Are you running video ads on Facebook for your product or service?
Video in general has exploded on Facebook over the past year, and video ads have proven to be less expensive and higher converting in many cases. But there's one giant mistake advertisers are making with their video ads. *I'm raising my hand here, too!
I'm currently running ads to a webinar for my latest course, The Front Page Guide to Etsy. I decided to test a simple video ad and run it on the desktop, right column and mobile news feeds. The video ad was working well, my copy seemed to be resonating with the audience I selected and all seemed good. Until I saw a big mistake.
As I was looking at the reports for my ads in ads manager, I decided to look more closely at how each placement was doing. The right column was getting clicks, but not conversions. I took a look at the ad in preview mode on the newsfeed, and that's where I found the mistake.
When you run a video ad in the right column, it doesn't play automatically like in the regular news feed. But it does have a nice play button over the image, which gets people to click. Here's an example of my ad in the right column.
When running video ads in the right column, there are two places to click. On the nice big play button AND in the copy just below the video image.
Here's the mistake!
If you don't put the destination url link inside the text of your ad, the awesome video ad that you're paying for doesn't send them anywhere!
When people click on the play button to see your video ad, the ad opens up in a large preview window and the video starts playing. Here's what my ad looks like when someone presses the play button.
I forgot to put the link inside all the text I created. I also left the url out of the video itself. With a sidebar video ad, we need to make it easy for people to click over to the destination page (landing page) in order to perform the action we want them to take.
In this case, I wanted them to sign up to register for the webinar, but there was no link for them to click on to sign up. BIG MISTAKE!
Once they click out of the video preview, it's not likely they'll realize they need to click on the text below the image to be automatically taken to the landing page. Such a small thing that can make a very big difference in your conversions and ad spend.
Next time you run a video run it on the right column, make sure to put the url inside the text of your ad, and in the video itself (if you know it isn't going to change).
Now, I have the habit of putting the url inside all the text on all of my ads. I've been relying too much on the 'Learn More' or 'Watch More' buttons, and will now include the links all over!
Let me know if you've been adding the links inside your ads.