Using Facebook Video Ads to Build Your Funnel
Retargeting Custom Video Audiences via Facebook Ads
The Problem
Newton Crib Mattress was introducing a new product to the market place; A Breathable Crib Mattress. Most mothers don’t currently consider breathability as one of the main factors in their buying process despite the amount of time a baby spends in their crib. We were tasked with changing that perception and launching Facebook as a sales channel.
Our Campaign Tactics
1. Facebook Video Ads
We ran a Facebook Video Ad at expecting mothers as well as online shoppers that had an interest in baby showers to explain the product with a testimonial montage.
2. Custom Combination Audiences based on Engagement
Facebook Audiences were built with all of the people who had seen 95% of the Video, had multiple page views but hadn’t added it to the cart and those who abandoned their cart.
3. Conversion Ads
Each step of the funnel was served a different ad designed to maximize conversion at each step. For instance those who abandoned their cart were given a $5 off code.
4. The Shopify Facebook Standard Pixel Integration
We used the new Shopify Pixel integration to automatically record events and optimize our ads using the Facebook algorithm.
The Solution
Over the course of months, Matchnode built a multi-step funnel on Facebook based on Video
- We created new videos designed specifically for Facebook to introduce the product and offer testimonial from real moms that loved the product
- We used Facebook Audience Insights to examine previous buyers to properly target the video at potential buyers not just expecting mothers
- Instead of initially optimizing ads for a sale, we initially focussed on clicks, then adding to the cart to increase the ads efficiency
