6-Step Guide to Building a Powerful Facebook Ads Funnel
Do you want to know how to get the most out of your Facebook advertising strategy? If you aren’t seeing the results you want from your Facebook ads it could be a sign that you need to re-evaluate your ad strategy.
By integrating a Facebook ads funnel into your paid social strategy, you can harness powerful results for your business from your Facebook ads.
A well-constructed Facebook Ads funnel will make sure your ads reach the right people at the right time, turning them from strangers to converting customers.
A Facebook Ads funnel is a great way to make sure your ads are running smoothly – and ultimately resulting in conversions.
While individual ad campaigns can work great for your business, developing an intuitive Facebook ads funnel is a powerful weapon to have in your paid social arsenal. This strategic approach to paid social will help you create highly targeted ads that minimise ad spend wastage and increase conversions.
It starts with capturing user interest, and allows you to nurture these leads until they are ready to convert. Depending on what stage your audience is at, relevant messages are shown to encourage them to move along in the process.
You start with a more general message (the wide opening of the funnel) and get more specific or targeted as time goes on – just like the way a funnel gets narrower towards the bottom. Facebook advertising can be vital for growing your business – and a funnel can definitely help you make it work.
Having a sales funnel for your Facebook Ads puts you one step ahead of your competitors. Offering greater control over your ads and who sees them, an ad funnel allows you to examine each step of the ad process to discover what works for you.
Funnels help you generate a demand for your products, and show your audience that you can solve their pain points.
Want to know how to build one? Keep reading…
Understand how your Facebook Ad funnel works
The first step to creating a successful Facebook Ads funnel is to understand how it works.
The funnel analogy is a clever one – as briefly explained above, you start general and get more specific or targeted until you reach your end goal. A funnel has a wide opening (general information) and gets narrower (more specific information) until it opens at the bottom and the end goal is reached.
There is a clear beginning, middle and end here.
You can tailor each of your Facebook ad campaigns within the funnel to relate to each part of the customer journey.
Ads at the beginning of the funnel should be focused on increasing awareness. As you and your customers move along the funnel, the ad objective will move from awareness to consideration and, finally, conversion.
Don’t worry, creating an ad funnel doesn’t mean you need to start over completely. Examine and audit your existing ads to determine where they naturally fall into the funnel – what part of the customer journey are your ads relevant to? If there are any steps in the process that you don’t have ads for, then be sure to plug these leaks as part of your Facebook Ads funnel.
Create powerful content for each stage of the Facebook funnel
Regardless of how good you are at planning and putting a Facebook Ads funnel into play, the actual content has to do its job.
You can’t just post any old content and cross your fingers that it will work. Instead, you need to make sure that each individual element of your ad is optimised for performance.
Your ad needs to be clear and concise as well as eye-catching and relevant. When creating each ad, you also need to consider who the ad is being made for and what you hope to achieve.
When it’s the first time a user is being introduced to your brand, you need to let them know what you’re all about. As they move through the customer journey, your ad should also adapt with them, letting them know why now is the ideal time to make a purchase with you.
Throughout your funnel, be sure to share a variety of content and make use of the different Ad formats. Keeping your ad copy and visuals fresh will help minimise ad fatigue by making sure users aren’t just seeing the same content every day!
The content within your ad isn’t the only thing you need to consider. You should also think about where you are sending people when they click on your ad. Make sure your landing page is user-friendly with a clear message that reflects the objective of your Facebook ad.
Being able to retarget users is important too. This is why directing them to somewhere trackable, like a website with a Facebook Pixel or a landing page with a newsletter sign-up form, is a must.
Segment your Facebook Ads audience
It’s all about appealing to people – being able to personalise ads and react to user behaviour is an important part of the Facebook Ads funnel concept.
Segmenting your audience based on collected data means you are always targeting them correctly and they’ll see ads relevant to where they are at in the customer journey.
In order to do this, you will need to first map out a typical customer journey for your intended conversion goal. The types of users that you will engage throughout the ad funnel include:
Strangers (cold audience) – people who are not yet aware of your brand and products/services
Prospects (warm audience) – people who have shown an interest but not yet taken action
Leads (hot audience) – people who have shown high level of interest and shared contact information or engaged with your brand
Customers – people who have purchased your products/services
Loyal customers – people who regularly buy from you and who share and promote your brand
Then, think about where in the ad funnel you may encounter each of these user types.
Top of the Funnel (ToFu) – most likely to be strangers
Middle of the Funnel (MoFu) – most likely to be prospects or leads
Bottom of the Funnel (BoFu) – most likely to be leads, customers and loyal customers
Now that you have segmented your audience and consider how they fit into you ad funnel, you need to fine-tune your ad objectives.
Set objectives based on your ad funnel
Facebook Ad objectives are a great way to make sure your ad does what you want it to. Unsure of what they are? We looked into Facebook Ad objectives recently – but essentially, they are 11 ways to specify and narrow down your ad goals. These 11 objectives are…
These objectives relate to different stages of the customer journey and, in turn, will perform best at different stages of your Facebook funnel.
The Marketing Rule of 7 states that a prospect needs to see an advertiser’s message at least 7 times before they’ll take action to buy that product or service. So, it is important to select the right objective to ensure your ad has the best chance of success.
Map out your Facebook ad funnel
It’s time to sit down and make a plan – examine steps one to four to see where you need to go from here.
Make sure the ad content you create is relevant to each stage of your funnel, and to the audience who are likely to be at that stage. Create a few different ad variations so you can test what works best: that way, you’ll have data that helps your future ads perform to the best of their ability.
Be sure to consider your budget when it comes to advertising on Facebook, as well as how long you want to run your ads for and how often. There are many strands to a successful Facebook ad campaign, and a funnel will definitely help you make the most of this feature.
The start of your funnel will be focused on increasing your visibility and getting your name out there to people who don’t know you. They might interact with these ads, which shows they are interested and means they flow to the next stage of the ads funnel. Based on how these people engage with your ad, Facebook will know whether they need to be shown a different ad next time – one from further along the funnel. This process will repeat until you reach the final step of the funnel, and (hopefully) your end goal of securing a purchase/conversion.
So, let’s say you want to create a Facebook ad funnel that encourages people to buy your new project management tool. How would each of those stages look?
Stage 1: Top of Funnel – Generate awareness
At the very first stage of the funnel, you want to target as many relevant prospects as possible. You could do this by creating a ‘cold’ audience group based on people who have shown an interest in project management or project management tools.
If wanted, you could niche down this cold audience by adding parameters such as age range, gender, job title, or location-based on previous customer data, or by using a Lookalike audience.
The goal of this ad is to raise awareness. So, in this instance, you may want to focus on creating fun or informational video that gets these people to click through to your website.
Stage 2: Middle of Funnel – Increase consideration
The purpose of the ad (or ads!) in the middle of the funnel is to nurture prospects from your initial ad and get them interested in trying your product or service.
A second ad in the funnel can then be created to target the people who recently visited your website or who viewed the video in your ToFu ad campaign.
Here, you may want to create an ad that offers your ad audience a free downloadable, whereby you can collect their email data for retargeting or remarketing. The objective of this ad is to warm up your audience and capture leads so you can retarget them at the next stage.
For best results, make sure you create a resource that provides value to your audience. It’s also a good idea to have a dedicated landing page for your lead magnet at this stage so you can efficiently capture leads.
Stage 3: Bottom of Funnel – Generate conversions
Next, we have the final ad in the funnel (BoFu). The purpose of this ad is to retarget the people from the middle of the funnel to generate conversions.
You can do this by targeting people who viewed your lead magnet landing page or, if you have marketing consent, by creating a custom audience group by importing the Customer list of people who downloaded the lead magnet.
Then, create an ad that directly promotes your product or service, a project management tool in this scenario, and encourages viewers to visit your Sales page to complete their purchase.
Analyse and optimise your Facebook ad funnel for success
As with any ad campaign, you should analyse results and constantly tighten things up to ensure further success. Five of the key metrics you should be tracking are the total number of conversion rates, spend & return, CPC & CTR, cost per action, and the frequency with which an ad has been shown to the average user.
By testing different audiences and various ads, you can see what works and use this to increase performance by ensuring your next ad campaign is even more successful!
See powerful results with your Facebook Ad strategy
Facebook Ad funnels are an important way of ensuring that your ads are working – you can control who sees them and when, and lay down what you hope to get out of each campaign. We can implement powerful PPC campaigns on Facebook that deliver real results: you’ll see leads turn into sales, and watch your business grow.