One of the most important principles to understand about Facebook Ads is that your strategy must build around a sales funnel.
A lot of business owners new to Facebook Ads think they can create and deliver ads in a way similar to direct-response mailer or coupon. In fact, many novices design their ads like a coupon, with a limited-time special offer, super sale, or discount code. They’re hoping for one-and-done campaign that directly delivers a transaction.
Any type of ad you put on Facebook is interruptive. It pushes its way into a person’s feed, between pictures of the cousin’s kids, cat memes, and the latest news.
Because of this, your ads have to appear native to the platform, especially during top of funnel engagement. If you’re targeting someone who’s never heard of you before, it’s your responsibility to tap into their interests. You’re on their turf.
First is that the upper part of your funnel will focus on engagement, prospecting, and audience building. Initially, you run campaigns that target engagement, test the effectiveness of your content, and build out trackable audience lists. Your goals early on are awareness and demand generation.
The lower part of your funnel will focus on lead acquisition and transactions. Now you use retargeting and lookalike audiences so your ad sets are highly targeted. You’re using ads and content with a track record of success. You can invest more in these campaigns because your return on ad spend (ROAS) is likely to be much higher.
Facebook ads principle #2: Marketing Through Machine Learning
When you create an ad set, you set demographic targets, such as gender, age, and location. You also signify interests, such as people who like cooking or follow conservative talk show hosts.
Then you set a goal, such as getting a like, watching a video, or clicking through to your website to make a purchase.
During this phase, Facebook is analyzing and determining who is most likely to take the action you’ve set-up in your goal.
Facebook, as we know, has an incredible amount of data on its users. Intimate details about people’s interests, behaviors, and decision-making patterns. The algorithm correlates this data and targets your ads, person by person.
The algorithm optimizes your campaign with speed and accuracy that’s impossible to do manually. It’s terrific technology, but there are several important things to be aware of.