Facebook Video Ads AMAZINGLY SIMPLE FOR EVERYONE

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Facebook Video Ads
 like this?

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Table of contents

Made with love by Shakr

4

1

How To Create a

Paid Facebook 
 Video Ad Strategy


5

How To Create a

Before you start making your video and set up your Facebook video ad campaign, take a step back and think about what the purpose of your campaign is. Are you going to re-target leads that didn’t convert? Or raise awareness about a product or service? What kind of video you make should be dependent on what kind of goals you have.

Paid Facebook 
 Video Ad Strategy


6

Example video*: Raise awareness about your product or service Why this video works: 1. It compares the service with something 
 the target audience knows (Canva). 2. It has text in the beginning, this is important
 when people don’t have audio on. 3. It features an affirmative question in the
 beginning. The video was targeted at people 
 who “like” Canva on Facebook. 4. It has a short product demo that shows
 how it works. 5. It features customer testimonials.

Click here to see the video

* This video was made with
 the “Concept” video design on Shakr, 
 click here to make your version.

7

Example video*: Retarget website visitors Why this video works: 1. It has a heavy visual focus, sure to catch 
 a casual Facebook user’s eye. 2. This video focuses on affirming the coolness of 
 the product and doesn’t focus too much on the brand. 3. The video has a plethora of colors that will catch
 the eyes of viewers on Facebook. 4. It was retargeted to website visitors who didn’t 
 convert and buy. 5. A professional looking video like this will increase
 brand trust and ad/message recall.

Click here to see the video * This video was made with
 the “Break” video design on Shakr, 
 click here to make your version.

8

Facebook Video Ads

What you need to succeed:

The main ingredients for a successful Facebook
 video ad campaign are these two: 1. A great video. 2. Effective targeting

1. A great video:

2. Effective Targeting

Without a great video, you might as well not bother. 
 It doesn’t matter how well targeted your ad campaign
 is, or how good your product is, you’re still not going to
 get anyone to stop scrolling and focus on your ad.


But even if you have a kickass video, you still need to
 nail your targeting. An amazing fashion video for your
 apparel brand targeted to teenage boys = lost money.





And if your ad isn’t optimised, you’re bound to lose clicks
 and conversions. Your headline and text needs to be
 interesting and you need to have chosen the best possible
 thumbnail for your image.




Make sure that you have your targeting in mind when
 you make your video, so that the content and the 
 targeting you have in mind are aligned. A slow and 
 grey video isn’t going to stir a car lovers mind.

9

The two objectives of a great

An effective Facebook video ad will (hopefully) accomplish two things.

Facebook Video Ad

1. Catch the attention of a casual Facebook user who’s scrolling their newsfeed. 2. Get them to perform your desired action (convert).

1. Catch attention:

2. Convert

To grab the attention of a casual Facebook user you
 need to make a compelling video that catches the eye.
 In terms of catching attention, the video needs to:

Alright, you’ve got your audience attention, now what?
 To move your viewer from attention to action, there’s a few 
 things you need to use:

•

•

•

Use a “hook” that draws people in. The hook of an ad
 is that creative trigger that makes people stop scrolling
 and pay attention. Feature clear typography. Facebook videos autoplay
 without sound and to be 100% sure your message is
 delivered you need to use text for those who can’t hear
 or listen to your video. Be faced paced and use vivid colors. In today’s instant
 gratification society you don’t have time to be slow or somber.

• •

• •

Use a clear CTA (Call-To-Action). When your video is done there 
 should be no doubt in the user’s mind what their next step should be. Have visible logos and links to your website. Something people often
 forget is to add their link in the ad text of an ad campaign, and lose
 conversions because their link is only visible in the end of their video. Create a sense of urgency. A tim-limited sale is bound to drive more
 leads and conversions than a regular video ad. Includes targeting. As a marketer you need to be 100% sure which
 campaigns and ads are working, and which aren’t. Use Facebook pixels
 and/or Google UTM tracking codes to be on top of your data analysis.

10

Summary: 1. Decide what you want to accomplish with your video. Two examples are: 1. Raising awareness about your business/ service/product 2. Drive conversions 2. Make a great video or series of videos that is aligned with your objectives. 3. Use effective targeting that you know is working from previous campaigns.

TL:DR How to set up a paid Facebook video ad campaign

11

2

How To Set Up Your

Facebook 
 Video Ad Campaign


12

How To Set Up Your

Alright so you’ve come up with a clear objective
 for your coming campaign, you’ve thought about how you should target your campaign, and you’ve made a great video. Now it’s time to look at how to set up your campaign. Don’t worry, we’ll walk you through it!

Paid Facebook 
 Video Ad Campaign


13

How To Set Up Your

Paid Facebook 
 Video Ad Campaign
 Choose your campaign objective Think about which campaign objective most
 clearly aligns with the objective you came up 
 earlier. For example, if you’re raising awareness
 about your brand or business, go for the “video 
 views” objective. Looking for conversions? You
 guessed it, the “Increase conversions on your 
 website” is the way to go.

14

How To Set Up Your

Paid Facebook 
 Video Ad Campaign
 Select your conversion pixels Facebook pixels on your site is the best way to
 measure conversions from Facebook. You can
 easily measure your conversions in the Facebook
 ads manager or the Power Editor to get a clear
 view about the success of your campaign. For info about installing Facebook pixels see the
 Facebook Pixel Implementation Guide.

15

How To Set Up Your

Paid Facebook 
 Video Ad Campaign
 Set your targeting One of the most important parts of an effective
 Facebook video ad campaign is the targeting. 
 You can have the best video for women’s 
 apparel but if your campaign is targeted to men
 you probably won’t get many conversions.

16

How To Set Up Your

Paid Facebook 
 Video Ad Campaign
 Set your targeting One of the most important parts of an effective
 Facebook video ad campaign is the targeting. 
 You can have the best video for women’s 
 apparel but if your campaign is targeted to men
 you probably won’t get many conversions.

17

How To Set Up Your

Paid Facebook 
 Video Ad Campaign
 Set your budget Setting your budget is pretty straightforward 
 but think about how you want to optimise your
 campaign and if you need to change the ad
 scheduling. Maybe your product or service is
 better advertised at night when people are at 
 home?

18

How To Set Up Your

Paid Facebook 
 Video Ad Campaign
 Upload your video Easy-peasy-lemon-squeezy… Recommended Video Specs

Format: .MOV or .MP4 files Resolution: at least 720p Recommended aspect ratio: widescreen (16:9) Facebook: 60 minutes max (2.3 GB) Instagram: 60 seconds max (2.3 GB)

19

How To Set Up Your

Paid Facebook 
 Video Ad Campaign
 Choose your other ad creative 1. Headline - The main title of your Facebook ad that grabs people’s attention. Your headline can be a maximum of 250 characters. 2. Text - A short description about the product or site you’re promoting. 3. Description - A longer text available in the News Feed describing more about your product. Maximum of 250 characters. 4. Display URL - The URL of your domain. 5.Call to Action (CTA) - A button showing people where they should click. 6. URL Tags: Add your tracking parameters here so that
 you can track how your visitors behave on your site.

20

How To Set Up Your

Paid Facebook 
 Video Ad Campaign
 Sit back and relax! Alright you’ve done it, your very own Facebook
 video ad campaign. Now keep track of the data
 you’re getting from your campaign, how much
 do you have to pay for each click (CPC), how
 many conversions do you get, etc etc.

21

3

Facebook Video Ad

Best practices 
 And secrets


22

Facebook Video Ad Want to learn some inside tips and tricks
 from the Shakr team? A lot of our users (and
 our own team) run Shakr-made videos as video
 ad campaigns on Facebook, so we’ve seen and
 done a lot of mistakes, and learned what works
 and what doesn’t. Here are some crucial tips
 you will find handy:

Best Practices 
 And Secrets


23

Facebook Video Ad

Best Practices 
 And Secrets


Don’t forget to add your link I’m not talking about the URL field, I’m talking
 about in the text fields. If you only add your link
 in the URL field, it’ll only show up AFTER your
 video is finished. But even if you have a great
 video some people are going to scroll past it
 before it’s done, or quickly move on after it’s done. Maximize the chances of your viewers clicking through to your site by adding the link to the
 text fields.

24

Facebook Video Ad

Best Practices 
 And Secrets


Use large text and go short Why use large text? Because Facebook uses 
 autoplay without sound, so chances are that
 a lot of your viewers will watch without sound.
 Adding large text gives you another chance of
 reaching your viewer. Why not use long videos? Because casual 
 Facebook users have a short attention span. 
 Don’t go on for too long, get your message 
 across quickly and end with a strong CTA.

25

Facebook Video Ad

Best Practices 
 And Secrets


Use a striking thumbnail If a user have autoplay videos off, then you need
 to catch their attention with a visually appealing
 thumbnail. Use bold colors, big text (but 
 remember the 20% rule) and striking visuals.

26

Facebook Video Ad

Best Practices 
 And Secrets


And whilst we’re on mobile… Make your campaign with mobile in mind. Odds
 are that your video will be watched on mobile,
 and you should optimise your campaigns for
 mobile by using mobile optimised landing pages
 and short sign up fields. Filling out long form
 submit field is a hassle on mobile, so keep it as
 easy and hassle-free as possible for viewers!

27

Facebook Video Ad

Best Practices 
 And Secrets


• • • •

•

Keep the headline tight, only use around 5 words. Use benefit-driven language in the headline that catches the attention and appeals of your audience’s aspirations. Use clear language that’s tailored directly to your target audience. Keep your text tight and to the point. Clear text attracts people to the ad and lets them click through to your site to learn more. Use link description that entices the viewer to learn more about your product/service but still leaves them needing to click through the ad to find out more

More best practices

28

Facebook Video Ad

Best Practices 
 And Secrets


Use these words to trigger your viewers minds. Using these words means you have a natural advantage: • • • •

You/Your: our brain is activated by hearing or thinking of our own name and ourselves. Free: the ultimate word for any viewer of an ad. Include it in an ad and it’s almost guaranteed to catch the eye. Now: Create scarcity in the minds of your viewers’ minds and urges them to action. New: Show your viewers that you’re offering something fresh.

Words/language

29

4

How To Make a

Great Facebook Video Ad

30

How To Make A

Great Facebook
 Video Ad So far we’ve talked about how to plan and set up a winning
 Facebook video ad campaign. But what we haven’t talked about is how to make your actual video. What’s the best way to go about making your video. We’re obviously a bit biased since our service is about just that, but let’s go through some of your options.

This is where the magic happens

31

How To Make A Let’s start with ourselves, at Shakr you can quickly and easily make a great video that works perfectly as a video ad on Facebook. A lot of our customers use the videos they make on Shakr on Facebook to advertise their products and businesses. In fact, we use our own video designs to make video ads for ourselves. At Shakr we eat our own dog food so to speak. You simply choose a video design you like (we have over 400 and growing each week) and drag and drop your photos and video clips into it, and change the text to your liking. Pros: • Fast - You can make a video in about 20 minutes • Cheap - You can pay per use, or sign up for an affordable
 subscription package for even more bang for your buck. • Well designed - Video designs on Shakr are made by motion
 graphic artists from around the world, and internal designers
 at Shakr. Cons: • Not 100% customizable - You need to make each video design
 just as it is, you cannot remove any scenes or change the
 music (currently).

Great Facebook
 Video Ad Shakr

32

How To Make A Are you good at Adobe After Effects or some other advanced video editing software but still don’t want to make a video from scratch? In that case you might want to check any of the numerous video template marketplaces. There you can find similar video designs as on Shakr, but download the Adobe After Effects raw file which you can then edit as you want.

Great Facebook
 Video Ad A video template marketplace

Pros: • Full control - If you’re good at advanced video editing software
 you have full control of how your video will turn out. • Cheap - Each license is good for one or two usages and not
 that expensive.

Cons: • Complicated - Not a video editing genius? Adobe After Effects
 (which most video templates are used with) is quite complicated
 if you’re not familiar with it. There’s also a monthly fee to use it. • Slow - Figuring out which layer controls which effect and where
 to put your photos/video clips can be a major hassle and end up
 taking a lot of time.

33

How To Make A Want to make a super simple video? Try a simple video editing software like iMovie or Windows Video Maker. They’re quite simple to use, but don’t expect to get the best results.

Great Facebook
 Video Ad Do it yourself

Pros: • Full control - Even with simple video editing tools you have 
 quite a big control of how your video will turn out, as long as
 you don’t want anything fancy. • Cheap - Free!

Cons: • Too easy - Simple video editing softwares like iMovie are great 
 for making a video of your family vacation trip, but for professional
 looking video ads that are meant to convert on Facebook? Not so
 much. Chances are your video will look too simple and unprofessional. • Slow - Even getting it right in a simple editor will take a long time.

34

How To Make A There are a ton of motion graphic design freelancers out there, and you can
 easily find them. Do this if you have a big video production budget and
 want full control.

Great Facebook
 Video Ad Hire a freelancer

Pros: • Full control - You can tell your freelancer what you want to do and
 they’ll do it. • Great design (usually) - Some freelancing motion graphics artists 
 are top professionals (in fact some of them put their creations on
 Shakr in addition to being freelancers. Cons: • Slow - Expect the production time to be over 7 days at least plus
 some days for edits etc. • Expensive - Expect a price of at least $300, and more if you want
 to edit and get access to the raw file. Include music and you’re 
 looking at over $400. For that amount you could get a 4 month
 subscription at Shakr.

Want to get started making videos right now?

Go to www.shakr.com and make your first awesome video now!