When first looking at Facebook advertising, it can feel like you’re a canoe stuck in a vast and tough ocean. Your paddle is lost amid all of the users and objective options. So, you try to move the canoe with your hands and you see very small results. There is movement but it isn’t helping you get closer to your goal.
A Facebook funnel is the handy paddle in the midst of this vast advertising ocean. It will help you move closer to your goal, whether that is higher sales, downloaded apps or sign-ups. A Facebook funnel has four key takeaways:
Micro-conversions
Facebook suggests that you choose conversion that has 50 per week per ad set for the best optimization. So, you may have to take a step back and choose a smaller action as the set conversion. You can change it from a big product purchase that the customer downloads to an eBook or a free webinar. This is considered a micro-conversion.
Audience interests
Consider using a different type of campaign to find your best audience. For example, you can set up a video view campaign. Then you can remarket to the audience that watched at least 25 percent of the video in your conversion campaign. This will help lower costs and create a quality audience.
Campaign considerations
Before you can create a Facebook funnel, you have to consider the client’s assets. Do they have the correct content for the audience you are trying to reach? If they don’t, you will have to plan time for the creation of those ads. Which audiences does the client already have? This could be an email list, their website traffic or a list of people who engaged with a specific post. You can then start your ad campaign with a look-alike audience. You can also combine this audience with a certain interest. So, your campaign is targeted to people similar to the email list and to people who like chicken sandwiches. This will also help create a quality audience and lower costs.
Audience categories
Three key audiences are involved in Facebook Funneling:
Cold: This is a completely new audience. They don’t know who you are or what you offer. It is best to serve them content that contains snack-size information. For example, the ad will show them a video or a blog post. This has value but no expectation of the user. The users who watch 25 percent of the video will become a part of the warm audience.
Warm: This audience knows who you are and have interacted with your business in a small way — but they haven’t actually visited the website. You can serve them larger content, such as a PDF with more about your company or product. You can also create a five-step process for this group. For example, there is a video for different levels of interest. If you delivered the ad but the user didn’t visit the site, then you can send them the next level of content.
Hot: This audience has been to your site or is the top 50% of time spent on the website. They know who you are and are ready to be offered the product. This audience is where you start to sell how your business can help them, as well.
Another good way to narrow your targeting is to exclude specific users. You can exclude audiences that visited the site in the last 30 to 60 days for the cold category. You can also exclude users who only watched 10% of the video for the warm category. This can prevent irrelevant content and spend.
There are many ways to funnel your Facebook audience. It can be tricky to keep track of all the audiences you have created. Make sure to map out your plan and funnels before creating the next campaign for your client. This will help track the changes and progress of your successful Facebook funnel.
We are always ready to map out your next campaign here at Kazoo. Let us know how we can help your business canoe reach its goal!
