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.
Any action that doesn’t require commitment is a good fit for cold audiences. Even a free giveaway can be a tough ask for cold audiences if it requires giving up contact info, hence why you should tread carefully here. Also, focus your ad copy on unique features and benefits instead of directly pitching like a door-to-door salesman. When it comes to CTAs, some proven ones for the Top of the Funnel are:
Learn More
Watch More
See Menu
Listen Now
Send Message, etc.
Tips for the Middle of the Funnel (MOFU)
Good practices for this stage
In the MOFU, your goal is to turn prospects into leads by collecting their contact information for further nurturing. You want prospects to consider buying your products, hence why it is called the Consideration stage. This is a good time to be more direct and ask for users’ email in exchange for something of value, like a downloadable pdf, special offer, free sample or trial, webinar, etc. At this stage, it is also good practice to have a dedicated landing page optimized for lead capturing according to RunRex.com. This stage is also an opportunity to build trust.
Audience targeting for the Consideration stage
In the Consideration stage, target audiences that previously engaged with your Top of the Funnel ads as these users have expressed an interest either by clicking through and visiting your site or by watching your video ads. The best Facebook audiences for this stage are Custom audiences consisting of:
Facebook Page engagers
Instagram engagers
Video viewers
Instant Experience ad engagers
On-Facebook Listings engagers
Facebook Shopping engagers
Create a Custom Audience of users that have previously clicked on your Facebook ads, visited your landing pages, and shown some interest in your product/service.
Middle of the Funnel campaign objectives
In the Consideration stage, you want to turn prospects into leads by collecting their contact info. This is why you want to choose campaign objectives that focus on lead generation, such as:
Traffic
Engagement
Lead Generation
Messages