{"id":23147,"date":"2019-06-26T08:00:36","date_gmt":"2019-06-26T15:00:36","guid":{"rendered":"http:\/\/www.singlegrain.com\/?p=23147"},"modified":"2024-10-16T02:47:54","modified_gmt":"2024-10-16T09:47:54","slug":"how-to-build-a-facebook-ad-funnel","status":"publish","type":"post","link":"https:\/\/www.singlegrain.com\/facebook\/how-to-build-a-facebook-ad-funnel\/","title":{"rendered":"How to Build a Facebook Ad Funnel"},"content":{"rendered":"

If you\u2019re ready to break into the world of PPC campaigns to build brand awareness, attract leads and drive sales, Facebook Ads is one of the best platforms to start with. <\/span>To get started on this social media platform, you would need to create or<\/span> get a Facebook account<\/span><\/a> to launch your ad campaigns.<\/span><\/p>\n

Facebook, after all, is the world\u2019s third-most-visited site<\/a>\u00a0with a monthly active user count of 2.38 billion<\/a>. Their ad system has exceptional targeting, letting you get incredibly specific; if you want to target a young parent who loves anime and works as a software engineer, you can do that.<\/p>\n

This is important, because the biggest benefit of this ad platform is that it allows you to show ads to users even if they\u2019ve never heard of you, thus generating interest and demand where there was none before.<\/p>\n

The demand generation, however, can be a little tricky. Since you\u2019re introducing your brand, product and\/or service to users who have never heard of you, they\u2019re typically not going to be ready to purchase right away. That\u2019s where ad funnels come in.<\/p>\n

In this post, we\u2019re going to take a look at how you can set up ad funnels for optimal success \u2013 <\/span> and we’ll go over a few templates for what this might look like, too.<\/p>\n

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What Is a Facebook Ad Funnel?<\/h2>\n

Facebook Ad funnels are a system of ad campaigns designed to work together to take users from point A to point Z in the buyer\u2019s journey<\/a>. This starting point can<\/em>\u00a0be discover and it can<\/em>\u00a0end in a purchase, but that doesn\u2019t necessarily have to be the case.<\/p>\n

\"Marketing<\/p>\n

Most ad funnels start with a general audience and use retargeting campaigns to deliver increasingly segmented ad campaigns to increasingly warm audiences. The idea is to give users the information they need depending on their stage in the buyer\u2019s journey to help them get closer to taking your desired action, whether that\u2019s to sign up for a free webinar, attend an event, make a purchase or just get in touch for a consultation.<\/p>\n

Dive Deeper: <\/strong>How to Create a Marketing Funnel that Generates Sales (Templates Included)<\/a><\/strong><\/em><\/p>\n

Why Facebook Ad Funnels Are Essential for all Advertisers<\/h2>\n

Ad funnels sound complicated, and since a single Facebook Ad can start to add up in terms of cost, it\u2019s no surprise that plenty of advertisers strongly<\/em>\u00a0dislike the idea of needing multiple ads to get a single result.<\/p>\n

But think about it from a user\u2019s perspective. You see an ad from a laundry detergent company that you\u2019ve never heard of that promises to be effective. Big deal, right? You already have a detergent that works just fine, even though your workout clothes do<\/em>\u00a0get a little funky sometimes. You just need baking soda washes, right?<\/p>\n

So you don\u2019t convert. When you see a series of ads, however, that are designed to capture and then keep your interest while delivering more relevant information and overcoming more objections and finally hitting you with a discount code, it\u2019s a different story.<\/p>\n

Dive Deeper: 7 Easy Ways to Optimize Your Facebook Ads<\/a><\/strong><\/em><\/p>\n

So What Does This Look Like?<\/h2>\n

Let\u2019s look at the following ad funnel as an example from Rockin\u2019 Green Laundry Soap.<\/p>\n

This is the first ad in the mix. It starts strong by reminding users that athleisure-wear is expensive and needs to be cared for properly, and that includes getting it truly clean while being gentle. They use a video campaign to show how gross our workout clothes really<\/em> are and how effective their detergent is at getting it clean. It catches your interest and something that alarming is hard to forget.<\/p>\n

The first time I saw this ad, I actually grabbed all my workout clothes \u2013 <\/span> clean or otherwise \u2013 <\/span> and stuck them on a soak and wash cycle:<\/p>\n

\"Screen<\/p>\n

Next, you see an ad like this. Simple and likely retargeted based off of views of the first video. They use a comparison video here to really demonstrate value again:<\/p>\n

\"Screen<\/p>\n

Then comes the more salesly offer, which was likely retargeted from the second video campaign. In order to entice purchases from warm audiences, they offer a discount code and finish with a clear CTA<\/a>:<\/p>\n

\"Screen<\/p>\n

I converted after seeing an ad similar to this, taking advantage of that coupon code. About two months later, I saw an ad similar to the one below. The campaign didn\u2019t end after the first purchase; they retargeted users who had already purchased with a new campaign several months later reminding them to purchase again:<\/p>\n

\"Screen<\/p>\n

This funnel was designed to take cold-as-ice audiences, get them toasty warm, and not only urge them to convert once, but on a continual basis moving forward. This is a smart strategy; retaining clients is much cheaper than constantly acquiring new ones.<\/p>\n

These campaigns that go a step further to re-engage after the purchase are also typically really profitable, especially considering that you have about a\u00a060-70% likelihood of selling to an existing customer<\/a> but only a 5-20% chance of selling to a new one:<\/p>\n

\"Customer
\nDive Deeper: Retargeting 101: Why It\u2019s Essential for Any Marketing Funnel<\/a><\/strong><\/em><\/p>\n

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Why You Need Segmentation<\/h2>\n

Before we start looking at different structures for ad funnels that you can use, it\u2019s important to talk about audience segmentation.<\/p>\n

Segmented campaigns are typically the key to success on Facebook Ads. The more relevant your ad campaigns are to a specific audience, the more likely they are to take interest and (hopefully) convert.<\/p>\n

On the night of the Game of Thrones<\/em> premiere, I must have seen three different ads from three different food delivery companies with puns like \u201cWinter is coming\u2026and so is delivery!\u201d These ads will obviously resonate more with Game of Thrones<\/em> fans, and probably wouldn\u2019t be as effective to anyone outside of that audience.<\/p>\n

Most ad funnels start with some segmented audiences and go from there. The Rockin’ Green campaign I saw, for example, was clearly targeting women who are interested in active activities; it\u2019s why they mention \u201cleggings\u201d and \u201csports bras\u201d instead of just \u201cworkout clothes.\u201d<\/p>\n

\"Screen<\/p>\n

You can segment your audience<\/a> by interest, demographic, behavior or their current relationship with your brand. You can also use lookalike audiences based off of high-value custom audiences. I\u2019ve even seen marketers use \u201cinterested in\u201d targeting to show ads to people who follow key influencers, and then mention the influencer in the ad to get attention and build trust.<\/p>\n

\"Screen<\/p>\n

You can get creative with this and really use the audience segments you\u2019re optimizing for to guide your Facebook Ad copy<\/a>. This will increase relevance for audiences who see the first ad in the funnel, giving you more people to work with for the rest of the campaign.<\/p>\n

Dive Deeper: Segmentation 101: A Strategist\u2019s Complete Guide to Marketing Segmentation<\/a><\/strong><\/em><\/p>\n

2 Examples of Facebook Ad Funnels You Can Use<\/h2>\n

The structure and strategy behind an ad funnel on Facebook will obviously be important and, as you can tell from the post, there are so many different options for how to build a funnel and what you want it to accomplish.<\/p>\n

The sky is the limit here, but to get you started, let\u2019s take a look at the following two different ad funnel templates that you can customize for your business.<\/p>\n

Note that each of these are simply meant to be templates to show you what these funnels would look like and how to implement them. You can adjust the strategies and layout entirely as needed \u2013 <\/span> that\u2019s what makes them templates!<\/p>\n

The Advanced Video Funnel<\/h3>\n

Video funnels are a personal favorite. They work by showing a general appeal ad campaign to a cold audience<\/a>. Then you create a new campaign based off an audience who watched a certain amount of the video, either in time or percentage. I like to target users who watched at least 50% of the initial video. You can then do the same thing with a second video, like Rockin’ Green did, or follow it up with other high-engaging options like carousel ads.<\/p>\n

\"Screen<\/p>\n

Here\u2019s an example of how this would play out:<\/p>\n