How to Create a Facebook Sales Funnel for Your Website

Photo via BoostLikes.com

Photo via BoostLikes.com

With the insane level of targeting and reporting that advertisers can access on Facebook, it would be shortsighted to not take advantage of everything available. I’m going to give a quick breakdown of an easy and effective way to create a Sales Funnel from your Facebook ad campaigns, so you can track how users are interacting with your site, what’s drawing them in and what’s driving them to convert.

We’re going to utilize the Facebook pixel and the various Standard Events in the code to measure people coming through the funnel all the way to shopping cart abandonment and ultimately a purchase.

So the 10 Standard Events in the Facebook Pixel allow us to identify and tag users based on what pages they’re visiting, how they’re using the site, as well as if they are bouncing out at a certain point or (hopefully) making a purchase on your site. These Standard Events are listed below:

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Be sure to include the Standard Event line of code in your pixel for the corresponding landing page. If you want to double check or have any questions on how to edit and place the code you can refer to the Facebook Pixel Implementation Guide. The Facebook Pixel Helper is also a great Chrome extension that helps identify if your pixels are live and placed correctly on a page. Additional Pixel Troubleshooting from the Facebook developers.

What you’ll want to do is map out the path to purchase on your website so you know which Standard Event to place on which page.
  • View Content: This is most useful if there is a specific page on your site that you identify as a key page view such as the product page, the additional info page, a landing page with more details that could lead to a purchase etc.
  • Search: This will help identify if users are getting to your site and performing searches in your search bar. If they are, but you’re still not seeing sales you may need to revisit your targeting as users may not be finding the relevant content/product that they thought they would.
  • Add to Cart: Key step to track how many people are starting the checkout process vs finishing an order. Drop offs are useful for measuring shopping cart abandonment and retargeting, but can also point out red flags in user experience if people are not converting after adding to cart.
  • Add to Wish List: A great way to track extremely interested users who maybe weren’t ready to pull the trigger yet.
  • Initiate Checkout: The strongest indicator of purchase intent and one of the main steps to measure the path to purchase.
  • Add Payment Info: Again measuring drop offs here will be key.
  • Purchase: The name of the game; tracking conversions and using that data to optimize your ads further. You can also identify the value of a sale if you have different Thank You pages for different products
  • Lead: This is useful if you are having users fill out a form, redeem a free trial etc. rather than making a purchase.
  • Complete Registration: Useful for identifying users that sign up for a service or a subscription through a registration form.
  • Other: Use this to track any other key actions on your website that aren’t listed above.

Using these Standard Events as qualifiers, what you want to do is place the corresponding code on each page all the way from a Page View down to a Conversion. So you would have the standard pixel on the landing page, Add to Cart on the first step in the cart page, Initiate Checkout page gets its own pixel code, same for Add Payment Info and Purchase. Now if you have other relevant pages on the site then you’ll want to add the additional codes to those such as View Content for a key page view and the like.

In the end this will help you identify how many people came into the funnel at the top, how many came out the bottom with a purchase and exactly how many dropped off and at what part of the process so you can re-engage or tweak your campaigns.

Stop Starting from Scratch On Your Facebook Ads

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If you miss a new update to the Facebook Business Manager it’d be hard to blame you as it seems there are new updates dropped in all the time unannounced. Just recently Facebook added the new feature to essentially save a draft of an ad campaign while still in creation. And it’s not only just for a few hours as I started making a new campaign on Friday and left before finalizing the ads.  I came back on Monday morning and after selecting Create a Campaign, my previous ad was automatically populated and ready to go. Everything from ad copy to creative imagery. No more starting from scratch!

Pokemon Go: Has the Excitement Over Augmented Reality Been Premature?

After being in the market for a few weeks now, soaring to unheard of levels in popularity, as well as revenue ($200M and counting), Pokemon Go has cemented itself as a cultural phenomenon. For now.

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One of the biggest features of the game and something both the tech and marketing industries are salivating over is Augmented Reality (AR). With AR, users can find and capture Pokemon on their phone’s camera so it integrates the digital world with the real world; essentially the bridge to the all encompassing Virtual Reality.
As the marketing and tech worlds clamor over how to take advantage of, and monetize, the sudden massive popularity of AR, there’s just one question that people seem to be missing. How many people are actually using the AR function in Pokemon Go?
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While the AR is an intriguing feature, the more people you see playing the game, the more you realize just how many people have turned the feature off. For one, it makes the game easier to play and in some cases safer (for users that play on a bike or even while driving).
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Albeit a small sample size, I polled users on Twitter and Reddit and more than 80% of respondents answered that they never use AR in Pokemon Go. So has the AR excitement been premature or is the new wave of AR Marketing coming sooner than we all expect?

It might be a bit longer, or perhaps even just take minor game enhancements, to get more people on board with the AR and thus open the floodgates for marketers. I’ve heard users complain about the AR making the camera too shaky or even causing the Niantic app to crash more frequently. In the meantime though, marketers can and should expect to take advantage of the massive popularity of the game. With more active daily users than Twitter, it’s clear the attention is there so now it’s just a matter of capitalizing on that attention without alienating users. Companies like McDonalds are getting into the game earlier than most with sponsored Pokestops. You’ll soon be seeing McDonald’s locations that are like Lure’s and Incense on steroids and perhaps even feature exclusive content.

The number one goal of a brick and mortar business is to drive foot traffic and nothing does that better than a massively popular mobile app that legitimately forces people to walk around.

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Google (who partners with app creator Niantic) has been pretty tight lipped about how marketers can get involved up to this point. So unless you’re one of those massive brands, you’ll need to rely on “old school” marketing like manually dropping Lures if you happen to be lucky enough to have a Pokestop near your business. Plenty of businesses have jumped on that opportunity already. I’ve seen it at a bar, an ice cream shop and even a hotel offering a discount on your meal. Whether AR is ready to make the jump to mainstream or not isn’t clear just yet, but what is apparent is the huge opportunity Pokemon Go presents for marketers everywhere.

Use the Amount of Time a User Spends on Your Site to Create a Custom Facebook Audience!

Facebook is now offering a brand new method of creating a Custom Audience and it should excite you if you’re using landing page content to generate leads. Time Spent on Your Website is the newest method Facebook has unveiled to craft a Custom Audience! This could be huge for businesses that are driving customers to a specific landing page to learn/read/view more.

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*Note, that this option isn’t available to all advertisers yet as Facebook usually slowly rolls new features out before they’re widely available.

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Businesses can drive users to their website and flag them for remarketing, but what good is one giant audience if it doesn’t take into account how engaged that customer actually was? Of course everyone knows this, but if your landing page is educational content that a customer may read/watch and they don’t make any additional actions on your website then you’re kind of up the creek when it comes to segmentation.

Using this new Custom Audience segmentation though you can easily identify who actually spent the most time on your website reading/watching your content. Don’t waste any time, money or effort reengaging with users on Facebook who hit your page and bounced out or maybe stayed for a few seconds and decided they weren’t interested. Now you can actually identify the top percentiles of users based on Time Spent on Website, similar to how you can already do that with Facebook Video and percentage of a video viewed.

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It opens doors for people producing one sheeters, white pages or any other tactic of capturing customers’ attention on a specific landing page to learn more. People may be interested, but not necessarily engaged. So identify who has devoted the most time to the content you produced and reengage. This is just the latest example of how you can narrow the funnel and sell on social.