{"id":57758,"date":"2018-06-01T01:47:18","date_gmt":"2018-06-01T01:47:18","guid":{"rendered":"https:\/\/blog.glaciermediadigital.ca\/?p=57758"},"modified":"2018-11-19T04:51:33","modified_gmt":"2018-11-19T04:51:33","slug":"lets-talk-funnel-facebook-advertising","status":"publish","type":"post","link":"https:\/\/blog.lodestardigital.ca\/index.php\/2018\/06\/01\/lets-talk-funnel-facebook-advertising\/","title":{"rendered":"The funnel in Facebook advertising"},"content":{"rendered":"

Very often, we receive accounts with clients who are super excited about Facebook advertising. It\u2019s a great platform to expose your message in multiple placements and formats and the CPC\u2019s are relatively cheap.<\/p>\n

When it comes to campaign planning, though, we start off with one question: what is the goal that we are hoping to accomplish through Facebook advertising?<\/p>\n

\u201cConversions.\u201d<\/p>\n

Okay, great. But what\u2019s a conversion in this case? It can be anything from newsletter sign-ups, purchases for e-commerce accounts, store visits, offer claims \u2026 the list can go on!<\/p>\n

The reason why we ask this is so we can help accomplish these goals through the funnel<\/em>. This isn\u2019t really a new concept, but it is something that many marketers haven\u2019t caught on to just yet. Usually, when a brand creates an ad, they\u2019ll hit the word boost, and then hope the best for conversions\u2026 maybe.<\/p>\n

So this is how it works.<\/strong><\/p>\n

Awareness <\/u><\/strong><\/p>\n

Content type: blogs, brand awareness ads, top of the funnel sales<\/p>\n

Ad 1. The goal? Get as many people possible (either through a custom audience or a lookalike audience) to either watch a certain length of your video\u00a0or get as many people on your website so we can trigger a PageView event from a piece of code called a Facebook Pixel. <\/em><\/p>\n

Consideration<\/u><\/strong><\/p>\n

Content type: generic ad, promotions, sales, collections<\/p>\n

Ad 2. Remember that ad we had our broad audience click on before? They\u2019ll be receiving a retargeting ad to send another message from the brand. We do this by retargeting to anyone who has been on your website or engaged with an ad within a certain time period. This helps with brand recall and brand recognition. We usually see some conversions come from this blog.<\/p>\n

Conversions<\/u><\/strong><\/p>\n

Content type: carousel ads, coupon codes, lead generation ads<\/p>\n

Ad 3. This is where the magic happens. So at this point, our audience has received two ads. For an e-commerce client, we send an ad out called a Dynamic Retargeting Ad, similar to what we do with programmatic<\/a>. If the client has been properly integrated to Facebook into a product catalogue, we can send out an ad to people who have viewed items, abandoned cart, not purchased and all of the above put together within a certain period of time. The ad sent out can be in a carousel format and will serve the specific product our audience viewed on the client\u2019s website in hopes to convert, purchases in this case. This could also include coupon codes to encourage purchases.<\/p>\n

For non-e-commerce accounts, we could focus on something called a Lead Generation ad. It\u2019s a way of having our audience sign-up for a newsletter, and send their information in to \u201clearn more\u201d about the product or service being offered.<\/p>\n

So there we have it. It\u2019s not rocket science, but it is a science between AB testing and multiple ads before we really find what works. It\u2019s exciting, and we have seen some great results come from this method of advertising on Facebook.<\/p>\n

Of course, if you don\u2019t know where to start with Facebook advertising or you are concerned about Facebook\u2019s ever-changing algorithm<\/a>, we have a team of experts who can help you get started.<\/p>\n

Click here to get in touch.\u00a0<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

When it comes to campaign planning we start off with one question: what is the goal that we are hoping to accomplish through Facebook advertising? 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