Welcome to Let's run Facebook ads with me, Nate Boddington. This podcast is your go to for mastering Facebook ads. But as you know, success doesn't stop at the ad itself. We all dive into everything from funnels and e-commerce to email marketing, lead generation and more. If you're ready to take your skills to the next level, check out my new school platform@school.com. The ads clinic. Inside you'll find how to videos and live drop in clinicals where you can ask your Facebook questions and get the answers you need to grow your business. And lastly, if you enjoy the podcast, it would mean the world to me if you would subscribe to the channel. It's the best way to help the podcast grow and keep bringing you valuable content every week. Let's get on with the podcast. Hello and welcome back everybody. So I want to tell you about something that is going to change your game when it comes to your video ads. And this is by knowing exactly what the hook rate is, percentage and what the percentage of the whole rate is. So important now for so many of us don't do this. I don't think I speak to anyone who does this. So I thought, I've got to bring this to the table and tell you guys how to do this. So why do we need this? Well, we are going to be running ads, obviously. And we like video ads, obviously. Even though statics do work. But you know that we all love getting our video ads out there because it's engaging. Even if it's 45 minutes long. We want to try and get someone for the end of it. We always concentrating with a hook. That's why we put the text overlay on the on the top of the video, just above a head, if we're talking things like that. But what we don't really understand is what most well, what most people look at is just how much, how many, what 25% and so on. And that's great. But I'm going to show you how to set up two columns a hook column and a hold column, which is going to be really, really beneficial for you to look at all the ads that you might be running and see what's sticking. So you might be thinking now, okay, so what's a good hook. Right. And what's a good hole. Right. Well the hook rate is going to be based on the first three seconds. So I really hope that we get people to those three seconds because it's not really that long. So we can look at the percentage of people who get to the three seconds. But the more important part really, to know whether we've got a good video or not is how many people get as far into that video as possible. Now we're going to be building this based on three. Right now, a free rate means how many people have got to 15 seconds. So you're probably thinking, but what if my video is not 15 seconds? That doesn't matter if you're second, if your video is five, eight, ten, a through rate will be the length of your video up to 15 seconds. So what we're going to look at by these columns is the percentage of people who watch up to you all through rate. Okay. Now hard to analyze if you've got a five second video, which I don't think many of you are. You're not going to have much content in those first five seconds. So most of your videos are going to be, you know, 10 to 15 seconds, so is easier to look at. And people say that a good through rate percentage sorry hold rate potentially be 30 to 45%. Now that we've mazing really, that'd be amazing. So if you're getting, you know, essentially 45% of everyone who watches your 15 second video to get that far inch, they watch for three seconds, five seconds and then into the slow seven seconds. That's fantastic. And it can make it even though it seems so quick. It can make a massive difference to your click through rates and your sales and your leads. You know, you've obviously been making your own videos. I think you can say when you're actually trying to edit a video in Capco or something, it's amazing what actually can happen in just a second. So, you know, 15 seconds is actually quite a long time. So how do we how do we create these columns? Well, I want you to basically go into, your ads manager, and I want you to go to columns. Now from columns you're going to go down and you're going to go into your customized columns. Okay. Right now you'll see now you have a pop up show up. And on this pop up you're going to see all recently use and custom. So a hook right. And a hole right isn't something that's already in here. We need to create kind of a little formula. So we're going to click on custom. And in here we've got another pop up and it changes to create Custom metric. So we're going to create custom metric now in here. Don't be daunted. This is this is like a lots of select metrics and plus minus divide and times and brackets. You've also got on the right hand side try popular popular custom formula. So in here apply custom formulas that other businesses frequently create. You can only add one custom form at a time, so we got one here. Impressions to three second video. Now that one will actually be the hook right. So that's already created. So now they've not called it hook right. But that is what we've created here. So we've got three second video plays divided by the amount of impressions. So I'm going to change the name here to hook. Right. Just for ease because we know what it means. And the format is percentage. Now when I'm setting up these custom metrics, the format which is next to the name usually starts as new numeric. So you need to make sure you change it from numeric into percentage. Otherwise you're going to create your custom metric. And then you're going to see figures that you don't relate to okay. Now who can access this? Only you or everyone with access to that business account, which is always a good thing because it means that all the best account, especially if you're an agency, you're not going to have to recreate in every single account. And we're going to go to create metric. There we go. So we've got hook right created. Now I'm going to go back into Create Custom Metric. And we're going to create another one. Now there isn't one for this one. So we are going to create one which is going to be through. Through place divided by impressions. And then this is going to be our hold right. And remember see what I said. Format is now numeric. We need to change that into percentage. Who can access that. Everyone create. So now we've created our two matches. We've got a hook rate and a hold right okay. So what we need to do is highlight those. And you can see those. They will get added to your columns. Still within this box. Now we're going to move those up. So I can just see where our results are and hold right there we go like that. And we're going to save our custom metrics box right. So now depending on where I've got these right at the beginning you can see here. So if I go back I'm interested in today. So if I go back home to a 30 days for instance, there'll be more ads running. And you can see here, now that I've got different ads running and I've got you can see I've got in the hook right column, I've got most of my video ads, I've got 21%, 20%, 23%, 27%, 25%. So from a hook rate percentage, they're not too bad at all from a hold rate percentage. I've got, 3.7%, 9%, 6%, 2%. So I've actually got a good, hold rate on that one there. So if I look at that and I've got there we go. Hold rate of 10%. Now this is, this has actually got the really good both. So this is got my headline which is on the add my text overlay for the ad is if you're using traffic ads you're wasting money and the whole rate's 10%. Now this ad, if I just play it let's say how long this is. I'm just going to play it now. I think it's probably it's actually 37%. So it's 37 37 seconds long. So it's actually quite a long one. And I've got 10% of the people actually. Sorry. I've got people are getting ten average person's getting 10% through. Now. If I was to go in there and actually change my columns now to video engagement, I'd actually be able to scroll to the side and see. So you can see here 25% video plays. Of the 64 people who started playing it, I've had ten watched 25% of that. So that kind of works out about right? Compared to how many. So 6400. So that works out. So it sort of gives you an idea of where you need to start paying attention to your videos. Now I might think, well, that actually needs to be a bit shorter because people are dropping off too quickly. So that might be one thing if I look at this particular out here. So these, about shorts, but too soon if I actually, if I go to this one, you can see here actually that even though my hook rates are quite strong at 24% and 25%, my hold rates are a little bit lower on this video. So again, let's see how long. So this is basically meant that this isn't resonating as much as the other one. So we've got 27. So it's 10s shorter. This video is compared to the other one. But the other one has got 3 to 4 times the percentage of people who are watching it. So there's actually probably better content in the one here because I've got this 10% compared to this one. So it gives you a really good analysis on what's actually going on your ads. I hope that helps. And I'll see you on the next one. Cheers. Bye. Thank you for joining us again today. 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