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Creating Funnels in
Facebook Ads
Funnels? Huh?
A system of Campaigns that work together to move a user down a sales
funnel.
Different than: relying on one ...
Audiences Are At Different Stages
Awareness
Consideration
Purchase
Upsell
These stages don’t get all treated the
same way....
Campaign Types Target Users Likely
To Do Something
Total Potential Audience
Audience Likely to
Do the Action
More Valuable Action = $$$
Conversion Campaigns = $$$
Video Views = $$
Post Interaction = $
Don’t Pay a Lot for Top of Funnel
Awareness
Consideration
Purchase
Upsell
If this is all you’re accomplishing
when you’re ...
Ditch Your Old Habits
Ever Notice Something?
Awareness (Cold)
Consideration
(Warm)
Purchase
Let’s Talk About Audiences a Bit…
Get a Little Warm With Your Cold
Behold! The Power of Lookalikes
Beware of Granularity Costs
290% ROAS
$97,661 Spend
$283,246 Revenue
153% ROAS
$123,557 Spend
$187,630 Revenue
Moral of the Story: Know Your
Numbers
CPC $0.48  $0.98
CTR 1.1%  0.72%
CVR: 3.8%  4.2%
AOV  Flat
Warm & Hot Audiences
Warm Examples:
• Watched video
• Interacted with post or ad
Hot Examples:
• Visited site
• Purchased ...
Know Your Creative Assets
Videos
Stills
Customer Testimonials
Press Quotes
Etc
Ok. It’s Time.
Assets Audiences+ =
FUNNEL TIME!
Cold
Warm
Hot
Video Views Campaign
Traffic or
Conversions
Campaign
Traffic or
Conversions
$
$$
$$$
Want a blank one?
You got it:
bit.ly/fbfunnel_map
That seems like a lot of fancy work.
Maybe…But It Works, Yo!
There Are Other Side Benefits
Goal: $125 CPA
Don’t Forget to Mix Ad Unit Types
Cold: Intro video
Warm: Lead Ad Sign
Up
Hot: RT Lead Ad
Signers with
Conversion Campaign...
Know How They Usually Behave
Warning: Generalizations Ahead!
Do I Always Have To Use a Funnel?
 Create list of all audiences
 Create list of all creative
 Create funnels and insert them
as appropriate
 Test, tweak...
When Conversion-Focused Works
 Lots of conversions. Mmmm, data!
 Low barriers to entry/not high price point
 Feel free ...
Any Questions?
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Building Funnels in Facebook Ads

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Relying on one campaign type to your selling? You're missing out on the true power of FB Ads, friend! Learn what funnels are, how to build them, and how to start driving results for cheaper.

Published in: Marketing
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Building Funnels in Facebook Ads

  1. 1. Creating Funnels in Facebook Ads
  2. 2. Funnels? Huh? A system of Campaigns that work together to move a user down a sales funnel. Different than: relying on one Campaign to do all the work.
  3. 3. Audiences Are At Different Stages Awareness Consideration Purchase Upsell These stages don’t get all treated the same way. They shouldn’t in Facebook, either.
  4. 4. Campaign Types Target Users Likely To Do Something Total Potential Audience Audience Likely to Do the Action
  5. 5. More Valuable Action = $$$ Conversion Campaigns = $$$ Video Views = $$ Post Interaction = $
  6. 6. Don’t Pay a Lot for Top of Funnel Awareness Consideration Purchase Upsell If this is all you’re accomplishing when you’re running conversion campaigns, you are overpaying!
  7. 7. Ditch Your Old Habits
  8. 8. Ever Notice Something? Awareness (Cold) Consideration (Warm) Purchase
  9. 9. Let’s Talk About Audiences a Bit…
  10. 10. Get a Little Warm With Your Cold
  11. 11. Behold! The Power of Lookalikes
  12. 12. Beware of Granularity Costs 290% ROAS $97,661 Spend $283,246 Revenue 153% ROAS $123,557 Spend $187,630 Revenue
  13. 13. Moral of the Story: Know Your Numbers CPC $0.48  $0.98 CTR 1.1%  0.72% CVR: 3.8%  4.2% AOV  Flat
  14. 14. Warm & Hot Audiences Warm Examples: • Watched video • Interacted with post or ad Hot Examples: • Visited site • Purchased (for upsells) • Abandoned Cart • On Email Lists
  15. 15. Know Your Creative Assets Videos Stills Customer Testimonials Press Quotes Etc
  16. 16. Ok. It’s Time. Assets Audiences+ = FUNNEL TIME!
  17. 17. Cold Warm Hot Video Views Campaign Traffic or Conversions Campaign Traffic or Conversions $ $$ $$$
  18. 18. Want a blank one? You got it: bit.ly/fbfunnel_map
  19. 19. That seems like a lot of fancy work.
  20. 20. Maybe…But It Works, Yo!
  21. 21. There Are Other Side Benefits Goal: $125 CPA
  22. 22. Don’t Forget to Mix Ad Unit Types Cold: Intro video Warm: Lead Ad Sign Up Hot: RT Lead Ad Signers with Conversion Campaign using Carousel or Static Image
  23. 23. Know How They Usually Behave Warning: Generalizations Ahead!
  24. 24. Do I Always Have To Use a Funnel?
  25. 25.  Create list of all audiences  Create list of all creative  Create funnels and insert them as appropriate  Test, tweak, & keep going!
  26. 26. When Conversion-Focused Works  Lots of conversions. Mmmm, data!  Low barriers to entry/not high price point  Feel free to test, but recognize quickly if no conversions are happening and retargeting is carrying the weight  Strong lookalike performance
  27. 27. Any Questions?

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