277 lines
8.1 KiB
Org Mode
Executable file
277 lines
8.1 KiB
Org Mode
Executable file
#+title: Section 03 - Lessons 15 | Facebook Sales Funnel
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#+HTML_HEAD: <link rel="stylesheet" type="text/css" href="../../../_share/media/css/facebook.css" />
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* Links
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- [[../../toc.org][TOC - Facebook Marketing Notes]]
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- [[https://www.udemy.com/course/facebook-ads-facebook-marketing-mastery-guide/learn/lecture/16613848#overview][S03:L15 - Facebook Sales Funnel]]
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* Notes
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** basic funnel
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1. *brand awareness*: customer aware and interested in product
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- *goal*: attract
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- engaging and shareable content
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- images
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- videos
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- infographics
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- how tos
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- content
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- inspiring
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- funny
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2. retarget warm customers
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- *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
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- coupons
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- contests
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- ebooks
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- market offers and promotions
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3. retarget and convert lead into sale
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- *goal*: sales
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- collect leads
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- build trust
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- customer service
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- answer questions
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** what is the funnel goal?
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- what are you trying to get the customer to do with the funnel?
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*** examples
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- signup
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- newsletter
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- webinar
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- email list
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- sale
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- service
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- physical product
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- promote event
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- increase website traffic
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*** how to warm up
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- don't try zero to sale
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- warm up user / build relationship
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- build brand awareness
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- share product/service benefits
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- provide value for free
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- capture leads via a lead magnet/giveaway
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- email address that can retargeted
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- visitor to website
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** split test
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*** things to test
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- campaigns
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- ad sets
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- ads
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- images
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- text
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*** one variable at a time
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- ad objectives
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- detailed targeted
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- ad copy
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- ad images/ video
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** split test funnel
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- optimize as necessary
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- for testing, have multiple
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- funnels
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- lead capture pages
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- offers
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*** funnel process overview
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1. facebook ad to free website content
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2. retarget warm website visitors with free opt-in offer
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3. send thank you email & freebie to new opt in user
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4. send email providing more free value
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5. email & retarget facebook opt-in list with paid offer
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*** funnel process breakdown
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**** facebook ad to free website content
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- finish with CTA
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- final sentence as bait
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**** retarget warm website visitors with free opt-in offer
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- show ad to someone who engaged with content
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- visited website
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- watched facebook video
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- subscribed to email list
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- use Facebook Pixels
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- track visitors
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- create Custom Audiences for users who visited specific urls
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**** send thank you email & freebie to new opt in user
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**** send email providing more free value
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**** email & retarget facebook opt-in list with paid offer
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** creating Custom Audiences
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- log into Ads Manager account
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- select All Tools
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- select Audiences from Advertise section
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#+attr_html: :width 600px
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[[file:~/notes/courses/media/facebook/_share/media/img/facebook/envy/section 03/L15a.png]]
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- select Create a custom audience
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*** facebook page
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- select *Facebook Page* from the *Meta sources* section of the
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#+attr_html: :width 600px
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[[file:~/notes/courses/media/facebook/_share/media/img/facebook/envy/section 03/L15b.png]]
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- access drop down in Events and select Everyone who engaged with page
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- give the audience a name
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#+attr_html: :width 600px
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[[file:~/notes/courses/media/facebook/_share/media/img/facebook/envy/section 03/L15c.png]]
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*** website
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- select *website* from *Your Sources* section of Create custom Audience
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- choose a Facebook Pixel in *source*
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- choose *People who visited specific web pages* in *Events
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- add the url of the page
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- use "url contains"
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- give the full path
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- give the audience a name
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#+attr_html: :width 600px
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[[file:~/notes/courses/media/facebook/_share/media/img/facebook/envy/section 03/L15d.png]]
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*** using in Advertisements
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- find Audience in the Ad Set
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- click on *custom audience* search bar
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- pick the audience you named
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- it will appear
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#+attr_html: :width 600px
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[[file:~/notes/courses/media/facebook/_share/media/img/facebook/envy/section 03/L15e.png]]
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#+attr_html: :width 600px
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[[file:~/notes/courses/media/facebook/_share/media/img/facebook/envy/section 03/L15f.png]]
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#+attr_html: :width 600px
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[[file:~/notes/courses/media/facebook/_share/media/img/facebook/envy/section 03/L15g.png]]
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** Video facebook funnel
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*** what
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- split top of funnel ad content when building brand awareness
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- testing
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- retarget the audience in your second ad
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- if someone sees the other ad or a similar ad, create an audience for it
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- target that audience with the new ad
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*** how
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1. Meta Business-> Audiences-> Create Audience
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2. Select Video
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3. Choose which type of Engagement from the drop down
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4. after that the option to select a video you want to base this on will appear
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5. Pick the video, and customize any parameters
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#+attr_html: :width 400px
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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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#+attr_html: :width 400px
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[[file:~/notes/courses/media/facebook/_share/media/img/facebook/envy/section 03/L15-funnel-video-b.png]]
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#+attr_html: :width 400px
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[[file:~/notes/courses/media/facebook/_share/media/img/facebook/envy/section 03/L15-funnel-video-c.png]]
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#+attr_html: :width 400px
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[[file:~/notes/courses/media/facebook/_share/media/img/facebook/envy/section 03/L15-funnel-video-d.png]]
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#+attr_html: :width 400px
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[[file:~/notes/courses/media/facebook/_share/media/img/facebook/envy/section 03/L15-funnel-video-e.png]]
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** email funnel
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*** first email
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- thank them for signing up to mini course
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- provide a link to course
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*** second email
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- in 2 days follow up with another email offering more value
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- user should trust you
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- email them with course bundle for sale with time sensitive coupon to create sense of urgency
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- promote product or service for sale for this lead
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*** if they don't reply
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- retarget this list of emails via a "Hot Leads" custom audience in another Facebook ad campaign
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** facebook funnels
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*** split test campaign
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- one variable at a time
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- at all three levels
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- objective
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- ad set
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- ad
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- optimizing key metrics
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- thi sis usually lowest cost per conversion
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*** shut off non performing ads
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- every 2-3 days
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- too expensive
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- non performing
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*** when you find winning ads
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- slowly scale up their budget by 20-30% every 2-3 days
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** lookalike audience
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- you can create an audience based on external data sources e.g. email list
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#+attr_html: :width 300px
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[[file:../../../_share/media/img/facebook/envy/section 03/L15E01.png]]
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** choosing an audience for an ad
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- done in the ad set
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- check to make sure the audience isn't too broad or too narrow
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#+attr_html: :width 300px
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[[file:../../../_share/media/img/facebook/envy/section 03/L15E02.png]]
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** customize ad copy
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if they looked at a blog post, mention it
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** placement for target market
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- facebook news feed
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- facebook messenger
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- facebook stories
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- instagram feed
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- instagram stories
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#+attr_html: :width 300px
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[[file:../../../_share/media/img/facebook/envy/section 03/L15E03.png]]
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- usually best to use automatic
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** full facebook funnel
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*** top of funnel
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1. split test TOP fo funnel content to
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- broad audiences (1m+ potential reach)
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- narrow audience (20k targeted)
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2. use TRAFFIC Objective
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- split test one variable at a time
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- 3-7 days
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- AD SET and AD level
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3. tests include
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- detailed targeting
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- ad text copy
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- ad media (images vs video)
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**** goal is to find a balance between
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- low cost per add to cart
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- "cost per result" in AD SET
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- highly relevant ads
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- open individual ADs
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- have average to above average metrics in
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- Quality Ranking
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- Enagement Rate Ranking
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- Conversion Rate Ranking
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*** middle of funnel content
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- Custom Audience of website traffic
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- people who went to top of funnel PILLAR content page
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- 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
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- AD Text Copy
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- AD Media (images vs. video)
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- analyze ads to see which is producing the most conversion for this ad campaign
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*** bottom of funnel
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- Conversion Objective (Purchases)
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- AD SET level split test regarding HOT audiences
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- leads that opted for free item in last campaign
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- people who added something to the cart on the website but didn't make a purchase
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