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THE FUNNEL STRUCTURE WE USE TO MAKE OUR Facebookâ„¢Ads FLY
The AIDA (Awareness, Interest, Desire and Action) framework has existed since the dawn of advertising. Simply put, it is a model for converting potential customers into paying customers, which Facebook’s™ own framework for ads follows closely.
Facebookâ„¢ simplifies AIDA into a three stage framework - See, Think, Do. It offers advertisers the chance to build their campaigns with multiple campaign objectives under each heading. The options give you the chance to be creative and dynamic in your ad approach. This makes ad testing to find your best customer groups easier. (We have a method for ad testing which we will be sharing very soon - you can sign up to see it here)
The Ad framework of See, Think, Do is the most effective way to get results when it comes to Facebookâ„¢ads. However, many people are not using this framework and they're losing out on potential revenue because of it!
The opportunity here is for all advertisers to harness the power of Facebook™ to get in front of prospects/customers much earlier in their buying process. That is, before they’re sat in front of Google searching, and you are competing in the keyword auction. (The brand with the deepest pockets always wins that one!) Facebook's structure for success is laid out below.
The Ad framework of See, Think, Do is the most effective way to get results when it comes to Facebookâ„¢ads. However, many people are not using this framework and they're losing out on potential revenue because of it!
The opportunity here is for all advertisers to harness the power of Facebook™ to get in front of prospects/customers much earlier in their buying process. That is, before they’re sat in front of Google searching, and you are competing in the keyword auction. (The brand with the deepest pockets always wins that one!) Facebook's structure for success is laid out below.
Top of funnel
Ads here build the volume of people in your funnel, grow your ecosystem of prospects and provides the numbers needed for your middle of the funnel to kick in. The best way to achieve this is to use Facebook'sâ„¢ Awareness campaign objective or traffic campaigns. The ads should be top-level messaging, describing what you do, and what problem you solve and who you help. A video is a great option here if you have it.
TOF funnel ads are designed to attract the attention of prospective clients, the ones who are most interested will engage the most. We usually start with about 15% of your budget here.
Middle of Funnel
This is your chance to really start selling to your customers. Target these ads towards those who have engaged with the top of funnel ads, as they are the most interested people and will be warmed up by now. By this point in time, you're entering into their interest/consideration phase where it's important to educate them about why you would make a great choice for what they need, how you differ from your competitors and throw in some happy customer testimonials just for good measure!
MOF ads are here to educate and convince customers that you are the number one choice for the service/product that you offer. The hottest prospects will engage more and subconsciously make decisions about you as a business. We spend about 65% of our budget here and we often great fantastic results from these ads.
Bottom of Funnel
Targeting the hottest prospects at the bottom of the funnel, gives you a second chance to bring back customers who didn't quite get there. They already know what you do, and why they should choose you, so now is time for an offer that can’t be refused! Carousels of products or services always work well here.
BOF - mops up any people who have not yet bought in the MOF, and takes up the remaining 20% of your budget.
(TIP - make sure to exclude anyone who has bought from you, or booked a call with in your TOF and MOF, otherwise you will be paying to reach those people again.)
SHED Social
We specialise in digital growth and campaign support
for businesses and brands
We believe that growth through Facebookâ„¢ ads and digital
resources is achievable for everyone
We are passionate about delivering tangible
results and visibly improving sales. We're here to help you grow.
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