Introduction.
Developing “Mia,” a cat-shaped robot that speaks in a variety of dialects.
We previously described in this article about SNS short video submissions.
Since then, one short video has been posted daily on various SNS (Instagram, TikTok, YouTube), but this time we would like to verify the FB and Insta ads.
Describe how to create a reel video ad and distribute the ad.
How to create FB and Insta ads
Open a Facebook Business Manager account
FB and Insta ads can be managed through FB’s Ad Manager, and the following two accounts are required to gain access to the Ad Manager
- Personal Facebook account: A personal Facebook account is required for basic access.
- Facebook Business Manager account: used to manage ad accounts, pages, and roles. If you have a business account, you can also easily manage your Ads Manager access.
So, create a FB account for Mia and then a Business Manager account.
I created a FB account for Mia like this.
Campaign Creation
Access the FB Ads Manager, create an ad campaign, and set the following
- Select an ad format (image, video, slideshow, etc.). →Video in this case
- Upload ad text, links, and images/videos.
- Set up a call-to-action (CTA) button. → This time, Mia’s website
We have created the following 15-second short video as an ad format.
We created the ad with a width of 9:16 and a height of 16, but in the actual ad that appears on Instagram, some of the text tickers listed at the bottom of the video are hidden.
Create main text, headings, and descriptions
Main text, headline, and description can be set for the ad.
The main text appears at the top of the ad and the headline appears at the bottom of the ad. Up to five main text and headlines can be created for each, so the following text was included to attract user interest.
FB will pick up one text at random to display the main text and headings according to the user
main text
- Mia, a talking cat-shaped robot that speaks in various dialects
- Mia, a palm-sized healing robot
- Mia, a cat-shaped robot that speaks to you with more than 100 different facial expressions
- Why not be healed by the unintentionally funny robot?
- (Osaka dialect) I was so surprised I started sweating funny. Is this a sauna?
headline
- Available on the official website for 9,800 yen including tax
- It speaks in a variety of phrases, including work, day of the week, and health information.
- Limited time only] On display and for sale at Tsutaya Home Appliances+ (Futakotamagawa)!
When creation is complete, click Publish.
Under review → Under preparation → Active (ad serving started)
After the ad is created and the “Publish” button is clicked, the status changes to “under review. If there are no deficiencies, the status switches to “in preparation” and the ad is then ready to be served and active. If there are no deficiencies, it takes about one hour to start serving ads.
You will be notified by email of the approval or disapproval of your ad.
Verified with a budget of ,000 per day and one video per week.
In my case, my policy for SNS ads is to start with a small budget of 1,000 yen per day for a week and verify the results, so I started this time with a daily budget of 1,000 yen.
At first, when we ran a trial transmission with a budget of 1,000 yen for the following video, the CPC (cost per advertisement until website click) was about 30 yen at first, but then it was gradually optimized and eventually dropped to nearly 10 yen after about three days.
Google Analytics also confirmed that Paid Social columns increased sharply after the start of Facebook, Instagram, and ad serving on 7/26, and that it contributed significantly in driving visitors to the website.
However, the subsequent engagement time shows that the time spent on the site was 7 seconds, which is significantly shorter than other sources (organic search, Referral, Direct, etc.), indicating that they clicked on the link and opened the site anyway, but closed it immediately.
As for the key event (in this case, completion of product purchase), there have been zero cases since the start of ad serving, so the final KPI, product purchase, has not yet been reached.
By the way, CV (key event) settings can be easily configured with the ” Google Analytics for WooCommerce ” plugin if you are using WooCommerce in WordPress for building e-commerce sites.
Since the current price is 9,800 yen (tax included), simple calculations show that if one product is sold after 10 days of advertising, the cost will be even, and if a purchase is made in less than 10 days, the cost-effectiveness will be exceeded. Since no monthly fee is currently set, it is a simple sell-through model with an LTV of 9,800 yen.
If monthly plans are offered in the future, depending on the functionality, LTV may increase, which in turn may increase the amount of daily budget that can be invested in SNS advertising in terms of LTV/CPC (ideally, >3 is desirable).
Create 2 videos and compare CPC
Next, we wanted to AB test our video ads, so we created a second video today.
I wanted to change the taste to some extent from the first video, but I could not come up with a good idea, so I thought that if I did so, I could refer to the following video, which was picked up and created by Bouncy. I thought that I could refer to the following video that Bouncy created, and I tried to create a video with a similar tempo and music selection.
The tickers were also made to look more animated, giving the video a sense of movement.
Create an ad with only the video changed and other wording (main text, headline, CTA), etc., the same.
Since the total daily budget remains at 1,000 yen, each video was reduced to 500 yen to begin the verification process.
Here is the actual ad report.
It can be seen that the Bouncy-style video has a CPC of 7.00 to Mia’s website on day 1, slightly lower than the first video’s 8.00.
Incidentally, the last ad that was already inactive was the result of a Bouncy-style video that I ran all morning with a CTA to my Instagram profile. Since the CPC did not go down as much as I expected and the number of Instagram followers did not actually increase, I gave up on this one in the middle of the day and changed the CTA back to the HP site.
Once this is done, I would like to turn it around for a few more days to verify.
