You may have heard of the Inbound Marketing Funnel. But did you know that you can apply it in many more areas of your marketing plan? With the targeting capabilities that Facebook Ads offers, it’s a shame not to take advantage of it. So that this is not your case, below we detail what a Full-Funnel strategy for Facebook Ads is and how to implement it.
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What Is A Full-Funnel Strategy For Facebook Ads?
In Inbound Marketing the conversion funnel, or Funnel, is used to follow the Customer Journey and understand what users need in each phase, from when they interact with a brand for the first time until they decide to make a purchase. But the Funnel is very versatile, so it can be implemented in content creation strategies like, you guessed it, Facebook Ads.
Using a Full-Funnel strategy in Facebook Ads allows you to optimize advertising campaign and increase performance. By adapting the Ads campaigns to the different types of potential customers within your reach, the effectiveness of advertising can be increased.
To implement a Full-Funnel strategy in your Facebook Ads, you will need to closely monitor the keywords that your audience uses to segment the campaigns according to the phase of the funnel each consumer is in. Generic keywords will serve potential Top of the Funnel customers, while more specific keywords can be tailored to users in the lower phases of the funnel and near the time of purchase.
Why You Need To Implement Full Funnel In Facebook Advertising
Basically, if you want to optimize your Facebook Ads campaigns to be more efficient, you are interested in adopting a Full-Funnel strategy. It will help you improve your ROI while improving the experience of your users since they will see ads better adapted to their needs at all times. Some of the benefits of implementing this type of strategy are:
- It allows you to structure campaigns since you can follow the funnel model to create your ads and their segmentation.
- You can adapt your ads to the type of customer and the phase of the Funnel they are in. One of the big problems with typical advertising strategies with Facebook Ads is that you try to sell a product or service from the beginning, without giving users time to get to know your brand and create an emotional bond that encourages them to make the purchase.
- Setting and redistributing budgets is much easier, as the entire campaign is more clearly structured. You can decide how much to invest in each phase based on the quality of leads it brings you.
- Streamline the optimization process. Segmenting the audience of your Ads gives you a lot of relevant information about your audience that you can use to create better and better campaigns.
How To Attract The Consumer With Your Facebook Ads Funnel
When you start planning your campaigns, use ad groups to test your offers and audiences. Within each group, there will be your individual ads, also aimed at different audiences and created specifically for them. Give your campaigns, groups and ads clear names; the organization is essential to implement a good cross-funnel strategy on Facebook.
Segment Your Audience Well
Divide your audience according to the stage of the funnel they are in:
- TOFU: Segment by interests, demographics and behaviour.
- MOFU: Segment by engagement with the page, interests, demographics and behaviour.
- BOFU: do remarketing and segment by engagement with the ads.
In TOFU, you can expand your audience, so that the algorithm reaches a larger potential customer base, the type of content you can create at this stage are contests, giveaways and Facebook live videos. In MOFU you should start specifying to make sure you have a pool of qualified leads. You can implement retargeting strategies for those who have interacted with the content from the previous phase. Also make sure that as leads progress through the Funnel, they stop seeing ads from previous stages. This will improve your user experience and reduce unnecessary expenses.
You can allocate a larger budget to BOFU campaigns since they are closer to conversion and you want to have the highest possible impression share and a large number of user clicks in this decisive phase.
To achieve the objective of your campaign, you need to understand which audiences and targets are most appropriate for each group. Facebook offers different targeting options for advertisers. These options allow you to create wide or specific audiences, and play with that width, adapting it to each stage.
Custom Interaction Audiences
Using Facebook’s custom engagement audiences is highly recommended. They consist of those users who have previously interacted with your content on Facebook or Instagram and are divided into different categories, such as those who have seen your videos, those who have opened or completed a lead ad form and those who have interacted with your page on Facebook or with your events. Custom interaction audiences are very useful type targets to generate organic growth within your Facebook Ads campaigns.
The Full Funnel strategy for Facebook Ads is also useful to attract lookalikes. If you don’t have strategies to attract new leads, you will always reach the same audience, and it is easier for them to end up fatigued by ads. When users show interest in your brand, you can nurture them with consideration and conversion campaigns. The more users trust you, the more likely they are to buy later.
An essential tool for the success of these strategies is Facebook Pixel. A snippet that is installed on your website and tracks the users who land on your site from Facebook. You can use this tool to keep track of your KPIs and measure the progress of the funnel. Don’t forget to share the secrets that Full Funnel can bring to Facebook!