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, and 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

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

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, and 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

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

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.

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.

Conclusion / Takeaways

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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