How to Get the Most Bang for Your Facebook Video Buck

1. Be as specific as possible with your targeting parameters.

Video ad campaigns on Facebook require meticulous cost management practices in order for you to achieve a solid ROI. This starts with being very specific about the type of audience you intend to reach. If you haven’t thoroughly clarified the exact targeting parameters for your intended audience (e.g., location, interests, age, behaviors, gender, etc.), take some time to really think this step through before proceeding any further.

Although there are an estimated 730 million active users logging in to Facebook every single day, not all of them will be interested in what you have to offer. Narrow down your targeting options until you get to a set of parameters that best reflects your ideal customer.

2. Trade “salesy” for informative and inspirational.

People naturally gravitate towards video content that informs or inspires them, but they are typically turned off by any kind of “salesy” approach. Making good use of the element of story in your videos can go a long way towards influencing your audience towards the intended action. Emphasize benefits, not features, and answer the classic question “What’s in it for me?” If you can do this in a tasteful manner that’s both inspirational and educational, you’ll stand a much better chance of engaging your target audience instead of pushing them away.

3. Upload your videos directly to Facebook instead of using an embedded player (e.g., YouTube, Vimeo, etc.)

A recent study conducted by advertising platform developer AdParlor revealed that videos directly uploaded to Facebook perform better than embedded videos in a number of important categories, including CTR, video play rates and cost per click. These Facebook-native videos also appear up to 11 times larger in users’ News Feeds versus embedded videos; this makes a huge difference in terms of how well your video will be able to grab your viewers’ attention.

4. Use Optimized CPM bidding (oCPM).

This is one of those cost management nuances that can make a significant difference in your bottom line. What oCPM does is basically optimize your video ads towards users who are most likely to perform the desired action, such as visit your website or sign up for your email list. Not only will this lower your cost per view, but it will also give you better stats on your Insights panel. It should be noted that the price for oCPM will be slightly higher than regular CPM bidding, but the trade-off is that you’ll end up with a lower cost per view overall.

5. Test more than two versions of your ads.

Optimizing your video ad campaigns on Facebook requires constant testing and tweaking in order to achieve great results. Be willing to test more than just two versions of your video ad, because although Ad A may perform better than Ad B, it could be that Ad C actually outperforms the other two ads altogether. Make adjustments to headlines, calls to action and other key elements of your videos, and monitor the results. Pay attention to your Audience Retention stats to determine how well each video keeps your viewers’ attention.

6. Include a clear call-to-action (CTA).

Your call-to-action will make all the difference in your audience’s response level. In your video ads, clearly state what you want the viewer to do, such as “visit our website to learn more” or “visit our online store to purchase Product X.” Calls-to-action are also a great time to share discounts or percentage-off coupons with your audience, as it creates an even greater incentive for them to make a purchase.