Knowing what a lead or sales funnel is, is essential for you to succeed in Facebook Ads. Otherwise, you’re leaving money on the table because you’re not optimizing ads for every stage of the sales process.
For simplicity’s sake, we’re going to define a sales funnel as having three stages: the top, middle, and bottom. To get higher conversion rates, you need to create separate types of ads for each stage of the funnel.
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For instance, at the top of the sales funnel, people wouldn’t know your brand, and what you do, so you need to introduce yourself to them. For this purpose, Brand Awareness and Reach ads are great objectives to use for your Facebook advert. You don’t want to sell on them aggressively, as it could turn them off your brand. Instead, try to offer something of value. When they engage with your ad, you can retarget them later on with another ad.
At the middle of your funnel, your audience will be at the stage where they will be more likely to consider your business as the solution to their pain point. Since this is your second point of contact with your audience, they’d be more likely to engage with your advert. You can use different campaign objectives depending on what you want to achieve. For instance, you can choose from Traffic, Engagement, App Installs, Video Views, Lead Generation, and Messages objectives on Facebook ads. Maybe a few people in your audience will be willing to buy something from you now, but most of them will need some more prodding. So, we go into the next stage of the funnel.
At the bottom of the funnel, this is where you ask people to buy your stuff. You’ve already made some contact with them – they’ve engaged with your past adverts, they’ve visited your site, signed up to your mailing list, downloaded your app, and more. They should be ready to buy now. You can create a Facebook ad with any of the following objectives – Conversions, Catalog Sales, and Store Visits. When you create the perfect advert, one that will resonate with your bottom of the funnel audience, then you’ve got them in the bag. You can also do a few split tests so you can find the winning advert, which you can scale later on.
Why Split Testing Your Facebook Ads Is A Must
Split testing is an important aspect of Facebook Ads optimization. However, not all ad objectives support split testing; so, it’s a bit unfortunate. Maybe in the future, Facebook will allow split testing for all of their campaign objectives. For now, here’s a list of objectives that support split testing:
- App installs
- Video views
- Lead generation
- Catalog sales
If you’re on the fence about split testing, and whether it’s worth your time and money, read this short article to find out some of its benefits:
- You don’t need to guess at what’s working and what’s not
With split testing, you get to cross off your list all those elements that are not working for your ads. By the end of a few tests, you’ll know exactly what’s working and what’s resonating with your audience, and what’s not. This not only helps you save time in the future – you’re not going to re-use those elements which are proven failures, right? – but you are also a step closer to creating the perfect high-converting ad for your business.
- Your results are not due to luck
Some people get lucky with their first advert. But they’re few and far in between. If you depend on luck, you’re not going to get very far. Advertising means you need to spend money to reach people. If you depend on luck, you’re throwing money to the wind. With split testing, you can pinpoint exactly what made your ad successful. You can say with certainty that these elements are the reason for your ad’s success – and you can use the same elements again in your future campaigns.
- It’s a worthy investment
With split testing, you get to spend money up front, but once you find a winning campaign, you can easily recover the cash you’ve paid for those failed adverts. You just need to have a detailed plan in mind and at least have an idea of the kinds of elements you’d want to test. There’s an infinite number of elements and combinations for every advert, so you need to narrow down your choices from the get-go and not spend too much money. This is the smart way to do split tests – have a theory or objective in mind and set to prove that theory right (or wrong).