How Brands Can Benefit From Engaging Video Ads

In 2018, video ads will continue to be on the rise among leading brands. Video ads have proven to be an integral part of a successful digital strategy as more people are not only connecting with their favorite brands online, but also are purchasing…

In 2018, video ads will continue to be on the rise among leading brands. Video ads have proven to be an integral part of a successful digital strategy as more people are not only connecting with their favorite brands online, but also are purchasing online at an increasing rate. Essentially, engaging video ads can aid in brand awareness, which leads to an increase in brand growth and success.

Video Establishes Credibility and Trust

One of the hardest things for brands to do is to build trust and credibility among their audience. Essentially, a lack of online presence makes it difficult for individuals to buy into the brand without social trust. There are many buying choices when it comes to the online-world; meaning that brands have to work hard to engage with their potential clients to reach their desired results. Engaging video ads bridge that gap and make it easier for brands to connect and sell to their potential clients. This is because video ads create the opportunity for your audience to understand what your brand is and what you are offering to them. Ultimately, people are more likely to invest in a brand if that brand is visible.

For instance, a real estate developer that wants to sell a new building would benefit from making a video that highlights the surrounding community. By doing this, they are more likely to receive a buyer or inquiry because they are establishing credibility and building trust among their potential client. That client will feel comfortable making the investment because they can see the potential in the property that they are buying. More importantly, they are clear on what they will be getting if they choose to make an investment.

Download Our Latest Whitepaper

10 Website Must Haves to Drive Traffic & Generate New Leads

Does your website have all 10? Learn the secrets to driving more traffic to your website, generating more leads, and ultimately increasing sales.

Increase in Conversions and Sales

Brands are easily benefiting from engaging video ads because they have proven to lead to increased conversions and sales. Video ads are powerful in that they have opted consumers to make decisions favorable to the brand. In fact, 35% of campaigns saw a lift in purchase intent after watching a video. Additionally, they have become one of the best ways to reach people on a global scale. This, in turn, makes it easier for brands to produce a steady increase in sales.

Shareable Content

Creating shareable content allows potential customers to connect with your brand in different ways than traditional advertising methods. Whether you feature a trending topic, solve an issue, or ask a question, a powerful video ad will engage viewers and encourage sharing, liking, commenting, and more. A successful video is not only likely to be shared, but it is likely to be shared across multiple platforms, making it easier for brands to grow across multiple outlets.

A great example of shareable video content comes from LG, who connected with millions of frustrated mobile users in this very relatable ad:

Video Ad’s and Email marketing go hand-in-hand:

Just like video advertising, email marketing is on the rise in 2018. Email marketing has shown excellent results for many businesses already, but is now progressing forward to be a more interactive means of consumer outreach. This is why videos and email marketing go hand-in-hand. In fact, when it comes to activities online among adult users, 90.2% of them use email. Since email marketing has already proven to be a success, brands placing engaging videos in emails can lead to some powerful results overall. Consumers are more likely to open an interactive email. Additionally, you are more likely to leave a lasting impression and stand out from the competition.

Cater to the Mobile Users

Smartphones and tablets have revolutionized the way we receive and share information. In fact, in 2018, 4.93 billion people use mobile phones. Many people like to watch videos on their mobile devices or tablets, which is probably why 90% of consumers watch videos on the go. These numbers indicate that if your brand is not yet utilizing video ads on mobile devices, then you are undoubtedly missing potential customers. Essentially, video ads on mobile devices commands consumers’ attention and makes it easier for brands to stand out among the flooded web. Considering the fact that engaging videos are already influencing the purchasing process, creating video ads for your brand seems like the perfect way to go.

2018 is presenting a promising outlook for brands looking to utilize video ads in their digital strategies. Video ads are setting the standards high as it has become one of the best ways to establish credibility and trust among consumers, increases conversions and create brand awareness effectively. While some may argue that creating video can become too costly, the ROI proves that brands will see long-term success by investing in video ads for their brand. Overall, video ads are here to stay and every brand should be incorporating them into their digital strategies for 2018 and beyond.

Is Your Facebook Ad Campaign Targeting the Right Demographic?

You might have heard about the value and success potential of paid Facebook advertising. Given the network’s popularity, you might even be one of the 3 million brands already promoting posts and running ads on the network. But are you really getting the return…

You might have heard about the value and success potential of paid Facebook advertising. Given the network’s popularity, you might even be one of the 3 million brands already promoting posts and running ads on the network. But are you really getting the return you need to make the campaign work your investment? Is your Facebook ad campaign actually helping your business attract potential customers and grow?

Too often, marketing leaders don’t know the answer to that question. They know how to track the right KPIs, but are not sure how to improve them. As it turns out, it all starts at the bottom. For your Facebook campaign to be successful, you need to target the right demographic.

The world’s largest social media network now boasts more than 2 billion active users. These users span almost all regions of the world, age ranges, and interests. A poorly targeted marketing campaign will broadcast your message to an audience that will have little interest or intent in actually becoming your customer.

Fortunately, you can change that by improving your targeting. Two steps are essential: understand your ideal customer, and leverage one of Facebook’s many targeting opportunities to reach that exact audience. Once you do, you will begin to see the value of a highly optimized ad campaign in the form of consistent, sustainable ROI.

Finding the Right Audience to Build Your Targeting Strategy

Audience comes first. If you don’t know who to target, even the best targeting mechanisms will not help to improve your campaign. That’s why the first step of any Facebook ad campaign should be to find out as much as possible about your desired audience.

Fortunately, a number of analytics platforms can help you in that endeavor. Google Analytics, for instance, offers a range of data points related to your web visitor’s geographic and demographic profile. Meanwhile, Facebook Audience Insights(the network’s internal analytics platform available to all page admins) can tell you even more about your existing followers, including

  • geographic location
  • age and gender
  • most common page likes
  • affinity
  • behavioral trends
  • and much more.

Using this information, you can build a demographic profile of your audience. Advanced marketers can also take one further step, using comprehensive research to build buyer personas to find the demographic and psychographic profile of ideal customers to target.

Facebook Ad Campaign Targeting Options for Better, More Targeted Outreach

Once you know your audience, it’s time to gain a deeper understanding of the various ways in which your ads can reach them through Facebook. Here, the network also stands apart from other platform because of just how detailed you can get.

Interest-Based Targeting

Probably the most commonly-used targeting method on Facebook, it is also the most vague. The network pools information based on page like, post content, and third-party data to create a list of interests that each of its users might have. Advertisers can then use these interests to narrow their audience.

The problem with this targeting option is that it remains relatively broad. For instance, more than 150 million users in the U.S. alone have an interest in Media. You can mitigate that problem by targeting niche interests that only your target audience would have, or stacking multiple interests together to create a more comprehensive profile of your audience.

Behavior-Based Targeting

Behaviors are more specific than interest, and offer a range of possibilities especially for luxury brands. Again, third-party sources and internal data allows Facebook to give advertisers the opportunity to target their ads based on recent activities and behavior. The possibilities are far-ranging:

  • Recent purchasing behavior, including in categories as specific as health and beauty product or automobile.
  • Purchasing habits, as defined by high spending, online buyers, and offline buyers.
  • Travel habits, from recent trips to frequent international trips for business or pleasure.
  • Charitable donations, or engagement in charitable causes.

Because they rely almost exclusively on geographic data and third-party sources, these metrics tend to be more reliable than interest-based targeting. They are also more specific, helping niche and luxury brands hone in their ads on only their most relevant audience.

Download Our Latest Whitepaper

10 Website Must Haves to Drive Traffic & Generate New Leads

Does your website have all 10? Learn the secrets to driving more traffic to your website, generating more leads, and ultimately increasing sales.

Engagement-Based Targeting

Relatively recently, Facebook added the opportunity for advertisers to target their messages based on recent engagements. In other words, you can target ads specifically to audiences that have recently liked, commented on, or shared your posts on the network.

This ad type is especially relevant if you are looking to engage your existing audience. It can be a powerful option to support your influencer marketing efforts, re-engage current customers, or simply improving your engagement rates within Facebook.

List-Based Targeting

Like most other digital advertising platform, Facebook also offers you the ability to upload a list of existing contacts. The network then matches that list to the profiles of its users, showing your ads exclusively to them. Facebook calls this option its Custom Audiences feature.

Naturally, this option means little if you are looking to expand your brand reach. However, list-based targeting can be extremely powerful as a tool in your lead nurturing and customer re-engagement efforts. Rather than relying solely on emails and direct contacts to reach your audience, you add Facebook to the equation to create a multi-channel approach.

Website Retargeting

Retargeting has significantly increased in popularity over the past few years, and rightfully so. It allows you to show ads to recent web visitors, either to your website as a whole or specific pages. Simply place a pixel on the pages you want to target, and Facebook helps shows ads only to those visitors over a period of time specified by you.

On a general level, retargeting helps you show ads to people you already know to be interested. But you can also get more specific. Top eCommerce brands, for instance, are using it to prompt shoppers to check out of their shopping cart. Within an inbound marketing context, you can target ads to people who have visited but not converted on an individual landing page, reiterating the value of your lead magnet.

Improving Your Facebook Ad Campaign ROI Through Better Targeting

Facebook has become a powerful, perhaps the most powerful player in the digital advertising space. Every day, new brands flock to the network to spend their advertising dollars in order to reach, convince, and convert their audience to become customers. There’s a reason for that trend.

As you can see from the above, Facebook ad campaign targeting options are perhaps the most sophisticated in the entire digital marketing space. From interest-based targeting to recent shopping behaviors, you will be able to make sure that your ad gets in front of the right people. When you do, those people will be more likely to convert, become customers, and help your business grow.

The key to success, of course, is strategy. Without it, you might not see the results you need for success. But if you perform a thorough audience analysis and leverage Facebook’s advanced techniques to reach that audience, you will see consistent ROI throughout your digital campaigns.

Key Metrics to Measure the Success of Your Digital Ad Campaigns

Digital advertising is increasingly crucial to promote and grow your business. It allows you to reach your audience where they spend most of their time, increasing anything from brand awareness to your customer rates…

Digital advertising is increasingly crucial to promote and grow your business. It allows you to reach your audience where they spend most of their time, increasing anything from brand awareness to your customer rates.

Spending big money on digital campaigns means little if you don’t know whether these campaigns are actually performing well. And for the majority of brand, that’s exactly what happens. In fact, more than 75 percent of marketers struggle to track the return on investment for their digital campaigns.

With the right numbers, you can determine exactly whether or not the money you invest in your digital marketing strategy is well-spent. These numbers allow you to make adjustments, prioritize spending, and maximize business growth. To accomplish these goals, here are 9 key metrics that can help you measure and determine the success of your digital ad campaigns.

1) Total Reach/Impressions

The most basic of ad metrics answers the question of how far it traveled. Depending on your preferred network, you will get the answer to that question in one or both of two basic ways:

  • Impressions describes the total number of times your ad was shown.
  • Reach describes how many unique users actually saw your ad.

The difference is best explained through an example: one person seeing your ad twice will constitute a reach of one, but two impressions. Either metric is best used to measure the brand awareness you get through your digital campaign.

2) Average Daily/Monthly Cost

Naturally, you also need to know how much you are actually spending on your campaign. While the overall cost is probably defined ahead of time, this metric helps you better understand how your budget is spent throughout the campaign.

A reach of 10,000 is much more impressive on a $10 than a $100 daily budget. Monitoring your daily or monthly costs over time also allows you to spot exactly how consistently your campaign has been running, which you can correlate with spikes in other metrics for additional insights.

3) Total Clicks

Most digital campaigns have clicks as an immediate goal. Typically, these clicks direct to the brand website, where the user is prompted to read relevant content, or convert to a lead through a landing page.
Based on that goal, it follows naturally that the totality of clicks can help you understand the success of your campaign on its most basic level. More clicks means more audience attention, which you can leverage into conversions and other desirable actions down the road.

Download Our Latest Whitepaper

10 Website Must Haves to Drive Traffic & Generate New Leads

Does your website have all 10? Learn the secrets to driving more traffic to your website, generating more leads, and ultimately increasing sales.

4) Click-Through Rate

Total clicks matter, but click-through rate might be even more important. This metric divides clicks by the total impressions of your ad, allowing you to understand which percentage of viewers actually clicked on it.

Whereas total clicks predict success down the funnel, your click-through rate allows for direct insights into the success of the ad itself. Through continuous A/B testing, you can improve individual aspects of your ads to maximize your click-through rate over time.

5) Cost per Click

Take your average daily or monthly costs, and divide them by the total clicks for that time period. You get your cost per click, which can be a crucial determinant for understanding how well your budget is working toward your basic campaign goal.

Costs per click can vary significantly based on your industry. In real estate, for instance, the average cost per click for Google search ads is $1.81, while the average Facebook cost per click is just under $2. Because most digital ads are charged by the click, this metric is crucial to forecasting your budget as well.

6) Average Duration/Page Views per Visitor

Once members of your target audience get to your website as a result of clicking on your ad, what happens? A visitor who immediately bounces is of little value to your business. To better determine the success potential of each click, consider using a platform like Google Analytics to track your web metrics.

More specifically, it makes sense to track the average amount of time a visitor spends on your website, as well as the number of pages they view while there. You can narrow your data by channel, allowing you to pay special attention to web visitors who came from paid ads.

7) Lead Conversion Rate

Ideally, a visitor to your website doesn’t just spend some time there, but converts to a lead for further, more targeted marketing. How well your individual ads perform in accomplishing that goal can be crucial in determining the ultimate success of your digital ad campaigns.

In that effort, lead conversion rate will be an important metric. More specifically, what percentage of users who view your ads actually converted to leads on your website? Through tracking pixels on ad platforms like Google and Facebook, you can easily relate individual website conversions back to your individual ads.

8) Cost per Lead

Similar to cost per click, this metric helps you determine your actual ROI. If you know that an average customer is worth $10,000, and about 5 percent of your leads convert to customers, you know that the average lead is worth $500. Now, you know that a cost per lead below $500 will result in a positive return on investment.

Cost per lead is also an ideal metric to compare different advertising networks. Facebook, for instance, tends to have a lower cost per click but higher cost per lead than LinkedIn. Which of the two works best for you ultimately depends on your marketing goals.

9) Lead to Close Ratio

Finally, the holy grail of marketing metrics: how many of your leads actually become customers? Once you figure out this number, you will have a better idea of exactly how successful your ads actually are.
The lead to close ratio finishes your sales funnel. In combination with your other metrics, it helps you track the success of your ads from first exposure all the way to becoming customers. As a result, it will be vital to measure the success of your digital ad campaigns.

Making Your Way to a More Successful Digital Campaign

Track these metrics, and you will increase the chances of each ad actually making an impact for your audience. The result is reliable, sustainable business growth. But of course, you still need the right marketing strategy and execution to actually make that happen.

If your brand or business would like to establish and succeed with digital ad/marketing campaigns, contact us to schedule a free consultation.