How to use funnels for your Facebook Ad Campaigns

This article is in conjunction with the article ‘How to Setup Funnels in Facebook Ads Manager’ where I described, how to create funnel pages in Facebook ad manager, step by step.

Today I am going to show you, how to use funnel pages for your Facebook ad campaigns.

Let us suppose following are your funnel pages:

https://www.example.com/cart

https://www.example.com/checkout

https://www.example.com/complete

Let us also suppose you created custom audience for each of these funnel pages (as described in this article How to Setup Funnels in Facebook Ads Manager):

Prospects usually drop off at different steps of a funnel.

So some prospect will exit your sales funnel after viewing your shopping cart page (Shopping Cart Visitors)

Some prospect will exit your sales funnel after viewing your Checkout page (Checkout Visitors)

Some prospects will not exit your sales funnel and actually complete the purchase and when they complete the purchase they see the order confirmation page hosted on your website (Customers).

Now people who are exiting your sales funnel have a high propensity of making a purchase on a return visit to your website provided they are retargeted with the right offer and at the right time.

Here Facebook custom audiences (based on funnel pages) come handy.

For example let us suppose you want to retarget all of your website visitors with Facebook ads who saw the checkout page but who didn’t make a purchase on your website.

Now how you will do that?

You can complete this task by using following two custom audiences:

  1. Checkout Visitors
  2. Customers

While creating your Ad Set in Facebook, set your audience targeting to, like the one below:

Let us suppose you want to retarget all of your website visitors with Facebook ads who saw the Shopping Cart page but not checkout page and they are also not your existing customers.

Now how you will do that?

You can complete this task by using following three custom audiences:

  1. Shopping Cart Visitors
  2. Checkout Visitors
  3. Customers

While creating your Ad Set in Facebook set your audience targeting to, like the one below:

Ideally you should create one Facebook ad set for each funnel page so that you can uniquely retarget prospects at different stages of a sales funnel with different ads and offers.

That’s how you can use funnels in your Facebook ad campaigns.

Related Articles

 

What is the difference between Digital Analytics and Google Analytics?


99.99% of course creators themselves don’t know the difference between Digital analytics, Google Analytics (GA) and Google Tag Manager (GTM).

So they are teaching GA and GTM in the name of teaching Digital analytics.

They just copy each other. Monkey see, monkey do.

But Digital analytics is not about GA, GTM.

It is about analyzing and interpreting data, setting up goals, strategies and KPIs.

It’s about creating strategic roadmap for your business.


Digital Analytics is the core skill. Google Analytics is just a tool used to implement ‘Digital Analytics’.

You can also implement ‘Digital analytics’ via other tools like ‘adobe analytics’, ‘kissmetrics’ etc.

Using Google Analytics without the good understanding of ‘Digital analytics’ is like driving around in a car, in a big city without understanding the traffic rules and road signs.

You are either likely to end up somewhere other than your destination or you get involved in an accident.


You learn data analysis and interpretation from Digital analytics and not from Google Analytics.

The direction in which your analysis will move, will determine the direction in which your marketing campaigns and eventually your company will move to get the highest possible return on investment.

You get that direction from ‘Digital analytics’ and not from ‘Google Analytics’.


You learn to set up KPIs, strategies and measurement framework for your business from ‘Digital analytics’ and not from ‘Google Analytics’.

So if you are taking a course only on 'Digital Analytics’, you are learning to use one of the tools of ‘Digital analytics’. You are not learning the ‘Digital analytics’ itself.

Since any person can learn to use Google Analytics in couple of weeks, you do no get any competitive advantage in the marketplace just by knowing GA.

You need to know lot more than GA in order to work in digital analytics and marketing field.


So what I have done, if you are interested, is I have put together a completely free training that will teach you exactly how I have been able to leverage digital analytics to generate floods of news sales and customers and how you can literally copy what I have done to get similar results.

You can sign up for the free training here: https://learn.optimizesmart.com/registration-web-class

I truly hope you find it helpful.  

My best selling books on Digital Analytics and Conversion Optimization

Maths and Stats for Web Analytics and Conversion Optimization
This expert guide will teach you how to leverage the knowledge of maths and statistics in order to accurately interpret data and take actions, which can quickly improve the bottom-line of your online business.

Master the Essentials of Email Marketing Analytics
This book focuses solely on the ‘analytics’ that power your email marketing optimization program and will help you dramatically reduce your cost per acquisition and increase marketing ROI by tracking the performance of the various KPIs and metrics used for email marketing.

Attribution Modelling in Google Analytics and Beyond
Attribution modelling is the process of determining the most effective marketing channels for investment. This book has been written to help you implement attribution modelling. It will teach you how to leverage the knowledge of attribution modelling in order to allocate marketing budget and understand buying behaviour.

Attribution Modelling in Google Ads and Facebook
This book has been written to help you implement attribution modelling in Google Ads (Google AdWords) and Facebook. It will teach you, how to leverage the knowledge of attribution modelling in order to understand the customer purchasing journey and determine the most effective marketing channels for investment.

Himanshu Sharma

Digital Marketing Consultant and Founder of Optimizesmart.com

Himanshu helps business owners and marketing professionals in generating more sales and ROI by fixing their website tracking issues, helping them understand their true customers purchase journey and helping them determine the most effective marketing channels for investment.

He has over 12 years experience in digital analytics and digital marketing.

He was nominated for the Digital Analytics Association's Awards for Excellence.

The Digital Analytics Association is a world renowned not-for-profit association which helps organisations overcome the challenges of data acquisition and application.

He is the author of four best-selling books on analytics and conversion optimization:

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