Facebook Ads and Facebook Marketing Mastery (Udemy) - Part 1

When approaching Facebook advertising it is important to have an overall strategy that uses many different ads and iterations of those ads as part of several ad campaigns that make up a Facebook Funnel.

The Facebook Funnel directs people down a path that ultimately leads to conversions and sales. The funnel starts with a broad audience and targets more specific audiences as it progresses. 

The first step for Facebook Marketing is selecting a marketing objective from the following three:

• Awareness 

• Consideration

• Conversion

Each of them roughly correlates to a stage in the funnel and will help guide people towards your brand and product. People are not likely to make a purchase the first time they see your brand and so you need to “warm them up” by gradually introducing them to the brand and targeting people who react to the earlier stages of the campaign. 

Starting with a broad audience and implementing Facebook's ad testing features ensures that you target the widest audience possible, spend the least amount of money per metric and don’t lose out on potential customers.  As you move down the funnel you can then define more specific custom and lookalike audiences. 

Useful functionality and resources we should be using for our ad campaigns:

• “Add another option” 

• “Dynamic creative”

• Facebook ad library 

• Lookalike audiences

• Targeting leads based on actions they take on our ads

The first step we should start with is creating Brand Awareness. This is done by creating touch points (7) and telling our brand's story. During this stage we should not be trying to sell! We should be trying to build relationships and help people get familiar with our brand (for example by leading them to a blog post which tells the story of our company).