With all this hype about video ads… have you ever wondered what the perfect video ad would be?
Is it absolutely necessary to be featured in your own video? What if you’re camera shy or don’t have a professional studio? Can you get your message across with just text and animation? Maybe a nice tune to finish it all off?
Since you probably don’t have the time to test all of this out, we did it for you.
Together with Veeroll co-founder Gideon Shalwick, I set up two different Facebook Video Ads for his other business Splasheo.
We tested:
- A video “template” with animated text and images, and…
- A talking head video ad
….with the exact same targeting, budget and similar ad copy!
Can you guess which one did best?
Was it the talking head video?
Or the animated video?
Keep reading to find out!
This article is divided into two sections: how we set up the ads and of course… the results.
In the first section I will start with showing you both the ads, and which settings we used at the ad set and campaign level.
Setting Up The Ads
The Campaign
At the campaign level we chose Website Conversions as the objective, because our goal was to get people to sign up for a free report on the Splasheo website:
The Ad Sets
We used our ad sets to test out both of the ads with 3 different audiences each, 1 “cold” audience and 2 “warm” Custom Audiences.
(You can get the scoop on traffic temperature from Molly in this awesome guide.)
- Interest: for this ad set we targeted a cold audience with Interest based targeting, a group of people that had probably never heard of Splasheo before.
- Email List: for this ad set we uploaded one of Gideon’s email lists, a group of people that had signed up for one of his previous offers.
- Website Visitors: for this ad set we targeted people who’ve visited Splasheo.com, but hadn’t signed up yet.
As we were running 2 separate ads, we ended up with a total of 6 different Ad Sets and a daily budget of $10 per ad set.
Now you may be thinking…
“Why not just set up 3 ad sets and split test the ads at the ad level?”
Well, as you may have heard Molly Pittman mention before, Facebook doesn’t always equally distribute impressions across the ads when you set it up that way (unless you throw a ginormous budget at it).
So, we decided to test it at the ad set level to make sure it would be a legit test!
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