Facebook video ads are one of the most effective methods of advertising on social media. Video ads are not only an easy way to showcase your brand, but also allows you to connect emotionally with potential patients and keep their attention for longer. You should also know that, in recent years, Facebook has focused aggressively on incorporating a “video-first” approach to its entire platform of apps (this includes Instagram). What this means is that video content is prioritized and, advertising video content along with your existing pictures and graphics, will give you an upper hand in comparison to dental offices that do not advertise video content.
In this task, we are going to show you how to run your first Facebook video ad. Most importantly, we are going to show you how to incorporate a “Call Now” action button to make sure we get the office phone ringing!
The Benefits Of Facebook Video Ads
- Facebook video ads drive more conversions. Facebook video ads are an awesome way to make sure potential patients remember your brand. Video content isn’t just a great way to ensure engagement, it’s also a strategy that works to engage and convert website visitors.
- Facebook video ads boost engagement. Facebook users are more likely to engage with video content. It is therefore important to use video as a marketing tool to increase the potential for patient acquisition.
Tips For Running A Facebook Video Ad
Get to the point quickly and keep it short. The length of a video has a huge impact on how effective the advertising is. On average, people watch more than 80% of a video that is shorter than 30 seconds. The longer the video, the fewer people will watch it in its entirety. Therefore, it’s important to keep your video short and sweet.
Show videos that don’t require sound. The idea of a video ad with no sound might sound weird at first, but, if you think about how potential patients use their devices, it begins to make more sense. While many users do use Facebook from the comfort of their own home, in most cases, we see people on their phones while waiting in line at a store, during their commute, or in other public spaces to kill time. In these places, more often than not, users will have their devices set to silent as to not bother those around them. Therefore, it is important to create video ads that can be viewed both with or without sound.
Get your branding in right away. The window to make sure a potential patient sees your branding is only a few seconds. As you can see in the graph above, most users don’t watch ads beyond the 30-second mark. Show your branding and services as early in the video as possible to make sure you communicate the most important information they will need to find your practice. Your logo with a banner listing the services provided should be shown within the first 5 to 10 seconds of the video.
Optimize your ad title and description. In some cases, Facebook users will not even look at the video. They simply glimpse at the headline of the ad and make up their mind whether the advertisement is useful to them. It is important to use an ad title and description that will catch their attention and communicate what services you offer in just a few words. It also works to play on potential patient’s emotions. For example, you can use a title that says “Unhappy with your teeth? Call us today!” or “Toothache getting you down? Call us today and improve your quality of life!”.
Create content tailored to specific customer needs. As explained in the Marketing Box 2 tutorial “How to Create your first three targeted Facebook ads”, defining your audience is one of the most important things you can do. If you’re advertising your product/service to the wrong audience, you are way less likely to make a conversion. Think of it this way, a 65-year-old man won’t click on an ad asking whether he would like to go on spring break to watch Justin Bieber and take jello shots. Similarly, as a dental practice, you need to advertise to the right audience to make sure they would be interested in your services. Remember the audience categories we showed you in Box 2? You can use those metrics to advertise video ads.
Advertise video content that’s performed well elsewhere. As a marketing agency, one of our best strategies has been to monitor how content performs organically and then use those insights to decide what you want to use for your advertising efforts. Call it a test run. Similarly, if you run a video ad and you see it performs well, don’t be shy to keep using the same ad periodically.
How To Run A Video Ad On Facebook
The instructions below will explain how to create your first Facebook Video Ad. Although the type of campaigns or configuration of your ad set might change based on what you want to achieve or what audience you want to target, the steps will remain the same for each video ad you create.
The first thing you need to do is go to your Facebook Business Manager and select your dental office’s Facebook Business Page. Once you land on your Business overview page, you will see “Ads Manager” at the top of the left column. Click on this.
The next screen you should see is this. This is the home page for your ads manager account. From here you can create new ads.
Select the Campaigns tab and click the green “Create” button below it.
A pop-up window will appear and ask you to “Choose a New Campaign Objective“. This is where you need to start thinking about why you are creating this campaign. What do you want to achieve? For this example, we recommend “Traffic” as this will allow you to select the “Phone Call” when we begin to create the ad further down. Once you have selected your campaign objective, click “Continue”.
Start by renaming your Campaign Name to your dental practice and include in brackets why you want to achieve with this campaign. For example: Legacy Dental (Phone Calls with Video Ads).
Under “Campaign Details”, make sure it reads “Auction” and as you will see it already has “Traffic” set as the campaign objective which we selected earlier. This window is where you will configure your campaign. If you want to make changes to your campaign objective in the future, you should do it here to make sure Facebook knows what you are trying to achieve.
As you scroll down, you will see “Campaign Budget Optimization”. This is where you will select your daily budget (what amount of money to spend each day) or Lifetime Budget (what amount of money to spend for the entire duration of your ad) options. If you turn this on, this budget will be allocated to all the ad sets and ads within this campaign. It is therefore important to not run too many ads with a small budget as some of your ads will underperform as a result of not being allocated enough budget. Think of it this way, your “campaign budget” is a delicious cake and your ads are everyone who wants a piece. If the cake is too small and you try to share it with too many people, nobody will ever get enough to actually enjoy the cake. Similarly, all of your ad sets within a campaign will need to share the campaign budget allocated and, if you cut the budget into too many pieces, it won’t achieve much. We recommend a ratio of 1 Dollar per Ad per day for up to 5 ads. So if you have 5 ads in a campaign, the budget should be at least 5 dollars per day to make sure you see results.
If you want to allocate funds specifically to this ad set alone, leave “Campaign Budget Optimization” switched off and click “next”. You will then be able to select a budget for this specific ad set on the next page. The idea is to eventually have multiple ad sets within different campaigns. So if you know you are going to want to spend more budget on a certain ad set than others, it’s important to keep this setting off.
Once you are finished setting up your campaign, we can begin to configure your first ad set within this campaign. Remember, the Ad Set is all of the rules (age, distance, duration, type of traffic) by which your ads will be governed, so this is where we are going to be doing the targeting part. Start by clicking on “New Ad Set” in the left column and renaming your Ad Set. We are going to call it “New Patient – Video” for this example, but you can name it anything you want as long as it helps you stay organized. If you know you are going to run video ads focused on Teeth Whitening, you can name it “Video Ads about Teeth Whitening” and set the targeting parameters accordingly. This way you can make sure you run all of your teeth whitening video ads in this Ad Set in the future.
Within your Ad Set, you can also choose where you want to drive traffic. For this example, you can select “Website”. When we create the actual ad in a few moments you will be able to change this to phone calls. You can also select “Messenger” if you would like people to contact you on Facebook directly.
Now, If you left “Campaign Budget Optimization” off on the previous page, you will now see a “Budget & Schedule” for this ad set. This means that you will now select a budget for this ad set and all ads within this ad set will share this budget. Here you can also schedule how long your ad will run. You can set both a start and end date. We recommend running an ad for at least 1 week to see results.
Scroll down to “Create New Audience”. As previously mentioned, it doesn’t matter what type of dental practice you have, targeted marketing is the best way to see results for your business. Seeing as you have now set up BatchGeo or had one of our specialists analyze the data for you, let’s take a look at the results and make informed targeting decisions based on this data.
If we analyzed the data for you, pull up this report now and skip to Step 13. If you have decided to set up your own BatchGeo account (Premium or Lite), minimize the Facebook ad page and navigate to BatchGeo’s website by clicking here and sign in to your account.
Once you arrive at BatchGeo, click on your email/account name in the top right corner and select “My Maps”. If you have not created your first BatchGeo map, you should do this before we continue. Here’s a video explaining how to do this. If you already have a map, search for your most recent map version and click on it to open your map. Once you have your map open, zoom in on your location, and begin to look at the indicators we spoke about in the previous task. If you need help remembering, click here and review the instructions. Be sure to use BatchGeo’s measuring tools to get an exact idea of the radius around your practice and the cities you wish to target. Once you have established what areas you would like to target and what radius would be best, reopen your Facebook Ads manager to continue creating your ad set.
Now it’s time to create your new audience. The “Audience” is the group of people you will be targeting when running ads within this ad set. For this example, we are going to be advertising a new patient video, targeting the 35-54 age group.
First, we are going to select the locations we would like to target based on the data collected from BatchGeo. The default location will be all of the “United States” which we know is not the best-targeted option. We are going to change this by making the first location your dental office’s location. Click “Search Locations” and a map will pop up. Be sure to use the exact address from your Google My Business listing. Simply google your office name and copy/paste the address into this box. Click on the + button to zoom in to your location. Zoom in to a scale that nearly matches what you see on BatchGeo.
Use your best judgment to look at the cities and areas that draw in most of your patient base and begin to add them to the targeting group. Simply click on the “Drop Pin” button on the map and place it in the areas that you think can be categorized as “hot spots”. You can then increase or decrease the radius you want to target in each area by clicking on the listed addresses displayed above the map.
Once you have selected the locations you would like to advertise to, scroll down to begin specifying additional targeting options. Select the age you would like to target, gender and, if you click on “Detailed Targeting”, you can include things such as interests, parents, education, work, and many more to fine-tune who you would like to see your ad. Depending on the type of service you would like to advertise, it is important to fine-tune these specifics to get the best results. You can make use of our Facebook Ad Set Categories in the next section to help you decide what you want to insert here. You should also select “Detailed Targeting Expansion” as it will help you reach people beyond your targeting selections to produce results. Scroll down and in the bottom right corner, click “Next”.
Now we can begin to create the ad. Let’s provide an “Ad Name”. In this example, we will use “New Patient Ad – Video”. Remember, if you want to create a video ad for something else, you can call it what you want. This step-by-step guide is just to give you an understanding of the basics. The video tutorial below will guide you through the rest of this task. You can also keep following the written content if that’s what you prefer.
Under “Identity” you want to make sure the correct Facebook Business page is selected and, if you have an Instagram account, you should connect your account if you haven’t done this already.
Next, you can decide if you would like to advertise a single image/video, a carousel, or a collection. For this example, we are going to advertise a video so you need to select “Single image or video“.
Once you have selected the format of your advertisement, scroll down and click on the “Add Media” button. Select “Add Video” and click on “Upload” in the top left corner. Select the video you want from your device and click “open”. The video should now show in your gallery. Select the video you want from this gallery, click “Next”. You are nearly there, you can do it!
Now that your video is uploaded you can edit the media. You can cut your video, edit the thumbnail (preview of the video), or cropped the video size (watch the video tutorial for more information on this). Next, you will need to enter your “Primary Text”. This will be read as the description of your advertisement, so it’s important to keep this short, sweet & to the point, and it should have no spelling or grammar errors. Our philosophy is, check, check, and then check again to make sure everything is correct before you proceed.
Enter a “Headline”. You should keep this as short as possible and to the point as well. For a tooth whitening advertisement, you could have “Affordable Tooth Whitening” or “Whiten Your Teeth Today!”. As you enter these details, you will also be able to see how the public will view your ad in the right-hand display column.
Next, you can decide the “destination” which is the call to action. This will be what happens when the user clicks on your ad. You can either go with a website or phone call here. If you go with the website option you will need to copy and paste your website URL. This is your website address, e.g, www.facebook.com . If you want to go with “phone call”, which we recommend for this box to make it ring, you will need to enter your practice phone number. Make sure this information is accurate!
Scroll down and you should see the Facebook Pixel you created in Task 7 of this box. If you have not yet set up your Facebook Pixel, you should do this now to ensure that you can keep track of visitors to your website. Remember, Facebook Pixel is a tool to help you track what actions people take on your website. This will help you and Facebook better understand your audience and improve your ad targeting.
Just below the Facebook Pixel section you will see “URL Parameter”. Copy and paste this text to that box:
This is a formula that has been created by our marketing experts and it will help to better track your ad. You will need to make sure you copy and paste this text to this section for each ad you run in the future.
Click “Publish” and your advertisement will go live!
Great Job! You have now successfully posted your first Facebook video ad. In the next task, we are going to help you make sense of all the different Facebook Ad metrics. This will help you understand how your Facebook ads are performing.