- This is the second part in the series of how to use video
to get more sales and leads for your business.
If you haven't checked out the first video in this series,
make sure to go and check that video out,
because we did go through how to bring awareness
to your brand at the top of your funnel.
Now in today's video, we're gonna be looking at
how to push customers from the middle of the funnel,
right the way through to the bottom of the funnel
to turn them into buyers.
This is Elliot with Invideo and let's get straight into it.
(upbeat music)
So now we can go and create a video ad,
where we outline a problem
that your potential customer may be facing,
and show how your service or product can actually go
and give them the solution to that problem.
So I'm just gonna type in cooking class in here.
And I'm just gonna go and hit enter
to go and find a template.
So I'm just gonna go
and use this template over here weekly cooking lessons
and go and hit use this template over here.
So now that the template has loaded,
you can go and see from this template it is going
and showing the customer what we are offering,
but it hasn't actually posed the problem.
So I'm gonna go and create another scene
where we can actually just go and pose a problem.
And then we can go
and offer this cooking class as the solution.
So what you can go and do is over here,
you can just go and hit duplicate scene.
So then you've got two scenes,
and you can just go and change the captions.
So I'm just gonna go and hit yes over here.
So now with this scene I've duplicated,
I have just gone and change the caption over here
to always wanted to learn amazing Spanish recipes.
So I'm asking them a question.
That's what implies their problem
that they've never been able
to find a good place to find Spanish recipes.
So then if we just carry on playing this over here,
and you can go and see
that as we come into the second one over here,
it just says now you can Spanish cooking lessons.
And we're seeing every Sunday took your slot now.
So that is the video add portion in the middle
of your funnel,
they've already been introduced to your brand,
and you've given them some good content
with a Spanish recipe as part of your snackable video.
And now with the video ad,
you are just going and posing the problem
and offering the solution.
Now when it comes to creating the video ad,
I don't recommend that any
of the scenes be longer than five seconds long,
because you want to constantly keep
the potential customers attention.
And just make sure that you are changing the footage
for each of those scenes.
So that is constantly fresh,
and you are constantly capturing
the potential customers attention.
Now depending on the type of benefits
that you want to demonstrate for your product or service,
your video ad can be slightly longer
than the one I have here.
So maybe up to around 45 seconds at a max.
But somewhere between sort
of 20 to 30 seconds is a good amount of time
to have your video ads.
So once again, once you have created your video ad,
all you need to do is click on download and share.
And then all you need to do is just go and click on export.
So now that you've created your video ad,
offering your product or service,
you are ready to start running ads to this once again.
So if you just come back into your Facebook Ads Manager,
what you can do is,
you can go click on business tools over here,
and then click on audiences.
Once you are in the audiences,
you can go and create an audience based off of the people
that viewed your snackable content.
So the people that viewed a large portion
of your snackable content will more
than likely have an interest in your product or service.
So you can come over here and click on create audience,
you can go to custom audience,
you can go to Facebook sources and choose a video,
then you can go and click next.
Then over here, you can go into vs choose content type,
you can go and see people
who've watched at least 50% of your video.
So if they watched half of your video,
and like I said, more than likely
they might be interested in your product or service.
And you can go and test this out with different audiences.
So you can go and create one audience for 50% of the video,
one audience for 75% of the video
and one audience for 95% of the video,
and then go and test these out
to see which audience performs the best.
So once you just go and choose this,
let's just go and choose 50%.
And then over here, it's gonna say choose videos.
So click on choose videos,
and then go and find your snackable content video
where you have been running those ads.
So I'm just gonna go and choose
this one for argument's sake.
But like I said, you obviously want to go
and choose the video
that you have been wanting your snackable content for.
So then just go and click confirm,
then you can go and just go for the days.
So within let's say the last 10 days,
people that have viewed the 50% of your video,
then you can just go and choose an audience name.
So we can go and call this snackable content views 50%.
And then all you want to do is go
and click on create audience.
So once you have created that audience,
you can go back to your ads manager over here.
And then under your campaigns, you're gonna go to ad set
and you're gonna go and create a new ad sets.
And then you're gonna start wanting the video ad
that we just created to this audience.
So over here, what we can go and do is click on create.
And then we're gonna go and create a new ad set
within this campaign.
So you can see we've got the campaign over here,
the Spanish cooking lessons,
I'm gonna go and create the ad set.
So you can go and name this ad set once again.
So I'm just gonna name
this ad set custom audience snackable 50%
because that's the audience that we're gonna use.
So then we're just gonna go and hit continue.
Now once again, you can go and choose your daily budget.
So just go and think about a budget that is suitable
for the amount that you're willing to go and spend.
And then if we just go and scroll down over here,
you can go and see that we have custom audiences.
So if we just go and click on this,
you can go and click on custom audience.
And then you can go and choose that custom audience
that you just created.
So the 50% video views or the 75% video views
of your snackable content.
So once you have gone and chosen that custom audience,
then you can come over to where it says new ad again,
and we can just go and upload the second video
that we just created.
So when you're naming your ads,
you can just go and name them based off of your creative.
So I'm just gonna call
this one Spanish lessons creative one.
So that's that first creative that we just created.
But if you create more than one video,
then you can just go
and name your second one Spanish creative two,
Spanish creative three and so on.
So now that we have gone and done that,
we are just gonna go and hit ad video once again.
And then you can just go and hit upload video.
And then you can just go and upload that video
that we just went and downloaded.
So I'm just gonna go and upload that video again.
So once the video has uploaded,
you can go and add your primary text again.
So over here,
I've just said check out our online Spanish cooking lessons.
If you loved our clam chowder recipe,
you'll love our online lessons.
So basically, we're referring back to the snackable content
that they've already viewed.
And now we're seeing if you like that, then you should go
and check out our online lessons as well.
So over here, you can just see for the call to action,
I've just wanna put sign up now.
Whereas originally, we had learn more.
So we're transitioning them from learn more to sign up
to actually asking them to go and sign up now.
So we just go and play this one over here now.
(bright upbeat music)
And you can go and see that we have
that video ad that we created.
And it just going prompting them to actually go
and sign up for the online classes.
So we have gone and taken them
through to the middle of the funnel now.
So we started off with our snackable content,
which was the top of the funnel.
And now we are into the middle of the funnel
where we're actually offering them our product or service.
So now we just need to bring them
to the bottom of the funnel,
so they can go and complete the purchase.
And we can do this by making them an offer
or giving them some sort of discount or sale.
So let's go make the final video,
which is going to be the offer video,
which will be the bottom of your sales funnel.
So what you can actually do
for this video is you can just go
and use your previous template,
and you can just go and tweak it a bit to go
and make your offer to your potential customers.
So we just go over to projects over here, within video,
you can go and find your last project
that we just created for the video ad.
And you can go and hit edit version over here.
Now what you can go and do
with this template is you can just go
and change the background of your scenes,
just so it looks a little bit fresh
to the audience that is going to view it.
So I'm just gonna go ahead
and change this once again to five seconds.
And then what you can do is you can go
and change your caption to go
and make your offer, your discount or your sale.
So over here you can see I've just changed the caption
to don't miss your last chance
to get 50% off our online Spanish cooking lessons
so that we were adding scarcity to our final offer
for our customers that are going to see this.
Now once again for the second scene
I've just used in videos stock footage library
to go and replace this,
I'm gonna go and change this down to five seconds again.
And for the second scene,
I have just gone and changed the caption again just
to say get 50% off today.
And then over here,
we are just saying book your slot now with a call to action.
So with these offer ads,
you can just go and keep them simple.
You're just reiterating your message
from the previous video ad,
but you are going and offering a discount,
a sale or a coupon.
So once again, we're just gonna go hit download and share.
And then we can just go and hit export.
So now we've gone and created that offer ad
for the bottom of our funnel,
we want to go and run these ads within Facebook again.
So what you can do is you can go to business tools,
go to audiences again.
And this time, you can go and create an audience based off
of people that have gone in initiated checkout,
or added to cart or just viewed a page on your site.
So those are the audience that would have come over
to your site when they're in the middle
of the funnel after seeing your video ad.
So what you can do is you can go on create audience,
you can go to custom audience.
And this time, instead of choosing video,
you're gonna go and choose websites.
So go and choose website over here, go and click next.
And then what you can go and do is
if you have installed a pixel on your site,
you can go and choose your pixel over here.
And then where it says events,
you can go and create a custom audience based off
of any event that was triggered from your pixel.
So you could go for initiate checkouts,
or you could go for add to cart.
Or you could simply just go for a page view like this.
So you can go and pick any of these events.
And then you're going to go
and run these retargeting campaigns with your offer video.
So once again, you can go and choose within how many days
that they actually went and triggered any of these events.
So you could go in and say in the last 10 days,
and then once again, you're just gonna name your audience.
So now once again,
you can go and choose your original campaign.
And you can go and create a new ad sets.
So you can go click on create new ad sets over here.
And then over here, we can just go and name this ad set.
So over here you can see
I've just called this ad set custom audience add to cart.
So then we can go and click on continue.
Once again, you can go and choose your daily budget.
So by now you should be able
to see from your previous ad sets that you are running,
what sort of daily budget that you can go and spend.
And then if we go and scroll down
over here we have custom audiences and once again,
so you can go and click on this,
you can go and choose custom audience over here.
And then you can go and choose that custom audience
that you created based off of your pixel events,
such as add to cart, page view or initiate checkout.
So you can go and choose that.
And then what this ad set will actually do is,
it will go and run this offer video to all of the people
that have initiated your checkout or added to your cart,
or viewed a page on your website.
So they're in the bottom of the funnel now,
they've already been aware of your brand
with your snackable content,
they've already been made aware
of the solution that you're offering them
through your product or service.
And now finally, they're just at the bottom of the funnel,
and they just need to be pushed
to finally make that purchase.
So once you've selected your custom audience,
you can just come over to new ad over here,
and you can just go and name your ad.
So I'm just gonna go and name this ad 50% offer
and then once again, we can just go and upload the video.
So we just go to add video, we'll just go to upload,
we'll go and upload the video that we just downloaded.
And once the video has finished uploading,
you just need to go and add your final caption.
So over here I've just put don't miss out
this is your last chance
to get 50% off our Spanish cooking lessons.
And then we just got the emojis.
So this is just taking them
through the final step of the funnel,
so we can just go and push them to make that final purchase.
If you have enjoyed this video guys,
make sure to check out our video
on how to create high converting video ads
for drop shipping and e-commerce products.
Make sure to subscribe to the channel
for more video creation content
and give the video a big thumbs up
and I'll see you in that next video.
(funky music)