November 21, 2019
A Beginner’s Guide to Attribution on Facebook
As we near the end of the year, it’s time to take out our crumpled dinner napkin with scribbled 2018 resolutions and begin ticking off the items we accomplished this year and sighing about the ones we didn’t (those extra 20 pounds are still lurking around). But as we flip the napkin over and begin our 2019 goals, there is one item we ought not to forget: Facebook Advertising.
The beauty of Facebook is that you can actually create an entire funnel in one platform using different audience types for each phase starting with demographic targeting and ending with precise remarketing audiences. Keep reading to learn how to fill your funnel on Facebook.
In the top of the funnel, you have free range to choose your dream audience using Facebook’s Ad Set targeting. From here, you may select age range, gender, interests, page likes etc. The world is your oyster.
Your ad should be the engaging and educational. Remember that these users most likely don’t know your brand, so you need to reel them in with eye-catching content. The goal of this campaign is to get users to interact with your brand; any purchase or sign up is just an added bonus.
For your middle of the funnel offer, you will only be targeting users who showed interest in your brand. This will include blog page visitors, video viewers, email sign ups, or content downloaders. By limiting your campaign to only these users, you can expect higher interest from the audience, which will result in higher clickthrough rate, higher conversion rates and lower CPAs.
In your ads, you will promote your core offering, but this phase is only focused on getting people to micro-commit to an add to cart or a landing page view so that you can continue to feed them through the entire funnel.
This phase should bring in core conversions and have a stronger ROI. However, this is not the final phase of the funnel.
The bottom of the funnel is the most intricate phase of the entire cycle as well as the most important. This is where you are focusing on tailored ads for a very precise state of mind. This phase of the funnel will target the users from Day 1 – 30 of their add-to-cart or landing page view in hopes of getting them to fully commit. The ad sets and ads should follow the outline below depending on your audience sizes:
And just like that, you have created a fully functioning sales funnel all within one platform. The greatest part about this funnel is that it runs seamlessly and allows you time to test ad variations, audience segmentation, and new offers without the hassle of creating new campaigns every time.
If Facebook hasn’t made its way to your dirty old napkin yet, do yourself a favor and get to scribbling, but maybe grab a new sheet of paper this time. New year, new you. Contact us to learn more.