#+title: Section 03 - Lessons 15 | Facebook Sales Funnel
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* Links
- [[../../toc.org][TOC - Facebook Marketing Notes]]
- [[https://www.udemy.com/course/facebook-ads-facebook-marketing-mastery-guide/learn/lecture/16613848#overview][S03:L15 - Facebook Sales Funnel]]

* Notes
** basic funnel
1. *brand awareness*: customer aware and interested in product
   - *goal*: attract
   - engaging and shareable content
     - images
     - videos
     - infographics
     - how tos
     - content
       - inspiring
       - funny
2. retarget warm customers
   - *goal*: increase interest and capture leads
   - retarget warm audiences
     - provide value
       - something free for email
         - coupons
         - contests
         - ebooks
     - market offers and promotions
3. retarget and convert lead into sale
   - *goal*: sales
   - collect leads
   - build trust
     - customer service
     - answer questions

** what is the funnel goal?
- what are you trying to get the customer to do with the funnel?
*** examples
- signup
  - newsletter
  - webinar
  - email list
- sale
  - service
  - physical product
- promote event
- increase website traffic

*** how to warm up
- don't try zero to sale
- warm up user / build relationship
  - build brand awareness
  - share product/service benefits
  - provide value for free
  - capture leads via a lead magnet/giveaway
    - email address that can retargeted
    - visitor to website

** split test
*** things to test
- campaigns
- ad sets
- ads
- images
- text

*** one variable at a time
- ad objectives
- detailed targeted
- ad copy
- ad images/ video

** split test funnel
- optimize as necessary
- for testing, have multiple
  - funnels
  - lead capture pages
  - offers

*** funnel process overview
1. facebook ad to free website content
2. retarget warm website visitors with free opt-in offer
3. send thank you email & freebie to new opt in user
4. send email providing more free value
5. email & retarget facebook opt-in list with paid offer

*** funnel process breakdown
**** facebook ad to free website content
   - finish with CTA
   - final sentence as bait

**** retarget warm website visitors with free opt-in offer
   - show ad to someone who engaged with content
     - visited website
     - watched facebook video
     - subscribed to email list
   - use Facebook Pixels
     - track visitors
     - create Custom Audiences for users who visited specific urls

**** send thank you email & freebie to new opt in user
**** send email providing more free value
**** email & retarget facebook opt-in list with paid offer

** creating Custom Audiences
- log into Ads Manager account
- select All Tools
- select Audiences from Advertise section
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 [[file:~/notes/courses/media/facebook/_share/media/img/facebook/envy/section 03/L15a.png]]

- select Create a custom audience

*** facebook page
- select *Facebook Page* from the *Meta sources* section of the

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 [[file:~/notes/courses/media/facebook/_share/media/img/facebook/envy/section 03/L15b.png]]

- access drop down in Events and select Everyone who engaged with page
- give the audience a name
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 [[file:~/notes/courses/media/facebook/_share/media/img/facebook/envy/section 03/L15c.png]]


*** website
- select *website* from *Your Sources* section of Create custom Audience
- choose a Facebook Pixel in *source*
- choose *People who visited specific web pages* in *Events
- add the url of the page
  - use "url contains"
  - give the full path
- give the audience a name
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 [[file:~/notes/courses/media/facebook/_share/media/img/facebook/envy/section 03/L15d.png]]

*** using in Advertisements
- find Audience in the Ad Set
- click on *custom audience* search bar
- pick the audience you named
- it will appear

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 [[file:~/notes/courses/media/facebook/_share/media/img/facebook/envy/section 03/L15e.png]]

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** Video facebook funnel
*** what
- split top of funnel ad content when building brand awareness
  - testing
- retarget the audience in your second ad
  - if someone sees the other ad or a similar ad, create an audience for it
  - target that audience with the new ad

*** how
1. Meta Business-> Audiences-> Create Audience
2. Select Video
3. Choose which type of Engagement from the drop down
4. after that the option to select a video you want to base this on will appear
5. Pick the video, and customize any parameters

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 [[file:~/notes/courses/media/facebook/_share/media/img/facebook/envy/section 03/L15-funnel-video-a.png]]

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 [[file:~/notes/courses/media/facebook/_share/media/img/facebook/envy/section 03/L15-funnel-video-e.png]]

** email funnel
*** first email
- thank them for signing up to mini course
- provide a link to course
*** second email
- in 2 days follow up with another email offering more value
- user should trust you
- email them with course bundle for sale with time sensitive coupon to create sense of urgency
  - promote product or service for sale for this lead

***  if they don't reply
- retarget this list of emails via a "Hot Leads" custom audience in another Facebook ad campaign
** facebook funnels
*** split test campaign
- one variable at a time
- at all three levels
  - objective
  - ad set
  - ad
- optimizing key metrics
  - thi sis usually lowest cost per conversion

*** shut off non performing ads
- every 2-3 days
- too expensive
- non performing

*** when you find winning ads
- slowly scale up their budget by 20-30% every 2-3 days

** lookalike audience
- you can create an audience based on external data sources e.g. email list
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[[file:../../../_share/media/img/facebook/envy/section 03/L15E01.png]]

** choosing an audience for an ad
- done in the ad set
- check to make sure the audience isn't too broad or too narrow
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[[file:../../../_share/media/img/facebook/envy/section 03/L15E02.png]]

** customize ad copy
if they looked at a blog post, mention it

** placement for target market
- facebook news feed
- facebook messenger
- facebook stories
- instagram feed
- instagram stories

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[[file:../../../_share/media/img/facebook/envy/section 03/L15E03.png]]

- usually best to use automatic

** full facebook funnel
*** top of funnel
1. split test TOP fo funnel content to
   - broad audiences (1m+ potential reach)
   - narrow audience (20k targeted)
2. use TRAFFIC Objective
   - split test one variable at a time
   - 3-7 days
   - AD SET and AD level
3. tests include
   - detailed targeting
   - ad text copy
   - ad media (images vs video)

**** goal is to find a balance between
- low cost per add to cart
  - "cost per result" in AD SET

- highly relevant ads
  - open individual ADs
  - have average to above average metrics in
    - Quality Ranking
    - Enagement Rate Ranking
    - Conversion Rate Ranking

*** middle of funnel content
- Custom Audience of website traffic
  - people who went to top of funnel PILLAR content page
  - warm audience
- use Conversion Object (leads)
  - split test on variable at a time for 3-7 days at AD level
    - AD Text Copy
    - AD Media (images vs. video)
- analyze ads to see which is producing the most conversion for this ad campaign

*** bottom of funnel
- Conversion Objective (Purchases)
  - AD SET level split test regarding HOT audiences
    - leads that opted for free item in last campaign
    - people who added something to the cart on the website but didn't make a purchase
