Facebook ads are a great way to promote any business, product, service, event, or anything else you have to offer. By the end of this article, you will know how to create your own Facebook ad in 3 easy steps to funnel traffic from Facebook to buy from your business.
What is a Facebook ad funnel?
What is a funnel anyway? Simply put, a funnel is a list of steps for potential customers, followers, supporters, etc. to follow that will lead them to take whatever action you want them to take.
In your funnel, you are trying to convince those who enter your funnel to take the action that you want them to take. Some common actions for funnels is to convince an audience to buy a product from your e-commerce store, register to attend an upcoming event, or follow your social media page.
There are many different types of funnels and ways you can configure them, but in this tutorial we are going to focus on the Facebook ad funnel.
The Facebook Ad Manager tool allows you to easily create an ad to broadcast to millions of Facebook users. You can create a Facebook ad for as little as $5 per day. Facebook ads are very affordable. Your ad can be seen by thousands of people for under $100.
Why would I need a Facebook ad funnel?
Facebook is one of the most attractive platforms for internet advertisers for 4 primary reasons:
- Potentially 1 billion users can see the ad
- Highly targeted ads thanks to Facebook’s data
- Cost-effective. Cheap
- Ad creation tool is user friendly
Facebook is the largest social media network on the internet with over 1 billion users, you can create hyper targeted ads because Facebook has a ton of user data that allow advertisers to segment their target audience, Facebook ads are cheap and can be run for as low as $5 a day, and Facebook ads are very easy to create. All you need is a photo or video and a title to create a basic Facebook ad in less than 10 minutes.
If you have a product you want to sell, a service you want to offer, an upcoming event you want to promote and want to advertise it to as many people as possible, then Facebook is one of the best solutions on the internet. Caveat, the performance of our ad campaign strongly depends on what exactly you are offering, price of your offering, and a myriad of other factors. The act of improving your return-on-investment (ROI) for your ad campaign is called conversion rate optimization.
Here are some example ideas of Facebook ad funnels:
- Generate more sales on your e-commerce store
- Run a Facebook ad with a picture or video of a product in your e-commerce store. The Facebook ad should link directly to that product’s sales page.
- Promote an event and sell more tickets by attracting attendees
- Facebook ad link leads to an ticket sales page created with Eventbrite
- Grow your blog traffic and grow mailing list for email marketing
- Offer a free downloadable digital product (a.k.a lead magnet). For example, if you have a cooking blog, in the ad offer a list of 100 pancake recipes. Run a Facebook ad that links to a blog post (i.e. How to make the perfect pancake), and on that blog post page offer the downloadable PDF of 100 pancake recipes to anyone who submits their email address into a form.
Facebook ad scenario – Local Photography Business
For this tutorial, we are going to make a Facebook ad funnel for a local photography business. Our photography business is offering a special for professional headshot photoshoots. We should run a Facebook ad to attract as many local professionals who may need new headshots for their social media profiles or portfolios.
Step-by-step guide to create a facebook ad
Step 1: Decide our Facebook ad strategy
Let’s think about our entire funnel and decide on a strategy that will yield the most sales.
Let’s assume all users who will see our ad is the first time they heard about our photography business. In this case, we need to make sure our ad is the most attractive to local professionals.
A Facebook ad is composed of 3 main components:
- Post Copy
- Media (photo or video)
Each of these components need to be persuasive enough to cause any local professional to click on the ad and enter our funnel.
The post copy allows us to write long-form text. We want to include relevant details here, so that only those who are actually able to make the photoshoot click on the ad. We want to include essential information like location, date, time, cost, the number of many headshots they will get, and how long it will take for them to receive their headshots.
We also want to write persuasive copy that appeals to professionals and sell our service by explaining the benefits of quality headshots. At the end, we need to include a call-to-action to tell viewers exactly what we want them to do.
Here’s an example script we can use:
Need professional headshots? Join Music City Photography for our upcoming headshot photoshoot.
Everyone should have a set of professional headshots in their possession to increase the quality of their online presence. If you are looking for a new job, have a business portfolio, or public social media profile, make sure you are shown in the best light.
We are running a special all month long at 25% off on professional headshots.
We have 15 different backdrops you can choose from, and you can take up to 15 angles per package.
1122 French St
Nashville, TN 40129
Date & Time:
Starting June 1. Ends June 30th
Monday – Friday
9am – 7pm
Book an appointment now!
Click on the ad below, and fill out the registration form on our website.
Media (Photo or Video)
We need a photo or video for our ad. From past case studies, videos normally perform the best on Facebook because they cause more people to click on the ad. In a real-world case we would create a video, but for the sake of this tutorial we will go with the second best option, a photo.
Since, we are promoting a photography business, we should use a photo from our catalog. Let’s create a photo collage with some text over it stating our offer. We can use the Canva app to create a cool ad graphic.
Here is an example photo we can use:
Headlines are an important component of an ad. Facebook limits our headline to 25 characters, so we have to be concise and direct.
Fun headshot photoshoot!
This headline tells our ad viewers exactly what the ad is about, “headshot photoshoot”, and the “angle” we chose for this headline is that the event will be “fun”. Other good angles we could have chosen for this headline could have been “Local…”, “Upcoming…”, etc.
Step 2: Create a landing page
Now, we need a destination for the leads who clicked on the ad. We need a landing page where the leads can see more details about our headshot photography offer and where they can register for an appointment.
If you already have a website, then you can create a separate landing page specifically for the headshots offer. If your website is hosted with WordPress, checkout our tutorial on how to create a landing page.
While there are an infinite amount of ways to create a landing page, we are going to keep things simple. A basic landing page should include a headline, description, photo or video, call-to-action, contact information collection form, and in the case of this scenario, a way for leads to schedule an photoshoot appointment.
To create our landing page, we are going to use Eventbrite. Eventbrite will allow us to create an event during the dates and times we will conduct our photoshoots, it will allow us to collect information from our leads, and it will allow us to collect credit card payments when they schedule an appointment.
Visit eventbrite.com or download the Eventbrite app to create an event. Once you are finished creating the event, copy the link to the event promotion page. We will use that for our Facebook ad.
And that’s it for our landing page. Leads who click on the Facebook ad will be redirected to our event page on Eventbrite. They will be able to purchase a ticket to reserve a spot during a time they want to come in.
Step 3: Create the Facebook ad
Finally, we need to create the ad on Facebook. In order to create an ad you need to have a Facebook page. If you do not have a Facebook page, go ahead and create one first (https://www.facebook.com/pages/create/).
Visit Facebook’s ad creation page. You should see a page like this:
We need to choose a goal for our ad. Since we will create our own landing page in step 3, we only need viewers to click on the ad and visit our landing page. Click the “Get More Website Visitors” goal.
We will be sent to the ad creation page.
Let’s add our description from above.
Upload the image from above.
And add the headline from above.
Now we need to set the URL for the landing page. In our case, it is the URL to our event page created with Eventbrite.
We can also change the label on the button that will be displayed on the ad. Pick one that is relevant for the type of ad that you want. Since we want viewers to book an appointment, choose the “Book Now” button label.
Now we need to choose the audience that we want our ad to be targeted towards. Since we are a local business we only want to target Facebook users who live in Nashville, Tennessee.
We can configure our audience targeting settings based on several other different attributes such as age, interests, and gender. Since this photoshoot is for working age professionals in Nashville, we want to target anyone from 18 – 65 years-old who live in the area. We can ignore all other settings.
Lastly, we need to decide our ad budget and the duration of time we want to run the ad. Let’s run the ad for $5 per day until the last day of our headshot sale, which is June 30th.
At the time of creating this tutorial, it is May 2, 2021. So, June 30th is 59 days away. If we ran this ad today, our ad budget would be $295.00 (59 days * $5.00).
We have successfully created our Facebook ad. Click the “Promote Now” button and enter your credit card information to pay for the ad.
That’s it! Our Facebook ad funnel is complete. We will promote our headshot photoshoot service to thousands of potential customers located in my city.
As stated above, there are many ways to optimize a digital ad funnel to land more sales. If you want to learn more about that process do some research on conversion rate optimization.
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