How to Build an Effective Facebook Funnel
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The document outlines the shift in Facebook advertising strategies due to increased competition and saturated markets, necessitating a focus on brand awareness and creative campaign testing. It emphasizes the importance of building remarketing pools and leveraging diverse ad formats while adjusting for higher funnel optimization. Ultimately, it highlights that effective Facebook ads still work but require more innovative approaches than before.
How to Build an Effective Facebook Funnel
- 1. Creating Effective Facebook Funnels What you’re doing wrong in the current landscape, and how to shift your strategy to win!
- 2. Who Is This Totally Excited Nerd? • 14+ years in digital, agency & client side • Mom to 4-year-old (So I get really excited about questions from adults.) • VP of Marketing Strategy at Aimclear
- 3. @SusanEDub
- 6. How It Is TodayHow It Used to Be
- 8. WTF, MAN.
- 9. Ad Inventory – WE NEED MOAAARRR! Ad inventory is saturated, driving up costs because demand > supply -25% 0% 25% 50% 75% 100% 125% 150% Additional Info: Worldwide; AdStage; January 2017 to February 2018; Facebook News Feed ads only Statista 2019 Sources: Marketing Land: AdStage Year-over-yearchange CPCs
- 10. 2017-2018: “Hey, this works.” (Everyone proceeds to do it.) • Saturated lookalikes - the same users are getting hammered with ads. • Over-reliance on bottom-of-funnel conversion actions
- 11. May 2018 Jun 2018 Jul 2018 Aug 2018 Sep 2018 Oct 2018 OUCH
- 12. Today Bottom of funnel is squeezed. You cannot rely on it solely anymore. Creativity around optimization and targeting necessary. Constant creative testing with frequent change-outs. Brands want to spend more on brand awareness, but lack way to measure the outcomes.
- 13. The GOODnews: Facebook Ads still work. The BADnews: Not as easily as they did.
- 14. Way Too Common, Y’all Conversion Campaign $$$ Retargeting $$$$
- 15. G. Dubs Up Front A. Ham’s Later! CPM Campaigns (video, engagement) $ Retargeting (conversion or traffic) $$$
- 16. Cold Warm Hot Conversion Campaigns Attempt All of This $ $$ $$$While charging you this
- 17. Time to go oldschool: WE ARE MARKETERS
- 18. Your mission(and you MUST ACCEPT IT) is to build remarketing pools.
- 19. Conversion: It’s a Long and Winding Road facebook / paidsocialprosp (direct) / (none) x 2(direct) / (none) x 2 facebook.com / referral (direct) / (none) x 2(direct) / (none) x 3 l.facebook.com / referral
- 20. Changing from Conversion to Funnel LLAs + Conversion Campaigns + RT Reduced spend in above, moved spend to video view + RT Weeks Spend Conversions CPA 6/5-7/3 $79,295.16 566 $140.10 7/10-7/31 $47,457.54 414 $114.63
- 21. Example: Video View Funnel Ad Set Name Amount Spent Impressions CPM Purchases ROAS 1-2% Lookalike $2,937.18 384,257 $7.64 184 5.24 2-3% Lookalike $1,559.01 199,577 $7.81 47 2.64 Video Views $988.30 236,127 $4.19 40 3.26 Video View Remarketing $616.61 63,228 $9.75 15 2.62 Video view funnel: • 301% ROAS • Video view alone converts for better ROAS than Conversion on 3-5% LKAL • eCPM comes in less than Conversion alone
- 22. Example: Engagement Funnel Engagement funnel: $44.67 CPA aggregate Ad Set Amount Spent CPM CPA Conversion Campaigns: 1% Lookalike of purchasers $8,754.61 $17.84 $91.19 Ad Set Amount Spent CPM CPA Engagement campaigns $260.82 $4.69 $52.16 Remarketing to engaged with post/ad $498.65 $16.63 $41.55
- 23. Mindset Shift: Build RT as a Goal • Watched video • Interacted with post or ad • Sent a message to your Page • Interacted with Lead Ads
- 24. Cold Warm Hot Go for the Longer Plays $ $$ $$$
- 28. Leverage High-Intent Audiences for LLAs
- 29. “But my campaigns don’t ”scale
- 31. It’s no longer about just site visits.
- 32. But building remarketing pools means: maximizing creative.
- 33. Look for specific placement wins
- 34. Instagram Feed Instagram Story
- 35. FB & IG want you to make creative better. Use the tools. Period.
- 39. FB & IG want you to engage your audience DO EEEEET.
- 42. Use it to learn & take your customers with you!
- 43. MaximizeYo u r R e m a r k e t i n g
- 47. Remarket For Long-Term Growth & Gain 1 day 5 day 7 day etc. utm_source utm_campaign Watched 10s of Video A Watched 10s of Video B Duration Tagging Sequencing A B
- 49. Build & Measure Your Brand Green = Direct Traffic Forecast Purple = Direct Traffic Actual Blue = Facebook Engagement Volume
- 50. Thank You! Susan Wenograd | Account Group Director susan@aimclear.com Twitter: @SusanEDub