Then click Create Audience and select Custom Audience from the drop-down menu.
Next, you’ll see the different sources you can choose from to create
your custom audience.
For your Facebook ad campaign funnel, you’ll want to create custom
audiences based on these sources: Website Traffic, Customer List, Instagram
Business Profile, and Facebook Page.
Custom Audience of Email Subscribers and Purchasers
To create a custom audience of email subscribers, select Customer List as the source.
Then upload your email list (downloaded from your email marketing platform) and follow the prompts to create your audience.
Now repeat this process to upload your past purchasers list (downloaded
from your eCommerce platform) to create another custom audience.
Custom Audience of Past Purchasers
To create a custom audience of past purchasers, select
Website Traffic as the source.
In the audience creation window, choose your pixel and
select the Facebook pixel conversion event for Purchase. After you enter a
descriptive name for the audience, click Create Audience.
Facebook Page Custom Audience
To create your Facebook page engagement custom audience,
select Facebook Page as the source.
In the audience creation window, choose your Facebook
page and the Everyone Who Engaged With Your Page option. Type in a descriptive
name for your audience (such as Facebook Engagement – 60 Days) so you know
instantly what it is. Then click Create Audience.
Instagram Business Profile Custom Audience
Also create a custom audience based on engagement with your Instagram
In the audience creation window, select your Instagram business page and choose Everyone Who Engaged With Your Business.
After you add a descriptive name for this audience, click Create Audience.
Custom Audience of Website Visitors
Now select Website Traffic to create a custom audience based on your
You’ll want to create website custom audiences based on different time lengths so you can properly leverage remarketing.
Test different periods of time to find out which audiences perform best for your business.
In general, the shorter the time frame of a custom audience, the higher
the audience’s recollection of your business and products.
In the lookalike audience creation window, select your lookalike source (the past purchasers list you already uploaded) and your audience’s location. Then click Create Audience.
Note: If you don’t have many purchasers yet, use your email list.
If you don’t have an email list, you’ll have to do interest-based targeting at the top of your funnel.
#3: Establish Product Awareness With a Top-of-Funnel Facebook Campaign
Now that you’ve created your audiences, let’s dive into the overall
strategy of your Facebook advertising funnel. In a nutshell, here’s what you
want to happen at each stage:
Top of funnel—Create content that gets people’s eyes on your brand and products.
Middle of funnel—Remarket to people who showed an interest in your brand at the top of the funnel. You want to get these people to view the products on your website.
Bottom of the funnel—After people have engaged with your brand and viewed your products, it’s time to get them to purchase. This happens at the bottom of your funnel.
We’ll start with the top-of-funnel campaign.
New advertisers often go wrong by pushing to sell their products to people who have never heard of their business and products (cold audiences).
Instead of being a pushy salesperson, you want to warm up your target audiences by providing content that grabs their attention and speaks to them.
You also want to build social proof with top-of-funnel campaigns.
Videos work well for this stage of the funnel, but keep in mind that the audiences you’re targeting are complete strangers.
You want your content to keep their attention so avoid long introductions and don’t use the same shot for longer than 3 seconds.
Instead, start the video with people talking or movement, add video overlays, and leverage jump cuts and b-roll.
For this example, assume you’re spending $10,000 or more a month on advertising.
If your monthly spend is lower, you’ll likely want to run a Video Views or Engagement campaign for your top-of-funnel videos.
Create a New Campaign
To get started, create a new Facebook campaign and choose
the Conversions campaign objective.
Facebook optimizes based on the campaign objective you
choose. With the Conversions objective, Facebook will show your ads to people
who are most likely to convert. Likewise, if you choose Video Views, your ads
will be shown to people who are more likely to watch videos on the platform.
Next, enter a name for your campaign that makes it easy
to identify which stage of the funnel it corresponds with.
Next, choose the Campaign Budget Optimization option and set your budget.
If you don’t currently have engagement on your Facebook page and Instagram account, you’ll want to use a bigger portion of your budget for the top of the funnel.
Then slowly move your budget down the funnel when you have more engagement and website visitors.
Finally, click Continue to create the campaign.
Set Up the Facebook Ad Set
At the Ad Set level, enter a name for your ad set and select Purchase in
the Conversion section.
In the Audiences section, select your 1% lookalike audience of past purchasers.
Also choose the location of your target audience.
Under Placements, select Automatic Placements to let Facebook optimize placements based on results.
Finally, click Continue to create your ad set.
Design Your Facebook Ad Creative
At the Ad level, name your first ad and upload your
For the primary text of the ad, speak to your target
audience in their words. Reference why people love your products and why
consumers should choose yours over your competitors’. Don’t push to sell;
instead, get your targeted audience interested and curious about your products.
If you can, interview your existing customers and use
their responses in your ad copy. This will help your ads resonate better with
your intended audience.
End your primary text with a subtle call to action that
says, “Learn More: [Your Website URL].” Adding your website URL to the ad copy
with the Facebook News Feed placement will help increase your ad
Note: Links won’t be clickable with the Instagram Feed
placement so you may want to separate Instagram placement ads out.
For the ad’s headline, write something that grabs your
ideal customer’s attention.
Next, add your website URL and select Learn More as your
call to action.
Then click Confirm to publish your ad.
#4: Encourage Product Consideration With a Middle-of-Funnel Facebook Campaign
Now that you’re raising awareness of your brand and products, you’re ready to create the middle-of-funnel campaign. In this stage of your funnel, you want to get targeted customers to click on your website to view your products.
When you set up your middle-of-funnel campaign in Ads Manager, use images and videos that display your products in the best possible light. Make sure any people pictured are smiling and happy (a subtle technique that can have a big impact on sales).
If you have multiple versions of products, create a collage of two photos to show more products to people scrolling by.
Pro Tip: Adding subtle contrast and clarity to your images can help make your ad creative pop more than other images and videos it competes with.
Create a New Facebook Campaign
When you create your middle-of-funnel campaign, select
the Conversions campaign objective and name your campaign (to illustrate, “2 –
Purchase – [Product Set Name]”).
Set your budget based on the amount of engagement you
have. The more Facebook/Instagram engagers and website visitors you have, the
higher your budget can be in the middle of your funnel.
When you’re done, click Continue.
Set Up the Facebook Ad Set
At the Ad Set level, select Purchase in the Conversion
For your ad targeting, select these engagement audiences:
180-day Facebook page engagers
180-day Instagram business profile engagers
180-day website visitors
Depending on the products you’re selling, you may want to
exclude purchasers from the middle of your funnel. If your customers typically only
buy once from you, exclude purchasers here.
Next, add the location of the targeted audience. Choose
Automatic Placements to let Facebook optimize placements based on results.
Design Your Facebook Ad Creative
At the Ad level, start by naming your ad. Then upload
your videos and/or images.
For your primary text, address your ideal client by
asking a question they can answer “yes” to, helping hook them into reading more
of your copy. Explain how your product solves customer pain points.
End your primary text with a stronger call to action that
says, “Shop Now: [Your Website URL]”.
Next, write a headline that grabs your ideal customer’s
attention. Then add your website URL and select Shop Now as your call to
Finally, click Confirm to publish the ad.
#5: Sell Your Products With a Bottom-of-Funnel Facebook
Once people are viewing your products, it’s time to start closing sales with a bottom-of-funnel campaign.
Then duplicate the top-performing ads and target your 180-day engagement audience of people who haven’t converted yet.
Target People When Their Product Is About to Run Out
Create another middle-of-funnel campaign that targets people right when their product is about to run out.
Remind them to come back to your site to reorder the product.
For instance, if you sell a package of coffee beans that lasts about 30
days, create a conversion purchase campaign that targets a 45-day purchaser
audience and excludes a 25-day purchaser audience.
This campaign will hit people with a reminder to reorder their favorite coffee beans at the right time.
You could create a similar campaign to target one-time purchasers, encouraging them to subscribe to your product monthly.
This is a Facebook ad campaign funnel structure that will work for most advertisers.
Test different variations of targeting, remarketing time, copy, creative, campaign objectives, and the number of ads you sequence to people in a funnel.
Focus on what works after the learning phase is done for each ad and then optimize the campaigns, ad sets, and ads that perform best.
You can do this by duplicating the ad sets and ads that are performing well.
Then create variations and test again.
Continue to duplicate and optimize to determine what messaging best resonates with your ideal customer.
Remember that customers will get tired of seeing the same ad repeatedly, so be sure to create new content often to keep your audience engaged and happy.
Always be testing.
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