5 Steps to Create an eCommerce Facebook Ad Funnel

There’s a reason why advertisers spend over $67 billion on Facebook Ads every year. Part of the reason for Facebook’s success is that it allows digital marketers to create ad funnels to target very specific audiences which can result in much higher conversion rates.

If you’re a marketer and you want to learn how to create an eCommerce Facebook ad funnel, then you’re in the right place. In this guide, we’ll walk you through how to set one up, as well as tips for making it successful. But first, let’s learn about why these types of ad funnels are important. 

Why is an eCommerce Facebook Ad Funnel Important?

When it comes to ads on social media sites like Facebook, Instagram, and TikTok, familiarity matters. You probably scroll past dozens of ads for every one you click on. . Unless the product really caught your eye, chances are you scrolled by. 

And there are a lot of ads that people see. It is estimated that in 2021, the average person sees up to 10,000 ads in a single day! So being just one in 10,000 and hoping to grab attention can be daunting without a Facebook ecommerce strategy. Most of the time, a consumer needs to see an ad for the same product multiple times in order for it to register. Marketing’s “Rule of 7” is an older concept, but was based around studies that showed a prospective buyer needs to see your ad at least 7 times. Today, with the influx in digital ads and perpetually distracted audiences – that number may be more like 77!

Few people will blindly trust an ad from a new and unknown brand. There’s a lot of reasons for this but the main one is that humans are creatures of habit. They also have the internet at their fingertips to instantly research reviews and testimonials on a product before making a decision. A report found that 81% of people research before they make an online purchase.

As you know, it takes a lot of effort to break someone out of that habit and have them purchase something new. That’s why a Facebook ad funnel is so beneficial. It allows marketers to target an audience at multiple stages of the sales process. This process, which every potential customer goes through, involves (at least) three stages: 

  1. awareness
  2. consideration
  3. decision

By creating custom Facebook eCommerce ad campaigns for each stage of this sales process you optimize the chances of winning over new customers.

What’s more, it’s also much more affordable than a blanket ad campaign (think television, radio, or website banners) that try to target everyone. If you want to learn more about this type of sales funnel, then make sure to check out this guide here

Steps to Create Your Facebook Ad Funnel

If you aren’t careful with your Facebook eCommerce strategy, it’s easy to accidentally pour your Facebook ad budget down the drain – very quickly. 

. As long as you follow the simple five steps below, you should have a fully integrated and effective Facebook ad funnel for your eCommerce site. 

One last point before we get into these steps. It is imperative to have the right eCommerce website. Why? Because you don’t want to spend a bunch of time and money to direct people to a website that doesn’t convert. 

So how can you increase the chance that you’ll build a website that converts? CEO of digital marketing agency Digital Elevator Daniel Lofaso, says that “effective ecommerce landing page software is by far the most important part of our clients’ Facebook ad funnels.”

According to WordStream, the 6 elements of an effective eCommerce product page are:

  1. A headline that matches the user’s query
  2. Compelling, attention grabbing copywriting
  3. High quality visuals
  4. Clear shipping information
  5. Trustworthy security indicators
  6. Reviews and social proof

You can spend the time to learn a whole lot about how to create the perfect eCommerce product page or you can do yourself a favor and use the same platform that 14 of the top 20 direct response television advertisers (advertisers that spend millions of dollars promoting their products each year) use: Mojo

Mojo makes it easy to build tried and tested eCommerce landing pages with access to dozens of eCommerce landing page templates that have been proven to convert products into millions of dollars in sales. 

So now that you have the website portion figured out, it is time to learn the exact steps of creating your Facebook ad funnel:

1. Integrate Your eCommerce Site With Facebook

The first thing you need to do is install a Facebook pixel on your eCommerce website. This will help you track the metrics of certain events that you add. At a minimum, you should at least have a Page View, Add to Cart, and Purchase events.

These are the fundamentals that work for most eCommerce business models. However, keep in mind that you might need to expand on these events later. This is especially true if you have a landing page with a post-transaction upsell.

For example, a landing page with an order form at the bottom won’t fit easily into either the Add to Cart or Purchase events. Still, it’s better to start with the basics and expand later. It helps here if your eCommerce platform has all the integrations you’ll need already built into your website. 

Facebook now supports server-side tracking through CAPI. If your eCommerce platform supports it (and Mojo does!) then you should consider using server-side tracking instead of solely relying on client-side scripts (which can be blocked).

How retargeting is impacted by iOS 14.5
Ever since Apple rolled out iOS 14.5, consent is required whenever a user downloads or updates an application. The update has caused new challenges for marketers who thrive off the collection of personal data and has created big impacts on the performance of social media ad campaigns. For more on these updates, click here.

2. Create Custom Audiences to Target With Facebook Ads

Now it’s time to do some research to create your custom audiences. As of 2021, Facebook has an advertising audience of nearly 3 billion people. You’ll need to narrow this down to exactly who you want to reach. 

Pay close attention to the type of people your past customers are. Look for demographic trends — things like age, location, or spending habits.

Then, create this by going to the Audience page, clicking ‘Create Audience’, then select ‘Custom Audience’ from the pop-down menu.

When creating your custom audiences you should focus on interests that are relevant to the specific product you’re selling.

Make sure to target the countries where your customers are located. You should be specific enough to hit your target audience, but not broad enough to leave out potential customers.

We also recommend using the right ad creative. Here are some tips for your ad’s imagery:

  • Create eye-catching graphics that will stop a social media scroll.  If you have video, even better.
  • Avoid stock images. Use real images of your product.
  • Avoid text-heavy graphics – the visual should be self-descriptive
  • Use contrasting colors, especially for the background. A white background, for example, blends too much into a Facebook or Instagram news feed and doesn’t let them pop out.

We also recommend using graphics that target your specific audience. Ideally, your creativity on the ad will be the same one found on your landing page. Like this example below.

Example Ad creative:

Example Landing page:

This will help seamlessly tie your ad and eCommerce site together. If you want this benefit, then look for a landing platform that offers it as a feature

3. Make a Campaign for Every Stage of the Funnel

Now that you have your audiences it’s time to market to them. To perfect your eCommerce Facebook advertising strategy, you’ll need to focus on campaigns that appeal to audiences at each stage of the funnel. Let’s take a look at how you should tailor the content in each campaign, with some examples from other multi-funnel Facebook campaigns.

Top of the Funnel

Your top-of-the-funnel ads should target your lookalike audience or people who haven’t heard of your brand or what it offers before. Instead of selling your product your goal at this stage is to grab their attention.

Stylish clips of your product, or testimonials about why people like your product are a good fit here. Good reviews, social proof and awards go a long way at this stage. They help establish your brand as credible, just like the below ad from Seal Skin Covers.

Middle of the Funnel

Once someone interacts with the initial ad, it’s time to target them in the middle of the funnel content. Retargeting is vital at this stage. Remember that these people already have some level of interest in your pages.

Some of them may have even gotten to the Add to Cart page, before abandoning it. As such, your goal here should be to increase interest even more, perhaps with an ever greater incentive (like the 15% off below).

Bottom of the Funnel 

At this point, your audience knows your product well. They’re primed and ready to buy.

So how do you get that final push? Emphasize the value that comes with the product you sell, or like this bottom of the funnel ad, combat buyer hesitations with effective language like “5-star reviews. Free shipping. Easy returns.”

4. Optimize Your Campaign

Once your ads are in place it’s time to optimize your campaigns. You can do this by paying attention to specific metrics on the ads. Which ads are succeeding? Which ones are falling behind?

Adjust your strategy accordingly based on the results. Make sure that you pay attention to the metrics that matter, like clicks and landing page views.

The total amount of impressions might seem like a big deal, but these are just vanity metrics designed to distract from the ineffectiveness of your Facebook ads for eCommerce. 

Here are some hand-picked eCommerce metrics from a previous post:

  • Conversion Rate (total number of sales divided by the number of unique visitors x 100)
  • Conversion Rate By Channel (the conversion rate broken down by advertising channel)
  • Cart Abandonment Rate (total completed transactions divided by shopping carts created x 100)
  • Average Order Value (the total of all sales divided by the number of customers)
  • Cost per Order (Total advertising campaign cost divided by the number of orders = CPO)

5. After a Sale Remarket to Previous Customers

Believe it or not, your remarketing ads are just as important as your ones that target new audiences. One tech company CEO found that 10% spent on remarketing ads drive up to 70% of conversions.

As such, you shouldn’t be hesitant to target people who’ve already bought your product. These are people who know your product. They already converted once and (if they have a positive association) then they’re likely to convert again.

This is especially true if a company offers consumables like beauty products, food, drinks, cleaning supplies, and health supplements. 

Tips on Your Facebook eCommerce Strategy

Unfortunately, eCommerce Facebook advertising isn’t a guaranteed success. You still need to make sure that the ads themselves are creative and enticing.

You can do this by adhering to Facebook ad strategies like the 20% rule. It states that ads should be composed of less than 20% of the text. Check out this nifty tool from Social Contests that allows you to upload your ad and see if it passes the 20% rule test.

This, along with clear content and an eye-catching visual, will help you catch the attention of your audience.

After all, no one likes to read unnecessary text. Speaking of audiences, don’t forget to tailor your ad specifically toward the people you’re selling the product toward with a unique selling proposition. It’s important to also think about ad placement.

Should your ad appear on the right-hand side of website browsers? Or should it appear more naturally in feeds? Think about the type of devices your target audiences use. A good promotion can also help lead to more conversions.

However, don’t offer weak promotions. For example, $5 off a $200 product isn’t likely to attract a lot of customers. But, something like free shipping might. In fact, 9 out of 10 shoppers feel that free shipping is an offer that will most incentivize them to make a purchase. And once they’ve made a purchase, the value averages 30% more than without free shipping.  Be sure to A/B test different offers, as this is the #1 factor in improving your conversion rate!

Finally, don’t forget about the importance of metric tracking and responsive landing pages when it comes to your website. Luckily, eCommerce platform creators like Mojo can make this task a breeze. 

Need a More Powerful eCommerce Platform? Use Mojo

We hope this article helped you learn about the importance of an eCommerce Facebook ad funnel. As we mentioned before, your Facebook sales funnel will only get you so far. The eCommerce landing page they are directed to also needs to be conversion-focused to maximize the profits from your ad campaigns.

The free conversion templates and seamless integration are also a big plus. If you’re ready for the conversion rates that you deserve, then schedule a demo today. 

By Greg Silvano

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