Facebook Ads Funnel For eCommerce
dojolab // - Our Process For Creating Facebook Ads Funnel For Ecommerce
Make sure to map out the exact funnel before touching the ad account and building the actual campaign.
These funnel uses the following Custom Audiences:
Purchased 180 Days
Purchased 30 Days
Viewed Content 14 Days
Things to note:
1. For low-priced products will small margins, aim to create a shorter funnel. It should be more punchy as compared to high ticket products.
2. Consider the popularity of the brand. For not so popular brand, make sure to drive extremely cheap clicks on top of the funnel and that you’re also converting at the top of the funnel. You can trigger viewed content and adds to cart.
Step 2: The Top of Funnel
In the provided example, we only use 2 Top of Funnel campaigns optimized for a) Conversion and b) Dynamic Product Sales. For conversion campaign, we use canvass, carousel, and collection ads. You can also use video and then retarget video viewers. For the 2nd Top of Funnel, we use broad audience carousel.
Use video for collection ads. If you have 5 or more products, make sure to create a product catalogue. The images shown in the collection ads will be from your product catalogue. This is great because it’s seamless, loads instantly and can be browsed real easily on Facebook.
Another thing to note here is that we set the budget as “lifetime”. Although it doesn’t have much difference with the daily budget, we noticed that Facebook seems to favor this, probably because of its evergreen nature. The problem with setting in a lifetime budget is the difficulty in scaling.
Step 3: Bottom of Funnel
In the Bottom of Funnel, we retarget those who viewed the content and adds into cart for the last 14 days. You can also retarget people from the last 30 days and 60 days. Just make sure to exclude one audience from the other.
Step 4: Let’s go to the ad account
Refer to page _ of the MingSchool ebook Hacking Facebook for E-commerce for the steps in creating the campaigns.
Expert Hack: Create a tracking sheet to record all campaigns you created. Copy the name into the sheet to track.
After creating the ads, check and preview them. Copy the link to the Ad Tracking sheet as AD ID. Make sure to use the same AD ID for more social proof, so the shares and likes will be reflected.
Emphasis: In creating a funnel for lower ticket products, you don’t need to have many steps. The key is to get really cheap traffic from the top of funnel that is triggering view content and a solid dynamic ad campaign at the bottom of the funnel retargeting those individuals. Make sure to use a tracking sheet so the community manager will be able to see the ads. Lastly, we highly recommend that you create first the funnel before you proceed with the other steps.