How to Create a Full-Funnel Advertising Strategy with Facebook Objectives

The creation of a full-funnel Facebook Ad Funnel strategy is challenging, moreover, this whole thing requires the landing pages to be on-the-point and good enough for the strategy to work. The best ad can be created by the wonderful power of words making you target the correct or potential audience. Apart from that, if the landing page misses on the valuable content in order to provide the people the chance to follow their decision.

Moreover, it will cost you an uphill battle on exploring the full-funnel Facebook Ad Funnel strategy. And hence, I will enlist an easy-to-work-with and a step-by-step guide below by which you can learn the ‘how’ technique of the optimization of the Facebook Ad Funnel strategy. Let’s get into it right away:

Step 1: Understanding the Working of the Marketing Funnel

Let me first introduce you to the marketing funnel before we start to deal with the deepest layers that it has. It’s that path that is often taken by people on this journey along with the marketing activities. Before knowing the ways of optimizing the strategy associated with a cross funnel, we must first understand how it’s designed. You can start by answering a few questions that you may have in mind, from which some are listed below:

  • What type of sources and channels are responsible for the discovery of the brand available for your audience?
  • What are the significant milestones present in your customers’ journey
  • What various offers can be enlisted towards the gathering of the milestones?
  • What period will your prospect take to travel from top to bottom of the funnel?
  • Are there any leaks in the marketing funnel you providing? If yes, then mend them before you lose your candidates.

Moreover, make sure to think wisely and when you’re done answering the above, you’ll be in the right zone to start along.

Step 2: Proper Structuring of Facebook Ads Account

Your Facebook account also needs to be well structured so that it can hold well enough the management and optimization of campaigns along with the substantial business goals. A Facebook ad account looks like:

The shell form for the ads including features like targeting, bid strategy, optimizing settings and the budget involved. The differentiation of offers, messaging and creativeness is looked at by the ad set. Other than that, for accomplishment, you will need to build your campaign in alignment with your marketing funnel. Moreover, here’s an example to give you a vague blueprint:

Campaign 1: Top of the Funnel (TOF)

Campaign 2: Middle of the Funnel (MOF)

Campaign 3: Bottom of the Funnel (BOF)

This structure will provide you with the investment levels and will also calculate your relative KPIs trackers across every stage. The next step is using ad sets for testing your audiences and offers.

Ad set 1: Offer 1 & Audience 1

Ad set 2: Offer 2 & Audience 2

Ad set 3: Offer 3 & Audience 3

Ad set 4: Offer 4 & Audience 4

In the last step, you have your ads compactly in your ad set, making it the best eligible place for testing different ad formats, creatives and messaging within.

Ad #1: Offer > Creative Variation 1 > Copy Variation 1

Ad #2: Offer > Creative Variation 1 > Copy Variation 2

Ad #3: Offer > Creative Variation 2 > Copy Variation 1

Ad #4: Offer > Creative Variation 2 > Copy Variation 2

And hence, a well-organized ad account is crucial for achieving success at the start on Facebook with the cross-funnel strategy.

Step 3: Selection of the Target Types

For success at the level of maintaining the campaign’s objective, we need to understand our audiences or targets. Facebook offers a variety full of options for its advertisers helping them create a specific audience. When your prospects enter the bottom of the funnel, your target must become segmented to deal with the qualified ones.

It’s important to filter your audience whenever needed. Also, try considering the employment of the exclusive audiences visible at your ad sets. This will also help you take hold of the loss and simultaneously will improve their experience.

Step 4: Using Engagement Audiences

The engagement audiences help you reach out to people who have previously got in touch with you or your services. Facebook offers 6 options in the category of engagement audience i.e. Video, Facebook page, Lead form, Full screen experience, IG business profile and Event. Moreover, you can use this feature by following steps listed below:

  1. Put up an engaging video using it as awareness among the audience.
  2. Now, use consideration campaign technique with the objective of lead generation and promote your content amid the listening audience.
  3. At last, use the conversion campaign technique by laying a product-centric offer by leading your attendees at the ending tip of the funnel.

Step 5: Setting Objectives Constructed Over Funnel

After campaigns are over the funnel stage, you can level up with the objectives enlisted by Facebook. This referral guide will help you make your right objective decisions centered on the marketing funnel.

  1. The objective category for TOF, MOF, and BOF is awareness & consideration, consideration & conversion, and conversion, respectively.
  2. The sub-category for TOF is brand awareness, reach, traffic, engagement and video views.
  3. The sub-category for MOF is messages, lead generation, app installs, and conversion.
  4. The sub-category for BOF is conversions, catalog sales, and store visits.

Step 6: Optimizing Settings & Conversion Events

Conversion Events are only applicable to the ad sets under the conversion category. It relies on outside based signals from your pixel to the optimization of fuel. Moreover, no need to set algorithms as it is fully automated through the internal signals.

Always remember to select an appropriate conversion event, which is typically based on offer and objective. The optimization of ad delivery deals with setting your algorithm as per your assumed successful ad set.