#+title: Section 03 - Lessons 15 | Facebook Sales Funnel #+HTML_HEAD: * 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 #+attr_html: :width 600px [[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 #+attr_html: :width 600px [[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 #+attr_html: :width 600px [[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 #+attr_html: :width 600px [[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 #+attr_html: :width 600px [[file:~/notes/courses/media/facebook/_share/media/img/facebook/envy/section 03/L15e.png]] #+attr_html: :width 600px [[file:~/notes/courses/media/facebook/_share/media/img/facebook/envy/section 03/L15f.png]] #+attr_html: :width 600px [[file:~/notes/courses/media/facebook/_share/media/img/facebook/envy/section 03/L15g.png]] ** 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 #+attr_html: :width 400px [[file:~/notes/courses/media/facebook/_share/media/img/facebook/envy/section 03/L15-funnel-video-a.png]] #+attr_html: :width 400px [[file:~/notes/courses/media/facebook/_share/media/img/facebook/envy/section 03/L15-funnel-video-b.png]] #+attr_html: :width 400px [[file:~/notes/courses/media/facebook/_share/media/img/facebook/envy/section 03/L15-funnel-video-c.png]] #+attr_html: :width 400px [[file:~/notes/courses/media/facebook/_share/media/img/facebook/envy/section 03/L15-funnel-video-d.png]] #+attr_html: :width 400px [[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 #+attr_html: :width 300px [[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 #+attr_html: :width 300px [[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 #+attr_html: :width 300px [[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