Facebook Video Ads: Do They Drive More Clicks?

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• Video ads on Facebook can help make more sales. They can boost how many people buy things by up to 39% if the page they click to matches the ad.
• 85% of Facebook videos are watched without sound. This means showing things visually is very important.
• People spend about 19.7 hours each month on Facebook. This gives you many chances to show them ads.
• Campaign Budget Optimization puts your ad money where your best-performing Facebook video ads are, all by itself.
• Testing different video ads multiple times leads to more people watching and a better return on your money.

Facebook video ads are everywhere, and for good reason. They are a very strong tool in marketing today. Facebook video ads mix stories, pictures, and data to get people’s attention and get results. If you want new leads, to connect with people you already know, or to launch a new product, you need to know how to make good Facebook video ads. You also need to make sure they fit into your overall Facebook ad plan. This is key to getting more clicks, making more sales, and getting more money back from your ads in today’s fast digital world.

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How Videos Get People Interested

Videos do more than just look good. They make the brain work in special ways. The brain takes in pictures 60,000 times faster than words. This is why pictures are better for talking and getting people to pay attention. People are wired to react to things that move, faces, and stories. Facebook video ads use these things with moving pictures and sounds. You can show what a product does, what customers say, or tell emotional stories.

Besides being fast for the brain, videos use more than one sense. This helps people remember your brand better. According to a study, video posts get 135% more organic reach than posts with just pictures.

A good Facebook video ad might tell a story in less than 30 seconds. But that story can really change how people think of your brand, share it, and do something because of it. Use video to

• Build trust fast by being real
• Get people to feel something (like not wanting to miss out, excitement, or being inspired)
• Make complicated things easy to understand by showing how they work
• Connect your brand with interesting stories

Knowing how videos work in the brain helps you make content that performs well and gets more clicks.

Start by Doing Your Homework: Know Who You’re Talking To First

To make a Facebook ad plan that works well, you first need to know your audience. If you show ads to everyone, you are wasting money. Facebook has strong tools to help you learn a lot about who your audience is and what they do

• Facebook Audience Insights: Shows age groups, what people like, how much school they finished, and even their jobs
• Facebook Pixel: Follows what people do on your website. This helps you show ads again to people who have already visited.
• Engagement Metrics: Use old information to see which audiences really paid attention to ads you ran before

People spend about 19.7 hours each month on Facebook. This gives marketers a lot of time to reach people as they move through different steps before they buy something.

Important questions to answer about your audience

• Are the people I want to reach looking on their phone or computer?
• What kind of content makes them buy?
• What problems or wishes do they have that we can talk about in our message?
• Have some video styles worked better with people of different ages?

Answering these questions helps you decide everything, from what your ad script says to how you edit. And then it helps shape how people move from seeing your ad to buying something.

Set Clear Goals and How You’ll Measure Them Before You Start

Making a good Facebook video ad means you know what you want it to do before you press ‘record’. If you don’t have clear goals, your campaign might not go anywhere, no matter how creative the video is. First, decide what you want your ads to do inside the Facebook Ads Manager

• Awareness—Try to show your ad to as many people as possible
• Consideration—Try to get people to click, watch, engage, or sign up for something
• Conversion—Keep track of sales, sign-ups, or app installs

And then, decide how you will measure if you are doing well

• Click-through Rate (CTR): This is the number of people who click your ad compared to how many saw it.
• Average Watch Time: This shows if people are interested and if your ad grabs them.
• Completion Rates (watching 3, 15, or 100% of the video): This shows how much people were into the video.
• Return on Ad Spend (ROAS): This is key for online stores and when you want people to do something right away.

Every piece of data tells you how well your message is working and where you need to change things.

Make Several Short Versions for Better Testing

Don’t just use one version of your video ad. Good marketers treat each version like an idea they are testing to learn something new. By making several short video versions, you can find out which one works best. You can do this without spending all your money on just one idea.

Try these types

• 6-second bumpers: Great for making people aware of your brand or showing a little preview
• 15-second stories: Good for explaining one main benefit or product point
• 30-second product stories: Gives enough time to show what customers say, highlight features, and tell people what to do

Shorter videos fit better with how people watch things on Facebook. They also make testing two versions side-by-side easier. You can keep the script short but focus on different things

• What you talk about (like save time vs. make money)
• How your brand sounds (like fun vs. serious)
• How the video looks (like cartoons vs. real people)

The more different versions you test, the more you learn. And then you have a better chance of finding the ad that works best.

Make Ads for Watching Without Sound: Show Things First

Since 85% of Facebook users watch videos with the sound off, your video ad must work well even without noise. Facebook video ads need to be clear to understand just by looking. This way, they get your message across in the first few seconds.

Here’s how to make them work

• Use subtitles: Write out everything that is said so people can read it. This also helps everyone access your video.
• Big text on screen: Make the main messages and what you want people to do show up big on the video.
• Pictures that grab you: Make sure the first 3 seconds look good enough to make people stop scrolling.
• Show the product being used clearly: Show how your product works or makes life better. Don’t just tell people.
• Show faces: Videos with real people in them, especially showing faces, get more attention.

A video that works without sound makes sure your message is clear, even if people are on a bus, in a meeting, or looking at their phone late at night.

Make Your Video and Landing Page Match

Your Facebook ad is only part of the story. What happens after someone clicks the ad is what decides if they will do what you want them to. This means your video ad and the page they go to should match closely.

Things that work well

• Look the same: Use the same pictures of the product, fonts, and colors.
• Say the same thing: The main points and what you tell people to do should be the same as in the video.
• Clear purpose: The landing page should directly answer the promise you made in the ad.
• Page loads fast: If a landing page is slow to load, you lose clicks.

According to one report, making your ad pictures match your landing pages can help you make up to 39% more sales. That’s a big jump just by making things match.

Make the Most of Where and How Your Ads Show Up

Facebook lets you put ads in many places across its apps and sites. This includes Instagram, Messenger, Audience Network, and Facebook Stories. Each place works best with a certain style

• Facebook News Feed: A square (1:1 size) often works well here.
• Facebook Stories / Instagram Reels: Tall (9:16 size), fast-moving, and shorter than 15 seconds.
• In-stream videos: These often show up while people are watching another video. They should be short and give value quickly.
• Facebook Marketplace: Simple calls to action and quick pictures of the product work best.

Start by letting Facebook choose where to put your ads automatically. This lets Facebook’s system find the best places based on which spots perform well. Later, look at the numbers and think about putting more money into the types of ads that get the most attention and clicks.

Use Campaign Budget Optimization (CBO)

Campaign Budget Optimization (CBO) lets Facebook smartly put your total campaign money towards the ad groups that are doing best. When you use this with many different ads and ways of finding your audience, CBO makes sure your money always goes to what works best.

Here are some good things about using CBO with Facebook video ads

• It changes where the money goes in real-time across different audiences.
• You don’t have to move money around by hand as much.
• It works well for campaigns with many ad groups trying to reach different people.
• It helps Facebook’s learning system get better information.

CBO helps make Facebook video campaigns less risky. It lets Facebook figure out which ads work best, so you spend your money where it matters most.

Test. Learn. Change. Make More Versions.

Good marketers test things again and again. This is what sets them apart from others. Each Facebook video ad campaign should be a test to learn something new. Test every part

• How the first 3 seconds look
• Where you tell people what to do (at the start, in the middle, or at the end)
• What the text looks like and if it’s easy to read
• Which picture shows before the video starts (by testing different ones)
• If you should use someone talking over the video, just music, or nothing

Using tools like Meta’s A/B testing and other tracking tools, you can make your ads better. Then use what you learned to make your next version. This way, you get closer to the best performance every time.

Show Ads Again Based on How Much of the Video People Watched

Facebook lets you make groups of people based on how much of your video they watched. This lets you show specific ads again to people who have already seen part of your video.

• People who watched 25%: They showed some interest but aren’t ready yet. Send them more information or show them how the product works.
• People who watched 50%: Get them more curious. Offer them a special deal for a short time or show them more about what the product can do.
• People who watched 75%+: This is the best time to try and make a sale. Show them what other customers say, create a feeling of needing to act fast, or show proof that others trust you.

Good things about doing this

• People are already interested, so they are more likely to buy.
• It costs less to get someone to buy this way.
• You can show different videos to different groups based on what they’ve already seen.

Showing ads again to people who watched a lot of your videos often works much better than showing ads to people who don’t know you yet. You also get more money back for what you spent.

Put Video Ads Into Your Other Content Plans

Don’t just use your video ad on Facebook. Use it in other places too to get more value from it

• Turn it into short Reels, Stories, and TikToks.
• Put it in your emails to get more clicks.
• Add pictures from it to blog posts as examples.
• Take the sound from it for parts of a podcast.
• Use parts of it when showing new customers how to use something or in sales talks.

If you use the right tools to make content, one video can become many different pieces. Each one helps your Facebook ad plan and gets people to do things in other places.

Why Using Automation for Content Helps With Facebook Video Ads

Making and changing many video versions takes a lot of time and people. But using automation helps make it easier. Tools that work automatically help you

• Make many versions of your script or video visuals without doing it by hand.
• Set up and put out video ads in different places.
• Change videos automatically to fit different screen sizes or platforms.
• Connect how your ads are doing with your data so you don’t have to guess.

If your team doesn’t have enough people to change every little thing for every ad launch, automation makes sure your brand looks the same everywhere. It also helps you test things faster and make more content.

Don’t Make These Common Mistakes

Facebook video ads can work very well, but it’s easy to get them wrong. Watch out for

• Not making the ad work when sound is off (no words on screen or a story you can see).
• Not making the ad look good on phones (parts cut off or text you can’t read).
• Starting with a long intro that doesn’t get people interested fast.
• Using the same ad again and again for too long.
• Making the message on the landing page confusing or different from the ad.

If you don’t make these mistakes, you’re already doing better than many advertisers.

Do Facebook Video Ads Work?

Yes. If you do them the right way, Facebook video ads aren’t just worth it—they can be the best way to get your money back. Videos are better at telling stories, get more people to pay attention, and let you test creative ideas more easily. Video is more than just a passing trend. It’s something that can really make your results better.

When you use video as part of a flexible plan for Facebook ads that uses data, it changes people who are just scrolling into people who click. And it changes people who click into customers.

If you want to make Facebook video ads that get more visits, leads, and sales, look into marketing automation tools that fit how you work. The faster you test and make things better, the quicker you will find what works.