Why A Lead Capture Funnel Is Essential For Facebook Ads Success

Knowing what a lead or sales funnel is is essential for you to succeed in Facebook Ads. Otherwise, youre leaving money on the table because youre not optimizing ads for every stage of the sales process. 

For simplicitys sake, were going to define a sales funnel as having three stages: the top, middle, and bottom. To get higher conversion rates, you need to create separate types of ads for each stage of the funnel. 

For instance, at the top of the sales funnel, people wouldnt know your brand, and what you do, so you need to introduce yourself to them. For this purpose, Brand Awareness and Reach ads are great objectives to use for your Facebook advert. You dont want to sell on them aggressively as it could turn them off your brand. Instead, try to offer something of value. When they engage with your ad, you can retarget them later on with another ad. 

At the middle of your funnel, your audience will be at the stage where they will be more likely to consider your business as the solution to their pain point. Since this is your second point of contact with your audience, theyd be more likely to engage with your advert. You can use different campaign objectives depending on what you want to achieve. For instance, you can choose from Traffic, Engagement, App Installs, Video Views, Lead Generation, and Messages objectives on Facebook ads. Maybe a few people in your audience will be willing to buy something from you now, but most of them will need some more prodding. So we go into the next stage of the funnel.

At the bottom of the funnel, this is where you ask people to buy your stuff. Youve already made some contact with them  theyve engaged with your past adverts, theyve visited your site, signed up to your mailing list, downloaded your app, and more. They should be ready to buy now. You can create a Facebook ad with any of the following objectives  Conversions, Catalog Sales, and Store Visits. When you create the perfect advert, one that will resonate with your bottom of the funnel audience, then youve got them in the bag. You can also do a few split tests so you can find the winning advert which you can scale later on. 
