4 Steps to Preparing Facebook Ads Funnel for SaaS Offers

Screenshot 2018-09-23 14.26.42.png

Are you a marketer from a Software as a Service (SaaS) company looking to grow your business and promote your product? Then you should not ignore Facebook. There are 2 billion monthly active users on the social platform. That said, you should be able to find your customers there.

Read this guide about Facebook Ad Agency here.

To ensure that your audience engagement will perform to its full potential, you need to make good use of Facebook ads. You don’t really have a choice, though. Facebook organic reach is pretty much dead. So it’s important that you prepare your ads wisely.

You’ll need to create your Facebook ads funnel in order to get started. Make sure you already have your Facebook pixel, Facebook page and product offer ready.

Now, let’s go through the process for creating your Facebook ads funnel. There are four steps for doing this: awareness, interest, evaluation and sale.

Note: Your funnel might look slightly different than this, depending on your business model and what you’re selling.

1. Awareness — Get People to Visit Your Website

Before you can get anybody to pay for your product, first you need to give them more information about it. Your site should have all the information they need to know. So take them to your website. At this stage, your mission is to generate leads.

Tip: By simply tagging visitors who come to your site with a cookie, you can increase your leads. This strategy will help you grow your remarketing audience. Using this information, you’ll be able to tell Facebook who have visited your website, who are interested with your offer or who can afford to buy your product.

To get people’s attention, use Facebook ads that are warm and friendly. Most importantly, your ad headlines need to tell people what your product or company is all about. Promote your most popular content because if people like it, they’ll definitely like it when they see it again on your ad. Of course, targeting and ad creative matter, too.

In order to create a Facebook ad, you need to first set up your Facebook Ads Manager. Alternatively, you can use the Facebook Editor. But in this article, I’ll be using the first option.

Once you’re on it, Facebook is going to ask you what your marketing objective is. Since you’re looking to bring in more traffic to your site, select the ‘Traffic’ option.

Screenshot 2018-09-23 14.38.10.png

Give your campaign a name.

Then, you need to create different ad groups. Let’s create two different main groups: desktop and mobile. If you like, you can segment your ad groups by budget, audience and many more.

Give it a name. In this example, I’m using desktop, target audience and the country.

Now, let’s move on to targeting your audience. This is a very important stage as it will fundamentally impact the success of your Facebook ad. Your target audience can be individuals who are close to your target audience — or lookalike audience, which refers to people who resemble your existing leads and customers.

In order to find people who are close to your target audience, you’ll need to use core targeting. In order to use it, you must first know who your target audience is. With core targeting, you might not get exactly the people who would open a trial account with you, but they’ll be something close to what you’re looking for. It’s worth the shot.

With core targeting, you need to be specific about your target audience. For example, if you’re selling software for content marketers, you should include content marketing to your target interest. You can make it more detailed if you like. You can even exclude people from your target audience.

Screenshot 2018-09-23 14.39.21.png

As for lookalike audience, Facebook is going to help you find more new leads that are similar to the prospects and customers you already have. Target between 1,000 and 50,000 people as recommended by Facebook. If you wish to target fewer people, do it at your own risk. Chances are you might get lower quality results.

To create lookalike audience, go to ‘Custom Audiences’ and select “Create New”. Add the source which could be your Facebook page or custom audience.

Let’s use a custom audience for now. Go to ‘Source’ and click on “Create new”.

Then, select “Custom Audience”. In this case, you’ll be using the information from your past customers or current leads.

Screenshot 2018-09-23 14.40.29.png

Click on ‘Customer file’ and add customers from your own file or copy and paste data.

From your lead sheet, select the information you need for your ad such as email, first and last name, ZIP code, etc. Then, add the file. Optionally, you can copy and paste your data. After that, check your data. Later, you’ll be asked to choose your target location (I suggest you go with country) and its size. Try to target a small audience as they usually perform better.

Once you’re done, click on ‘Edit Placement’.

Then, select your device. For this example, select ‘Desktop only’. Do this again for your mobile audience.

For this ad, you’re looking at promoting your content. So under the platform section, choose ‘Feeds’.

Scroll down to set your ad budget and schedule. You are free to spend any amount you want. Usually you’ll get better results when you spend more money. Try starting with a small amount of money first. You can always increase your budget next time.

After setting your budget, you can then create your ad. Click on ‘Continue’.

Since you’re going to have multiple ads on desktop and mobile, as well as different texts, images and call-to-actions, be specific when naming your ad.  This will help you a lot when you need to run different tests for your ad. Just make sure that your ad is easy to remember and analyze.

Once you’ve named your ad, it’s time to select your Facebook business page.

Then, select the photo you’d like to use. Scroll down and add your post’s URL.

Move on to crafting your ad copy. Generally, a short copy performs better than a long one. At this stage, you won’t need a long copy. Your mission is to drive people to your website. You can use the title of your post in your headline if it fits the bill. As for your ad description, you can choose to add information to it or simply leave it blank if you like.

Click on ‘Confirm’ once you’re done.

Repeat this process for all of your other ad groups.

2. Interest — Get Them to Sign Up

Now that you’ve set up your ad campaign, it’s time to drive more leads to your website. For this purpose, use Facebook lead ads. There’s no need to send leads to specific landing pages anymore just to get their information. This can simply be done by using users’ behavior particularly on mobile devices.

The lead ads make mobile sign ups more convenient as they automatically obtain contact information from Facebook users such as their emails.

The process for this is quite similar to the one about traffic generation we’ve discussed earlier on. The only difference is that it uses a custom audience from the crowd that visited the page where you got your traffic.

You’ll go through the same process as the one you do when creating an ad using your lookalike audience. In this process, however, you’ll only be targeting traffic to your content page only.

To create your ad, go to the campaign creation page and choose ‘Lead generation’ as your marketing objective.

Screenshot 2018-09-23 14.41.19.png

Then, go to ‘Audience’ and select ‘Create New’. Choose ‘Custom Audience’, which are the people who have already interacted with your business.

This time you’ll need to select ‘Website Traffic’. Here you’ll need to add the URL of the content page that you had used for your ad. Give it a name and click on ‘Create Audience’.

Scroll down and set your budget. Here, you’ll be asked to choose your bidding strategy. You can choose between:

  • Lowest cost

  • Target cost

Set whatever budget that makes sense to you. Try starting with a small amount first.

Click on ‘Continue’ once you’re done.

The process for creating this ad is pretty much like creating the first ad.The only thing you need to pay attention to is the call-to-action. You can choose: sign up, subscribe, learn more, get quote, download or apply now.

Last but not least, you need to create your Facebook lead form.

3. Evaluation — Convince Them to Say Yes

This is the stage where you’ll need to pitch your offer even further to your prospects and convince them that they need it. You can offer them whatever you like, from e-books to free trials — any valuable content they’ll appreciate.

To create this ad, again, go to the ads manager creation page. Select ‘Lead generation’ again. Go through all the same steps as the previous campaign. What’s different this time is the audience. This time you’ll want to create another custom audience for the people who have visited the thank you page from your previous offer.

Select ‘People who visited specific web pages’. Add the URL of your thank you page. Click on ‘Create Audience’.

Set your budget and move on to creating your ad.

By now your audience should already be familiar with you and might be more interested with your product offer. Use this opportunity to convince them on how your product can benefit them. Show them a case study to prove your claims. It can’t get any more convincing than that.

4. Sale — Convert Them to Paying Customers

This stage is very important because it is the stage where conversions happen. Your main goal is to close the deal. It’s time to convert your prospects to paying customers.

To create the ad for this stage, go to Facebook ads creation page again and select ‘Conversion’. Then click on ‘Conversions’.

Under conversions, you’ll be asked to specify the type of conversion you’re looking for such as view content, add to wishlist, purchase and so on.

Your selection will be based on what you’re trying to sell. For example, if you’re offering a free trial, then you should choose the ‘Complete Registration’ option. Of course, you’ll need to track your conversions. To do that, you’ll need to install the conversion tracking.

You are going to need a custom audience, which are the people who have signed up for a previous offer such as webinar, free consultation and so on.

For this example, use desktop placement. Repeat the same process for your mobile placement. Your ad can appear on both Facebook news feed or the right column. If you choose to have your ad appear on the right column, you may need to create a separate ad set for that to achieve better optimization.

Set your budget, whatever amount that makes sense to you.

And your ad is good to go.

Phew! That was quite a journey, wasn’t it? Don’t let all of these stages discourage you. It’s not always easy to create a Facebook ads funnel for your SaaS business after all.

Good luck!

How To Scale Your E-Commerce Store With Facebook Ads

Often times, when clients approach us for help they are already getting traffic and making sales. They just want to scale. They want to go from $10k/month to $100k/month, for example, and use Facebook marketing to get there. How do we get them there? Well, for one, they are prepared to invest in Facebook Ads. They also don’t expect to get there in 30 days or even 60 days. They understand that the process of Facebook marketing takes time and testing. To build a truly great, revenue generating machine they understand that one must be patient and in it for the long term.

I know, I know, I still haven’t answered the question of how we get them scaling. Well, we come in with a Facebook marketing strategy and a Facebook ad funnel. Two-thirds of that Facebook ad funnel is retargeting. I touch on retargeting in this blog post. Today I’d like to focus on the other one-third: Top of Funnel.

What does Top of Funnel mean in Facebook marketing jargon? It’s the part of the Facebook ad funnel where we find new buyers and generate awareness of your brand and build interest in your products. A small portion of this audience will purchase but the vast majority of them will need to be retargeted. When we retarget them with Facebook ads we bring them further down the Facebook marketing funnel and through their buying journey. In other words, we generate intent and desire to take action and buy.

In the agency, we like to use conversion campaigns, optimizing for purchases. We always test single image, carousel and video in terms of creative and craft copy that is compelling. In your copy, focus on your unique selling proposition, highlight why prospects should buy from your brand and add some social proof (think product reviews here). Now before I talk about how we increase ad spend at scale while maintaining ROI, I’d like to show you how to research targeting options for Facebook ads.

So you will want to go to your Business Manager and then Audience Insights. There’s two main ways to do research for your Facebook marketing. You can research people who like your page and you can research general interests. Audience Insights gives you lots of information but I mostly like to focus on the demographics and page likes sections. Take a look at the two images below to familiarize yourself with the interface and then I will talk about affinity.


So what does affinity mean for Facebook marketing and your Facebook ads? The affinity score is how likely the people we are researching are to like that page compared to the rest of Facebook. The higher the affinity, the better for your Facebook ads. If you have affinity scores over 1,000 you are definitely on the right track! So essentially you can use what you find out here (age, gender, page interests) to build your targeting for your Facebook ads. For national campaigns, I like an audience size of 500,000 to 2,000,0000 to start testing.

Alright, so once you are seeing a positive return on your Top of Funnel ads and you are ready to start scaling (i.e., spending more money) - how do you do that? Well you can increase your daily budget 16-20% every 1-3 days. You can also duplicate ad sets and focus your targeting on the interests, age ranges or genders getting you the most return on investment. That’s a bit more advanced, though.

To find out how we can help scale your business with Facebook marketing, schedule a time to chat with us here.  Strategy sessions are free and a great way to do a deep dive into your business, identify areas for improvement and opportunities for growth with Facebook ads.

How To Retarget Effectively with Facebook Ads

How Facebook Ads Work (2).png

As an online retailer, the struggle to turn web visitors into purchasers is real. Did you know that the industry average is 1-3% of people who visit your site will actually make a purchase on that first visit? You can use Facebook ads and Facebook marketing techniques to retarget the visitors who didn't purchase, giving them a reason to come back and buy. Similarly you can also retarget people who engaged with your Facebook or Instagram pages, giving them a call to action to visit the site.

There are loads of way to retarget people with Facebook ads. Often times, when we start working with clients they are doing one small part of a full e-commerce purchasing funnel. That part is usually what we call the Top of Funnel, which is directing an ad to cold traffic with a call to action to visit the site and buy.

Keep reading to find out three ways we retarget our clients' traffic with Facebook ads. By the end of this article you will have a little insider knowledge to Facebook marketing and be able to help recover lost sales from traffic you are already getting to your site with Facebook ads. 

Retargeting Site Visitors with Facebook Ads

You can retarget site visitors who didn’t purchase or add to cart by setting up custom audiences. Let’s learn how to do that!

  • Go to Business Manager.

  • Go to Asset Library -> Audiences and click Create Audiences.

Custom Audience.PNG

Click on Website Traffic

Web Traffic.PNG
  • Here is where you will create your custom audiences. You can create one for all web visitors in the last 14 or 30 days, for example. Then you will want to create seperate custom audiences for people who fired events. Here is where you can create audiences for people who added to cart or purchased.

  • Then, when you set up your Facebook ad campaign, for your targeting you can select the custom audiences you created. In the image below we are targeting web visitors in the last 14 days but excluding purchasers in the last 30 days. You could also add an exclusion of people who add to cart, if you want. We want to exclude purchasers because if they have already made a purchase, you don’t want them seeing a Facebook ad asking them to visit the site again to make their purchase. You can absolutely retarget purchasers, asking them to buy again but that’s a different strategy discussed below.


Retargeting People Who Engaged on Social Media with Facebook Ads

Another segment of people you can retarget with Facebook ads is people who engaged with your social media channels and content. We need to create custom audiences again. So, go to Business Manager and then go to Asset Library -> Audiences and click Create Audiences. This time we are going to choose Engagement.  


Then you will be taken to screen that looks like this:


As an effective Facebook marketing strategy, I would recommend retargeting people who engaged with your Facebook Page, Instagram Business Profile and who viewed any videos you have. You could use all three of these audiences as your targeting for one Facebook ad.

Retargeting Purchasers as a Facebook Marketing Strategy

Do you remember how we learned how to create a custom audience of people who purchased early in this post? Well, you can target just them in an ad set! Why might you want to do that? There are a few different Facebook marketing strategies you could use. Facebook marketing is such a cool tool! Let’s take a look.

  • Target purchasers in the last 3 days with simply a thank-you ad. Thank them for becoming part of the brand family, tell them you appreciate the business and remind them of any perks you have for repeat purchases (loyalty or rewards programs, for example).

  • You could target people who made a purchase 30 days ago, giving them a coupon code to pass on to family and friends.

  • You could target people who bought 60 days ago with a call to action to buy again. The time frame here of 60 days will largely depend on your buying cycles. A more appropriate time frame for your business could be less than 60 days or more. It would depend on how frequently people buy again from you.

A Note About Copy And Facebook Ads

When sitting down to write your copy for these Facebook ads, take a moment to think about the target audience. How have they interacted with your brand already and what types of things would they benefit from hearing from you?

To find out how we can help scale your business with Facebook marketing, schedule a time to chat with us here.  Strategy sessions are free and a great way to do a deep dive into your business, identify areas for improvement and opportunities for growth with Facebook ads.


Our Agency's Approach To Facebook Ads

Our Agency's Approach to Facebook Ads

Within our agency, we have a very growth driven approach to Facebook marketing. What does that mean, exactly? Well, we are focused almost entirely on one thing and one thing only with Facebook ads: making you more money. Will you get more traffic? Sure. Will you get clicks from your ads? Of course. However, at the end of the day, you want more sales from your Facebook ads. We get that. As a result of this approach to Facebook marketing, you will hear us talk a lot about your Facebook ads return on ad spend (the amount of revenue generated for every dollar spent in ad spend) and whether or not you are traffic ready. In this post, I’d like to talk about being traffic ready.

What does it mean to be traffic ready for Facebook ads? Well, you have sold some products to a cold audience (verifying product to market fit) and are currently getting some sales and traffic every month. We also like to see some other marketing efforts in place. A lot of our clients are working with influencers and doing email marketing before coming to us to start Facebook marketing. You also should know who your target market is (characteristics and demographics of people who buy your products) and why they buy from your brand.

Another thing we look at is how your site is converting. Product page and website optimization is something we do as part of our Facebook marketing services but it’s really important to know where we are starting to make an effective plan for moving forward with Facebook ads. The first thing we look at is what percentage of visitors are turning into purchasers and the second is what percentage of people who add to cart are purchasing. Here’s how you determine those metrics:

# of purchases in the last 30 days / # of people who visited your site in the last 30 days = 1-3% (higher is better)

# of purchases in the last 30 days / # of add to carts in the last 30 days = about 30% (higher is better)

To find out how we can help scale your business with Facebook marketing, schedule a time to chat with us here.  Strategy sessions are free and a great way to do a deep dive into your business, identify areas for improvement and opportunities for growth with Facebook ads.

How Facebook Ads Work

How Facebook Ads Work

As an agency, we specialize in Facebook and Instagram ads for e-commerce businesses. What we notice time and time again with clients, is that Facebook marketing can be the fuel to an already burning fire. What does that mean, exactly? When we work with clients who are already getting traffic and sales from existing marketing efforts, their Facebook ads do significantly better than those clients who have no other marketing efforts. Adding paid traffic and the retargeting capabilities of Facebook ads helps to amplify all of your other marketing efforts.

With e-commerce Facebook ads we take the prospect through a buying journey by using a purchase funnel. Each step has a goal of achieving a desired action. Those actions are: awareness, interest, desire and intent. In one step of the funnel, the goal of the ads is to create awareness of your brand and products to new potential customers. In another step, the goal of the ads is to cultivate interest in making a purchase. In the final step of the funnel, the goal of the Facebook ads is to build intent to buy among those individuals who have already shown a desire to buy. Who are those individuals? People who have browsed products and/or added items to their cart but haven’t purchased yet.

One of the most appealing and impactful things about Facebook ads is the ability to retarget all of your site traffic. Sure, Facebook ads are great for finding new customers but having the ability to retarget the people who are already coming to site, but not buying, can have a huge impact on your sales and revenue.

To find out how we can help scale your business with Facebook marketing, schedule a time to chat with us here.  Strategy sessions are free and a great way to do a deep dive into your business, identify areas for improvement and opportunities for growth. 

How One Entrepreneur Went From Making $200 to $20,000 Per Month in Less Than 7 Months!

Molly, founder of From Molly With Love, is a woman on a mission to dismantle the beauty industrial complex and be a champion for radical self-care. Molly believes we are poisoning ourselves to fit into this one beauty standard. She is one of those people that gives you hope for not only our world at large but also the topsy turvy endeavor that is entrepreneurship. She’s went from $200 in revenue in August of 2016 to $20,000 in revenue in March of 2017. Keep reading to learn her tips, tricks and advice.