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Section 03 - Lessons 15 | Facebook Sales Funnel
- Links
- Notes
Notes
basic funnel
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brand awareness: customer aware and interested in product
- goal: attract
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engaging and shareable content
- images
- videos
- infographics
- how tos
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content
- inspiring
- funny
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retarget warm customers
- goal: increase interest and capture leads
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retarget warm audiences
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provide value
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something free for email
- coupons
- contests
- ebooks
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- market offers and promotions
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retarget and convert lead into sale
- goal: sales
- collect leads
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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
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signup
- newsletter
- webinar
- email list
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sale
- service
- physical product
- promote event
- increase website traffic
how to warm up
- don't try zero to sale
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warm up user / build relationship
- build brand awareness
- share product/service benefits
- provide value for free
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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
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for testing, have multiple
- funnels
- lead capture pages
- offers
funnel process overview
- facebook ad to free website content
- retarget warm website visitors with free opt-in offer
- 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
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
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show ad to someone who engaged with content
- visited website
- watched facebook video
- subscribed to email list
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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
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select Audiences from Advertise section
- select Create a custom audience
facebook page
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select Facebook Page from the Meta sources section of the
- access drop down in Events and select Everyone who engaged with page
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give the audience a name
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
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add the url of the page
- use "url contains"
- give the full path
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give the audience a name
using in Advertisements
- find Audience in the Ad Set
- click on custom audience search bar
- pick the audience you named
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it will appear
Video facebook funnel
what
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split top of funnel ad content when building brand awareness
- testing
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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
- Meta Business-> Audiences-> Create Audience
- Select Video
- Choose which type of Engagement from the drop down
- after that the option to select a video you want to base this on will appear
- Pick the video, and customize any parameters
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
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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
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at all three levels
- objective
- ad set
- ad
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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
choosing an audience for an ad
- done in the ad set
- check to make sure the audience isn't too broad or too narrow
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
- usually best to use automatic
full facebook funnel
top of funnel
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split test TOP fo funnel content to
- broad audiences (1m+ potential reach)
- narrow audience (20k targeted)
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use TRAFFIC Objective
- split test one variable at a time
- 3-7 days
- AD SET and AD level
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tests include
- detailed targeting
- ad text copy
- ad media (images vs video)
goal is to find a balance between
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low cost per add to cart
- "cost per result" in AD SET
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highly relevant ads
- open individual ADs
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have average to above average metrics in
- Quality Ranking
- Enagement Rate Ranking
- Conversion Rate Ranking
middle of funnel content
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Custom Audience of website traffic
- people who went to top of funnel PILLAR content page
- warm audience
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use Conversion Object (leads)
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split test on variable at a time for 3-7 days at AD level
- AD Text Copy
- AD Media (images vs. video)
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- analyze ads to see which is producing the most conversion for this ad campaign
bottom of funnel
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Conversion Objective (Purchases)
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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
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