Many of us, however, struggle to implement it correctly. Video advertising can be tricky, especially since there are so many moving pieces and so many choices that you need to make with PPC campaigns. This can put some marketers off from engaging in video PPC advertising, but it’s often at their detriment.
All you need the right information the right tools and a little creativity.
The information part, as it turns out, argentina telemarketing database is where most people struggle most, so we reached out and interviewed three top PPC experts who have a ton of experience leveraging video advertising for their clients. In this post, we have incredible insights from AdEspresso’s Ad Specialist Paul Fairbrother, Co-Founder of Abacus Agency’s Jeff Goldenberg, and Shakr’s own Head of Acquisition and Media Buying Expert Mikkel Hoimyr.
Let’s take a look at what they had to say.
What Makes Video So Important in the PPC World?
Video advertising is important in PPC. We’ve heard it a million times. But why exactly is video so important?
Paul: Short video can get across a lot more information than an image. However, not that many advertisers use video as they mistakenly think video is difficult to produce. So if you use video you’re automatically ahead of a majority of your competitors.
Jeff: I can speak to paid social specifically. Stopping the thumb scroll is the single most underrated marketing challenge you’ll face on Facebook and Instagram. Folks scroll through 300 linear feet of timeline a day, and they don’t just stop for strangers. Using video ensures that you are doing everything you can to stop thumbs and give your content a chance to make an impact.
Mikkel: Social media is a video-first world, video is the name of the game. Video consumption on Facebook, Instagram, Youtube, Tik Tok, etc., is greater than ever. The struggle for attention is real, and PPC advertisers feel it. A few seconds is all you have to make an impact. Video ads capture attention up to five times longer than image ads. In other words, video brings you a long step towards increased attention and engagement.
I think it’s telling that each of our experts offered slightly different answers, showing the vast number of benefits that you can get from this medium. And as for Paul’s note that people think video is difficult to produce, it can be– but it doesn’t have to be. Scalability in video campaigns is essential, and that’s something we’re excited to offer brands here at Shakr. You can learn more here.
Approximately What Kind of ROI Can Brands Expect From Video Ad Campaigns on Facebook?
ROI is pretty much the name of the game, right? How much can you get back on the ad spend you invest? While results from PPC platforms can vary so wildly, here’s what our experts had to say:
Paul: In the US, prospecting campaigns might see an ROAS (return on ad spend) of 2, meaning for every $1 you invest you get $2 back out. To improve this figure, focus on increasing the AOV (average order value) by upselling with additional products. Of course, the headline figures don’t tell the full story as Facebook Ads result in a lot of additional sales that don’t track when the person that views the ad passes the link on to other people that then buy.
Although a ROAS of 2 might sound low, this can be profitable by getting repeat sales to increase the CLTV (customer lifetime value). So, customer retention is as important as customer acquisition.
Do You Recommend Different Types of Video at Different Stages of the Digital Sales Funnel?
Jeff: It depends, so I couldn’t just give you a set number. Everything is different. If a client has a bad landing page or application flow, Steve Jobs’ himself couldn’t come up with ads that could overcome the leak. Well, maybe he could. But most people, myself included, couldn’t. So many factors go into determining ROI that it’s like a puzzle. Figure out your Lifetime Value, try to break even, and grind your way down to an efficient CPA. Creative will be your biggest challenge, so don’t treat it as an afterthought.
Mikkel: If you are currently running image ads on Facebook and Instagram, use your current ROAS as a benchmark. The goal is that the increase in ROAS from video minus the added cost of video production leads to a total increase in ROI. Use a tool like Shakr to make great video creative without increasing the cost of creative production, allowing you to create video at scale affordably and quickly. When done right, the increased ROAS of video outweighs the increased cost of creative production.
Establishing ad funnels can be complicated, but it only makes