Facebook On-Platform Campaign Funnel

Category : Facebook

Finding the right audience that is specific enough to limit wasted impressions which increases the cost per result. By using audience creation strategies on Facebook (and HubSpot), we can create a funnel using inexpensive engagement ads to create a specific audience to which to target our more costly conversion-based ads.

This is essentially using awareness, consideration, decision stages on the platform to create qualified audiences.

Example: Rock N Rescue

Step 1

The ad campaign featuring videos that the potential customer would be interested in targeting interests optimized for video views (1¢ per view)

Video ad demonstrating the proper way to connect a carabiner shown to arborist/climbing enthusiasts in the US

Create an audience of people who viewed 50% of the video

Step 2

Campaign targeting audience from step one optimized for engagement. This can be an ad carousel or canvas ad educating on the products. (20¢ to $1 per engagement)

Instant experience ads demonstrating the parts/features of carabiners

Create a remarketing audience of these engagers.

Step 3

Campaign optimized for your ultimate goal targeting this audience in step 3.

Product/catalog ad for the inventory of carabiners optimized for purchase  conversions offering $20 discount

Depending on budget and assets, this can be a 2 or 3 step funnel.

Posting and ads for engagement remarketing