The article tells about building engagement funnels for cold and warm audiences and sales for hot audiences. You will learn how to collect audiences, how to smoothly move people along the funnel, gradually warming them up. How to build your advertising campaigns correctly: choose goals and use all the wide possibilities of Facebook to reduce the cost of advertising without losing its effectiveness. Material for experienced SMM specialists. If you want to improve your skills and try analytics of advertising campaigns on Facebook - make a summary of the article and look at advertising campaigns for your clients from a new angle.
Facebook Funnels
Common mistakes
When a person decides to create an ad on Facebook, very often he list of taiyuan cell phone numbers pursues a false goal. Let's consider a campaign aimed at increasing conversions. Often, people choose as a conversion the wrong goal that could cause the maximum number of successful interactions. For example, they consider as a conversion goal - filling out a contact form on the site. Or another goal that is easy to accomplish.
A conversion campaign will allow you to create a set of conversions that you want to track. This includes conversions that come from interactions with your site. Common actions in this case are view content, lead, add to cart, and purchase.
Facebook needs 50 conversions a week to optimize your campaign. To study your users and see who they are and what they do to find a lookalike audience. Without this data, Facebook struggles because it doesn't know who it needs to look for. It's in Facebook's best interest to show ads to people who convert because we pay for conversions .
If you create a campaign that's focused on conversions but lacks data, Facebook doesn't know how to optimize it (except in some cases). Susan finds the social network's recommendations pretty accurate.
If your product is very niche with a clear audience, Facebook will only need a small number of conversions to generate similar audiences.
Let's say your campaign doesn't reach 50 conversions. Then Facebook extends the "learning period" and the results may be worse. In this case, it is recommended to either make the conversion less valuable or run clicks/views traffic.
Want a super successful campaign? Choose conversions that will be numerous and will help judge the effectiveness of advertising. Then, based on these conversions, you can collect audiences and make more targeted creatives in advertising.
Look at conversions more broadly, consider all the steps of the audience. And not just the final conversions - subscribing to a service or purchasing a product . Your initial engagement goal may not match the final goal, but it can help you.
This could be setting up certain filters, visiting specific pages or a chain of pages, viewing packages, etc. Any interaction on the site could be a conversion, indicating that the product is of interest to the person.
Let's take an example. A coach sells an information product and wants customers to sign up for an expensive course or similar offer. But people won't buy such a course immediately (with rare exceptions, if the identity of the course author is very well known). Therefore, the chain of goals that the coach uses to achieve his main goal may include: downloading a free guide, signing up for a webinar, and so on.
In other words, you need to think about smaller goals that will get you to 50 conversions per week faster. By targeting the action that your funnel shows you happening earlier, you can give Facebook enough information to find your target audience.
But choosing the right goal is only half the battle. The other half is the campaign type. When you start creating a Facebook campaign, it asks, “What do you want to achieve?” Almost everyone wants to achieve conversions because they are selling something.
When people choose a campaign that targets conversions, they are bound by the limitations of that campaign type. While other campaign types may cost less and still drive conversions.
Examples of funnels that save money
Learn some types of micro conversions to look out for and how to create ad campaigns.
Video funnels
Facebook has become more video-centric, and Susan has seen advertisers embrace video funnels . This type of funnel works especially well for products that require explanation. Video is a great way to introduce your product.
What else can you use video for on Facebook? Last year, Facebook added the ability to manually create audiences and retarget those who visit your pages, like and comment on posts, watch your videos , leave requests in lead ads. Or, fall off when filling out an application (clicks "Submit application", but does not send it, in the end)
