Do you get as many video views as you think you deserve?
Are you earning as many video viewers to click thru to your website as you’d like?
If you’ve answered NO to the above… Have you thought about giving up on social ads because you don’t think they work?
Well, don’t give up!
Simple adjustments to your videos, visuals and ad audience can make a world of difference. Here are some quick tests and tweaks that will increase the success of your ads.
How to Get Your Videos & Visuals Right
Imagine seeing an ad from your favorite destination, but not clicking on it because the video doesn’t interest you. What if this happens for your clients with your ads? Here’s an easy way to test what works with your unique audiences.
# 1 — ensure you have a collection of videos you’d like to test. Try creating a library with a variety of video styles, lengths and visuals.
#2 — choose “Split Test” in your next ad set up and then select “Creative” to test your visuals. (see Figure 1)
Figure 1 – Split test the video & visuals in your next social ad
#3 — when setting up your split test, you can include 4 unique videos or visuals. (Figure 2) When planning your split test, consider what ad audience you’ll focus on and how aligned it is with the creative assets you’ve selected for your split test.
For example, maybe you have an audience of people who are active outdoors, love physical fitness and have a love of cycling or hiking. (yes, you can target all of these interests when building an ad audience) You’ll then want to show them a relevant video that speaks to these interests. You’ll wan to avoid showing them a video featuring lifestyle interests that don’t align with their interests. For example, you wouldn’t want to show this audience a video showcasing museums, classical music and art.
Therefore, if your audience is aligned with outdoor activities, include active lifestyle videos or visuals from your collection in this split test.
The bottom line is that you will maximize your ad budget by showing the right visuals & video to the right people so as to achieve your ad goal. So many advertisers assume that ‘one size fits all’ and miss the opportunity to customize ad offerings and maximize their budget.
Figure 2 – Strategically choose your visuals when split testing.
How to Get your Audience Right
Do you ever wonder how your different ad audiences will respond to a promotion? For example, perhaps you’ve created an ad audience of your client list as well as an ad audience of people who have clicked thru to your website during your last promotion. (yep, this is possible by creating a Custom Audience and a Pixel Audience)
Now you can split test which of these audiences will respond better to your next promotion. This will give you the chance to spend your ad budget wisely by showing the ad to the audience most likely to help you achieve your ad goal.
Figure 3 shows how you choose your ad audiences in a split test. When you click the audience option, you’ll be shown a list of your available ad audiences.
Figure 3 – Choose 1 of your own existing audiences for each version of your split test
Other Testing Options
In addition to the “Creative” and “Audience” options you can also split test the “Delivery” and “Placement” options. While these options are critical for advanced users, don’t be intimidated by them if you’re a novice user.
Bottom line: you’ll learn to create ads that resonate and work for your ‘perfect’ clients.
In the ever-changing social ad landscape you’ll find new bells and whistles are added frequently. These new options help savvy advertisers create and match the right ads to the right audience so that you reach your advertising goals more quickly.
How many video will you split test in your next ad campaign?
Related Articles
How to Create Unforgettable Social Videos
How to Create Social Videos on a Shoestring
Social Marketing Strategies for Travel and Tourism
About Catherine Heeg
Catherine Heeg is a recognized social media trail blazer passionate about social media and marketing in the tourism and hospitality industry. She takes the mystery out of marketing!
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