How To Scale Paid Growth with Modular Video Ads

Creating video ads can be tough and expensive, especially when you're trying to scale on Meta (formerly Facebook). If you’re like many advertisers, you’re spending too much time and money making these ads. The problem is real: you’re up against a ton of paid and organic content. But there's a solution that can help you save time and money while still getting great results. This blog post will show you how to use a modular approach to create video ads more efficiently. You'll learn how to think of your video ads as building blocks that you can mix and match to find the best combinations. Ready to cut down on your ad costs and boost your ad performance? Let’s dive in.

The Problem with Traditional Video Ad Creation

Creating video ads the traditional way can be a huge drain on your resources. If you're making each ad from scratch, you're spending a lot of time and money. Plus, you’re competing with a flood of other paid and organic content on Meta. This makes it hard to stand out and get the results you want.

When you create ads the old-fashioned way, you might find that your ads don't perform as well as you'd hoped. This leads to frustration and wasted resources. It’s clear that a new approach is needed—one that allows you to create ads more efficiently and effectively.

Introducing the Modular Video Ad Approach

The key to cutting down on time and money spent on video ads is to use a modular approach. Think of your video ads as building blocks or Lego pieces. Each ad consists of three main parts: the hook, the body, and the call to action. By reusing these blocks and mixing and matching them, you can create new ads without starting from scratch every time.

Benefits of Reusing Modular Video Blocks

By reusing video blocks, you can:

- Save time by not having to create entirely new content for each ad.

- Reduce costs associated with production and editing.

- Continuously improve ad performance based on data and feedback.

Creating Effective Modular Video Blocks

Now, let's dive into the components of a video ad and how you can make each one effective.

Hooks

The hook is the first few seconds of your ad, and it's crucial for grabbing attention. Here are some types of hooks that work well:

- Visual metaphors of the problem your product solves.

- Unboxing clips that create excitement and curiosity.

- Oddly satisfying content that intrigues viewers.

Body

The body of your ad is where you explain the benefits of your product. It typically follows this structure:

- Start with an unboxing video to show the product in action.

- Transition into discussing the benefits of the product.

- Include a product demo to highlight key features.

- Show results or testimonials to build credibility.

Call to Action

The call to action (CTA) is what you want viewers to do after watching your ad. A strong CTA can make a big difference in your ad's effectiveness. Some examples include:

- "Buy now and save!"

- "Sign up for a free trial!"

- "Learn more on our website!"

Measuring Ad Effectiveness

To optimize your video ads, you need to measure their effectiveness using soft metrics. Besides CPA and ROAS, here are three key soft metrics to track:

Hook Rate

The hook rate measures how well your hook captures attention. It's calculated as the number of 3-second video views divided by impressions. If your hook rate is below 30%, consider testing a new hook while keeping the body and CTA the same.

Hold Rate

The hold rate indicates how well your ad retains viewers. It's the number of 15-second video views divided by impressions. If your hold rate is below 10%, try swapping out the body of your ad and keeping the hook and CTA the same.

Link Click-Through Rate (CTR)

The CTR measures how many viewers click on your CTA. It's calculated as the number of clicks divided by impressions. If your CTR is below 1%, test a new CTA while keeping the hook and body the same.

Practical Tips for Creating Modular Video Blocks

Creating video blocks doesn't have to be complicated or expensive. Here are some practical tips to help you get started:

Filming on Your Phone

You don't need fancy equipment to create effective video blocks. Your phone's camera can do the job just fine. Focus on good lighting and clear audio to ensure your videos look professional.

Hiring Content Creators

If you prefer not to film yourself, you can hire someone to create user-generated content (UGC) for you. Platforms like Billo.app and Insense.pro connect you with content creators who can produce videos featuring your product.

Using AI-Generated Content

AI-generated content is becoming more popular and accessible. Tools like Runway Gen-3 allow you to create AI-generated B-roll and even avatars to feature in your ads. This can help you produce high-quality content quickly and at a lower cost.

Cost Efficiency and Media Efficiency Ratio (MER)

Reducing your ad creative costs is crucial for improving your media efficiency ratio (MER). MER is a measure of how efficiently you’re spending your ad budget. By using the modular approach and optimizing your video blocks based on data, you can create more ads without breaking the bank.

Importance of Testing More Ads

Testing more ads increases your chances of finding a winning combination. A study by Meta found that the fastest growing advertisers tested 11x more ads per month. It costs money to test ads, but it's an investment that can pay off. The key is to have a repeatable, cost-effective process for creating and testing ads.

A study by Appsflyer found that less than 2% of ads get over 68% of the ad spend. This shows that most ads don’t perform as expected, and highlights the importance of creating more ads to find the ones that work. As creative strategists, we often get it wrong more than we get it right. That’s why having a system for creating and testing ads is so important.

Conclusion

The modular approach to creating video ads can save you time and money while improving your ad performance. By reusing video blocks and measuring their effectiveness, you can optimize your ads without starting from scratch every time. Whether you’re filming on your phone, hiring content creators, or using AI-generated content, there are many ways to produce high-quality video blocks.

Start implementing these strategies today to cut down on your ad creative costs and boost your ad performance. Remember, creating more ads increases your chances of success. Don't let the high volume of competing content discourage you. With the right approach, you can stand out and achieve your advertising goals.