Looking for a new way to expand brand reach, drive engagement, and ultimately, generate sales.
One powerful tool to achieve these goals is a well-structured Story Ad funnel.
In this blog post, we will outline a step-by-step guide to creating an effective Story Ad funnel that focuses on brand awareness and incorporates a landing page designed to convert.
Create a Facebook Story Ad Targeting Your Best-Performing Audience
The first step in building an effective Meta Story Ad funnel is to create a Story Ad targeting your top-performing audience.
By focusing on this group, you can maximize engagement and drive results, consider using the traffic objective to get clicks to your site.
You could use the reach and frequency objective but this objective is designed to get you in front of your target audience and not bring these Facebook users to your site. This will make it difficult in future steps to target these users with Facebook retargeting ads.
For this Facebook ad strategy, we will be using the traffic objective.
Craft An Appealing Facebook Story Ad
When creating a brand awareness ad for Stories that will also be used on Instagram, consider these three crucial aspects:
Visual Appeal And Format: Since Stories are consumed in a vertical format, ensure your ad's visuals are optimized for mobile devices.
Use eye-catching, high-quality images or short videos (up to 15 seconds) that showcase your products or services.
Maintain consistency in your visual elements across both Facebook and Instagram to create a seamless experience for users.
Clear And Concise Messaging: As users typically browse through Stories quickly, it's crucial to convey your brand's message clearly and succinctly.
Craft a compelling headline that highlights your value proposition and communicates your brand's unique selling points.
Keep your ad copy short and focused on the benefits of your products or services to capture your audience's attention.
Strong Call-To-Action (CTA): Encourage users to interact with your ad by including a persuasive CTA. Since the swipe-up feature is available in both Facebook and Instagram Stories, utilize this functionality to direct users to your landing page.
Make sure your CTA stands out by using contrasting colors and straightforward language that tells users exactly what to expect when they swipe up.
Design A Collection Page To Feature Your Best Sellers
The next step to building an effective Facebook Story Ad funnel is to create a collection page that showcases your best-selling products or a custom selection tailored to your target audience.
This collection page will serve as the visitor's first interaction with your brand, so highlighting the range of products your eCommerce company offers and raising brand awareness is key.
To create a compelling collection page, consider including the following elements:
Engaging Product Imagery: Use high-quality, visually appealing images that accurately represent your products. Ensure that your product images are consistent in style and presentation, as this will create a cohesive look and feel for your collection page, making it more appealing to potential customers.
Clear and informative product titles and descriptions: Craft product titles that are concise, yet informative, and accurately convey the key features of each product. Complement these with brief descriptions that emphasize the unique selling points and benefits of your products. This will help your audience understand the value of your offerings and encourage them to explore further.
Product filters and sorting options: To enhance the user experience and help potential customers find the products they're interested in, include filters and sorting options based on factors like price, popularity, or product categories. This will make it easier for users to navigate your collection page and discover relevant products.
Prominent call-to-action (CTA) buttons: Encourage users to take the next step in their shopping journey by incorporating clear and visible CTA buttons for each product. These CTAs should guide users toward making a purchase or obtaining more information about a specific product.
Social proof and reviews: Display customer testimonials, ratings, or reviews to build trust and credibility with your audience. Social proof can be a powerful motivator for potential customers, as it demonstrates that others have had positive experiences with your products.
Branding elements: Incorporate your brand's logo, colors, and other visual elements throughout the collection page to create a consistent and memorable experience for users. This will help reinforce brand recognition and make your e-commerce company more memorable.
Create A Carousel Ad Featuring Your Best Sellers For Retargeting Users Who Didn't Add To Cart
The third step in building an effective Meta Story Ad funnel is to create a carousel ad showcasing your best-selling products for retargeting users who visited your collection page but didn't add any items to their cart.
This carousel ad should feature similar products to those on the collection page and encourage users to reconsider making a purchase. To create a captivating carousel ad, consider including the following elements in the ad copy and images:
Consistent, high-quality images: Use visually appealing, high-resolution images that are consistent with those on your collection page. This will reinforce brand recognition and create a seamless experience for users. Ensure that each image in the carousel highlights the unique features and benefits of the respective product.
Concise and persuasive ad copy: Craft compelling ad copy that emphasizes the key benefits and unique selling points of each product featured in the carousel. Keep the copy concise and to the point, as users often have a limited attention span while browsing social media. Use persuasive language that creates a sense of urgency or FOMO (Fear Of Missing Out) to encourage users to take action.
Personalization & Relevance: Tailor your ad copy to address the needs and preferences of your retargeted audience. Highlight the aspects of your products that may be particularly appealing to this specific group, based on their previous interactions with your collection page.
Special Offers Or Incentives: Entice users to reconsider purchasing by including special offers, discounts, or other incentives in your carousel ad copy. This can help sway users who were on the fence about purchasing from your e-commerce store.
Clear Call-To-Action (CTA): Include a prominent CTA in your ad copy that directs users to take a specific action, such as "Shop Now" or "Learn More." Ensure the CTA is clear and visible, guiding users back to your collection page or product pages where they can complete their purchase.
By incorporating these elements into your carousel ad, you can effectively showcase your best-selling products, remind users of the appealing aspects of your collection, and encourage them to revisit your eCommerce store and make a purchase.
Remarket To Add To Carts With Dynamic Product Ads
For users who added products to their cart from the initial story ad but didn't complete the purchase, show them a Dynamic Product Ad (DPA) based on the specific products they added to their cart. This type of ad is crucial for several reasons:
Personalization: Dynamic Product Ads automatically display the products that users have shown interest in, providing a highly personalized ad experience. This level of personalization increases the likelihood of users re-engaging with the ad and ultimately completing their purchase.
Retargeting Efficiency: DPAs streamline the retargeting process by automatically generating ads for your potential customers saving you time and effort on ad creation. This efficiency allows you to retarget users quickly and effectively, increasing the chances of converting abandoned carts.
Reducing cart abandonment: By reminding users of the products they were interested in and showing them the product again in an attractive and engaging format, DPAs can help reduce cart abandonment rates and boost overall conversion rates for your eCommerce store.
By utilizing Dynamic Product Ads, you can effectively re-engage users who have abandoned their carts and encourage them to complete their purchase, ultimately increasing your eCommerce store's conversion rates.
Add To General Remarketing List After Purchase
As a last step, for those who have purchased add them to your welcome series and remarketing list to increase your customer LTV.
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