Facebook mainly comes with three campaign objective options for the advertisers and the options include awareness, consideration, and conversion. You must never overlook the objective, optimization settings, bidding strategy, and budget selections. The Facebook Ad Auction predominantly depends on algorithmic learning around these settings for making decisions.
You have to keep an eye for the right signals and track important data for helping this algorithm to optimize efficiently to remain in compliance with your marketing goals. You can hire a Digital marketing company to manage your full-funnel advertising strategy.
To create a full-funnel advertising strategy with Facebook Objectives, you need to undertake the following steps:
1. Understand the mechanism of your marketing funnel-
The marketing funnel refers to the path that users tread in the course of their journey with your marketing activities. You need to understand the structure of your marketing funnel so that you can optimize your cross-funnel strategy.
Find the answers to the questions like:
- What the sources and channels of brand discovery for your prospects are
- What the milestones in the journey of your prospect are
- What the touchpoints with your suspects are,
- What offers you can pair with those milestones,
- How long it takes for a prospect to get from the top to the bottom of the funnel, which the leak-points of your marketing funnel are.
2. Pay attention to the structuring of your Facebook Ads account-
The way you decide to structure your Facebook Ads account determines your ability to manage and optimize your campaigns for your marketing goals. Besides your objective, most of the decisions are made at the asset level on Facebook, which includes targeting, optimization settings, bidding strategy, and budget. Within every set, you will have your ads where you can differentiate your creative, offer, and messaging. It is best to build all your campaigns according to every stage of your marketing funnel.
The number of campaigns will vary according to the structure of your marketing funnel and how granular you want to get.
Your first view in ads manager has to be a clear representation of how much money you are investing and how your KPIs are tracking across every stage of your marketing funnel. You must use your ad sets within your campaign for testing your offers and audiences.
You can compare performance within your ad set view for understanding how you need to adjust your budget allocation or test new offers and audiences within that specific funnel stage. Within every ad set, you have your ads and this will be the ideal place for you to test the different creatives, ad formats, and messaging within the ad set.
When you name your campaigns, ad sets, and ads clearly, you can easily identify the component and make decisions without examining every ad set. Hiring social media marketing services would be a wise decision.
3. Set objectives according to Funnel and select targeting types-
Now you can match up the proper objective offered by Facebook. For reaching your campaign’s objective, you must understand the targeting types and audiences that are best suitable for every ad set. Facebook comes with a wide range of targeting options for the advertisers, allowing you to create audiences from broad to specific.
You can source these audiences directly from the core audience options of Facebook and also from your own data. When your prospect proceeds towards the bottom of your marketing funnel, you have to set a more segmented targeting because now you will be targeting more specifically qualified users.
4. Engagement Audiences-
Using engagement audiences will allow you to reach audiences who have interacted with your page previously. Currently, there are six options offered by Facebook for your engagement audience. The options include Video, Lead Form, Fullscreen Experience, Facebook Page, Instagram Business Profile, and Event.
Engagement audiences are the best targeting type for leveraging your organic reach within your paid campaigns. This will give you a strong opportunity for collaborating with your team and pairing your organic and paid efforts. Also, engagement audiences lead to a lower cost per acquisition.
5. Optimization of Settings and Conversion Events-
If you do not use the right settings, you cannot achieve your marketing goals. Your conversion event and optimization for ad delivery settings have to be done right. The conversion event will only be applicable for your ad sets that are within a conversion campaign because a conversion objective depends on external signals to fuel optimization.
Hence, when it is about your TOF campaign, you will not have to set any conversion event because the algorithm will deliver based on internal signals. For your MOF and BOF, you have to select a conversion event.
Make sure to select the ideal conversion event according to your objective and offer. For instance, if you want to promote a whitepaper in your MOF campaign, you have to select a conversion event registering a successful download. In the optimization for ad delivery setting, you need to tell the algorithm what exactly you consider as a success for your ad set.
Facebook allows you to capture new prospects and move existing leads via your targeting funnel. When you follow all the above-mentioned steps, when included in your Social Media Strategies, you will be able to get a promotional strategy that satisfies prospects and maximizes your advertisement results.