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#043 – 2 Part Facebook Ad Awareness Funnel

My new revamped ads went live.

And it’s been 12 hours.

And I’m already letting my panic and anxiety get in the way.

I’ve had a few clicks and CPM (cost per 1000 views) is actually looking really good.

No conversions into optins yet though.

I am going to solemnly commit to NOT touching anything at least until Wednesday though because I do need to learn to be patient, stop meddling and allowing Facebook’s algorithm and pixel to do their thing.

I’m not geeky or techy enough to know the intricate details about that whole thing but I know I need to wait.

Especially if you’re on a low budget, data gathering and testing can take a lot longer.

Which is a great little cycle to wind up in.

You don’t increase budget because you don’t feel confident.

So it takes you longer to find your winning streak.

Which hits your confidence.

And that’s kind of where my next approach is coming from.

It’s actually one of the things I first learned when setting up Facebook ad campaigns but tried to keep putting it off because it does definitely involve getting in front of a camera.

What’s The 2 Part Awareness Funnel?

You put out a piece of content – usually a video.

Post it on your Facebook page and set it up as an ad as well.

There’s no consensus on whether you set it up for video views, brand awareness or engagement as your main campaign objective but when I learned it, the recommendation was video views.

So you have a video and you’re using ads to drive traffic to it.

There’s no other call to action like a link or anything to take them off Facebook. It is purely just to get people to watch or engage with your video.

Then you have a second campaign running at the same time with your offer.

That second campaign though is only targeted at people who watched an amount of your video or engaged (or are engaging) with your first video.

Make sense?

  • Put out video content
  • People who engaged or watched it become aware of you and your brand
  • The more they watch, the more you’d assume they’re interested in what you have to say
  • They’re warm and more inclined to take up your offer when they see that second ad campaign

So it means you build awareness and KLT (know, like, trust) to get those people into your funnel.

What’s The Benefit Of This?

You can test your voice and messaging a lot more quickly as you can gauge how people are engaging with the video.

If you’re only putting your offer out to people who are familiar with you, it should result in a lower cost per lead.

It’s also a cost-effective way of building more brand awareness quickly as Facebook’s algorithm will likely favour content that keeps people on the platform.

Also when you have built that audience data, it puts you in a great position to build a reliable bigger audience in Facebook as you can that start to delve into lookalike audiences and see what is or isn’t resonating with different demographics.

What’s The Downside?

It’s a bit more techy than just a plain straightforward campaign.

But when you know what you’re doing it is easy to set up.

So the main downside is really just that you have to get on video.

Which I hate doing.

I’ve gotten better with using my voice since I started podcasting but using voice and face at the same time seems a big step still.

But other than that, there’s no major downside.

Other Things To Know

Just a few more bullet point notes or observations:

  • You don’t need a fancy or slick video set up. Filming on your phone is fine.
  • Keep it under 60 seconds if you’re completely new to this.
  • You don’t need subtitles but it’s a good gesture as it helps people with hearing difficulties (Facebook can auto generate these when you upload your video, otherwise you can create them within the video on something like Kapwing.com – which is free)
  • Your video can just be something simple like “3 common mistakes with email marketing” – just a few simple tips, tricks, mistakes. Effectively you just need to read out a bullet point list.
  • When it comes to your ad budget and how you split it between the 2 campaigns I would honestly go for 70-80% on your video and whatever remains on your offer ad. But it depends on a few factors including the response to your video, how long its been running, your existing audience size, the offer itself.

My Next Steps

I think this might be the missing element for my B2B ad campaign.

I’m running on a £7/day budget.

So if I do a video, I’ll probably go for all of that to the video for a few days to build my audience and then after that drop it to £5 and put £2 on the offer so my audience is building more quickly than I am saturating it with my offer.

My whole funnel will then look like:

  • Video content ad
  • Offer ad
  • Lead magnet from landing page
  • Tripwire offer
  • Sell by email long term

I do still worry that my current brand is too broad for it to land the way I want it to.

I might narrow down and focus much more clearly on one specific profession or industry (like I should be doing and like I tell everyone else to do).

I guess watch this space?

About Abhi

Hi, I'm Abhi. I'm a blogger, copywriter, marketer and coach. Super Simple Mode is my space where I document everything I try in marketing and conversion so you can learn from my screw ups. Thanks for being here.