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Video Ads: How One Ad Format Can Revolutionize the Way You Advertise Online


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With the highest average click-through-rate of any digital ad format, video ads are hands down the best way to advertise your business.

Whether you're just getting started with video ads, or a seasoned expert, you absolutely cannot miss our expert's live walk-through of today's most successful ad type.

In this webinar, you'll learn:

- All the reasons Video Ads are so successful (and the data to back it up)
- Why it's critical to integrate Video Ads into your digital marketing plan (no matter what size your business is)
- What you can do to create Video Ads that look expensive but aren't
- How to optimize your new Video Ads for continued success

Published in: Marketing
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Video Ads: How One Ad Format Can Revolutionize the Way You Advertise Online

  1. 1. LIVE WEBINAR © Copyright 2018 WordStream, Inc. All rights reserved. Video Ads: How One Ad Format Will Revolutionize the Way You Advertise Online
  2. 2. 2@allenthomasfinnQuestion? Just ask:
  3. 3. Logistics • Webinar will be recorded – check your inbox for materials • Submit your questions for Q&A
  4. 4. 4@allenthomasfinnQuestion? Just ask: • Former account manager & content guy at WordStream • Currently Senior Product Marketing Specialist (also at WordStream) • NH native • Thinks video ads are “pretty dope or whatever” I’m Allen
  5. 5. 5@allenthomasfinnQuestion? Just ask: The Day’s Agenda Why you should be using video ads (if you aren’t already) The reasons paid social (Facebook & Instagram) are the perfect place to test video ads How to test an iterate at scale (without paying out the nose to do so) Optimizing & measuring your video ads Q&A
  6. 6. 6| Confidential You NEED to be Using Video Ads Because…
  7. 7. 7@allenthomasfinnQuestion? Just ask: 1. By 2019 internet video traffic will account for 80% of all consumer internet traffic 2. 92% of B2B prospects consume online video 3. 45% of people watch more than an hour of Facebook or YouTube videos a week 4. In 2017, video Completion Rate (Videos Played All the Way Through) reached 69% 5. Video ad spend to reach $20B by 2020 People…
  8. 8. 8@allenthomasfinnQuestion? Just ask:
  9. 9. 9@allenthomasfinnQuestion? Just ask:
  10. 10. 10@allenthomasfinnQuestion? Just ask:
  11. 11. 11| | @allenthomasfinn REPEAT AFTER ME… “Video does not have to be expensive!”
  12. 12. 12@allenthomasfinnQuestion? Just ask:
  13. 13. 13@allenthomasfinnQuestion? Just ask:
  14. 14. 14@allenthomasfinnQuestion? Just ask: (More on this later)
  15. 15. 15| Confidential Why Paid Social is the Perfect Testing-Ground for your Foray into Video Ads
  16. 16. 16@allenthomasfinnQuestion? Just ask: The MASSIVE User Base…
  17. 17. 17@allenthomasfinnQuestion? Just ask: Means you can use video at every state of your marketing funnel Introduce Connect Convert
  18. 18. 18@allenthomasfinnQuestion? Just ask: Create a new campaign
  19. 19. 19@allenthomasfinnQuestion? Just ask: Don’t define your audience just yet!
  20. 20. 20@allenthomasfinnQuestion? Just ask: So many options!
  21. 21. 21@allenthomasfinnQuestion? Just ask: Variety!
  22. 22. | Confidential 22 Slideshow • Low-stakes entry point into the world of video. • Combine multiple images and videos, text and sound to capture your audience's attention and tell a story. • Play automatically on Facebook and Instagram on smartphones, tablets and computers just like a video, and will loop.
  23. 23. | Confidential 23 Single Video • Leverage creative apps make it easy to use your pictures and video clips to tell your story. • ToFU? Try GIFs. • Don’t forget to customize your thumbnail. The thumbnail image in a video ad is the still image people see until the video begins playing. After you upload a video in Ads Manager, you can upload a unique image or select a frame from your video to act as a thumbnail.
  24. 24. | Confidential 24 Lead • CRM integration = clutch for B2B lead gen advertisers. • Customize for quality / lead qualification. • Most people using lead ads are doing so with static creative. HUGE opportunity!
  25. 25. | Confidential 25 Carousel • More space to tell your story or showcase your products. • You have up to 10 cards that you can fill with photos and/or videos to tell your story creatively. • You can use Carousels to: showcase multiple products, highlight features, tell a story, explain a process.
  26. 26. | Confidential 26 The artist formerly known as Canvas • Multimedia! Templataized! • More creatively taxing than other formats, but infinitely more engaging: if someone makes it through an entire Instant Experience, they’re not disinterested. • Supported in almost every campaign objective (Traffic, Awareness, Reach, Engagement, Conversions, Views, Visits, Installs).
  27. 27. | Confidential 27 Collection • Ecommerce advertiser’s best friend (outside of dynamic remarketing) • How does it work, exactly? People who tap on your collection ad to browse or learn more will be seamlessly taken to a fast-loading visual post-click without leaving Facebook or Instagram. • Comes in four flavors: Storefront, Lookbook, Customer Acquisition, Storytelling
  28. 28. | Confidential 28 IG Stories • Full screen, vertical format; share photos and videos that immerse Instagrammers in your content. • A study by Instagram found that 60% of their users learn about products and services through the platform, and 75% of them took actions such as visiting sites, searching, or telling a friend after seeing an Instagram post. • 60% of stories are viewed with sound-on. This is one area where sound matters just as much as visuals! • 50% of business accounts that created stories in the last month. AMPLIFY WHAT YOU’RE ALREADY GENERATING!
  29. 29. | Confidential 29 In-Stream • People are spending more time watching longer-form videos on mobile. To match this behavior, Facebook is working with great video creators, fostering communities around their shows, and making those shows easy to discover. • “Lean-Back” • 15 seconds or less, unskippable. • SMB? Probably not for me
  30. 30. 30@allenthomasfinnQuestion? Just ask:
  31. 31. 31@allenthomasfinnQuestion? Just ask: SO MANY RULES n’ REGS
  32. 32. | Confidential 32 Facebook Ads Guide
  33. 33. 33| Confidential How to Quickly (and Easily) Create Powerful Video Ads (Without the Price Tag)
  34. 34. 34@allenthomasfinnQuestion? Just ask:
  35. 35. 35@allenthomasfinnQuestion? Just ask: Most small businesses and agencies know that adding video ads to their strategy will pay off, but they lack the expertise and time to craft powerful creative. The problem…
  36. 36. 36@allenthomasfinnQuestion? Just ask: WordStream makes it easy to create video ads for Facebook and Instagram in a matter of minutes with Smart Video Ads. The solution…
  37. 37. 37@allenthomasfinnQuestion? Just ask:
  38. 38. 38@allenthomasfinnQuestion? Just ask:
  39. 39. 39@allenthomasfinnQuestion? Just ask: Creating a Facebook or Instagram Video Ad - Choosing a Template
  40. 40. 40@allenthomasfinnQuestion? Just ask: Creating a Facebook or Instagram Video Ad – Making an Ad
  41. 41. 41@allenthomasfinnQuestion? Just ask:
  42. 42. 42@allenthomasfinnQuestion? Just ask:
  43. 43. 43| @allenthomasfinn 7 Tips for Optimizing Your Video Ads
  44. 44. 44@allenthomasfinnQuestion? Just ask: #1: Skip the sound.
  45. 45. 45@allenthomasfinnQuestion? Just ask: #2: Track real KPIs
  46. 46. 46@allenthomasfinnQuestion? Just ask: #3: Get to the point
  47. 47. 47@allenthomasfinnQuestion? Just ask: #4: Think about thumbnails
  48. 48. 48@allenthomasfinnQuestion? Just ask: #5: Text (in moderation) is still important
  49. 49. 49@allenthomasfinnQuestion? Just ask: #6: As always, granular audiences are a must
  50. 50. 50@allenthomasfinnQuestion? Just ask: #7: Split test with purpose Visual: Swap out or reorganize the clips or photos in your video / slideshow Format: Test landscape vs square vs portrait Placements: Don’t try to place your ads everywhere. Create content for specific placements, considering audience, intent, space. Text: Adjust the amount of times text appears on the screen, copy or script variations. Tweak calls to action (CTAs) and text design (including colors, fonts, and backgrounds) Audio: Test different songs, voiceover actors, or voiceover script variations (don’t forget the subtitles). Length: 15 vs 30 is only the beginning!
  51. 51. © Copyright 2018 WordStream, Inc. All rights reserved. Thank you! Allen Finn, Senior Product Marketing Specialist @allenthomasfinn