Video Ad Strategy
Creating successful video ads requires strategy and great creative.
When it comes to strategy, testing is critical. If you aren’t testing, you aren’t optimizing your ad and the strategy surrounding it for your audience.
At Primer, we achieve this using our unique “Outlier Method,” a proven strategy for high-volume ad testing in order to rapidly identify high-performing video ads, scale and iterate more ads to boost.
Creating your video ads in ways that are modular can allow you to test multiple options with less lift instead of creating brand-new ads.
Using the Outlier Method, you can test and optimize every element of your ads, including copy, creative, landing pages, and audiences.
First, you launch a new big idea ad set – including 3-10 visuals combined with different copy, headline, and landing page combinations, for a total of 50 ads per $25,000 in ad spend).
Pause underperforming ads with higher CPAs than average – pause 50% within 48 hours of launching an ad set and 75% within 72 hours.
Scale “Outliers” by adding budget and making iterations – remaining video ads that perform 2-3x better than the rest in their campaign are your “Outliers.” They should have better performance than your account average by at least 10%. Add budget to these ads. Once you have 1 to 4 ads that either beat the previous period’s average CPA or beat your goal CPA, pause the rest.
Iterate new video ads based on your “Outliers” – repeat the process and use your best-performing iterations and to iterate even more winning video ads. Complete this process over a two week period, and repeat twice per month if budget allows.
You can use this strategy to guide your audience’s journey and target them at different stages of the sales funnel.
For example, consider the experience of Proov, a fertility diagnostics provider.
Proov learned through ad testing that they could use different video ads to tell a story to the customer over time.
First, their audience is given an ad that introduces the product as a solution, then they are retargeted to see a “how it works” focused ad, then retargeted again with a founder video.
With each stage, the target customer is pulled deeper into the brand’s story.