Checklist - Facebook Sales Funnel Creation

1. Setup Facebook Pixel with Server-side tracking

2. Create Audience for TOFU, MOFU & BOFU
3. Create Facebook Shop & Catalog or Connect Facebook Pixel with Catalog
4. Create Awareness campaign
5. Create Consideration Campaign
6. Create Conversion Campaign
7. Create Remarketing campaign for Existing customers
8. Funnel Stage Optimization
9. Reporting
 Funnel Stage wise Campaign Strategy for Ecommerce

Funnel Audience Targeting Campaign Ad Type CTA Content Type

Stage Type
TOFU ● Saved Audience ● Video ads ● Learn More 1. Educational
(Make ● Lookalike Audience ● Video Views ● Image ads ● Send 2. Informational
Awareness or ● Engagement Message 3. Who are you & What
Introduce Your (Like you do
Brand) Campaign) 4. Benefits of your
products/Services

MOFU ● Facebook Page ● Traffic ● Image ads 1. Highlight

engagers ● Engagement ● Carousel ads ● Get offer Problems/Needs &
(Build Trust) ● Instagram engagers ● Lead ● Video ● Learn more how to solve it by your
● Video viewers (25%, Generation ● Shop now products or services
50%, 3-second, 10- ● Messages ● Install now 2. Features & Benefits
second and 15-second (for apps) 3. Testimonials &
“Thru Play” viewers) Reviews/Recommend
● Instant Experience ad ations
engagers
● On-Facebook Listings
engagers
● Facebook Shopping
engagers

● All website visitors ● Conversions ● Shop now 1. Direct sales pitch like
 ● Catalog Sales ● DPA ● Get offer 5% off, Buy 1 Get 1
BOFU ● Collection page visitors (Dynamic etc.
Product Ads) 2. Price (Attractive price)
(Sell Products) ● Product page viewers ● Collections 3. Shipping options (i.e.
Ads free shipping, fast
● Add to cart users ● Carousel ads delivery)
4. Amount saved
● Initiate checkout users 5. Free gift
6. Risk-free (guarantee)
● Users that completed purchase, etc.
each step in your
conversion funnel (lead
generation)
 Post-purchase Strategy

Purpose:
1. Repeat purchases
2. Word of mouth promotion

When Post-purchase Facebook ads works well:

1. When you’re launching a new product
2. Asking for reviews and feedback
3. Incentivizing social media shares
4. Asking for referrals
5. Encouraging user-generated content (UGC) which you can use in your promos
6. Providing more useful content on how to use your products/service
Funnel Audience Targeting Campaign Ad Type CTA Content Type
Stage Type
Post-purchase ● Conversions
Strategy All Purchased Users (30 ● Catalog Sales ● DPA ● Shop now 1. Free gifts
- 45 Days) (Dynamic ● Get offer 2. Exclusive
(Sell Products) Product Ads) offers
● Collections 3. Special
Ads discounts
● Carousel ads 4. Referral
incentives etc.