.. unless you do it right. A fantastic ad is just a part of the marketing puzzle. You also need an awesome product, excellent targeting, large enough audience and a website that converts traffic + a strategy.

You should already have a cool product and a website. Clipman takes care of the fantastic ad and your marketing team has probably found a good target audience for your ads. But what about the strategy?

There is no shortcut to success. No cookie-cutter method. We’ve ran thousands of tests of video ads and we’ve found a structure that works for us an for our clients more often than not. And you know what – we’re going to share that strategy with you today.

The video sequential system

The video sequential systems works by creating Custom Audiences (CA) from people viewing the previous videos in the sequence.

It’s simple really. You’ll create 4 videos from the same product/product line, only increasing or changing the incentive in the videos. Test various incentives and discount ranges. For example Video 1 can show a 5% discount, Video 2 10%, Video 3 15% and Video 4 20%. Examples below.

You’ll show each video ad 2-3 days. So over a 9 day period our ad calendar looks like this:

Video 1 – day 1-3
Video 2 – day 3-5
Video 3 – day 5-7
Video 4 – day 7-9

Video 1

Objective – Video Views.
Target audience – Your best (usually retargeting) target audience.
Period – Day 1-3

Create a custom audience from people watching 75% – 100% of the video. Let’s call it CA-1.

Video 2

Objective – Website Conversion or Links Clinks.
Target audience – CA-1. (People who watched at least 75% of Video 1)
Period – Day 3-5

Another CA is created, again people watching 75% – 100% and call it CA-2.

Video 3

Objective – Website Conversion or Links Clinks.
Target audience – CA-1 and CA-2.
Period – Day 5-7

Another CA is created from people who watched this video – CA-3.

Video 4

Objective – Website Conversion or Links Clinks.
Target audience – CA-1, CA-2 and CA-3
Period – Day 7-9

You probably got sales with your earlier videos, but the last video in the sequence is usually the big winner. You show the best incentive possible and you’re only targeting people who watched at least 75% of your previous videos, so you already know they’re interested in your offer.

If your website converts, you’ll see those sales rolling in. Now try it out and let us know how it went.

UPDATE

We got a question. Won’t this strategy piss off people who purchase your product with a smaller discount on day 1 and then see a video with a bigger discount the next day? Good question!

The solution is to exclude people who converted on your website, so they won’t see your next ads in the sequence.

If you wish to exclude people who’ve converted after seeing your ads, you’ll need to capture them into a Website Custom Audience and use exclusion targeting in your ad campaigns to exclude your converters from seeing your ads.

For example, imagine you set-up a ‘CompleteRegistration’ standard event on your registration confirmation page: www.website.com/registration confirmation

1. Create a Website Custom Audience using your ‘CompleteRegistration’ standard event. You can use these steps to learn how to do this: https://www.facebook.com/business/help/666509013483225/?ref=u2u

2. Once someone lands on your registration confirmation page, they’ll be added to the ‘CompleteRegistration’ Website Custom Audience.

3. When creating your campaign, you can select to exclude your ‘CompleteRegistration’ Website Custom Audience. Since this audience updates dynamically, if someone sees your ad and then makes a conversion, they will no longer see your ad moving forward. Learn how to exclude a Website Custom Audience from your campaign in this guide: https://www.facebook.com/business/a/custom-audience-exclusions/?ref=u2u