The document summarizes a live webinar about using video ads to revolutionize online advertising. The webinar discusses how video traffic will dominate the internet, and how paid social platforms like Facebook and Instagram are ideal testing grounds for video ads due to their massive user bases. It provides an overview of the various video ad formats available on social media, such as slideshows, single videos, lead forms, and collections. The webinar also offers tips for creating basic video ads quickly using templates, and recommends ways to optimize video ads, such as skipping sound, tracking key metrics, getting to the point, and split testing purposefully.

1. LIVE WEBINAR
© Copyright 2018 WordStream, Inc. All rights reserved.
Video Ads:
How One Ad Format Will
Revolutionize the Way
You Advertise Online

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3. Logistics
• Webinar will be recorded – check
your inbox for materials
• Submit your questions for Q&A

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• 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

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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

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You NEED to be Using
Video Ads Because…

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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…

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REPEAT AFTER ME…
“Video does not have to
be expensive!”

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(More on this later)

15. 15| Confidential
Why Paid Social is the
Perfect Testing-Ground
for your Foray
into Video Ads

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The MASSIVE User Base…

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Means you can use video at every state of your
marketing funnel
Introduce
Connect
Convert

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Create a new campaign

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Don’t define your audience just yet!

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So many options!

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Variety!

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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.

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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.

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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!

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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.

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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).

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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

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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!

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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

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SO MANY RULES n’
REGS

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Facebook Ads Guide

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How to Quickly (and
Easily) Create Powerful
Video Ads
(Without the Price Tag)

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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…

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WordStream makes it easy to create
video ads for Facebook and
Instagram in a matter of minutes
with Smart Video Ads.
The solution…

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Creating a Facebook or Instagram Video Ad -
Choosing a Template

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Creating a Facebook or Instagram Video Ad –
Making an Ad

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7 Tips for
Optimizing Your
Video Ads

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#1: Skip the sound.

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#2: Track real KPIs

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#3: Get to the point

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#4: Think about thumbnails

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#5: Text (in moderation) is
still important

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#6: As always, granular
audiences are a must

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#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. © Copyright 2018 WordStream, Inc. All rights reserved.
Thank you!
Allen Finn, Senior Product
Marketing Specialist
afinn@wordstream.com
@allenthomasfinn