“Corrected Transcript:
All right, continuing with our Facebook ad setup. We’ve already talked about how to select a page and an account. Now let’s talk about the funnel. You don’t have to use the funnel setup provided by Facebook; you can set up a funnel yourself. Any campaigns and ad sets that are present in that particular ad account will be shown when we get to the section on venues, where they’ll be listed as selections for the venue. This is generally for those who have not used Facebook before or have not used it in the way that we recommend, which is covered in a different video. To understand what’s in the other videos and how to use Facebook properly, you’ll find that we have some specific terminology.
In general, we recommend a three-step funnel. We recommend three steps instead of two because Facebook provides three. Once upon a time, they only provided two, but at some point, they introduced the so-called “Page Engaged Audience,” and we jumped on it immediately because it can be used in unique ways that reduce the total amount of money you spend attracting new and repeat clients and visitors.
So, what do these letters mean? You’ll find that there’s A, E, and T. A stands for Awareness, E stands for Engaged, and T stands for Traffic. An AET funnel, which is generally the one you should use, is a three-step funnel where you have an ad set devoted to people who are in your cold audience; they have never seen or engaged with your page or clicked to your website. These are new faces. At this level, we’re trying to build awareness of your brand. That’s the targeting criteria we’re using on Facebook for that campaign. If someone sees your ad, Facebook can’t stop them from clicking on it, and we’ll discuss why you should run an awareness campaign in our strategy discussions because it turns out to be really cheap for clicks.
The E in the middle indicates that we’re looking for people who have engaged with your Facebook page, such as liking or sharing your posts. They are now placed in what is called the “Page Engaged Audience.” Facebook will preferentially target them, meaning if you’re targeting everyone, they will preferentially include people that have engaged with your page.
Finally, the T stands for Traffic. These are people who have been pixeled on your website. It’s very important that you’ve installed a Facebook pixel on your website so that Facebook knows who’s visited your website. They only know this because they’ve been previously cookied by Facebook. Since a large portion of the planet has been pixiled by Facebook, it’s a pretty good bet that the pixel works.
The AET funnel is what I almost always recommend. There are other options where, in the cold audience, instead of looking for just awareness, you can target engagement or even look for them to click straight through to your website. These tend to be more expensive options. The AET approach rolls over them slowly, whereas the others presume a much greater impetus to engage than simple awareness. There are reasons and times to use these in select cases, which we’ll talk about during strategy sessions.
One thing to know about all these three-step funnels is that each level of the funnel excludes the steps below it. So when I’m targeting the awareness campaign to an audience that has never seen me before, it specifically excludes people who have been to my page and been to my website. This ensures that I’m targeting only those who are cold. I don’t want to include people who are warmer or hot because they will get all the attention from the Facebook algorithm.
The way we structure this is more fully explained in the strategy discussions, but it’s important to understand that these three-step funnels exclude the subsequent steps. Even if we go here, if I’m talking about traffic to people who have not visited my website before, in the second step, I’m looking for traffic from people who have engaged but not been to my website. And then finally, the last T in all four funnels is what we would call retargeting. This is where I’m trying to get people who’ve already visited my website to come back again.
If you want to have more than one of these funnels within the same ad account for the same website, you can do that by giving it a prefix. So you might use something like “Dev1,” “Dev2,” “Dev3,” and so on, depending on how many times you want to do that. The reasons for doing this relate to strategy questions, but just bear in mind that if you want to have more than one funnel within an ad account for the same website, you can do that by giving it a prefix.”
