The Facebook Ad Funnel: What Is It and How to Make It Work for You

The Facebook Ads Funnel is one of the most powerful tools in helping you generate leads, sales, increase ROI and ultimately grow your business. We want to help you get the most out of the funnel by breaking down what it is and how you can make it work for your business. 

 

Are you ready to start advertising your business on social media? You’ve established your brand identity and your core offering, but now you’re ready to really drive up those conversions. Before you dive into the world of Facebook ads, it’s important to understand how the conversion funnel works and how you can use it to get your message in front of the right people to reach your goals. 

 

 

The Facebook ads funnel is split into three key stages in the buyer journey (Awareness, Consideration, Conversion) and is designed to pull qualified users down the funnel to convert. A conversion is when the recipient of a marketing message performs a desired action, which might look like purchasing a product, booking an appointment or filling out a contact form.  

 

Top of Funnel (TOF) – Awareness

At the top of the funnel is the awareness stage. This is where you target cold audiences, people who are not yet aware of your brand’s products or services, as your ideal customer persona. At this stage, your key focus is to introduce your brand and clearly communicate your brand purpose and offering. The ads you push at this stage should spark curiosity with potential prospects and educate them on your brand through an authoritative tone of voice. 

 

Middle of Funnel (MOF) – Consideration

Moving into the middle of the funnel, you are targeting a warm audience as prospects: people who are aware of your brand and have previously shown some interest but who haven’t taken it further. For example, these prospects may have visited your website previously, engaged with your social media channels or engaged with the ads you are pushing at TOF. 

 

At this stage, you want to push ads that communicate not only the key features of your offering, but also its benefits and how it can help users overcome their pain points. Here, you want to focus on clear and concise ad creative that communicates your core USPs in the first 3 seconds of a user seeing the ad. 

 

Bottom of Funnel (BOF) – Conversion

At the bottom of the funnel is the conversion stage, where your prospects are now a hot audience of users you are retargeting. These users have come close to converting but have pulled back to consider further (e.g., adding product(s) to cart but abandoning before completing their purchase). Therefore, at this stage you want to push strong ad creatives that answer the ‘Why us?’ question and work to push users over the conversion line. You might use techniques such as highlighting social proof, featuring customer testimonials or using an offer (e.g., 10% off code) here.

 

The successful implementation of the full funnel Facebook ads structure works to nurture users and pushes those qualified users down the funnel to convert. It’s important to remember that most users are not going to convert on your core offer at the first touchpoint (particularly with high value conversions) as it’s likely they won’t know or trust you yet. Therefore, users need to interact with your brand over multiple touch points before converting – as the Facebook ads funnel is set up to facilitate.  

 

To maximise the success of your new Facebook ads funnel, it’s important to implement an omnichannel marketing approach that uses various touch points including organic social media, paid social media, email marketing, SEO etc., ensuring an integrated and seamless experience for customers across each. At Pilot Fish Media, we can help you build a successful Facebook ads strategy as well as help you implement a full digital omnichannel marketing strategy to maximise its success.

 

Get in touch at zoe@pilotfishmedia.com to find out about how our creative and strategy teams can help you reach your goals.