Maximise Results of Your Brand-Building Video Ads

Overtime mobile video ads are becoming increasingly valuable as a way for brands to connect with audiences across different platforms, but through my own experience I know that navigating ad objectives and optimisation options for video ad campaigns can be challenging at the best of times. So through this post, I have put together a small guide to help you choose the campaign objective that best aligns with your business goals. Since this is quite a common goal, I’ve focused my guide on three different ad objectives that can help assist in building your brand.

Objective No. 1: Reach your target audience as efficiently as possible.

The reach objective lets you maximise the number of people you see your ads and the frequency at which your ads are shown in the most cost efficient way. If you’re looking to generate awareness or change perception of your brand, the reach objective is a great way to maximise the number of impressions your ads receive at the lowest cost.

Objective No. 2: Get people to remember your brand.

Brand awareness ads help you reach more people who are likely to be interested in your ads and remember your brand. When you run these types of ads on Facebook or Instagram, your ads are optimised for ad recall lift- this aims to maximise the number of people who recall seeing your ads for your budget.

Objective No. 3: Show your video ad to people who are likely to watch it for longer.

Sometimes your brand message may be more complex, requiring longer attention from your viewers; the video views objective can help you with this. There are two optimization options within this objective:

1. ThruPlay, an option introduced by Facebook. If message completion is an important success metric for your campaign, then ThruPlay can help ensure you reach your marketing goals.

2. Optimising 2-second continuous video views could be for you as it ensures your video ad gets the most views of two continuous seconds or more. People consume content quickly on mobile, and awareness and understanding happens quickly in just a few seconds.

It is important to keep in mind that selecting any of the three objective options above comes with trade-offs. For example, by optimising for one metric such as video views, you forgo greater reach. So it is important to consider how you are measuring the success of your campaign to ensure you choose the right objective for you.

Choosing an objective can be daunting, so I would recommend the best way to determine what works for your brand is to test and then decide based on learning. Setting up multiple ad sets with different optimisations to see which one drives the best results for your brand. Good luck!

I hope you find these tips and tricks helpful, be sure to leave a comment below if you have any input, I would love to hear it!

Talk soon,

Demi