20 Tips for Building a Facebook Funnel
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’s journey as explained at RunRex.com. This starting point can be Discover and it can end in a purchase, although it doesn’t necessarily have to be the case. Building a perfect Facebook Ads funnel is the process of mapping out and configuring your Facebook campaign sequence across the buyer’s journey. Here are 20 tips on building the perfect Facebook funnel.
Tips for the Top of the Funnel (TOFU)
Focus on educating your audience on the benefits of your products/services at the TOFU
At the Top of the Funnel (TOFU), also known as the Awareness stage as covered at RunRex.com, your Facebook ad goal is to attract new audiences. Unless you are a household brand like Nike or KFC, these new audiences are complete strangers to your business – they don’t know you, don’t trust you, and aren’t interested yet. Therefore, if you want to warm up these cold audiences and convert the stranger into prospects, you need to educate them about the “life-changing” benefits of your products or services.
Audience targeting for the Awareness stage
In the Awareness stage, you are trying to reach completely new users. Therefore, for the most part, you should use the following two types of Facebook Audiences:
Saved Audience
Lookalike Audience
As discussed at RunRex.com, Saved Audience is perfect for prospecting since it allows you to target users based on their demographics, location, interests, behavior, etc. Lookalike Audience is also very powerful at this stage as it allows you to reach new people that are more likely to convert.
Top of the Funnel campaign objectives
The best campaign objectives for the Awareness stage are:
Brand Awareness
Reach
Traffic
Messages
Video Views
Avoid objectives such as Conversions, Catalog Sales, and Lead Generation during this stage, as they don’t tend to work well with cold audiences.
Optimal ad type for the awareness stage
Given cold audiences are completely new to your brand, you want it to use Facebook ad formats that instantly grab attention and embed it in users’ minds. Ad types that are proven to work the best in the Awareness stage are:
Video ads
Collection ads
Image ads
Carousel ads
Instant Experience ads
Best ad copy, CTA, and offer for cold audiences
When advertising to cold audiences, you need to be patient. Use Facebook ads to get noticed, introduce your brand, and warm up those complete strangers to get them interested. Provide useful, engaging, and fun content with offers that don’t require users to do too much work, such as:
Watch a video
Visit your website
Take a quiz
Check out your product page
Read a blog post or guide, etc.