Once you have checked the hook rate of the first 3 seconds of your content, another important point to analyze is the quality of your video ads in relation to your target.
To do this, an important metric to look at is the video view %, compared to the previous data.
This comparison is very useful especially to help you understand how many users you lose at each step.
Only in this way, thanks to the data , will you be able to truly understand the quality of the content you have created for your video advertising.
Analyzing the percentages tells us if we have created valuable storytelling within our content, if it answers questions/doubts deemed interesting by our target and if the video is capable of engaging the people to whom the algorithm has decided to show it after analyzing it (or based on our targeting).
Does Video Ads drive action? How many users go deeper by following the CTA?
Consider for example a video of a razor, the first 3 seconds make you understand what it is , the rest of the video gives you details, transmits bc data america solutions, probably also emotions and tells you the story of how you too, with that very tool, could change and improve the perception of yourself or improve your appearance…
But then you scroll and don’t click on the button with the CTA – the call to action (which perhaps leads you to purchase the product).
It’s not a complete Game Over, because this type of communication contributes to Brand Awareness and leads the user to take the path (funnel?) that you want.
However, the constant lack of concrete action can make us understand something important:
- The chosen audience is wrong or the video is not clear enough in the “eyes” of the machine learning software, so it is showing it to non-target people, because it lacks details. Or it could be a video to a “cold” user target, which is still in the very early information phase.
Some things you can consider : evaluate the video you made taking into account how clear and immediate it is ; test other hooks or answers to different doubts and questions; analyze again and if necessary review the target audience by searching on social media, e-commerce platforms or search engines and understand what they however, we will try to derive general guidelines are looking for, how, for what reasons and what doubts they have.
But be careful: these considerations are valid in theory, but you must also consider any aspects related to the weakness of the brand, the poor technical quality of the video.
Does the video attract quality traffic? How do users behave on the site?
After seeing the important metrics to consider on social platforms, now let’s try to understand if our video advertising campaign attracts quality traffic or not.
To do this, Google Analytics comes to our aid . At this stage, it is important to see how people behave once they arrive on our site.
In the bottom phase, the most important esperanto leads data concerns (almost always, but not only) monetization, in the top and mid phase of the funnel there are some data that can give us good indications on the quality of the traffic.
The data to consider are:
- Page scroll: we can set it to different percentages and compared with the average duration of engagement (we’ll see it later) it helps us understand how interesting the landing page is for those who arrive there.
- Average engagement duration: this can be seen per single page or for the entire site and helps us understand how long users stay on average on a specific page/on our site. To fully understand user behavior , one solution could be to install behavior tracking tools such as Hotjar , a famous tool for recording what users do on your site, maintaining their privacy.
- Number of pages visited: a very useful metric for understanding how much the traffic arriving on the page is actually interested in the product/service, the brand and the whole world that gravitates around it.