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Perfect structure of Facebook ads funnel for e-commerce

If you deal with an E-Commerce business, you probably know how important it is to build FB Ads funnel in a proper way. And you also might know how often it is built incorrectly. It leads to various issues with ad campaigns performance, and consequently, may cause businesses to lose their money.

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If you deal with an E-Commerce business, you probably know how important it is to build FB Ads funnel in a proper way. And you also might know how often it is built incorrectly. It leads to various issues with ad campaigns performance, and consequently, may cause businesses to lose their money.

My team was testing different funnel structures for several years and we finally found the perfect one that works for E-Commerce businesses. It allows having consistent ads with high engagement rate and conversion rate and testing new hypotheses without a drop in sales. It also works perfectly well for retargeting and upsell campaigns.

So what is in this structure? Today I’m gonna tell you briefly about 4 main stages.

Stage One

Top of Funnel/ Cold Traffic/ Acquisition

It includes CBO Prospecting campaign and Split test campaign. CBO Prospecting campaign has ad sets and ads that generate the highest ROAS, also ads that have performed well during the test campaign. In Split test campaigns we test new landing pages, new videos and images, ad copies, and headlines. With the help of Split test campaigns we can find elements that could help improve campaigns performance.

Stage Two

Bottom of Funnel/ Hot Traffic/ Retargeting

It includes one CBO campaign for certain products and one DPA campaign for the entire catalogue. This is where we can target previous customers and try to upsell and cross-sell.

Every mentioned stage has its own meaning in the funnel structure. But only if you consistently use each of them, you can get truly incredible results.

Stage Three

Middle of Funnel/ Warm Traffic/ Re-Engagement

In most cases, it includes only one campaign that has audiences of those who either interacted with FB/IG page or with ads, watched ad videos, etc. This stage is important because it warms up cold traffic.

Stage Four

Post Purchase/ Previous customers

This stage can include one or two CBO campaigns for certain products and one DPA campaign for the entire catalogue. These campaigns should have both types of audiences: those who have visited product page (“View Content” audience), and those who have added a product to cart but haven’t completed the purchase (“Add to Cart” audience). This is the stage where we most often increase overall ROAS and generate a large number of sales.

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