Marketing funnels are not flawless. While it works the majority of the time, sometimes it breaks. Luckily, breaks can be repaired. When your faucet is leaky, you call the plumber. When your funnel is leaky, you call Facebook! Well, you don’t actually call Mark Zuckerberg, but you do use Facebook as a tool to move your customers through your sales funnel.
The problems arise when your customers enter your funnel, but get stuck part way through. They visited the Lead Magnet page, but did not opt in with their email. They visit the Tripwire page, but do not proceed to the Core Offer. They purchase the Tripwire, land on the Core Offer, but don’t purchase it or land on the Profit Maximizer page. The way to fix this is with Facebook Retargeting ads. We will set up four different ads to convert customers to the next step if they have fallen out at any point.
These are not just any old Facebook ads though. By using Facebook Website Custom Audiences, you can create a system that allows for drastic and effective retargeting. If you have used Facebook ads before, you know it can be frustrating to upload email addresses and then have to create custom audiences depending on what they did or did not purchase. Not to mention, the email addresses you have might not even be the emails your customers use for their Facebook accounts, so your ads might not even be reaching all of your customers. Luckily, Facebook Website Custom Audiences solves all of those issues.
Website Custom Audiences lets you run ads for people who have visited specific pages of your site. You can tell Facebook to run an ad for people who have landed on one page, and exclude people who have proceeded to another page. What’s more, it runs in real time, so if someone goes back and purchases your Core Offer, they are removed from that audience. No more constantly uploading email lists!
You can set up your custom audiences in your Facebook ad manager. You’ll need to install the pixel code in your header template to insure the code covers all pages. Google and YouTube have many videos describing this process in detail if you are unsure of how to implement it.
With retargeting ads consistency is key. You want your audience to see something with which they are familiar, but with some variation so it’s not just the same ad over and over again. The most important part of the ad is the copy. It needs to be something that will have your customers reconsidering the offer, or reminding them of what they missed. Create your retargeting ads today to keep your marketing funnel fully functional.
