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Advertising is the holy grail for SaaS founders. It's the one surefire way to get “butts in seats” and the most difficult to master.
The biggest challenge with ads is crafting a campaign that sells.
It's not enough to get people to click on your ad. You need to funnel them through a series of touchpoints that eventually lead to purchases.
The good news?
We have a 5-week strategy guaranteed to help you sell more with your ad campaigns.
Today, we'll break down exactly how to do it…
But first, let's answer a fundamental question.
An ad funnel is a way of dividing your ad campaigns into stages.
Each stage leads to the next, making your ads more likely to generate sales. It's a way of creating a path to purchase that's more efficient and effective than one-off ads that aren't part of any campaign with a defined path.
At the top of your funnel, you have “awareness” ads. These are the ads that introduce people to your product.
Next, you have “interest” ads. These ads get people interested in your event by offering more information.
Finally, you have “action” ads. These are ads that prompt people to buy.
This all sounds very theoretical, so let's look at a concrete example.
Here's a quick overview of how an ad funnel might work for an event like a concert:
This is just one example, but you can see how each funnel stage leads to the next. When people see the action ad, they're already interested in the event, making them much more likely to buy a ticket.
Now that we know the basics of ad funnels, let's look at how to create an effective campaign.
We'll use a country music concert as our example to keep things simple. Still, you can use this same strategy for any product or business event.
The first step is to generate awareness for your event with a discovery ad.
Discovery ads are designed to introduce people to your event. They don't include a specific call to action, but they should get people interested in learning more. They're also a great way to test different audiences.
For our country music concert example, we might test a discovery ad that targets people who like country music and live music in general.
For instance, we might create three different versions of our ad and target them to three different audiences:
We would then create a video ad that tells people about the concert and why they should be interested.
We recommend creating a video because Facebook allows you to create “custom audiences” of people who have watched your videos for at least 3 seconds. You can then target these same people with ads further down the funnel.
At this phase, we're not worried about selling tickets. We want to see which ad performs the best so that we can use that information to create our next ad.
Testing different audiences is vital because you never know who might be interested in your event. It's always better to cast a wider net at this stage and then narrow it down later.
Once we have our winning ad, we can move on to the next stage of the funnel.
At this point, we want to retarget the people who saw our discovery ad but didn't take any action. We do this with an interest ad.
Interest ads are designed to get people interested in your event. They include a call to action, such as “Learn More” or “Sign Up.”
For this campaign, we suggest you promote your Facebook Event page. That way, people can learn more about the event and buy tickets in one place.
Choose your video ad from the previous week to create your interest ad. Then, build a custom audience of people who have watched at least 3 seconds of your video.
Finally, create your ad using the “Event Response” objective. This will allow you to promote your Facebook Event page and get people to click on it.
At this stage, we aim to get people interested in the event and get them to click through to our Facebook Event page.
Now that we've gotten people interested in the event, it's time to start selling tickets.
To do this, we're going to create an offer ad. Offer ads are designed to get people to take a specific action, such as buying a ticket or signing up for a newsletter.
For our offer ad, we will target people who have seen our discovery ad and our interest ad and people who have engaged with our Facebook Event page.
Following our previous instructions, you should have created three “action” ads. These ads should have additional images and copy, but they should all link to the same ticket purchase page.
We will create three versions of our offer ad, each with a different image and copy.
Once you have your three ads created, it's time to start running them. We'll run one ad per week and track the results.
Which ad performs the best will depend on your audience and your event. But in general, we've found that images with people perform well.
So, your final campaigns should run something like this:
This will give you a good idea of which ad performs best. From there, you can adjust your budget and focus on that ad for the remainder of the campaign.
Remember that you can adjust your ad copy and images based on people's responses. So, if you see people responding well to pictures with people, try using more of those in your ads.
Digital advertising doesn't have to be complicated. By using ad funnels, you can increase your sales and fill your pages with people interested in what you offer.
Hopefully, this guide has given you the information you need to start. If you have any questions, please comment below, and we'll do our best to answer them.
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