These Questions Will Guarantee that You Have Great Video Ad Content

These Questions Will Guarantee that You Have Great Video Ad Content

Video is the most engaging advertising unit available. In today’s interconnected world, videos command the attention of billions of consumers across devices, formats and apps. As an advertiser, using videos to reach consumers is more important than ever. But with so many videos out there, how do you ensure that your video is successful? The first step is to create a great piece of video content.

Modern consumers are barraged with videos all day long and the most reliable way to separate your video from the noise is by creating a strong piece of content. Many marketers lose sight of the fact that the first step towards ensuring that their video is seen is to create a great video.

Successful advertisers go through a thorough planning process before creating even a short 15-second advertising video. The questions below have been distilled from hundreds of successful video campaigns.

Answer the questions below to focus your video content and position your advertising campaign to be successful!

  1. Establish Video Goals

When creating an advertising video, the first question to ask yourself is this:

What do I want my video to accomplish?

It may sound obvious, but asking yourself this easy question is the first step towards focusing your video and ensuring a successful campaign — and a surprising number of advertisers don’t bother to do it. The answer to this first question will provide a blueprint for all of the subsequent creative decisions that you make about your content. Once you have found an answer for this question, you will have already created a metric by which to evaluate the success of your video before it has even been created.

  1. Know Your Video Type

Depending on what you want your video to accomplish (your answer to the first question), your video can likely fall into one of two broad categories: brand videos or product videos. Knowing which of these categories your video falls into will help you decide how to structure your video advertising campaign and take your next steps towards creating a successful campaign.

If you’re not sure which of these categories you fall into, ask yourself this:

Am I using this video to sell my overall brand or am I using this video to sell a specific product?

If you are trying to sell your brand, your video should tell a story about your brand, your culture, your company values or the lifestyle that you promote. When creating a brand video, ask yourself the following questions:

What is the story of my brand?

What is unique about my brand?

How are my brand values transferred to my customers?

Upon answering these questions, you will have identified a brand story that you will then articulate to your audience.

If, alternatively, you are trying to sell a particular product, your video should clearly define the product (or event, deal, etc.) that you are advertising and make this particular product’s benefits clear.. Product videos often highlight new products, offers or promotions

When creating a product video, ask yourself the following questions:

What makes my product unique?

What problem does my product solve?

Upon answering these questions, you will have identified a product value proposition that you will then try to articulate to your audience.

  1. Speak to Your Audience

Regardless of whether your video is intended to sell your brand or to sell a particular product, your video must resonate with your target audience. The more targeted your audience is, the more specific your story should be. When evaluating your video ad, try to think like one of your customers. If possible, be sure to show your video to people who don’t know your company and solicit feedback.

For your video to resonate with your target audience, you must understand what your audience wants — and what they don’t want. Your video must directly address your target audience and show them how your brand or product will improve their life. To create a video that speaks to the lifestyles, pain points, desires and experiences of your target audience, ask yourself the following questions:

What kind of lifestyle do members of my audience want?

What problems do members of my audience have that I can solve?

What benefits does my product give members of my audience?

Will my audience understand my brand/product without education?

What tone will members of my target audience react favorably to?

Upon answering these questions, you will have developed an understanding of your target audience. When you understand your audience’s problems, desires, product knowledge and sense of humor, you will have the foundation upon which to build your video. Depending on your audience, you will make specific creative decisions about style, tone, narrative structure, etc.

  1. Facilitate the Next Steps

Every advertising video should tell a story — and if your video does not tell a cohesive story it will not succeed. However, telling a story successfully is not the only thing that your video must do. Remember, your video is designed to accomplish a specific goal — and your video is not successful unless it takes a concrete step towards accomplishing the goal that you defined above.

Once you have created content that resonates your target audience, you must ensure that your audience members have enough information to learn more about your brand and your products. To do this, you must be sure to provide appropriate branding marks, a call to action and a clear and memorable story.

As your finalize your video content, ask yourself the following questions to ensure that your video will successfully engage your target audience:

Does this video tell a clear story?

Is your video memorable?

Does your video provide enough information for viewers to learn more?

Does your video accomplish its goal?

Upon answering these questions, you will have ensured that you have given your audience members the tools to learn more about your brand/product.

Whether your video is designed to accomplish a goal of immediate conversion or a goal of increased customer lifetime value, your video must be carefully positioned as the first of several steps on the consumer journey.

If you can confidently answer all of the questions above, your video will engage your target audience and accomplish your advertising goals.

Expert Tips To Convert Video Ads into Customers

Expert Tips To Convert Video Ads into Customers

1. Brand Your Video and Include a Compelling CTA

Make sure you have a consistent brand image throughout your video — whether it’s your logo, color scheme, verbiage or the messaging that you’re using. Always make sure your video branding is consistent with any of the other creative assets that you’re leveraging on other channels.

In addition to maintaining a strong brand image throughout your video, also include a call-to-action within the video — whether it’s a percentage off, a promo code for new customers.  You should always include an incentive for a consumer to click through your ad and convert at that point. The best CTAs  are specific — a percentage off, free shipping, something for free or something to throw in. Since video is a  top-of-funnel solution,  strong CTAs directly correlate to good performance.

2. Target Your Audience Intentionally — and Consistently

Targeting is  key piece of the equation — whether your video is brand focused or product focused. When it comes down to performance, videos are only successful when they reach their proper audiences — that’s where targeting comes in. At the end of the day, the different types of content only matter as much as the audiences to which they are served.

You need to match the audience to the type of content that you are distributing. A huge part of targeting is understanding past consumer behavior, which involves looking at your first party data, looking at past users who converted, looking at users who are most engaged on your site, or looking at brand affinities (who are your key competitors, who are you losing customers to, what consumers are like and what brands they like). Understanding your existing customers to predict your future customers is an iterative process that helps you refine campaign targeting and maximize performance.

3. Set Up a Thorough Attribution Model for All Your Channels

Attribution is the biggest challenge that any marketer faces — especially if you’re using a complex cross-channel strategy. It is crucial to develop a holistic idea of all of your channels to properly attribute your marketing efforts and understand how to spend your marketing budget effectively.

You may be using using Facebook, static, carousel, video, SEM, display, prospecting, retargeting and email as different levers in their marketing machinery (among others).  But without the process of attribution to tackle the daunting obstacle of assigning value to each one of those different channels, you cannot develop a complete picture of your marketing efforts.

Attribution tells you how long it takes a consumer to convert and what your overall sales cycle looks like. In accordance with this data, you can assign these consumers to your top, middle, bottom of the funnel activities. Are you going to place more weight on something that’s top of the funnel and exposes users to your brand that may not have heard of you or are you going to place more value on someone that you drive down the funnel like SEM or Facebook?

When looking at attribution, you can look a more holistic sales cycle and trying to understand what that path of conversion really looks like, regardless of the channels you use. With a successful attribution model in place, you can develop a comprehensive understanding of your sales cycle and how customers move through the conversion process. Attribution tools enable you to track consumer behavior and develop unparalleled insights into consumer engagement — the more detailed the attribution, the more efficient the advertising budget.

4. Make Sure to Test Your Campaigns for an Appropriate Length of Time

One of the most common mistakes in modern marketing is rushing to judgement on testing a new channel. To properly gauge the effectiveness of a new digital advertising channel, you should use a test period of 60 days because optimal performance will most likely not begin for the first several weeks of a campaign. High performing campaigns use machine learning models that rely heavily on data collection. Ultimately, tests that are abandoned before 30 days will not have even been optimized for performance.

Modern campaign launches are iterative processes of optimizations that occur with varying frequencies. Full advertising impact might not be realized until two weeks, a month, or even two months after campaign launch depending on the company, product and  average conversion time. Some consideration cycles may be longer than others — for example, a higher value item will have a longer sales cycle whereas a cheaper item will have a shorter path to purchase.

5. Target Consumers, Not Publishers

Successful digital advertising campaigns rely upon advertising inventory from all across the web. Campaigns are based off of your individual user behavior and your target audience’s predicted behavior. So if your target audience is on CNN, for example, then you should be targeting users on CNN because you know that the audience you’re trying to acquire is on that site regularly.

A common mistake is targeting a publisher that you believe caters to your audience rather than targeting your audience directly. Even if a significant number of members of your target audience spend time on a particular publisher’s website, there will always be other consumers on that website that you do not want to target, and if you spend money blanketing that publisher you will be wasting valuable advertising dollars.  Even on the most valuable publisher’s site, not every user on that site is going to be a valuable target for you. If only 25 percent of those users are on that site during a specific time of the day, you’re wasting ad dollars by only focusing on that publisher and that publisher set throughout the day. If you base your advertising expenditures off of your users, you can better control your spend and only target the users that matter.

An example of this strategy in practice: if you know that you close more deals when your sales team is face-to-face with a prospect, you may want to target users in your specific target vertical in your geographic area. Then target any users that show an affinity toward that specific category, identify those users and determine where they’re spending most of their time across the web and determine when and where to target those users most cost-efficiently. Since you’re basing your allocation decisions  off the user behavior instead of just the placement itself, this allows you more flexibility. So if you see your users engaging more with a particular publisher, this may be slightly less expensive to bid on, then you’re going to end up acquiring that user at a much cheaper rate and controlling cost from there while driving the same level of performance.

6. Reach Your Customers on All of Their Devices

One of the most important recent developments in the world of advertising technology is the ability to profile and target users and track user behavior across multiple devices. You must find ways to track consumer behavior across multiple formats and multiple devices to maximize your conversion rates and your budget efficiency.  

As an example of the importance of cross-device tracking, let’s say a consumer is browsing for weight loss tips at an especially  time of the year like summer. The consumer will likely view content pieces focused on diet and  nutrition — and that browsing behavior will likely start on their mobile device, where most ideation begins (Google Think has research about how this process starts on mobile, no matter what industry or vertical). Later, that same consumer may see an advertisement on their tablet when they are playing a game, and pause to read more about a few nutritional supplements. Later, that same consumer will click through an ad served to them in their desktop when they are looking for recipes and buy a particular dietary supplement. Knowing the full journey of this consumer will give you insight into the most important moments in the buyer journey to serve ads and will greatly maximize your conversion rate.

More often than not, marketers silo mobile versus desktop data and only get a piece of insight into consumer behavior. In these cases, marketers only really capture users at either the top or the bottom of the sales funnel. Since the majority of sales conversions still occur on desktop, it is crucially important to marry your mobile consumer data to your desktop consumer data to understand the buyer journey. Since many consumers use between four and six separate devices, having the ability to track that consumer behavior from the start of the research process to the evaluation phase and all the way through to the purchase is more important than ever. Cross-device advertising campaigns are the only way to stay engaged with your consumers throughout the entirety of their buyer journey.