As guaranteed in my previous post , I am back with component two on how to leverage Facebook goals to create a cross-funnel campaign strategy. In case you didn’ t have the chance to capture part one, here are the main factors you need to know:
- Facebook offers three campaign goal options for advertisers: awareness, consideration, plus conversion.
- It really is crucial that you don’ t overlook your own objective, optimization settings, bid technique, or budget selections upon strategy creation.
- The particular Facebook ad auction relies on algorithmic studying around these types of settings to make decisions. You need to recognize the right signals and track substantial data to enable this algorithm in order to efficiently optimize according to your marketing and advertising goals.
And now that we are up to speed with component one….
For part two, I am going to walk you through the six important steps to building out your full-funnel marketing strategy on Facebook. Let’ s i9000 get started!
Step #1: Understand how your advertising funnel works
Before we get into strategies on Facebook, let’ s rapidly talk about the marketing funnel . This channel is the path that users get during their journey with your marketing routines. There are various ways to define and pack in your marketing funnel, but it usually looks something like this:
It’ s important to recognize and determine what your marketing funnel looks like to be able to optimize your cross-funnel strategy. To obtain there, start by asking yourself these queries:
- Do you know the sources and channels of brand name discovery for your prospects?
- What are the milestones in your prospect’ s journey? Here, think about amount of touchpoints you are having with your potential clients (website visits, form fills, sorts of actions, etc . ).
- What offers can you set to these milestones? To match your prospect’ s i9000 intent through your marketing funnel, it’ s extremely valuable to have various kinds of offerings. Consider a white paper for brand spanking new prospects versus a free trial for all those further down the funnel.
- How long does it take for any prospect to travel from top associated with funnel to bottom of the channel?
- Where would be the leaks in your marketing funnel? Think about areas where you could lose your potential client.
As soon as you’ ve thought through all these questions, you’ ll be in the ideal mindset to get started.
Step #2: Structure your own Facebook Ads account
Now that you’ lso are thinking about how your marketing channel is structured, it’ s time for you to talk about your Facebook account. How you structure your account can make or break your own ability to effectively manage and enhance your campaigns to your business targets.
To get started, let’ s do a quick refresh. Here’ s an example of what a Facebook advertisement account looks like:
Consider your Facebook campaigns as the covering for your ad sets. Aside from your own objective, the majority of decisions are made only at that ad set level on Fb. This includes your targeting, optimization configurations, bid strategy, and budget. Plus within each ad set, you might have your ads, in which you can distinguish your offer, creative, and messages.
If you’ re reading this post, you’ lso are interested in targeting prospects across your own funnel through Facebook so we’ ll talk through an account construction that matches your marketing channel. In order to accomplish this, I would recommend building the campaigns in accordance to each phase in your marketing funnel. Depending on exactly what your marketing funnel looks like and exactly how granular you want to get, the number of strategies will vary. To give you an idea of exactly what this would look like, I’ ll give a simple example:
Campaign 1 : Best of funnel (TOF)
Campaign 2: Middle of funnel (MOF)
Advertising campaign 3: Bottom associated with funnel (BOF)
With this structure, your first view within ads manager will be a clear portrayal of how much you are investing and exactly how your relative KPIs are monitoring across each stage of the channel. Next, within your campaign, you should use your own ad sets to test your provides and audiences. Here’ s a good example:
Advertisement set 1: Provide 1 & Audience 1
Ad fixed 2: Offer one & Audience 2
Ad set three or more: Offer 2 & Audience 3
Ad set 4: Offer 3 & Target audience 4
At this point, within your ad set view, you are able to compare performance to understand how you ought to adjust your budget allocation or check new offers and audiences inside that funnel stage.
Lastly, within each advertisement set, you have your ads. This is actually the perfect place to test out different innovative, ad formats, and messaging in your ad set. For example:
Ad #1: Offer > Creative Variant 1 > Copy Variation one
Advertisement #2: Offer > Creative Variation 1 > Duplicate Variation 2
Ad #3: Offer > Creative Variation two > Copy Variation 1
Ad #4: Offer > Innovative Variation 2 > Copy Variant 2
Because evident in my examples above, your own naming convention will also be key in order to transparent reporting and effective accounts management. By clearly naming your own campaigns, ad sets, and advertisements, you will be able to easily identify the particular component and make decisions without needing to drill into each ad established or ad.
In summary, a well-organized ad accounts is crucial to successfully getting started with your own cross-funnel strategy on Facebook.
Step #3: Set objectives based on the funnel
Now, that the campaigns are mapped out simply by funnel stage, you should be able match the proper objective as offered by Fb:
This is a guide to reference when making your goal decisions based on your marketing channel:
Step #4: Select your targeting types
In order to achieve your campaign’ s objective, you must understand what targeting types and viewers are most appropriate for each ad arranged. Thankfully, Facebook offers a multitude of focusing on options for advertisers. These options allow you create audiences that range from wide to specific:
These audiences can be found directly from Facebook’ s core market options (demographics, interests, behaviors) or even from your own data (website visitors, customized audiences, lookalike audiences or LAL, etc). As your prospect moves over the funnel, your targeting should be segmented as you are targeting more certified users.
To help you decide which audiences to use within each funnel stage, here are a few suggestions:
As you can see in the chart over, there is crossover across funnel phases. It’ s important to note that the main element here is to narrow down your own audience. Take the lookalike recommendations, one example is. At the TOF, you should widen the audience range, allowing the protocol to target a larger base of customers. Then, when you get to MOF advertisement sets, you should narrow down your own range to ensure that you have a closer number of qualified, potential prospects.
You should also consider employing exclusionary viewers across your ad sets. In this way, as the prospect moves through the channel, they are not continuing to see the ads using their previous stage. It will help you control wasted spend plus improve the prospect experience.
Step #5: Power engagement audiences
What better way to proceed prospects through your marketing funnel upon Facebook than using engagement viewers? Engagement audiences allow you to reach people who have previously interacted with your page. Facebook currently offers six options for your engagement audience:
Here’ s an example of how you can use engagement audiences to boost your funnel strategy from start to finish:
Step 1: Using an awareness campaign objective and broad audience targeting, reach potential prospects with an engaging video.
Step 2: Using a consideration campaign with a lead generation objective, target the individuals who engaged with the video in step 1 by promoting a piece of content through a lead-gen ad.
Step 3: Build out a conversion campaign to target the users who completed this lead ad and entice them to convert on a product-centric offer, moving them to the bottom of your funnel.
Added bonus: Engagement audiences are the perfect targeting type to leverage your organic reach within your paid campaigns. This provides an opportunity to collaborate with your team and pair your organic and paid efforts. Within our very own campaigns, we’ ve found that engagement audiences lead to a lower cost per acquisition .
Step #6: Optimize settings & conversion events
As I mapped out in part one, you won’ t be able to achieve your marketing goals if you’ re not implementing the right settings, which includes your conversion event and optimization for ad delivery settings.
The conversion event is only applicable for your ad sets that fall under a conversion campaign. This is because a conversion objective relies on outside signals ( through your pixel ) to fuel optimization. Therefore, when it comes to your TOF campaign, you don’ t need to set a conversion event as the algorithm is able to deliver based on internal signals.
However, for your MOF and BOF campaigns that are going conversion, you will be asked to select a new conversion event. You should ensure that you pick the appropriate conversion event based on the objective and offer. If you are promoting some sort of whitepaper in your MOF campaign, you must select a conversion event that signs up a successful download. On the other hand, you are very likely promoting a higher value offer in the BOF campaign, which means your change event should reflect this aim. For advertisers alike, it’ nasiums not always easy to drive a significant level of BOF leads. Therefore , if you are battling to reach your goals, you should consider selecting a leading sign for your conversion event so that the criteria receives sufficient signals during the learning period .
The optimisation for ad delivery setting is where you tell the algorithm what you see as success for the ad set. As we’ ve talked about through this post, your targets vary across each funnel, so it’ s important to make this known within your optimization for ad delivery. Here’ s an example of the appropriate settings depending on your funnel stage:
See results with your funnel-based Facebook strategy
Facebook provides an excellent opportunity for advertisers to capture new prospects and move existing leads through your marketing funnel. By following the six steps mapped out in this post, you will have a promotional strategy that delights prospects and maximizes your advertising results.
Once you are running with your cross-funnel strategy, you should continue to iterate by testing new audiences, offers, and creative to optimize and scale your account. Before you go, take a look at our Facebook Grader today and see how your Facebook ads can improve today!
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