Five ways to improve a social video ad performance — Travis Chambers // Chamber.Media

Quotes

• “What we found is that with how trackable things are now with the last couple of decades, is now it’s necessary to get out of your ‘ROAS’ or return on ad spend. It’s good to realize that you cannot rely fully on everything to be immediately profitable.” -Travis“You have to blendof the two. Something that is entertaining and has an emotional connection and tells a good story. Infomercials, on the other hand, go straight for the throat and not very appealing but they show you the problem and the solution. These worlds have merged and we call it ‘story-selling’”. -Travis“What we’ve seen is that it takes multiple touchpoints from high, mid, and low funnels. The old way of marketing is, let’s get the cheap traffic to our site and make the website do all the work. The new way is to get your video ads to do all the work.” -Travis“Frequency is really important. It is important to make 10 or 20 video ads if you really want to turn every stone and make sure that you are testing every kind of message and type of creative.” -Travis“The first few tips adopt a mindset that makes a brand awareness with direct response, focus on the whole funnel to make sure you are getting a lot of touchpoints in different ways, invest in elite ad-buying talent, invest in video and refresh often, and have a holistic approach when you’re looking on your return on your ad spend.” -Travis“What we try to do is cram a lot of messaging into that first video. That being said, we had raw testimonials that have done well at prospecting.” -Travis“The golden goose that we found is that if you’ve got a product that is 30 -70 dollars, those that are on impulse range and if you have upsells and reorders that can get that average order value up over a hundred dollars, that’s the golden number.” -Travis“The highest revenue-driving platform for us have been Facebook. About 60 -70% of our ad spend goes there, it has the richest data and the nature of the UX of Facebook lends itself to interrupting people in a prospecting way.” -Travis“People are not on Facebook for anything specific. They are on Facebook because they want to check-in with their friends, see baby and dog photos and so you’re able to interject in that process, whereas most other platforms are very contextual.” -Travis“What we’ve seen is that Facebook kind of acts like TV. It’s your broadcast platform. The more money you spend there, the more money you’re able to spend on YouTube and Google because you’ll see more people clicking on other channels.” -Travis“Video adscan work for SaaS, B2B and literally any industry. I wouldn’t have said that five years ago but the Facebook targeting is so deep. We are reaching CMOs, Founders, Entrepreneurs, Marketing Directors and they are clicking and they are converting. -Travis