GSD 212: What Facebook Ads Work Best?

Welcome to today’s GSD Daily. Today we’re going to talk about what Facebook ads work best. Now, there are lots to choose from. Facebook has exhausted its inventory on a lot of fronts, so newsfeed advertising is kind of scarce, but they continue to create these new ad formats to give advertisers the ability to be placed somewhere. But even that is getting scarce, sometimes through the holidays here, prices ramp up like crazy. So there were campaigns where we were spending 10 and $15 per click on a conversion basis, and it shouldn’t have been that expensive. So, inventory has dwindled. Think about it though, the list dwindles because there are more advertisers on the platform and there are also fewer eyeballs on the platform. So, as people move and spend their time viewing TikTok and YouTube and the future social media platforms that pop up, that means there are fewer eyeballs for the same number of advertisers or more advertisers to get into.

So, that drives up pricing. It’s all supply and demand. So, it’s something to think about and consider when you’re looking at placements. The ads themselves, the ones that are working the best and the ones we always use when we can, we use them as many times as humanly possible, and it’s video. So video, in terms of just a normal video feed, vertical video with captions is what crushes it right now and reels, turning that stuff into reels. Those are the platforms that are working well. Now, part of the reason video works well is, first of all, it’s engaging. Folks that are in your newsfeed are using video anyway, so they’re sharing videos of their kids and the dogs and whatever. So you’re used to seeing the video, you’re used to pausing on video, but there’s a hidden benefit. It’s not hidden for advertisers but hidden for a lot of people.

You can take chunks of the video. So if somebody watches three seconds into a video, you can put them into, what is known as, a custom audience. So you can retarget them based on the video watched. So in terms of retargeting, what we do is we take an ad video and we show it to a cold audience. So what we might do is we’re showing our video to cold traffic, and then we’re peeling off the people who watched three seconds of that video into a retargeted ad, or 10 seconds of that video into a retargeted ad, or 15 seconds. So it just depends. If it’s a super cold audience, and you don’t know who you’re targeting, then three seconds is good to start with, but then we step it up to 10 seconds, 15 seconds, or 50% of the video.

That’s mostly just depending on how new the campaign is or how much traction we’re getting. If we’re getting a lot of people who are watching 50% of the video, then we step it up to that point and then we retarget them based on them watching 50% of the video. So there are campaigns like event campaigns that we’ve done in the past where the only people who see those event ads are somebody who watched 75% of a video in the past three months, any video, podcast, or whatever because we know that they are really into our client, and they most likely will buy an event ticket, jump on a plane and show up in person in North Carolina to come to a live event. Now, the retargeted ad is the next step in this process. So if they watch 10 seconds, then they go up and watch a retargeted ad.

Now we know they’re warm traffic, so they are warm visitors. They are interested in what we’re doing, and they know what we do. So the retargeted ad then peels them off and sends them to a sales page usually, which is nice because they were introduced here. This is what got their attention, and grew their interest a little bit. This video got them clicking, grew their desire, and got them clicking to a sales page where hopefully they take action. If they don’t take action there, we send them to a different retargeted ad. Now, a lot of times these are images, so this might be an image ad, this might be a case study, or another image. So we like to use testimonials. This one oftentimes we’re just sending right to a sales page. This one is usually a case study of some sort or a testimonial of some sort.

That is an explanation of the kind of ad that works best on Facebook. Now, there are lots of different styles of videos. There’s a B-roll With voiceover. There is a full motion video, which is something like this with a B-roll on top of it. There are lots of dynamic elements. We try as often as possible to do full-motion videos because it’s what resonates with everybody. But there are lots of things that the person on camera needs to be aware of or not aware of, or at least comfortable stepping into when you’re doing ad videos on your own.

But we’ll write the scripts. We’ll edit the videos. We’ll throw the B-roll in. We’ll do what we need to do to make it look like a great video and make sure that it has the impact that we need for it too. So that’s just what we do for all our clients. If you would like to talk through your inbound marketing funnel or show me your offers or step through your sales funnel and see where things are falling off, then go to DoneForYou.com/start. Fill in the little form book, call my calendar, and we’ll jump on a call and walk through everything.

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