Facebook Video Ad Sequences: Converting by Addressing Objections

Do you use Facebook video ads?

Want them to be more effective?

To explore how to use Facebook video ads to sell in a very creative way, I interview Tommie Powers.
More About This Show
The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers, business owners, and creators discover what works with social media marketing.

In this episode, I interview Tommie Powers, a Facebook ads expert who specializes in helping businesses that sell products people use over and over. His course is called Video Ads Academy.

Tommie explores examples of common objections and how to use Facebook video ads to overcome them.

You'll learn how to discover which objections your prospects have.

Share your feedback, read the show notes, and get the links mentioned in this episode below.
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Here are some of the things you'll discover in this show:
Facebook Video Ad Sequences
Tommie's Story

Although Tommie had been interested in and excited about the Internet since high school, he didn't begin thinking of it as a way to make money until 2007, after he had heart failure. Because he needed a way to provide for his family, he got into affiliate marketing. After trying a bunch of stuff, he stumbled across Google AdWords and began running Google ads for affiliate products.

Tommie had always been good with numbers and recognizing patterns, so interpreting AdWords data and patterns came naturally to him. After he figured out the patterns with AdWords, his affiliate marketing performed well within the first year, and he's been buying ads ever since.

When Facebook started offering ads, Tommie began buying those ads. In 2012, he began buying YouTube ads. Based on his success with those, he began running Facebook video ads when they were first offered (about 3 years ago).

Listen to the show to hear Tommie talk about how a NASA Space Grant Program in high school helped him identify his pattern recognition ability.

Why Use Facebook Video Ads?

Tommie believes Facebook video ads are more powerful than YouTube ads. YouTube doesn't drive a lot of conversions. It's good for driving brand awareness and search behavior and engaging people, but people don't always convert. People search YouTube or Google and then convert on other channels.

Tommie thinks Facebook ads drive more direct conversion because Facebook ad targeting enables you to reach either niche or broad audiences. YouTube is more of a broadcast, mass-appeal medium, similar to television. Although YouTube offers good targeting options, they're nothing like what Facebook can do.

Listen to the show to hear Tommie explain why attributing conversions to YouTube is difficult.

How to Sell With Facebook Video

To create successful Facebook video ads, focus on the offer, the audience, and the message. First and foremost, you need a good offer. If the offer isn't strong, your Facebook ad won't work. If you're competing in your market or have sold well in a medium outside Facebook (or through paid ads online), you clearly have an offer that's working.

Next is the audience, and Facebook audience targeting makes reaching that audience really easy.

The last piece is the message. Your message needs to engage your audience and communicate that when prospects buy your product or service, they'll achieve their desired outcome.

I ask about Tommie's objection-stacking philosophy. He says it's Sales 101. The basic premise of the sales process is overcoming objections. People don't buy if they have an objection that you can't overcome. With objection stacking, you're basically creating a sales process inside your advertising campaign.

To develop the right message, first figure out what communication will elicit a positive, meaningful response from your audience. Engagement is critical because Facebook won't serve your ad if you don't have a good relevance score.