Learn how to create effective campaigns with a Facebook full-funnel strategy to guide consumers through their shopping experience from brand awareness to purchasing.
This post was last updated on May 20, 2021.
Facebook is the world’s most used social media platform and the second most used in the UK.
Facebook Ads can be a powerful tool to help you develop your eCommerce business. However, to produce positive results it is important to plan ahead.
Before setting up your Facebook campaigns, think about what you want them to achieve. Do you want to generate more website traffic? Increase revenue? Motivate more people to install your app?
Next, think about who your target audience is. If you need extra help with this step, check our post on how to define your target audience on Facebook.
Once you have all the information above, you will be ready to set up your campaigns.
In this post, we will show you how to run Facebook Ads for eCommerce through the implementation of a full-funnel strategy. Keep reading to learn more.
How to Implement a Facebook Full-Funnel Strategy
A Facebook full-funnel strategy consists of creating several campaigns with goals, audience targeting and messaging adapted to each stage of the marketing funnel: awareness, consideration and conversion.
The greatest advantage of using this method is being able to reach users at different stages of their shopping experience.
You can choose to run Facebook Ads with campaigns targeted at each stage of the funnel, or you can focus on just one, depending on your overall paid media plan, budget and business goals.
You can also run certain campaigns continuously throughout the year, while choosing to launch consideration and awareness campaigns at designated times.
Up next, we will dive into the best Facebook campaign types for each stage of the funnel.
Upper Funnel: Facebook Awareness Campaigns
The Facebook Ads at the top of the funnel should introduce your brand or products to new users in your target audience.
There are two Facebook awareness campaign objectives: Brand Awareness and Reach.
Facebook Brand Awareness vs Reach Campaigns:
The Brand Awareness objective is to display your ads to users in your target audience who are most likely to remember your brand.
The Reach objective is to share your ads with the maximum number of users in your target audience.
The best formats for awareness are video ads and collection ads. Both formats allow you to create an audience of users who watched your video or interacted with your collection ad, and then use it as a retargeting audience at the consideration stage.
Mid-Funnel: Facebook Consideration Campaigns
At this stage, you should focus on reaching potential customers by nurturing and engaging users who have interacted with your business or are similar to your existing clients.
There are several Facebook consideration campaign objectives. To build an eCommerce Facebook sales funnel, you need to identify your goals for website traffic and/or app installation.
The Traffic objective will show your ads to people who are most likely to click on them; this is a good choice if you want to increase traffic for your website or app.
If you offer an app as a means for consumers to buy products, you might want to include an App Install campaign in your funnel, as it will target people who are most likely to download and engage with your app.
You can use almost all the ad formats at the consideration stage. Just keep in mind that your ad has to be interesting enough for people to want to click on it.
Tip: make sure your ad’s landing page has a fast loading speed. Most people abandon a website if it takes more than three seconds to load.
Lower Funnel: Facebook Conversion Campaigns
At this stage, you can focus on reaching users who have shown interest in your products but have not purchased yet.
There are two Facebook conversion objectives for eCommerce: Conversions and Catalogue Sales.
The Conversion objective will show your ads to users in your audience who are most likely to make a purchase.
The Catalogue Sales objective will share ads containing items from your catalogue to your target audience.
Facebook Ads for eCommerce can be a powerful tool to help you develop your business. However, to produce positive results it is important to plan ahead.
Before jumping into campaign creation, take the time to strategise. Check out our post on how to define your target audience on Facebook so you can tailor campaigns to best suit your target audience and the funnel stage that they are in.
As we mentioned in this post, you can adjust the length of your campaigns, allowing some of them to run continuously and others to end after a short term.
We hope these tips will help you create successful Facebook campaigns. Feel free to share what has worked best for you in the comments below.
Looking for a Facebook ad agency? Feel free to get in touch. We are happy to help!