DIGITAL VIDEO ADVERTISING“Electrician assistants will convert more than plumbers” A/B test - One ad, Two different ad sets Measure Run both ads for 2 weeks with the same budget
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PEIDIGITAL VIDEO ADVERTISING
July 12, 2016
PEI VIDEOS
To download the videos, contact Rex - jrbrown@pei.org
OVERVIEW & AGENDA
We are here today talking about how you can use Facebook as a platform to
reach potential recruits using PEI videos.
Our main takeaway: How to set up a simple Facebook video ad campaign
1. Gitwit
2. Digital Video Marketing Overview
3. Facebook Campaign Setup
4. Best Practices
5. Questions
WWW.GITWIT.COM
Jacob JohnsonPrincipal, Strategist
Jeremiah MaloneyExecutive Producer
Ben PerraultCampaign Director
A DIGITAL CREATIVE AGENCY
DIGITAL VIDEO MARKETING
OVERVIEW
GOALS
Good digital marketing starts with a clear understanding of
1. Audience - Who are we talking to?
2. Goal - What are we trying to accomplish? What do we want our audience
to do?
EXAMPLE PERSONA
Jeremy
● Facts
○ 24 years old
○ Lives in Tulsa
○ Electrician assistant
○ Veteran
● Needs/Wants
○ Great overtime pay
○ Challenging work
Goal for Jeremy:
Submit an application for an entry-
level service technician position.
JOB BOARD DILEMMA
Why can’t we reach and recruit Jeremy using job boards?
1. Jeremy doesn’t know enough about the position, so he won’t click a
listing
2. He isn’t looking for another job, so he won’t ever see a listing. He’s a
passive candidate.
There is another place online that Jeremy spends 20% of his digital time.
Facebook is an ideal platform for reaching
Jeremy (and more) because it has
● Audience attention - 1 in 5 page views
online are on Facebook
● Targeting based on demographics and
location
● Video is now the primary content type
POWER OF VIDEO
Video has the highest conversion rate of any content type
● 10x more likely to engage (share, comment) with video content than text
content
● Videos are stories - 22x more memorable than facts
● Over 4 billion video views per day
● Monthly average mobile minutes viewed per user
○ YouTube - 31 minutes
○ Facebook - 182 minutes
Our goal is to drive Jeremy to apply for a job on your website.
To do this we need to build and execute a digital funnel.
DIGITAL CAMPAIGN
AD >LANDING
PAGE >JOB
APPLICATION
STEP 1
● Jeremy logs on to Facebook, bored
● As he’s scrolling, he sees your video ad
begin to autoplay
● After 28 seconds of watching, he clicks
through to learn more
AD >LANDING
PAGE >JOB
APPLICATION
STEP 2
● After clicking the ad, Jeremy lands on
your website
○ A page just for this job that
matches the ad content.
● The page is simple, convincing, with a
clear call-to-action: apply now.
● Ideal: Landing page on your website
● 2nd option: Job listing (like monster.com
or Indeed)
AD >LANDING
PAGE >JOB
APPLICATION
STEP 3
● Jeremy decides to apply and clicks
through to an application
● If he doesn’t apply, we can begin
remarketing.
AD >LANDING
PAGE >JOB
APPLICATION
CAMPAIGN SETUPFACEBOOK
DEFINE THE CAMPAIGN
● Goal: More qualified applicants to your job listing on a careers page
a. Page visitors to careers page
i. Clicks on an ad leading to the career page
● Campaign goal: Clicks to website
● These goals may be different for your organization
SETUP CHECKLIST
1. Create a company page
2. Access your Facebook ad account
3. Create a new campaign
4. Select a marketing objective based on your campaign goal
5. Create your target profile
6. Set a budget
7. Upload your ad creative
OPEN ADS MANAGER
CREATE A CAMPAIGN
DEFINE THE GOAL
NAME YOUR CAMPAIGN
CHOOSE TARGETING
TARGETING - LOCATION
● Select from city/state level
● Drop pin
● Define a radius
TARGETING - DEMOGRAPHICS
● Based on persona
○ Age range
○ Gender
○ Languages
TARGETING - DEMOGRAPHICS
● Many options for demographic
targeting
● Base these on your ideal target
TARGETING - DEMOGRAPHICS
CHOOSE PLACEMENTS
NEWSFEED
● Newsfeed ads appear directly
in the most viewed part of
○ Space is shared by
organic content
● Looks like organic content
that friends or family share
● Available for desktop and
mobile
DESKTOP MOBILE
NEWSFEED
DESKTOP MOBILE
RIGHT COLUMN
● Appears in the sidebar
○ This is an ad specific space
● Available for desktop only
● Less expensive than newsfeed ads
● Easily ignored
○ “sidebar blindness”
● Useful for remarketing
○ Brand familiarity is already
established
BUDGET & SCHEDULE
● Lifetime vs daily budget
○ Start with lifetime
● Schedule vs run continuously
○ Set a schedule - 2 weeks
COST & STARTING BUDGET
● Auction model - bid against other advertisers
● Cost estimate based on campaigns we have run recently
○ ~$0.01 - $0.10 per video view
○ ~$0.50 - $5.00 per click
● Minimum budget - $1 per day, per ad set
● Set budget based upon your target cost per acquisition
DELIVERY & COST STRUCTURE
● For now, use the default settings
on this section.
AUDIENCE DEFINITION
● Based on targeting, budget,
schedule
UPLOAD MEDIA
UPLOAD MEDIA
AD SETUP
1. Connect your company page
2. Enter landing page URL
3. Fill in ad copy
4. Select call to action
1
2
3
4
A FEW BEST PRACTICES
A/B test constantly - Create two identical campaigns and change one variable.
Set up a few campaigns with no plan for comparison.
Narrow targeting to a specific audience - Everyone has at least one thing in common.
Add as many demographics as possible to your targeting.
Write a short (90 characters max) description for your ad.
Try to get every last detail in one ad. Focus on catching the right attention, deliver later.
Create a landing page for your ad, matching content. Reduce friction.
Send ad clicks to your homepage, Facebook page, a landing page that doesn’t match the ad they come from.
Include your landing page URL in the ad copy, shortened if needed.
Use a URL with tons of nonsense characters or a long string.
Do Don’t
RECAP & QUESTIONS
Our main takeaway:
How to set up a simple Facebook video ad campaign
WWW.GITWIT.COM
Email: jacob@gitwit.comCell: 918-697-3773
Email: jeremiah@gitwit.comCell: 918-859-6520
Jacob JohnsonPrincipal, Strategist
Email: ben@gitwit.comCell: 918-813-1124
Jeremiah MaloneyExecutive Producer
Ben PerraultCampaign Director
If you have questions or need help setting up campaigns, get in touch
APPENDIX
WWW.GITWIT.COM
AUDIENCE NETWORK
● Shown across the web
● Publisher sites, in apps
CUSTOM AUDIENCES
CUSTOM AUDIENCES
CUSTOM AUDIENCES
CUSTOM AUDIENCES
REMARKETING
● A large % of those that click your ad will not apply immediately
○ They are either not interested, not ready, got distracted
● Keep them engaged
● New step in your digital funnel: Remarketing
● New ads created for this audience
○ Defined by email capture or pixel tracking
AD >LANDING
PAGE >JOB
APPLICATION>LANDING
PAGE >RE-MARKETING
TARGETING - CONNECTIONS
● Friends of friends
○ Adds credibility
● Exclude people who like your
page
TARGETING - LOCATION
● Similar to the Facebook
mobile newsfeed
● Takes up full page on mobile
● 60 second video limit
● Great for multiple touchpoints
and Remarketing
COST
● Budget set at the “ad set” level
○ Campaign > ad set > ad
● Cost factors
○ Audience targeting
○ Ad relevance to audience
○ Objective action
○ Chosen cost structure - CPC, CPA, CPM
● Auction model makes it difficult to estimate cost
○ ~$0.01 - $0.10 per video view
○ ~$0.50 - $5.00 per click
STARTING BUDGET
● Start with an end goal in mind
○ I want to get new applicants for $100 each
● Break this down based on historical knowledge
○ For every 100 people who visit our jobs page, 5 apply
○ I’m willing to spend $500 per 100 clicks to the jobs page
● Start with a budget of $100 per ad set, across 5 ad sets for a total of
$500
● Run ads, measure, and changed based on the goal
● Scale up or down as needed
AUDIENCE DEFINITION
● 2800 potential reach
● $350 budget over 1 month
● ~12.5 frequency
ITERATION EXAMPLE
● Build
○ Develop a simple, measurable hypothesis
■ “Electrician assistants will convert more than plumbers”
○ A/B test - One ad, Two different ad sets
● Measure
○ Run both ads for 2 weeks with the same budget
○ Plumbers convert at 2:1 ratio to electrician assistants
● Learn
○ New test comparing plumbers to welders
○ New test comparing ad creative for electrician assistants
MEASURE
● Results - The action defined as your objective (i.e. website clicks)
● Cost - Cost per action
● Impressions - the number of times your ad was served
● Reach - The number of individuals your ad was served to
● CTR - Click-through-rate, the % of users who click
● Frequency - the average number of times your ad was served to each
audience member
ITERATIVE MARKETING OVERVIEW
Create a Build - Measure - Learn feedback loop to inform strategy and content
● Build - Develop content and targeting for digital ads based upon initial research and knowledge
● Measure - Execute ad campaign A/B tests and record results
● Learn - Analyze results and develop new ideas, strategies, and content based upon them.
MEASURE
BUILD
LEARN
COST & STARTING BUDGET
1 application
CPA Target: $250
~2% conversion rate
50 visitors
~1% Click-through-rate
5000 Impressions
Target cost-per-click: $5
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