their own purposes.
The logo prevents people from doing this. And even if they do, you get extra exposure.
Another technique you can try is adding the video you used in your ad or a long version of it to your landing page. This can be a real video sales letter. This can help improve the connection between the ad and the landing page.
Start the different versions of the ads:
After you've created some videos that are optimized for silent viewing and have a landing page that resembles the video, you can start the different versions of your ads.
The best way to test your ads is to target video viewers. You can create custom audiences on Facebook based on how many of your videos you've watched in the past. Since these people have viewed your videos in the past, they are more likely to see your video ads.
So create some custom audiences and show your ad to these viewers.
Make sure you launch and split the different versions of your video ads. You can then record the best performing video and target new audiences. This includes retargeting warm / hot audiences (people who have signed up to your email list, previously bought from you, etc.), people who have recently visited your website, and of course similar audiences.
This is the step-by-step process you should follow when creating Facebook video ads. Start with a lot of research. You need to analyze your competitors' video ads and your ads, as well as your organic videos, of course. After that, you should create the videos and optimize them for silent viewing.
Also make sure the landing page is similar to the video. And finally you can start the ad.