How to use Social Ads to Push Consumers Down the Buying Funnel

Nick Rojas on Content marketing,


Social media ads are a powerful method to feed consumers into your buying funnel, and to nurture them from awareness to conversion. Knowing what ads to service at each stage, however, can be tricky to master. For instance, awareness stage social media ads will be focused simply on adding consumers into your remarketing audiences, whereas your conversion ads should be focused on offering an incentive to make a sale.

Luckily, the following guide to social ads will help you create and deliver irresistible CTR rich social ads that convert.

First Things First... Think Budget

Wildly dumping social media marketing dollars into social ads is not going to give you that great of an ROI. You need a budget set for your social ads, with a strategy in place to ensure your investment is secure.

Think not so small, but maybe mid-range when it comes to setting a social media marketing budget. The best part about Facebook ads is that they are one of the most inexpensive ways to market your business. You can also scale your spend as you go, shifting ad dollars from poor to well performing ads.

With budget set it is time to move to strategy to push consumers down your sales funnel in a seamless way.

Making Social Ads Part of Your Buying Funnel

The nature of social media is changing, and fast. The static content posts have evolved into something far more visual and engaging. To get the most out of your social media marketing efforts, you need to serve up engaging creatives to increase engagement and conversions.

Highly visual images paired with content, gifs, memes, and especially videos, are all assets to employ for your social ads. Delivering these engagement ready Facebook ads at the different stages of your buying funnel is the aim.

Your buying funnel consists of three stages, Awareness, Consideration and Conversion. The following will explore the importance of video social ads, and how you can leverage them for each stage.

1. Raise Awareness

Facebook rewards video and interactive content above all else, and video ads tend to be served the most, at the best value. Videos keep users engaged, and they are more shareable, which increases your reach and awareness. Video ads are a powerful way to start creating the multiple touch points that you’ll need to get a user to convert.

Social media sales funnel

The key to this stage in your buying funnel is to serve up social ads that compel your audience to watch at least 3 seconds of your video, at which time you can create a remarketing and lookalike audience based on those users.

2. Segment Social Ads at the Consideration Stage

Now that you have your social ads up and running, you will begin receiving a number of key insights. These will tell you who has engaged with your videos in the awareness stage, and how to segment them for consideration-minded social ads.

Let’s say your awareness stage social ads netted a lot of users from California. Remember location? You can now use the same key demographics and “Detailed Targeting” attributes, but change “Location” to California.

You can then package and localize your new social ad to your California audience, like the example below.

Social media sales funnel

The consideration stage of the buying funnel is also about serving up value and benefits. A powerful way to work at this stage is to focus on creating multiple audiences, and serving your top ads to more and more audiences. You can create multiple lookalikes based on your video views, and the more content you serve, the more audiences you can create.

Bringing Influencers into the Mix

Another powerful way to work at the consideration stage is through influencers. Influencers are trusted more than brands, and the ROI on influencer marketing is $6.50 for every marketing dollar spent. Pairing your social ads with influencers is a powerful strategy for the evaluation stage.

When working with influencers, make sure you write into your agreement that they’ll give you access to their page. This will enable you to create Dark Posts and audiences from your Business account, and create lookalikes from their audiences. In addition, the Relevance Scores tend to be much higher because these influencers will often have large, engaged audiences.

3. Incentivize Your Conversion Stage

Your audience has become aware of your products and services, they have evaluated them via an influencer relevant to your industry, and now it is time to convert them.

The conversion stage in the buying funnel can be tricky. You will find that consumers still need a little push to purchase, regardless of how stellar your social ads were in previous stages.

How do you push consumers toward checkout?

Nothing works better for converting customers than timely incentives, like promotions and discounts. You can target those who have engaged with your awareness and evaluation ads with incentivized ads.

Social media sales funnel

Another strategy for increasing conversions is to check those abandoned checkout carts. By offering discounts on the items users abandoned, you can give them the little nudge to complete their checkout.

Are You Using Social Ads to Push Consumers Down the Buying Funnel Effectively?

It is time to harness the power of social ads to increase your growth and success. Facebook is one obvious social media channel that can have a big return on your social media marketing investment.

Make your social ads more visually engaging, and serve them to your target audience at the right moments throughout the buying funnel to ensure they convert. What strategies are you using to maximize your social ads?

Social media ads are a powerful method to feed consumers into your buying funnel, and to nurture them from awareness to conversion. Knowing what ads to service at each stage, however, can be tricky to master. For instance, awareness stage social media ads will be focused simply on adding consumers into your remarketing audiences, whereas your conversion ads should be focused on offering an incentive to make a sale.

Luckily, the following guide to social ads will help you create and deliver irresistible CTR rich social ads that convert.

First Things First... Think Budget

Wildly dumping social media marketing dollars into social ads is not going to give you that great of an ROI. You need a budget set for your social ads, with a strategy in place to ensure your investment is secure.

Think not so small, but maybe mid-range when it comes to setting a social media marketing budget. The best part about Facebook ads is that they are one of the most inexpensive ways to market your business. You can also scale your spend as you go, shifting ad dollars from poor to well performing ads.

With budget set it is time to move to strategy to push consumers down your sales funnel in a seamless way.

Making Social Ads Part of Your Buying Funnel

The nature of social media is changing, and fast. The static content posts have evolved into something far more visual and engaging. To get the most out of your social media marketing efforts, you need to serve up engaging creatives to increase engagement and conversions.

Highly visual images paired with content, gifs, memes, and especially videos, are all assets to employ for your social ads. Delivering these engagement ready Facebook ads at the different stages of your buying funnel is the aim.

Your buying funnel consists of three stages, Awareness, Consideration and Conversion. The following will explore the importance of video social ads, and how you can leverage them for each stage.

1. Raise Awareness

Facebook rewards video and interactive content above all else, and video ads tend to be served the most, at the best value. Videos keep users engaged, and they are more shareable, which increases your reach and awareness. Video ads are a powerful way to start creating the multiple touch points that you’ll need to get a user to convert.

Social media sales funnel

The key to this stage in your buying funnel is to serve up social ads that compel your audience to watch at least 3 seconds of your video, at which time you can create a remarketing and lookalike audience based on those users.

2. Segment Social Ads at the Consideration Stage

Now that you have your social ads up and running, you will begin receiving a number of key insights. These will tell you who has engaged with your videos in the awareness stage, and how to segment them for consideration-minded social ads.

Let’s say your awareness stage social ads netted a lot of users from California. Remember location? You can now use the same key demographics and “Detailed Targeting” attributes, but change “Location” to California.

You can then package and localize your new social ad to your California audience, like the example below.

Social media sales funnel

The consideration stage of the buying funnel is also about serving up value and benefits. A powerful way to work at this stage is to focus on creating multiple audiences, and serving your top ads to more and more audiences. You can create multiple lookalikes based on your video views, and the more content you serve, the more audiences you can create.

Bringing Influencers into the Mix

Another powerful way to work at the consideration stage is through influencers. Influencers are trusted more than brands, and the ROI on influencer marketing is $6.50 for every marketing dollar spent. Pairing your social ads with influencers is a powerful strategy for the evaluation stage.

When working with influencers, make sure you write into your agreement that they’ll give you access to their page. This will enable you to create Dark Posts and audiences from your Business account, and create lookalikes from their audiences. In addition, the Relevance Scores tend to be much higher because these influencers will often have large, engaged audiences.

3. Incentivize Your Conversion Stage

Your audience has become aware of your products and services, they have evaluated them via an influencer relevant to your industry, and now it is time to convert them.

The conversion stage in the buying funnel can be tricky. You will find that consumers still need a little push to purchase, regardless of how stellar your social ads were in previous stages.

How do you push consumers toward checkout?

Nothing works better for converting customers than timely incentives, like promotions and discounts. You can target those who have engaged with your awareness and evaluation ads with incentivized ads.

Social media sales funnel

Another strategy for increasing conversions is to check those abandoned checkout carts. By offering discounts on the items users abandoned, you can give them the little nudge to complete their checkout.

Are You Using Social Ads to Push Consumers Down the Buying Funnel Effectively?

It is time to harness the power of social ads to increase your growth and success. Facebook is one obvious social media channel that can have a big return on your social media marketing investment.

Make your social ads more visually engaging, and serve them to your target audience at the right moments throughout the buying funnel to ensure they convert. What strategies are you using to maximize your social ads?

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