Cut Your Cost Per Lead in Half Using Facebook Video Ads
With more than 1 billion daily users, Facebook is still one of the top digital platforms for savvy
However, running successful and profitable campaigns on Facebook isn’t as simple as logging in
and taking advantage of the social network’s enormous userbase. Advertisers have to tailor their
messaging to Facebook’s various ad formats in order to reach those users.
Enter video ads. Advertisers who use video on Facebook often see better conversion rates, higher
engagement and greater return on investment. It’s Marketing 101: the more entertaining the ad,
the more memorable the message, and video delivers the capability to pack more entertainment
into your messaging
We tested this by comparing static ads vs. video ads with one of our direct-response advertisers
who measures performance on a cost-per-lead (CPL) basis.
For advertisers like this one, who have a more complex product or message, video is the Holy
Grail. It allows viewers to easily consume and respond to a strong call-to-action in a 30- to
60-second time span.
To test this assumption — that video’s entertainment value can deliver a more complex message
and spur more users to convert — we compared the two ad formats over a 30-day time period.
Video ads outperformed static by more than double, driving up conversions while decreasing CPL
by 55 percent. Just by switching to video, this client was able to produce twice the conversions
with less ad spend.
Cost-per-click was roughly the same between the two ad formats as roughly the same percentage
of users clicked through from the ad. Instead, the conversion rate more than doubled from static
ads to video.
With video, viewers spent more time consuming the ad message, learning about the product.
Thus, they converted at a higher rate after clicking the video ads.