TOFU: Awareness

• Objective: Increase brand visibility and attract attention.
• Ad Types:
  • Video ads
  • Carousel ads
  • Image ads
  • Collection ads
• Targeting:
  • Broad audience targeting based on interests, demographics, or behaviors.
  • Lookalike audiences resembling your current customers.
• Content Focus:
  • Share engaging, problem-solving, or inspiring content.
  • Use storytelling or educational videos to introduce your brand.
• Metrics to Track: Impressions, reach, and video views.

MOFU: Consideration

• Objective: Build trust and deepen engagement.
• Ad Types:
  • Lead generation ads
  • Retargeting ads for website visitors or video viewers.
  • Engagement-focused ads like polls or interactive stories.
• Targeting:
  • Warm audiences—people who interacted with your TOFU ads, visited your website, or engaged with your social media.
  • Retargeting ads based on behaviors like “added to cart” or “watched 50% of a video.”
• Content Focus:
  • Provide valuable offers like free guides, webinars, or discounts.
  • Share testimonials, case studies, or behind-the-scenes content.
• Metrics to Track: Click-through rates (CTR), leads, and engagement.

BOFU: Conversion

• Objective: Drive sales, sign-ups, or other actions.
• Ad Types:
  • Dynamic product ads that show items users viewed or added to their cart.
  • Offer ads highlighting discounts or limited-time deals.
  • Conversion-focused ads with strong calls to action.
• Targeting:
  • Hot audiences—people ready to buy, such as cart abandoners or those who’ve shown high intent.
  • Retargeting campaigns with urgency-based messaging.
• Content Focus:
  • Highlight benefits, urgency, or exclusivity.
  • Use clear calls to action (e.g., “Buy Now,” “Sign Up Today”).
• Metrics to Track: Conversion rate, cost per conversion, and return on ad spend (ROAS).

3. Retargeting Across the Funnel

Retargeting is the backbone of Facebook funnel advertising:

• Website Retargeting: Ads based on page visits or actions like viewing products.
• Engagement Retargeting: Ads targeting people who interacted with your social posts or ads.
• Email Retargeting: Re-engage email subscribers with relevant ads.

4. Tools and Features for Facebook Funnels

• Facebook Pixel: Tracks user actions on your website to build audiences and optimize campaigns.
• Custom Audiences: Use data from your website, app, or customer lists to target specific groups.
• Lookalike Audiences: Expand reach by targeting audiences similar to your existing customers.
• A/B Testing: Optimize ad performance by testing different creatives, copy, or targeting.
• Dynamic Ads: Show personalized ads based on user behavior.

5. Benefits of Facebook Funnel Advertising

• Highly Targeted Campaigns: Deliver the right message to the right audience at each stage of the funnel.
• Scalable Growth: Gradually nurture prospects into loyal customers.
• Enhanced ROI: Efficient allocation of resources to maximize conversions.
• Automation: Facebook’s AI helps optimize campaigns for the best outcomes.

6. Example of a Facebook Funnel Campaign

TOFU: Awareness

• Ad: A video explaining how your product solves a problem.
• Targeting: Broad audience interested in your niche.

MOFU: Consideration

• Ad: Carousel ad showcasing features and benefits or testimonials.
• Targeting: People who watched 50% of the TOFU video or visited your site.

BOFU: Conversion

• Ad: Dynamic product ad offering a discount for items left in the cart.
• Targeting: Cart abandoners from the MOFU stage.