Developing an audience is tricky, as well. Facebook and YouTube offer tools to manage the process. There are standard filters, location, gender, and age range. You can fine-tune with interests, professions and titles, lifestyles, marriage status, religion, and many more parameters.

The next step is to create ads that attract views; we may know what we like, that doesn’t count. Best practice A/B test; we make 20-100 permutations by switching out headlines, poster frames, and video clips. Load them up, and within a couple of days, 90% of the ads get no views, cull them out and boost the winners.

Choose a call-to-action for this stage of the funnel, don’t worry about ROI. The objective is to reduce the video view’s cost (result) to $0.01 – $0.03. We point our call-to-action back to our Facebook page, building up branding, likes, comments. (Facebook rewards us with lower costs).