Optimizing paid social video ads with Alison Roach from Ready Set

Alison Roach, the Operations Manager at Ready Set, breaks down All The Things when it comes to video ads.

Highlights

• 5:45 Downside of being too brand-focused
• 7:37 First concern is thumbstop
• 8:05 On messaging within an ad
• 8:33 After thumbstop, consideration
• 9:25 After consideration, a strong offer
• 10:37 Variables you can test with respect to single point of focus
• 12:19 Always go in with a framework
• 13:03 If you've only got one shot at a Facebook ad ...
• 17:20 Case study: Wild Alaskan Company
• 20:37 "The real test is when you try to scale"
• 22:09 First test was on the benefit messaging
• 27:45 User-generated content (UGC)
• 30:28 "A 4.5x increase in purchases and a 20% decrease in CPA"
• 33:39 Main takeaways from this series of experiments
• 35:23 Average video time
• 38:43 More on UGC

Links

• [Ready Set](https://readyset.co/)
• The [Wild Alaskan Company case study](https://www.facebook.com/business/success/wild-alaskan-company)
• Alison on [LinkedIn](https://www.linkedin.com/in/alison-roach/)