Whenever we talk about the sales funnel, the major thing that pops up is Facebook ads and this is because the majority of marketers and businesses find Facebook ads affordable to achieve their goal.
Also, Facebook ads make a perfect match for a sales funnel because it offers advanced marketing tools and analytics like the ads retargeting it offers.
Needless to say, ad retargeting is a core part of improving conversion rate and making your sales funnel cost-effective.
But given the recent changes in Facebook advertising, the iOS update, and lots more. It seems Facebook ads are becoming a turn-off for a lot of marketers.
Is this the end of Facebook advertising and the Facebook gold rush?
We have witnessed a series of updates, an increase in CPC, and lots more. And all it requires is a modification to ads strategy to make ads profitable once again.
There are marketers and businesses already adjusting their strategy to the new algorithm update on Facebook and they are seeing improvement.
So, the question is, how can you weave Facebook ads into your sales funnel and make it profitable? That is exactly what I’ll cover in this article.
But first, let’s start from the basics. Below is my preferred way of describing the sales funnel.
What is a Sales Funnel?
A sales funnel is a series of pages weaved together and interconnected to serve as a guide for website visitors in order to convert them to sales.
A sales funnel helps you simplify the buying process for your prospects and remove every roadblock that can hinder them or sway them from taking action on your sales page.
A typical sales funnel has a sales page, order page, one-click upsells, downsells, order bumps, and thank you page.
A sales funnel has less distractions but is packed with social proof to convince the average prospect to take action.
Significance of Facebook ads in a Sales Funnel
Many beginners assume a sales funnel drives traffic to their page. But that is farther away from what a sales funnel does.
A sales funnel is not a replacement for driving traffic to your webpage or offer. It is only meant to ensure the traffic you drive to your page is converting well and effectively.
In other words, you still need to drive traffic to your sales funnel of which there are various ways or sources of traffic you can leverage.
SEO, Facebook ads, organic social media traffic, Google ads, forums, etc.
SEO, which is the best source of free traffic, actually takes time unless you already have a site with a large amount of monthly organic traffic before this can be a good method for your sales funnel.
But in a scenario where you can’t wait for long to have your sales funnel working, then you will need to go the paid traffic way.
And one of the best sources of paid traffic is Facebook ads. It is not only cheap and affordable, it also converts well.
With a considerable budget, you can have your funnel generating sales and revenue for your business. For this reason, Facebook ads is the go-to traffic source for startups and entrepreneurs.
But with the iOS update, it seems to be dismaying a lot of businesses. But don’t worry, this article will share effective strategies to make Facebook ads effective for your funnel.
Facebook Ads Retargeting as an Important Part of the Funnel
For overall marketing, retargeting is important because it reminds customers of your services, products, and everything else you offer. But, not only that. If there is still someone who has not connected with your brand, the moment is captured and will be used.
Remarketing, or repetitive marketing, only reinforces the fact that with digital marketing and the tools you have at your disposal today, you can very easily start, track, and improve your business, and, of course, more easily reach more clients and customers who are really interested in what you have to offer.
With repetitive marketing, you still have campaigns, you use certain steps, social networks, and the like, but you save time and money because you are targeting something that is already partially known to you – someone who has been on your site. We all know, observing our own behavior, that if we have already been on someone’s page and saw something that interests us, we certainly have a part of the potential for the act of buying.
Remarketing is, after all, a way of advertising that targets exactly what we talked about above, and we know how deeply repetitive advertising affects the subconscious of a potential consumer.
How to Set Up Remarketing?
In order to use such a powerful tool properly, you need to add a remarketing tag on the website, more precisely, to place the code on the site that follows the steps of your visitors.
Then make lists of important remarketing guidelines, and create a campaign that will follow those steps. Through Google Analytics, keep track of what is going on and plan your next steps.
What does it mean? With this campaign, you are, in fact, targeting only those who after their visit when they might want to finish shopping didn’t do so because something distracted them – they were not sure if what you were offering was the same thing they needed or if someone, say, rang the phone or the door and interrupted them. It is very symbolic, but whatever it was, it was a distraction.
What else can you remember as a user, and is it in regard to remarketing? Well, you know that now almost every site has a pop-up about cookies when you ‘land’ on the home page. To proceed, you must agree and click the permission by which these cookies will securely store your visit and some of your information on the site. And that way, over that data, a remarketing campaign is built later – and an algorithm finds you.
What Campaigns Can You Create?
There are several ways you can create your campaign, and, of course, one of them is through certain products and services that users have searched for on your site.
Other, but also very popular, ways are: via typed words that are searched on search engines such as Google or Yahoo, through the channels they used to get to the site, via email channel, through social networks, with the interaction that took place there.
The most popular and effective remarketing campaigns are Facebook, Instagram, and Google Ads.
But, many ignore the fact that email remarketing is a highly efficient way to generate more revenue.
Marketers can use email remarketing, which is built on tools such as Benchmark aimed to improve the way emails are collected and structured, to create highly focused and high-converting campaigns.
Email remarketing can generate higher marketing outcomes than traditional digital advertising like Facebook Ads and Google Ads campaigns since it works on the same principles as retargeted ads.
Do you know that most website visitors will probably only look at one or two product pages before leaving? Email remarketing can leverage tracked data to present hyper-relevant adverts in emails: for example, you could show your consumers special offers relating to the product they just looked at.
Email retargeting, when implemented correctly, can help your business re-engage ‘dormant’ consumers while also enhancing customer retention among active users.
How Do the Most Effective Remarketing Campaigns Work?
Fans of Instagram and Facebook are ‘competing’ in which network is better for business and which is subjectively more suitable for them.
Marketing experts currently give Instagram an immediate advantage, although it is not recommended to ignore the benefits of this other social network. Depending on the niche of the business, you will definitely choose the one that suits you best.
In any case, when it comes to Instagram, as a network that has long been not just a place to share photos but a fertile ground for business development and attracting users, it is clear why it is good for remarketing campaigns: short videos are made for it, videos that are creative, unique, ambitious, rich in the offer, practice, explanation, entertainment, and information.
While all three of these digital places are desperately eager for money from attendance, activities, and advertising, it is even more important to them that you are relevant.
That way, you can repeat the ad on Instagram and include people who liked the post, for example, six months ago, with spending very little money.
Through Ads Manager, you target your target audience to specific characteristics (age, location, interests, and narrower specifics), enter ad duration, budget, and click – and the algorithm works his share.
After that, you don’t waste your audience for a certain campaign because you will always be familiar with it. Don’t do anything by heart – you target as planned, you reduce your budget, and you get more.
In order to know how to do remarketing, be sure to first get trained with Facebook Pixel. So, every ad you see that you are convinced you to need (you want a product or service and you immediately see it ‘out of nowhere) is collected by Pixel.
From this data, a remarketing campaign can be done. How? You make conversions by clicking on ads that users see on their Facebook homepages and bringing visitors back to your site.
To conclude: in addition to a definitely more precise relation starting from point A and moving to point B (target group), and a budget that is strictly controlled and smaller, you can look forward to sales going upwards, reaching more people, and you can follow the way it happened through detailed analyzes after each completed campaign.
Sounds wonderful? Well, it is.