How and When to use Thruplay for Facebook video ads

The New (ish) Thruplay option for Facebook Ads Manager is a great adjustment to how FB measures user interaction and charges your ad campaign. You now have only 2 options at the ad set level to optimize your video ad.
Impressions: 2-14 second views - technically a 2-second view but with Thruplay as the next tier it actually measures 2-14 second views as an impression

Thruplay: A 15-second view

I recommend your first ad campaign to be an impression campaign as a cold audience generator. This would make your goal to get views so you can measure and retarget this audience. Here is how-

Your next campaign would be to retarget from the first campaign choosing the 10-second view option in the audience creation. This means that out of all the impressions from the first campaign you are sending your second video in your ad sequence to people who showed enough interest to watch above the average viewer. This campaign, however, you choose Thruplay as your video optimization. This is to dig deeper into the audience and see how many people will watch the full 15 seconds (remember - I am a firm believer in 15-second video creation for these ads). Once you have run this campaign you are ready to send an offer ad out to this audience again and possibly with a longer ad to those who measure to the Thruplay mark (15 second watch time)

The ThruPlay option should be chosen when using it as how Facebook charges your campaign for the view.

This is a very effective method for using Ads Managers tools and analytics to isolate viewers' intent and engagement in your sales sequence. It doesn't change anything Facebook has been doing with your campaigns in the past. It only creates a better way to measure the viewer's interactions and how it reflects on the effectiveness of your content.

I hope this helps. Be sure to subscribe and comment below if you have any questions.

Видео How and When to use Thruplay for Facebook video ads канала Zero 3 Studios