eCommerce MasterPlan

  • eCommerce MasterPlan Podcast
    • About The Podcast
    • Top 10 Episodes
    • Reviews
    • Interesting Stuff
    • 2021 eCommerce Growth Series sponsored by Klaviyo
    • Audience Offers
    • Full list of eCommerce MasterPlan Podcast Episodes
  • Keep Optimising Podcast
    • About the Podcast
    • Monthly Q&A Webinar
    • Full list of Keep Optimising Podcast Episodes
  • Books
    • eCommerce Marketing – NEW
    • eCommerce MasterPlan 1.8
    • eCommerce Delivery
    • Customer Persuasion
    • B2B eCommerce MasterPlan
  • eCommerce Help
    • Consulting, Coaching, Mentoring
    • Great Deals on Useful Things
    • 2021 Planning Webinar
  • Contact
    • About Us
    • Email sign up
    • Be a podcast guest
    • Speaking

033 Facebook Ads: What Video Ads to create and how to improve results with Lauren Schwartz

February 10, 2021 By April Buencamino-dy Leave a Comment

Lauren has been in graphic design since 2006, and over the years has got increasingly involved in what it takes to makes ad campaigns successful. In 2014 she consolidated her love for eCommerce sales growth and great ad design when she founded The Loft325. Working with many fast growth DTC brands she’s here to give us the latest tips on how to make our ad videos spot on.

Listen now for free:

Subscribe to Keep Optimising on your favourite Podcast App

Apple podcasts badge

Listen on Spotify

Listen on Google Podcasts

What got her into Facebook advertising?

Lauren had been working in eCommerce for over 15 years, where she did a lot of things like building landing pages and email marketing. 

She thereafter started working on Facebook and Social Media and fell in love with them. She loved to figure what would make people click and convert within the first 15 seconds.

Lauren’s Primary Advice on Facebook Ads 

With Facebook ads, you have to make your audience click to your website within the first 3 seconds. 

Images are Great for Facebook Ads

Lauren agrees that static images are still very relevant. 

With static images 

  • You can convey your message quickly. 
  • It shows your product right away, and you can also put in the text overlays on them.
  • They are good to grab your attention. 

Why Is it worth putting in the effort to create a Video Ad? 

It is worth putting the effort into Video Ads because of the following:

  1. video is really popular among social media users, and the platforms are all embracing video too. For example, you have TikTok, Instagram Stories, Reels, all of which are Video Content. 
  2. As a small business, you do not have to have a highly advanced production shoot-. Instead, you can just use an iPhone and create amazing ads with apps on your phone or simple tools like IG Reels and Tiktok. Thus it’s not hard to create great video ads with simple tools.

What works on Facebook Video Ads?

People now don’t like to be sold to. Instead, they prefer something that they find more authentic, which is why shooting on your phones helps to that authenticity. 

Thus if you have customers talking about your products, it is what they relate to, just like talking to your friend. It creates better engagement.  

What do we need to talk about on our Video Ads?

It depends on the product. 

  • Physical Product – You can show the product and explain the features & benefits
  • Mobile App- You can just show on your Smartphone how it functions and scroll down.

However, Lauren’s advice is to keep the video conversational to give the video a native and organic feel to your target audience. 

Should Facebook ads revolve around your products or about your brand?

It is a bit of both. To grab people’s attention Lauren prefers creating videos and creative about the product. Thus she would highlight the product benefits, testimonials. Then test the same and bring in the brand for re-engagement.

 Thus, for her specific products need to be at the top of the funnel and keep the brand at the middle of the funnel. 

Noise and Captions on Video Ads: What works?

80% of people don’t listen to the video with the sound on. It is because of this that you should have captions on your videos. Though this may not look great aesthetically, as a marketer you need to add captions to your video ads. Always have captions.

Favorite type of Testimonial Ads 

  1. She feels that TikTok influencers can be very effective for the video ads since they show the product quickly. So recruit them to create videos you can then use in your Facebook Ads.
  2. When it comes to user-generated content, like testimonial videos you need to show the product within the first 3 seconds. 

Sign up to our newsletter

 

Signing up will add you to the eCommerce MasterPlan email marketing list, so you’ll get regular updates packed with ways to improve your eCommerce business. You can unsubscribe at any time, and see our Privacy Policy here.

Insider Tips

If we’ve inspired someone to take their first step with Facebook Ads Marketing – what do they need to know to give themselves the best chance of success?

  1. Make sure that you have really good product photography. 
  2. Get user-generated content. 
  3. Or as the product owner speak about the product features & benefits. You could also show the product in use.

Once you’ve started of course you’ve got to ‘keep optimising’! So what’s your favourite way to improve Facebook ads marketing performance?

Lauren is a great advocate of creative testing. Once you have found the super creative, then you need to make iterations, which could be, changing the 1st 3 seconds of the video. It could include showing your product in the 1st 3 seconds and so on. 

If someone wants to learn about Facebook Advertising, is there a cheap/ free resource that can be used?

Great Youtube Channels:

  • Savannah Sanchez
  • Dara Denney
  • Lauren on YT

Crystal ball time – what’s coming up in the next 6-12 months that we should be getting ready for in Facebook ads marketing?

  1. TikTok User Generated Content will be really big.
  2. The length of effective video ads is getting shorter, it has been about 15 seconds, in the next 6 to 10 months; this will be much shorter, 6 to 10 Seconds.

Interview Links:

  • Business

Lauren on Social media:

  • Instagram
  • Twitter

Related Episodes

  • Creative that SELLS on Facebook and Instagram Ads with Kevin Urrutia
  • User Generated Content how make it work for you with Joanna Steele
  • Images that work NOW, and how to keep them working with RJ Talyor

Sponsored by…

klaviyo

Klaviyo is the world’s leading owned marketing platform known for accelerating revenue for online businesses using the channels they own like email, web and mobile. Enabling companies to leverage these owned marketing channels, Klaviyo makes it easy to store, access, analyze and use transactional and behavioral data to power highly-targeted customer and prospect communications. And unlike other marketing platforms, Klaviyo doesn’t force companies to compromise between advanced functionality or ease of use – so companies of all sizes are able to maximize their sales quickly. That’s 38,000+ innovative companies across the world sell more with Klaviyo.

Full transcript to read & download:

KO-33-Transcript

Filed Under: Keep Optimising Podcast

Leave a Reply Cancel reply

eCommerce MasterPlan Podcast

  • B2B eCommerce Podcasts
  • One Person eCommerce Businesses
  • Shopify Businesses
  • Subscription eCommerce Podcasts
  • Top 10 Episodes
  • £1m+ Businesses

eCommerce Books

  • B2B eCommerce MasterPlan
  • Customer Persuasion
  • eCommerce Delivery
  • eCommerce Marketing
  • eCommerce MasterPlan 1.8

Keep Optimising Podcast

  • Keep Optimising Podcast
  • Monthly Q&A Webinar

Products & Services

  • Audience Offers
  • eCommerce & Marketing Speaker
  • eCommerce Marketing Advice
  • Join our Email List
  • Writing Services

Social Media

  • Facebook Group
  • Instagram @eComMasterPlan
  • LinkedIn Page
  • LinkedIn: Chloë
  • Twitter @eComMasterPlan

Search the site

Social proof places we've been featured

Copyright © 2021 · Privacy Policy · Website Terms · Find us on Google+

This website uses cookies to ensure you get the best experience, for advertising and to analyse our traffic. You consent to our cookies if you continue to use this website.Got it! Reject Read More
Privacy & Cookies Policy

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may affect your browsing experience.
Necessary
Always Enabled

Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.

Non-necessary

Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.

SAVE & ACCEPT