Building a Facebook Sales Funnel on and off Facebook

Advertising Sales/Purchase funnels have existed for hundreds of years. The AIDA (Attention Interest Desire Action) funnel is the most famous, but many other variations exist. Both Google and Facebook organise campaign objectives by funnels. (The stage that you want to reach and target your audience).

The top of the funnel is more suited to awareness and brand, whilst the bottom of a funnel is more suited to direct response and sales campaigns with measurable ROI objectives. When creating a Facebook campaign as illustrated in the image below, the top of the funnel campaign objectives are listed on the left side, with the bottom of the funnel objectives on the right. Facebook Ads Management and optimisation is about selecting the most suited advertising objectives to meet your strategy


Building a sale funnel on Facebook using different campaign formats to target people on
Facebook has 3 stages of the funnel.

A)- Awareness B) Consideration, c) Conversion. (A is the top of the funnel and C is the bottom).

Facebook Ads has three main areas to understand:

  1. Targeting options (The most important in advertising). Currently, website remarketing, and also interests targeting are used.
  2. Campaign Objectives (Stage of funnel e.g. Page Likes/Brand top of the funnel and website conversions /bottom of the funnel).
  3. Advert Formats (Some ad formats are only available with certain campaign objectives and targeting options).

Ad formats (The media, copy and appearance of the advert)
Single image

Testing includes experimenting with different campaign objectives – and ad formats.
For imagery to be used as ad creative assets, most ad formats have a recommend Picture size is around 1000 x1000 pixels. (1024 x 1024 to be exact, however Facebook will automatically scale the image).


Ad placements (Where you want your ads to run)

Audience Network

Different campaign objectives and ad format/types can be used with the same targeting).
For example, an interest such as Shopping, gym, sports shoes can be used with Facebook Page likes, website conversions, product catalogue sales etc.

The targeting options are limited to your specific industry- but Facebook is expanding the interests targeting options all the time. Interests are shown both on Facebook, and off Facebook- via the Pixel and Social logins

Campaign Objectives Explained.

Build awareness

  • Boost Your Posts
  • Video Views Objective
  • Building Brand Awareness with Ads
  • Achieving Scale with the Reach Objective
  • Brand Best Practices
  • Video Ads: Buying and Tradeoffs
  • Facebook Video Foundations
  • Build Your Brand with In-stream Video Ads



Drive consideration

  • How to Drive Actions Online, in Stores, and in Mobile Apps
  • Moving Hearts and Minds with the Traffic Objective
  • Video Views Objective
  • Facebook Events
  • Offers: Attract, Convert, and Reward Customers
  • Facebook for B2B Marketers
  • Video Ads: Buying and Tradeoffs
  • Facebook Video Foundations
  • Build Your Brand with In-stream Video Ads


Generate Conversions

  • Generate leads
  • How to Drive Actions Online, in Stores, and in Mobile Apps
  • Simplifying Lead Generation in a Cross-Device World
  • Promote my app
  • Increase online sales
  • How to Drive Actions Online, in Stores, and in Mobile Apps
  • Offers: Attract, Convert, and Reward Customers
  • Turn Shoppers Into Buyers With Dynamic Ads
  • Book More Business With Dynamic Ads for Travel
  • Enhance Your Direct Response Campaigns with Audience Network
  • Closing the Deal with Conversions
  • Increase in-store sales

E-commerce and travel can use an objective named catalogue sales. This is the same format as website conversions. It is essentially Website conversions- but using the product/hotel catalogue feed from the website to dynamically generate adverts. (This will be expanded into other industries).

Website clicks campaign objective focus more on clicks than conversions. (Mid-funnel).
Page Likes objective to focus on getting more page likes. It is top of the funnel, brand advertising. Similar to building an email list to retarget.

We could, for example, run a Lookalike campaign with a Facebook Like objective- however, in this instance, the Facebook Page will need more content. (e.g. product images, postings etc).

The campaign objectives at the bottom of the funnel(sales)- is Website conversions and Product Catalogue Sales. The objective of Product Catalogue sales is actually Website conversions- so they are the same objective.
Using dynamic ads with pricing is best for the bottom of the funnel advertising- vs brand/top of the funnel. Top of the funnel is more lifestyle and general creative- rather than pricing etc. It is more informational- focusing on awareness.

Website click conversions campaign objective focuses on getting the most clicks. This may buy cheaper traffic- however we shall need images/assets to run this.
Page Likes is a good option to test with a lookalike audience.


It is good to start by setting campaign objectives, choosing targeting options and ad formats. Smaller companies can often start at the bottom of the funnel and work upwards, with larger companies starting at the top of the funnel working downwards.

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