Before Facebook had a video views campaign objectives, a lot of advertisers have already been using video ads for their campaigns. Their campaign objectives were either website conversions, website traffic or post engagement.
But once video view campaigns were made available, advertisers started using this campaign objective more than the others.
So the question is, are video view campaigns the best way to run video ads?
Actually, it’s neither yes or no.
The main answer is that it depends on your actual business objective.
In this article, we’ll share with you when it is best to use the different campaign objectives for any of your video ads.
Let’s start off with discussing when it is best to use a video views campaign.
Video Views Campaign
As mentioned, just because you will be running video ads doesn’t automatically mean that you should run with a video views campaign. So when should you run video views campaign?
First of all, if you’ll be running your video ads for branding and awareness, you should set up a video views campaign.
This is great for videos with no particular call to action and videos made to entertain because a video views campaign will optimize your reach for people who are more likely to watch and even completely view the whole video.
Using a video views campaign is also the best option for an awareness campaign to cold audience to warm them up to your business. This is because of Facebook’s ability to create custom audiences based on people who have viewed your videos.
You have the option to create custom audiences based on people who have:
- Viewed 3 seconds of your video
- Viewed 10 seconds of your video
- Viewed 25% of your video
- Viewed 50% of your video
- Viewed 75% of your video
- Viewed 95% of your video
You can then run remarketing ads which specific messaging to the people who have viewed your people.
If you have the opportunity to test each audience, then that’s a good idea to try. Whenever possible, we even try to exclude some of those custom audiences. For example, we run ads to the following custom audiences:
- Viewed 50% of the video
- Viewed 75% of the video & exclude those who viewed 50%
- Viewed 95% of the video & exclude those who viewed 25%
This feature is very powerful and is very effective especially with the help of the video views objective.
Personally, most of the campaigns I prefer to run, regardless of whether it’s an image ad or a video ad, are website conversions campaign. This is because Facebook is able to effectively optimize your ads to reach people depending on your objective. And since most of the campaigns we run have a specific call to action we want to achieve, we usually go with the website conversion objective.
Having said that, if your ultimate goal for running your video ads is to get users to perform a specific action such as sign up as a lead or purchase from your site, we recommend running your ads with a website conversions campaign.
Clicks to Website
Sometimes, we run campaigns just to get users to visit websites and interact with the business on the website. If your main intention is to help generate traffic with the help of your video ad, this is the most recommended campaign objective.
One difference though with this type of campaign objective is that unlike all the other objectives, optimizing for link clicks will require you to have a button on your ad. Sometimes, this will mean that your video will have a smaller space on the news feed to make room for the button along with a headline, a description and your display URL. If you try to optimize for link clicks but your ad has no button, you will receive an error prompt asking you to select an ad with a button.
Optimizing for post engagement is best for videos which are entertaining and/or captivating which can have a viral effect. This is because optimizing for post engagement will prioritize your reach to people who are more likely to like, comment and share your video ad.
Having a lot of engagement for your post can help your reach because it also improves the organic reach of your video ad.
If your video is mostly content, you can also have discussions on your post’s comment section.
Earlier, I mentioned how using video views campaign can help warm up audiences because of the video views campaigns. Recently, Facebook released a new feature where advertisers are now able to create custom audiences based off people who engage with their posts and ads. This means that this campaign objective is also great for creating custom audiences of people who have shown interest in your business and your product.
So to end, we would like to reiterate that there is no one best campaign to run video ads. It all depends on your main objective for running the ad. When you are not sure, it’s best to do your own test and see which one gets you better results depending on what you are trying to do. Because it is still very much possible that you get more conversions with a video views campaign as compared to a conversions campaign. It’s best to test or your own and make decisions based on your results.
Let us know how your tests work for you in the comments below!