021. Facebook Advertising with Keith Kranc and Ralph Burns (Part 2)

Key points discussed / timestamps:

• 1:29 – Introduction to Facebook video advertising

• 2:15 – Video advertising is social proof.

• 3:14 – The “rule of three” used by major Hollywood studios

• 3:58 – Highlights of Keith Kranc’s 15-minute talk at the digital marketer conference

• 5:25 – How a video campaign differs from regular Facebook campaign

• 5:57 – Why video creates a high level of engagement than a normal ad

• 6:52 – Why your branding is much better with video

• 7:13 – Creating retargeting lists based on video reviews

• 7:30 – How videos create emotion, higher customer engagement and increased sales

• 7:53 – Why a small to medium enterprise should consider Facebook video advertising

• 9:53 – Repurposing video ads from Facebook to YouTube

• 10:05 – How to craft a good call to action in your videos that adapts to different formats

• 10:57 – The three biggest search engines in the world (Is Facebook the fourth biggest search engine?)

• 11:35 –  How to overcome the most common challenges in getting started with video advertising

• 12:29 – The easiest way to create a Facebook video ad

• 13:26 – Video ad winning formula

• 14:12 – You have to create credibility as soon as possible

• 15:01 –  Transition to the solution with a call to action

• 16:07 – How to create one ending that adapts to various formats

• 17:30 – Clearly communicate benefits to your viewers to turn them into customers

• 18:25 – Actions you can take to get started with Facebook Video advertising today!

• 18:42 – A few great tips on good quality inexpensive mics2

• 20:40 – How listeners can get in contact with Keith

Audio Transcript:

Ash Roy 00:35

Hello, everyone. Today I'd like to introduce Keith Kranz, the founder of Dominate Webmedia.com. After spending six years as an airline pilot, Keith decided to blaze the trail of an entrepreneur. Not long after this decision, he fell in love with Facebook advertising and founded Dominate Web Media, which is a full service agency and a consulting company. So Dominate Web Media helps businesses scale their marketing efforts through Facebook advertising retargeting and dozens of other online media channels. And Keith has mastered Facebook advertising and is a world leading authority in that niche. In part one of our Facebook advertising series, see episode 14 of this podcast. I spoke to Ralph Burns about Facebook advertising in general. Today. In part two, I'm going to speak to Keith about video advertising. So Facebook video advertising is a topic that's very close to Keith's heart. So welcome, Keith.

Keith Kranc 01:24

Hey, no problem, Ash. I'm glad to be on the show.

Ash Roy 01:26

Great to have you on. So, Keith, let's just start by talking a bit about Facebook video advertising and how it's different from routine Facebook advertising.

Keith Kranc 01:33

Yeah, sure. So Facebook video ads have been one of my favorite ways to use Facebook, really since the beginning. Back when I first started running Facebook ads for some of my own stuff. And I knew nobody would know who I was. So I was like, how am I going to get somebody to opt in for my Facebook checklist if they don't know who I am? So I would run videos and I would try to intro myself, give myself some credibility and then build a relationship. But one of the big reasons why I like video ads so much more is because you're doing a lot for yourself long term. You're building a relationship, you're branding yourself for the long term. You're setting yourself up for a better long term success.

Ash Roy 02:08

Cool. And I know that in my conversation with Ryan Spangler, who's a common friend of ours, he mentions that video advertising is a really important piece of social proof. It acts as social proof like no other medium really does, and particularly when you do video testimonials and things like that. So I think that also underscores the point that you were trying to make earlier about how video advertising takes things to a different level in terms of building trust with the audience, doesn't it?

Keith Kranc 02:35

Yeah, exactly. So people are always asking, should I run video ads and should I try to figure out if this video ad will work better than this regular, traditional. We call it like a link post ad where the image is a clickable link and they try to compare these two things. But what I try to express to them is it's apples and oranges. Okay?

Ash Roy 02:54

Yeah.

Keith Kranc 02:54

It's not if you should be running video ads and how they do compared to your other ads. Because with video, you're going to pay when people watch that video, even if they don't click through to your site on Facebook. Some people are worried about that, right? But you can't compare the two. In my opinion, you have to be doing video ads in addition to whatever you're doing. It's just another modality, okay? So like the big Hollywood studios, they go to promote a big movie. They use something they call the rule of three. They want to get their message out to one individual person using three different modalities within a very short period of time. Or radio, TV, something like that. Video is another modality, but it's way more than that, okay? It's way, way more than that. Like you said, you're talking about building trust authority. People want to do business with people they know, like and trust with video. You can do that. This is why if you're running Facebook video ads, I like people to use face to camera. Even if you might have a sales video that's got animated video or whiteboard or something like that, I do not recommend using that for that initial kind of touch on Facebook because it's such a personal environment. You got to the whole point here. So, yeah, at the traffic and Conversion Conference digital marketers big event, I actually did a 15 minutes talk on stage. I talked about using story based testimonial video ads. I talked about how if you look at any long running, successful infomercial where people are able to spend hundreds of thousands of dollars per month, pretty much 80% to 90% of that video is case study story based testimonials, which is exactly what Ryan Spanger talked about on his talk at Supervast Business Live last year at Shamcos'event. That's what they do. And so that's kind of what I talk about on stage. And you don't have to have this super high quality, highly produced video to do this. You can do it anyway. The example I used was a 1 minute video of a lady using her webcam, horrible lighting, talking about how this plant based supplement helped reduce osteoporosis. In that situation, we can literally take people right from Facebook to Amazon to a product listing. Normally, I would never recommend hold traffic from Facebook to a product listing, especially on Amazon, because you don't have the time to educate them on why they might need that product. It's a total opposite of what we normally teach. However, because we're using a story based testimonial, it's like a shortcut with the video. So that's one reason why I like to use that example. So if you don't have testimonial videos, get on camera, do it yourself. There's just a lot of different ways to do it. But in my opinion, what people don't realize is that what you're doing with video, you might look at a video campaign compared to a regular Facebook ad campaign using an image and okay, well, my video got me $5 cost per webinar registrations. My other link post ad was getting me $4 webinar registrations. So you're like, videos suck. Yeah, but you're totally short sighting yourself that you're thinking short term, you're not really understanding the long term here. The thing is, the people that came from that video guarantee you're getting higher show up rates, higher conversion rates, way better leads than the other ones are.

Ash Roy 05:56

So what's important here I'm hearing is the quality of the registrant or the quality of the engagement of the registrant. So it's not a registration. One registration from a video ad has a different level of engagement to a registration from a link. Yes. So you get what you pay for is essentially what you're saying. Or you get more than you pay for. You get more value for your money from a video ad because the person is going to be more engaged, more likely to convert into a customer than a link.

Keith Kranc 06:23

Yeah, I mean, think about it, it's like already been to your landing page, they've watched a video on Facebook and so if you're looking at stats and your stats are the same, then the videos are going to be always better because it's higher quality. The other thing that's happening is that while you're running that video, think about the people that don't click through. They're busy or they don't watch whatever can't click through. But what happens when two days later, they see that traditional like link post ad and they click on it and they click through because they watch part of your video two days before that. So you're branding yourself much more with video. A lot of people that are running direct response marketing campaigns on Facebook and other paid media strategies are so afraid of the word branding. I came from cut my teeth with Dan Kennedy and peer direct response stuff. But you have to realize that if you can run a campaign, a direct response campaign, be branding yourself the entire way, it's a lot better for you. Plus you can actually now with certain stipulations in place, create retargeting lists, website, custom audiences based on video views. It's not super easy, but you can do that. That's a big deal too.

Ash Roy 07:25

Another really important thing that video provides, that traditional links don't provide is emotion. I mean, videos are very powerful in terms of communicating emotion, and again, that's something that Ryan talked about at the conference as well. And I feel that is a large part of what builds engagement. Right? I mean, when a person makes a purchase decision. A large part of that decision is an emotionally based one.

Keith Kranc 07:45

Exactly, yeah, no question about it.

Ash Roy 07:47

Cool. So we've covered off how Facebook video advertising is different from traditional advertising. And I think we've made a good case for why business owners should consider Facebook video advertising if they aren't already doing it for the very same reasons we just talked about, which is the emotions that it brings into the equation, the level of engagement that you have from your viewers and the likelihood of them to convert into buyers. Are there any other reasons people should consider video advertising as opposed to traditional Facebook advertising?

Keith Kranc 08:13

Probably not. I mean, I'd say definitely if they're just thinking about if they should be doing it, it works. We've got tons of different cases where we're doing it. We can list off different areas where you'd use it, like using retargeting with a testimonial to your sales page for people that have opted in but not yet bought those types of things. But yeah, definitely. I think that hits on the main points.

Ash Roy 08:34

Okay, now let's talk about how someone gets started with video advertising. Again, you touched on that earlier when you said you can't get someone to do a testimonial, just get in front of a video and do a case study yourself. What's the easiest way for someone to get started as a business owner if they want to do that today?

Keith Kranc 08:48

I would say actually, let me back up a little bit. There's another reason why you'd want to do videos is because there's stuff that we are typical psychological factors. But this is a big thing that Facebook wants to push. This is a huge thing. Let's look at your newsfeed. It's the hottest thing on Facebook. They're trying to take over YouTube, but more they're adding more features. For example, one of the features that they recently added was where you can add a call to action button on the screen itself on mobile.

Ash Roy 09:14

Okay, right.

Keith Kranc 09:15

Yeah. This is a big deal. So you can't even see the preview when you're setting up your ads. So you don't even know this unless you actually see the ad in your newsfeed. It's kind of a bummer, but you can't see a preview. It's kind of a glitch in Facebook right now, but trust me, it works. We're finding in some cases where we're driving traffic, right. We're having a lot better success on mobile because of that button. So people are on the mobile device, they're hanging out, they're waiting in line, they're riding the train and their video goes full screen. They actually have a lot less distractions when they're on mobile device. Now you can add a call to action on the screen. It's a game changer.

Ash Roy 09:49

Game changer, right. And that actually brings up another question I had. Is there anything stopping a business from repurposing video ads on Facebook to YouTube?

Keith Kranc 10:00

No, heck no.

Ash Roy 10:02

You can leverage both the channels if you want to.

Keith Kranc 10:04

What I always do with clients when I give them instructions on what to say in their video, a lot of times we'll map out like an outline of literally what to say and how to kind of craft that video. And I'll tell them I'll give them like three different calls to action or some ways to end it. One for YouTube, maybe one for their landing page, maybe it's a webinar registration. So one of them at the end, you're saying enter your name and email to register for this free training. And then the other version of it, it's the same video, but at the end of it, you're just changing the call to action to click the link you see in this post or the button you see on the screen to register for the free training. And then if it's for YouTube, you might do it a different way for YouTube. And then if it's for YouTube video ads, you might do the same thing, but you might say click the screen, you might say click the button you see on the same thing as Facebook. Really, because with YouTube video ads, you actually click the screen and you put a digital button on the screen. That's a whole conversation.

Ash Roy 10:55

So actually this is another interesting question that rings up for me. Google is the biggest search engine in the world, and then you've got YouTube, the second biggest search engine, and then itunes is the third biggest search engine. Is Facebook? The fourth?

Keith Kranc 11:08

I have no clue. That's a great question. Probably not, because Facebook isn't really a place that people search. Facebook is a much better targeting capability. Yeah, Facebook, you can find your exact ideal target audience much better than you can. All those other mediums are just listed because of the data that they have. But Google and YouTube and itunes, really, people are actually searching for stuff on there. So it's different.

Ash Roy 11:29

It'd be interesting to see if Facebook decides to move into the search arena as well on the track. Okay, so let's talk a bit about objections, typical objections that you've seen people have to getting started with video advertising and what things they can do to overcome them.

Keith Kranc 11:44

Well, I'd say the two biggest things are fear of the camera and then just technology, not knowing what equipment to use. And I know how you feel. I mean, literally, when I first started doing videos, take a shot of liquor before I could even do a video, and I was still horrible. So it was like I was just standing there super nervous and repetition is all it takes. So one thing I recommend doing is start recording yourself. Even if you're not going to publish it, pretend you are. Repetition is key. Use your iPhone user webcam iPhone is a great camera and just start doing it. So that's number one, I would say, when it comes to creating your actual video ad. The easiest way to do it, to actually create a post on your Facebook business page, create a video post itself, and then you can actually boost that post. And then once you've done that, you can actually go into the ads manager or the power editor, and you have some more options to kind of amplify that post. To have the most options to create retargeting lists and stuff like that, you kind of need to use video views as the objective. But that's way too complex for this. I mean, I literally did a 90 minutes webinar in my members area that I went through every single thing and step by step how to create your ads. Examples, video ad winning formula, technology, all the tools we use and stuff like that. So there's a lot to it. I don't want to overwhelm. The one thing I'd say is, post up a video on your Facebook page itself. Make sure you've got the link that people can see in the post, and then facebook will let you add a call to action on the video itself. That's the one thing. And then that's like a starting point. And then I would say I kind of have, like, a little if you want, I can give you this, like, video ad winning formula. It's like a yep.

Ash Roy 13:27

Yeah, sure.

Keith Kranc 13:28

So what I do is this is key. I got a client the other day, video, I was looking at it. I was like, whoa, whoa, whoa. You didn't introduce yourself. There was no transition, anything like that. The first zero to 15 seconds or so, you've got to introduce yourself and give credibility, social credibility. The testimonial video, then that does it for you. You don't have to worry about it. But I'll say something like, hey, this is Keith kranz, author of the ultimate Guide to Google facebook advertising world's number one facebook ads, blah, blah, blah, blah.

Ash Roy 13:55

And that's the authority building and the social proof.

Keith Kranc 13:58

Yep, yep. Exactly. And then I might even say something like, you know, we've spent over $4 million on Facebook ads, whatever. Before that, I would say, like, this is Keith kranz. I'm the creator of the Facebook advertising blueprint. You know, make something up if you can, and something that you're working on, create. You got to have credibility. You have to use the credibility as much as you can, as fast as you can.

Ash Roy 14:17

Okay?

Keith Kranc 14:18

Then you've got to get right into the problem. So whatever the problem is, are you sick and tired of cold calling every day or showing up at chamber of commerce and BNI and rotary meetings every day to try to find personal or financial planning clients and then maybe list out three to five problems? Fears.

Ash Roy 14:35

So you agitate the problem. Agitation, you bring the problem to the surface of the listener's mind or the viewer's mind.

Keith Kranc 14:41

Exactly. Typically, if you can do that and then if you have a testimonial, sometimes you could actually merge that right in right here.

Ash Roy 14:49

Okay.

Keith Kranc 14:49

Sick and tired of that. Well, check out what Joe did here and then play his little testimonial. But that's only if you have one that's like, complex. That's kind of a bonus. Okay. If you don't have that, what I do next is I transition right into the solution and call to action what they're actually going to receive. So you might say something like, you talked about the credibility and then you've ceded the problem. You've kind of, like you said, educated the problem, and then you might even bring another credibility in there. After literally generating hundreds of thousands of leads. We've also found out what works. And next we've got a live training coming up where I'm going to walk you through my nine step Facebook campaign. Blueprint.

Ash Roy 15:29

Solution.

Keith Kranc 15:30

Yeah, solution. And then if you want, you can give them like three or four bullet points, just like you would have on a webinar registration page. Boom, boom, boom. And then that's it. Really. You're going to tell them that. And then if you can include scarcity, say, something like that, this is a limited time event or it's a limited time coupon. If not, no big deal. And then the call to action. Okay.

Ash Roy 15:47

Yeah.

Keith Kranc 15:48

Best way to do this is to keep it so you can use it for, like it'll work on desktop, it'll work on mobile, it'll work on newsfeed, it'll work on sidebar. Each video is where it's playing. And Facebook is going to be a little bit different for the viewer.

Ash Roy 16:02

That's a great point.

Keith Kranc 16:03

Yeah. So what I like to do is instead of creating like three different endings, that's way too much work and three different ad sets, what you can do is you can just say, click the link you see in this post or the button you see on the screen and register for the free webinar. So you're kind of covering all bases.

Ash Roy 16:21

Rather than saying, click on the link below, which may not be relevant. I see exactly what you're saying. Because on a mobile device, it might be below. On a computer, it might be on the side. So. Yeah, I hear you. Okay. That's a very good point.

Keith Kranc 16:33

That's the key submitted above, some below, some is to the right to say, click the link you see in this post or the button you see on this screen to get the benefit. That's it.

Ash Roy 16:43

Brilliant.

Keith Kranc 16:44

Yes.

Ash Roy 16:44

And another point on calls to action. There are so many videos I have seen, and I'm guilty of doing this myself, without calls to action. It's just unbelievable. So call to action is so important and a clear and simple call to action. If anyone's not clear on what we mean by call to action, it is something that you're asking the viewer or listener to do to effectively convert to either buy the product or click on the link or sign up for the webinar or whatever it is that you want the listener to do. So you have to clearly spell that out. A lot of people who create videos assume that the person kind of knows what they want them to do and don't emphasize it enough. But it's so important to be clear and simple as a call to action. After talking about solutions, do you recommend that the person creating the video offers the benefits, the person they're selling to? Or after signing up for this webinar, you will be better off in these three ways. This is how your life will have changed. This is how your situation will have transformed.

Keith Kranc 17:39

Absolutely. And it depends on how much time you have and what you want to do. That's probably a question you have next, but how your kind of video goes. But any way that you can integrate what they're actually getting and how it helps them in their business or in their life, whether it's maybe they get more time, freedom. So I usually try to kind of definitely smoothly add that stuff in there through my video. But that's important. That's a great point. Definitely not just the benefits business wise, the true, deep down benefits that helps that person, what keeps them up at night.

Ash Roy 18:11

Because ultimately, as James Franco says, selling is taking a person from one situation to an improved situation.

Keith Kranc 18:20

Exactly.

Ash Roy 18:21

That transition to explain that to the listener is really important. Okay. And the last question was actions that a listener can take right away to move towards Facebook video advertising to grow their business.

Keith Kranc 18:32

I would say number one is to start practicing video. Use your iPhone, use your webcam. I've got like a full equipment kind of list. I'll give you one tip, too, if you're going to use your iPhone, I deleted the one that people used to always recommend, but it's a lab mic that you can hook up to your computer for a webcam or your iPhone. And there's a better one than everybody else recommends out there. And it's actually called a giant Squid Audio Lab. Omnidirectional Search Squid and Amazon. And it's $49 and it's a lot longer cord, and it's not so sensitive. It's way better than I can't remember the one I used to have. But that was like $110, and it's not even as good. So that's a good mic to have you use. That another mic. It's like a great for screen records. It's what I use a lot of times. Use for podcast, too, or team meetings if I'm not doing camera. Not this one. It's actually a different one.

Ash Roy 19:23

Okay.

Keith Kranc 19:23

This one I have on my list, too. The one we're using here I have on my list, which is the Road Podcast. We're using the same mic. It's pretty cool. And that has a stand on it. It's kind of connected to your desk or wherever. But I have another mic. This is a little gold mine here. It's $59. Okay. It's the same quality as the one we're talking on now, or maybe even better. It's a $2,500 quality mic for $59 and it's portable. I take it everywhere I go in my backpack.

Ash Roy 19:52

Awesome.

Keith Kranc 19:53

It's called the audio. Technica ATR 2100. Audio technica ATR 2100. You can put all that stuff in the Show Notes.

Ash Roy 20:03

Yeah, I will do that. Absolutely.

Keith Kranc 20:05

Yeah, I've got a full list of video equipment. It's like two pages. Two pages. And that I recommend for whether it's pro video with the blurred background or like I said, just getting started. And then I've got some stuff for Lab mics and everything. Basically you need editing because this is a lot. It kind of depends on your situation, so if you want I can give you a link to that.

Ash Roy 20:29

I love that. Yeah, absolutely. I'll put that in the Show Notes too. That'd be awesome. And man, this has been a short podcast, but this has been absolutely value packed, so thank you so much. Creep. Just the last question. How does someone get in touch with you if they want to? How do they find out more about Dominate Web Media if they're interested in using your services?

Keith Kranc 20:47

Yeah, sure, no problem. The best place to go is just to go to www dot Dominate Webmedia.com. And I've got free stuff there. I've got like my Facebook checklist and I've got my book. You can get a book free with paper, shipping and some basic free training.

Ash Roy 21:03

Cool.

Keith Kranc 21:03

And I've got a great members area. It's really active and a lot of good trainings where we go through super detailed stuff like that too.

Ash Roy 21:09

Well, I plan to publish this the next week or two, so is that something that the listeners can use if they can take away the free book?

Keith Kranc 21:17

Absolutely. I've got a free plus shipping offer. You pay like $5 for shipping.

Ash Roy 21:21

Awesome.

Keith Kranc 21:22

Two months from now it might be different, but either way you're going to get lots of good stuff there for free. And if you want to join Facebook Ads University, do that too. You can get in there for a free trial.

Ash Roy 21:31

So thank you very much. I really appreciate you looking after my audience and I'm sure they do too.

Keith Kranc 21:38

Good, no problem. Get out there and start doing video. You'll be glad you did, I promise.

Ash Roy 21:42

Sounds good. Well, thank you Keith, and I look forward to speaking to you again soon.

Keith Kranc 21:45

No problem. Talk to you soon.

Ash Roy 21:46

Bye for now.