In this article, I will try to give valuable suggestions on how to develop a SIMPLE sales funnel. I strongly suggest reading my first guide on this topic to make sure you have everything set up and ready.
This is the main campaigns that will drive new visitors and potential buyers to your website. At this stage you shall introduce your brand, highlighting your products and show what makes you unique.
Take a look at this relatively new Facebook service to get ideas about what ads other similar brands are running.
It is important to understand that since its a new e-commerce website, we do not have any client database. You will need to build it with interest-based targeting.
For a TOFU stage, we will have 2 main campaigns.
Traffic Campaign – Run for 2-3 weeks
Conversion Campaign – Run for 2-3 weeks
The reason for creating 2 similar campaigns with a different objective is to understand what works better for your particular business and get more data. Facebook is much clever than you think. It knows which person has a higher probability to make a purchase after clicking an ad.
At this stage, we are trying to convince a warm audience that somehow engaged with TOFU campaign to visit your website and spend time exploring your products since they are already partly aware of your brand.
Whoever got moved down the funnel from TOFU to MOFU is most likely your target audience who might be interested in your product. It is time to speak their language.
You can also highlight how your product can BENEFIT the target audience. Offering free shipping? Worth mentioning it.
Before we proceed with creating a campaign, first we need to create an audience.
Proceed to “burger menu” and find “Audiences”
If you used videos in TOFU campaign you need to find those who watched at least 25% of your video.
Go to “Create audience” -> “Custom Audience” -> “Video”. Here are the settings. Make sure to select the correct video.
When created, it takes some time before it’s fully populated and ready to be used.
Now we need to find people who interacted with your Facebook or Instagram pages and posts.
When creating a custom audience you will see “Facebook Page” button.
For this campaign, we do not want to target those who already ordered from us. For this we need to create a custom audience and exclude it from the campaign we are going to create.
Select “Purchase” under events:
As soon as your audiences are fully populated, it is time to create a campaign.
Since you are already familiar with the process of campaign creation I will not go into detailed instructions.
Create a conversion campaign with a purchase conversion event. The audience shall include your created engaged audiences (video and/or page) and exclude purchasers.
For this step, we will be remarketing product viewers and those who added to cart with Facebook Product Catalogue. Remember we uploaded products and connected the Pixel earlier?
Catalogue Sales Campaign
Hopefully, this simple sales funnel will be a great starting point to get your e-commerce website rolling.
In future articles, I will go deeper into each funnel stage and explain how to A/B test your ads, optimize it and scale.