Facebook video ad copy guide, check it out!
Facebook is the world's number one community, according to data, Facebook daily live users have reached 2.2 billion, has become the preferred platform for foreign trade companies to promote branding. At the same time, Facebook's video share has skyrocketed, with 79% of mobile traffic expected to be generated by 2021, making video advertising a big trend for our promotion. As one of the components of video advertising, the role of the copy in advertising before and during the creation of ads can not be ignored, is the video effect of the "life gate" where, next we will introduce the text optimization skills for you, help the video effect rise.
First, copy content optimization
An excellent copy not only let customers understand our products, but also let customers be interested in consulting, and even place an order, next we will introduce specific video copy optimization techniques.
1. Title Design
A good title can help the platform accurately recommend to our target audience, but also play an important role in video opening rate. There are two types of commonly used product title combination strains:
Attribute word 1 plus attribute word 2 plus attribute word 3 plus product core word;
The attribute word 1 plus the attribute word 2 plus the product core word plus the attribute word 3.
Tips: The core words of the product should not be reused;Title numbers are generally controlled between 30 and 60 characters.
2. Time control
For us, video duration is not the key, video completion rate is to ensure that the brand's effectiveness is the focus.
For interstitial video ads, which are placed in front of or in other videos, it is recommended that the ad last 5 to 15 seconds, up to a maximum of 31 seconds.
For standalone ads in the News Feed, it is recommended to create ads that are 15 seconds or less.
Mobile advertising is also becoming more compact, the platform allows users to turn off ads they don't want to see after 5 seconds, so 6 seconds of advertising is the future trend of the major platforms, how to show the brand and product in this 6 seconds is the focus of video advertising.
Product video production, can not be separated from a good script! The script is primarily an arrangement for the video shooting plan, where the design of the video scene is a top priority, and the plot settings need to follow the following direction:
1) The materialization of the expression
In videos we often appear adjectives such as Industry leader (industry leader) and Top level (top), which is somewhat exaggerated, and the customer is less impressed. What we have to do is try to use specific words such as numbers in the text to express the advantages, such as In 2019, we introduced the latest production line. Compare with ordinaryproducts, this new product has reduced the cost by nearly 25%. (In 2019, we introduced the latest production line, compared to the general product, The new car has reduced costs by nearly 25%)
2) Stand in the customer's position to show the selling point
In general, the characteristics of the product, advantages are the selling point, the theme is also the seller. Customers are more concerned with how they solve their problems than products. Therefore, the copy to strengthen the customer's position, the specific approach is:
On the one hand, understand the product characteristics, including product appearance, quality, function, applicable industry, etc. , choose selling point.For example, rice noodles grain and oil and other daily consumption categories, the demand is large, the price can better reflect the advantages.And the car, electronic products and other types, the quality and safety of more selling points.
On the other hand, from the customer's point of view, we translate the characteristics of our products into the benefits that our customers can enjoy.For example, the car dealer we serve, whose copy is optimized, describes the product selling point selling point selling as follows:Compared with other businesses, our products have a 4-year after-sales guarantee.Our products are guaranteed for up to 4 years compared to other merchants.
To highlight the benefits to users, we translate them into: "You don't have to worry about-sales problems, we have you have three three years of the off after-sales protection." You don't have to worry about after-sales, we provide you with 4 years of free after-sales protection.
Second, effect test - split comparison test (A/BTesting)
After the above optimization, we have a number of advertising programs, how to choose the best results, the best translation of the copy, in addition to the experience, we can also be more objective testing.
Facebook's Split Comparison Test (A/B Testing) can help us make the choice, by creating A and Ad B, to separate different ad copy ideas, so that more scientific judgment of copy results.
Ad I: Same Cover and Copy 1
Ad 2: Same Cover and Copy 2
Click Ad Manager to get into your campaign. Click Quick Create, select Split Comparison Test, click variable select "Creative". Create an A/B test in the Ad Group Audience (Variable) section.
Then set up placements, delivery optimizations, budgets, and schedules as needed. The approval passes and waits for the ad to run.
After the test, you can analyze the results by the results, design edited advertising strategy.
Tips: Each campaign should be guaranteed the same budget, the test date is best controlled at 4 to 30 days.
Third, tool article - website recommendation, learn from
1. Hot topics
Hot topics are also important material for us to create copy, will help us to better interact with customers, while there are popular keyword traffic plus, our copy click rate will not be too bad.
Mundimago (http://www.mundimago.com) gathers comments on the latest events in the U.S. from major networks such as Instagram and Foursquare, and is a good platform for businesses with a focus on the U.S. At the same time, the site on the top right of the exploration of the world has 46 countries and regions of the hot topics, help us combine hot spots, optimize the copy.
2. Copying for inspiration
For foreign trade Xiaobai, the head empty, no way to start is our content marketing common problems, then we can learn from some of the works of gods to find inspiration, the following are two excellent marketing sites at home and abroad:
1) Plum.com (https://www.meihua.info/)
In this site's articles, works section can find excellent cases, such as the article section issued "these New Year's Day trend posters to 2020 to start a good start" can be our copy of the creative material.
Case features can help us to target the search for advertising cases in related areas, such as the car account we operate can enter "cars" to view the previous cases of each brand.
The site also features a list feature, launching the 2019 Digital Impact List, as well as "Case Week" in the "Topics" section, and also recommends many lists, such as "The 10 Most Interesting Cases of the Week", which can be used as a reference for us.
In short, we design video advertising copy should pay attention to content optimization, and performance testing, while good at using tools, through the website to find and learn from excellent marketing cases.
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