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HOW TO PLUG A LEAKY 
SALES FUNNEL 
WITH FACEBOOK RETARGETING
RUNNING TRAFFIC 
IS EXCITING.
WHEN YOU DO IT RIGHT--
YOU ACQUIRE CUSTOMERS 
AT BREAK EVEN OR 
BETTER. 
Check out our blog here!
When you turn on the traffic you’ve reached the 
moment of truth. Time to find out if your hard work 
will pay off. 
Time to find if your offer has a pulse. 
At Digital Marketer, we build (and teach others to 
Molly Pittman build funnels). 
Profit Center Manager, 
DigitalMarketer
Download our ULTIMATE Digital Marketing Tool Box! 9 Free 
PDFs of our best stuff! 
1
Funnels 
We run traffic to a landing page (usually paid traffic) and 
we make an offer. Some take that offer, some don’t. 
Those that take the first offer are made a second offer – 
and so on.
Funnels 
It looks like this… 
• X amount of individuals will opt in to the Lead Magnet 
• X amount will purchase the Tripwire 
• X amount will purchase the Core Offer 
• X amount will purchase the Profit Maximizer, etc.
Funnels 
But… 
What if they don’t opt for the Lead Magnet? 
What if they take the Lead Magnet but not the Tripwire? 
What if they buy the Tripwire but not the Core Offer? 
... and so on.
DO WE GIVE UP THERE? 
…Heck no.
Funnels 
What if you could REMIND them to move to the next 
step of the funnel? 
What if you were able to push 5, 10, or 20% MORE 
people to the next step in your funnel?
It’s easier than ever to follow up using ad retargeting. 
Here’s what it looks like…
Here’s why this works… 
If someone visits your Lead Magnet landing page but 
never visits the Tripwire sales page –it means they 
DIDN’T take the Lead Magnet. Make sense? 
Let me say it another way… 
The only way to reach the Tripwire offer is to take the 
Lead Magnet. The smart marketer will set up a system to 
bring that prospect back to the offer they abandoned.
We call that system Funnel Retargeting. 
Take a look at the YOU ARE HERE label below. Prospects 
that receive that Facebook ad have visited the Lead 
Magnet offer page but DID NOT opt in with their email 
address.
Funnel Retargeting. 
If a prospect visits the Tripwire sales page – you know 
they took the Lead Magnet. But if they don’t visit the core 
offer sales page, an ad is run to those people to remind 
them to purchase the tripwire (see below)
Funnel Retargeting. 
If someone lands on the core offer sales page (which 
means they purchased the tripwire) but doesn’t land on 
the profit maximizer sales page, an ad is run to those 
people to remind them to purchase the core offer (see 
below)
Funnel Re-targeting with Facebook Ads 
Essentially, we are running 4 different ads to convert 
people to the next step of the funnel if they happened to 
have fallen out at any point. 
With the help of Facebook Website Custom Audiences, 
we’ve established a system that allows 
us to set up our funnel retargeting 
DYNAMICALLY.
Funnel Re-targeting with Facebook Ads 
What does that mean? 
Gone are the days of having to upload the email 
addresses of everyone who opted in for the lead magnet 
as a data custom audience… 
..and THEN uploading everyone who purchased the 
tripwire as a separate custom audience… 
…ONLY to have to create an ad in Facebook Power 
Editor that targeted the opt ins and excluded tripwire 
purchases à
Funnel Re-targeting with Facebook Ads 
This method did the job, but it was hardly efficient. Why? 
The address that someone uses to log in to Facebook 
may not be the same address they opted in or 
purchased your product with.
Funnel Re-targeting with Facebook Ads 
Almost half of the email lists that we uploaded weren’t 
matching to Facebook profiles… We were losing out on 
HALF of our retargeting possibilities! 
So… how have we systemized the retargeting process via 
Facebook ads? 
Facebook Website Custom Audiences.
Website Custom Audiences 
WCA lets you run ads to people who have visited your 
website/specific pages on your site. 
We can tell Facebook that we want an audience of 
people who have hit one page, but exclude those who 
have proceeded to another---only running an ad to the 
people who didn’t make it to the next step.
Website Custom Audiences 
The best part… WCA is dynamic and happens in real 
time. So if someone does go back and purchases the 
tripwire, then they’re removed from that audience. No 
more uploading email lists everyday.
Website Custom Audiences 
To set up WCA, go to your ad manager and click 
“Audiences” in the left hand menu and then “Create 
Audience” and “Custom Audience” in the right hand 
corner.
Website Custom Audiences 
A lightbox will appear, select “Custom Audience from 
Your Website”. From here, Facebook will prompt you to 
install a pixel on your website. A “pixel” is just a piece of 
code.
Website Custom Audiences 
Depending on how your site/web pages are built, this 
installation will be different, but keep in mind all you 
need is to install the code into your header template. 
This will ensure that the code is placed on ALL pages of 
your site. A quick search on YouTube and Google will 
reveal a ton of tutorials showing you how to install this 
code. 
After the code is installed, it’s time to start creating your 
retargeting audiences.
Funnel Re-targeting with Facebook Ads 
We will use the second retargeting ad as an example, 
the ad that will encourage those who have opted in to 
purchase your tripwire (see below).
Funnel Re-targeting with Facebook Ads 
I’m going to use our 212 Blog Post Ideas funnel as an example: 
These individuals would have opted in on this page (Lead 
Magnet Landing Page) – digitalmarketer.com/lp/212-blog-post- 
ideas 
And therefore would have landed on this page next (Tripwire 
Sales Page) – digitalmarketer.com/lp/the-21-step-blog-plan/ 
If they purchased the Tripwire, they would have then landed 
on this page (Core Offer Sales Page) – https:// 
secure.digitalmarketer.com/ep/media-blogging-ep/oto1.php
Funnel Re-targeting with Facebook Ads 
This example will show how to target people who didn’t 
purchase the tripwire and how we create the audience for 
people who have not purchased the tripwire.
Funnel Re-targeting with Facebook Ads 
You’ll notice that we then selected “People who visit specific 
web pages but not others”. This is the beauty of WCA—it’s 
going to populate this for us dynamically!
Funnel Re-targeting with Facebook Ads 
Then, we copy only the portion of the URL that follows 
the .com/.net/.org etc.
Funnel Re-targeting with Facebook Ads 
Facebook will let you keep the audiences for up to 180 days, 
so I usually select that time period, but you can create a variety 
of audiences. 
Once you hit “Create Audience”, you’ll see your audience in 
the dashboard. 
You need 20+ people to visit the specified pages before 
Facebook will begin building the audience.
Funnel Re-targeting with Facebook Ads 
From here, it’s time to set up the ad. You can do so by clicking 
“Create Ad” next to the audience you want to target: 
With retargeting ads, I usually optimize the campaign for clicks 
and also bid for clicks. This is because the audience sizes are 
usually smaller than a normal ad campaign and I find that 
optimization and bidding tactic more effective.
Funnel Re-targeting with Facebook Ads 
Remember to maintain consistency. 
For example, the individual may have 
come into the funnel from an ad to this 
lead magnet landing page:
Funnel Re-targeting with Facebook Ads 
The retargeting ad they’ll see to 
encourage them to purchase the 
tripwire will look like this:
Funnel Re-targeting with Facebook Ads 
These ads are very similar. You want to catch your audience’s 
attention by showing something that they’re familiar with, but 
create a bit of variation so they don’t think it’s the same ad.
Funnel Re-targeting with Facebook Ads 
The most important thing you want to keep in mind is the 
copy. We use “Did life get in the way? You forgot to take 
advantage of this deal?”. 
This gives the prospect a reason to reconsider the offer. 
(Maybe he didn’t have his credit card last time!)
Funnel Re-targeting with Facebook Ads 
Here’s another example from a 
Different funnel. The first ad is 
Asking them to opt in for our Social 
Media Headline Swipe File:
Funnel Re-targeting with Facebook Ads 
The ad that we run to encourage 
people who opted in but didn’t buy 
the tripwire looks like this:
Funnel Re-targeting with Facebook Ads 
Take note that we used the SAME copy as we did for the 212 
Blog Post retargeting ad.
Download our ULTIMATE Digital Marketing Tool Box! 9 Free 
PDFs of our best stuff. 
1
BY USING FACEBOOK 
WEBSITE CUSTOM 
AUDIENCES...
AND THE STEPS OUTLINED 
HERE, YOU CAN DYNAMICALLY 
RETARGET AND MOVE PEOPLE 
STEP-BY-STEP THROUGH YOUR 
FUNNEL.
THANK YOU! 
Molly Pittman 
Profit Center Manager, 
DigitalMarketer
QUESTIONS? 
Feel free to reach out to us … 
Facebook: DigitalMarketer 
Twitter: @digital_mktr 
Check out our blog here!

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How to Plug a Leaky Sales Funnel With Facebook Retargeting

  • 1. HOW TO PLUG A LEAKY SALES FUNNEL WITH FACEBOOK RETARGETING
  • 2. RUNNING TRAFFIC IS EXCITING.
  • 3. WHEN YOU DO IT RIGHT--
  • 4. YOU ACQUIRE CUSTOMERS AT BREAK EVEN OR BETTER. Check out our blog here!
  • 5. When you turn on the traffic you’ve reached the moment of truth. Time to find out if your hard work will pay off. Time to find if your offer has a pulse. At Digital Marketer, we build (and teach others to Molly Pittman build funnels). Profit Center Manager, DigitalMarketer
  • 6. Download our ULTIMATE Digital Marketing Tool Box! 9 Free PDFs of our best stuff! 1
  • 7. Funnels We run traffic to a landing page (usually paid traffic) and we make an offer. Some take that offer, some don’t. Those that take the first offer are made a second offer – and so on.
  • 8. Funnels It looks like this… • X amount of individuals will opt in to the Lead Magnet • X amount will purchase the Tripwire • X amount will purchase the Core Offer • X amount will purchase the Profit Maximizer, etc.
  • 9. Funnels But… What if they don’t opt for the Lead Magnet? What if they take the Lead Magnet but not the Tripwire? What if they buy the Tripwire but not the Core Offer? ... and so on.
  • 10. DO WE GIVE UP THERE? …Heck no.
  • 11. Funnels What if you could REMIND them to move to the next step of the funnel? What if you were able to push 5, 10, or 20% MORE people to the next step in your funnel?
  • 12. It’s easier than ever to follow up using ad retargeting. Here’s what it looks like…
  • 13. Here’s why this works… If someone visits your Lead Magnet landing page but never visits the Tripwire sales page –it means they DIDN’T take the Lead Magnet. Make sense? Let me say it another way… The only way to reach the Tripwire offer is to take the Lead Magnet. The smart marketer will set up a system to bring that prospect back to the offer they abandoned.
  • 14. We call that system Funnel Retargeting. Take a look at the YOU ARE HERE label below. Prospects that receive that Facebook ad have visited the Lead Magnet offer page but DID NOT opt in with their email address.
  • 15. Funnel Retargeting. If a prospect visits the Tripwire sales page – you know they took the Lead Magnet. But if they don’t visit the core offer sales page, an ad is run to those people to remind them to purchase the tripwire (see below)
  • 16. Funnel Retargeting. If someone lands on the core offer sales page (which means they purchased the tripwire) but doesn’t land on the profit maximizer sales page, an ad is run to those people to remind them to purchase the core offer (see below)
  • 17. Funnel Re-targeting with Facebook Ads Essentially, we are running 4 different ads to convert people to the next step of the funnel if they happened to have fallen out at any point. With the help of Facebook Website Custom Audiences, we’ve established a system that allows us to set up our funnel retargeting DYNAMICALLY.
  • 18. Funnel Re-targeting with Facebook Ads What does that mean? Gone are the days of having to upload the email addresses of everyone who opted in for the lead magnet as a data custom audience… ..and THEN uploading everyone who purchased the tripwire as a separate custom audience… …ONLY to have to create an ad in Facebook Power Editor that targeted the opt ins and excluded tripwire purchases à
  • 19. Funnel Re-targeting with Facebook Ads This method did the job, but it was hardly efficient. Why? The address that someone uses to log in to Facebook may not be the same address they opted in or purchased your product with.
  • 20. Funnel Re-targeting with Facebook Ads Almost half of the email lists that we uploaded weren’t matching to Facebook profiles… We were losing out on HALF of our retargeting possibilities! So… how have we systemized the retargeting process via Facebook ads? Facebook Website Custom Audiences.
  • 21. Website Custom Audiences WCA lets you run ads to people who have visited your website/specific pages on your site. We can tell Facebook that we want an audience of people who have hit one page, but exclude those who have proceeded to another---only running an ad to the people who didn’t make it to the next step.
  • 22. Website Custom Audiences The best part… WCA is dynamic and happens in real time. So if someone does go back and purchases the tripwire, then they’re removed from that audience. No more uploading email lists everyday.
  • 23. Website Custom Audiences To set up WCA, go to your ad manager and click “Audiences” in the left hand menu and then “Create Audience” and “Custom Audience” in the right hand corner.
  • 24. Website Custom Audiences A lightbox will appear, select “Custom Audience from Your Website”. From here, Facebook will prompt you to install a pixel on your website. A “pixel” is just a piece of code.
  • 25. Website Custom Audiences Depending on how your site/web pages are built, this installation will be different, but keep in mind all you need is to install the code into your header template. This will ensure that the code is placed on ALL pages of your site. A quick search on YouTube and Google will reveal a ton of tutorials showing you how to install this code. After the code is installed, it’s time to start creating your retargeting audiences.
  • 26. Funnel Re-targeting with Facebook Ads We will use the second retargeting ad as an example, the ad that will encourage those who have opted in to purchase your tripwire (see below).
  • 27. Funnel Re-targeting with Facebook Ads I’m going to use our 212 Blog Post Ideas funnel as an example: These individuals would have opted in on this page (Lead Magnet Landing Page) – digitalmarketer.com/lp/212-blog-post- ideas And therefore would have landed on this page next (Tripwire Sales Page) – digitalmarketer.com/lp/the-21-step-blog-plan/ If they purchased the Tripwire, they would have then landed on this page (Core Offer Sales Page) – https:// secure.digitalmarketer.com/ep/media-blogging-ep/oto1.php
  • 28. Funnel Re-targeting with Facebook Ads This example will show how to target people who didn’t purchase the tripwire and how we create the audience for people who have not purchased the tripwire.
  • 29. Funnel Re-targeting with Facebook Ads You’ll notice that we then selected “People who visit specific web pages but not others”. This is the beauty of WCA—it’s going to populate this for us dynamically!
  • 30. Funnel Re-targeting with Facebook Ads Then, we copy only the portion of the URL that follows the .com/.net/.org etc.
  • 31. Funnel Re-targeting with Facebook Ads Facebook will let you keep the audiences for up to 180 days, so I usually select that time period, but you can create a variety of audiences. Once you hit “Create Audience”, you’ll see your audience in the dashboard. You need 20+ people to visit the specified pages before Facebook will begin building the audience.
  • 32. Funnel Re-targeting with Facebook Ads From here, it’s time to set up the ad. You can do so by clicking “Create Ad” next to the audience you want to target: With retargeting ads, I usually optimize the campaign for clicks and also bid for clicks. This is because the audience sizes are usually smaller than a normal ad campaign and I find that optimization and bidding tactic more effective.
  • 33. Funnel Re-targeting with Facebook Ads Remember to maintain consistency. For example, the individual may have come into the funnel from an ad to this lead magnet landing page:
  • 34. Funnel Re-targeting with Facebook Ads The retargeting ad they’ll see to encourage them to purchase the tripwire will look like this:
  • 35. Funnel Re-targeting with Facebook Ads These ads are very similar. You want to catch your audience’s attention by showing something that they’re familiar with, but create a bit of variation so they don’t think it’s the same ad.
  • 36. Funnel Re-targeting with Facebook Ads The most important thing you want to keep in mind is the copy. We use “Did life get in the way? You forgot to take advantage of this deal?”. This gives the prospect a reason to reconsider the offer. (Maybe he didn’t have his credit card last time!)
  • 37. Funnel Re-targeting with Facebook Ads Here’s another example from a Different funnel. The first ad is Asking them to opt in for our Social Media Headline Swipe File:
  • 38. Funnel Re-targeting with Facebook Ads The ad that we run to encourage people who opted in but didn’t buy the tripwire looks like this:
  • 39. Funnel Re-targeting with Facebook Ads Take note that we used the SAME copy as we did for the 212 Blog Post retargeting ad.
  • 40. Download our ULTIMATE Digital Marketing Tool Box! 9 Free PDFs of our best stuff. 1
  • 41. BY USING FACEBOOK WEBSITE CUSTOM AUDIENCES...
  • 42. AND THE STEPS OUTLINED HERE, YOU CAN DYNAMICALLY RETARGET AND MOVE PEOPLE STEP-BY-STEP THROUGH YOUR FUNNEL.
  • 43. THANK YOU! Molly Pittman Profit Center Manager, DigitalMarketer
  • 44. QUESTIONS? Feel free to reach out to us … Facebook: DigitalMarketer Twitter: @digital_mktr Check out our blog here!