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Structuring Your Facebook Ads Funnel To Maximize Output - Zyper’s Funnel AI Engine Recommendations.

This planner provides a structured approach to managing a Facebook Ads funnel, detailing best practices and benchmarks for Top of Funnel (ToF), Middle of Funnel (MoF), and Bottom of Funnel (BoF) advertising. It also includes instructions for excluding purchasers in retargeting and tips on when to start ads vs. organic sales and how often to optimize your ads.

Top of Funnel (ToF) – Cold Audience

ObjectiveBrand Awareness & Engagement
Audience Targeting Broad audiences, lookalike audiences (1–2%), interest-based segments
Ad Content Engaging visuals, short videos, or carousel ads focusing on brand introduction and benefits
Best Practices Ad Formats: Short-form videos (6–15 seconds), image ads, carousel ads
Benchmarks
  • CTR: 1–3%
  • CPC: $0.50 – $2.00
  • Frequency: 1.5–2.5 (monitor ad fatigue)
Budget Allocation50% of total budget

Middle of Funnel (MoF) – Warm Audience (Retargeting)

ObjectiveConsideration & Engagement
Audience Targeting People who engaged with ToF ads, visited website, or followed on social media
Ad Content Testimonials, product demonstrations, case studies, educational content
Best Practices
  • Ad Formats: Retargeting video ads, carousel ads, testimonials
  • CTA: 'Shop Now' & 'Learn More' & 'See How It Works'
Best Practices
  • Facebook Ads Manager:Create a custom audience and exclude visitors to your 'thank you' page
Benchmarks
  • CTR: 1–3%
  • CPC: $0.50 – $2.00
  • Frequency: 1.5–2.5 (monitor ad fatigue)
Budget Allocation50% of total budget

Bottom of Funnel (BoF) – Hot Audience (Retargeting)

ObjectiveConversion & Sales
Audience Targeting People who added items to their cart, spent time on product pages, or are close to converting
Ad Content Limited-time offers, discounts, free shipping, urgency-based ads
Best Practices
  • Ad Formats: Dynamic product ads, single image ads, carousel ads for abandoned cart
  • CTA: 'Buy Now,' 'Get Offer,' 'Complete Your Purchase'
Excluding Purchasers
  • Facebook Ads Manager: Use the same method as MOF to exclude recent purchasers
Benchmarks
  • CTR: 3–6%
  • CPC: $0.20 – $1.00
  • Conversion Rate: 10–20%
Budget Allocation20% of total budget

Additional Planning Guidelines

  • 1. When to Start Ads vs. Organic Sales
    • Organic Sales First: Build a foundation of organic engagement (e.g., 1-2 months of consistent social posting and engagement).
    • When to Start Ads: Begin running ads when your organic channels are consistently engaging your audience, and you have a clear offer or product to promote.
  • 2. Excluding Purchasers in Retargeting Ads
    • Step-by-Step Instructions:
        • 1. Navigate to Facebook Ads Manager.
        2. Go to Audiences > Create Audience > Custom Audience.
        3. Select ‘Website Traffic.’
        4. Set conditions to exclude people who visited your ‘thank you’ or ‘confirmation’ page.
        5. Apply this audience exclusion to MoF and BoF campaigns.
  • 3. Ad Optimization Frequency
    • Adjust Ads Weekly: Review your ads weekly to analyze performance metrics.
    • Ad Fatigue Management: If the frequency metric is above 2.5, refresh ad creatives.
    • Testing New Creatives: Rotate in new creatives every 2-3 weeks.

Monthly Funnel Review Checklist

  • Analyze Performance: Check CTR, CPC, and conversion rates for each funnel stage.
  • Optimize Audiences: Refine lookalike and retargeting audiences based on performance.
  • Adjust Budget Allocation: Reallocate budget if certain stages of the funnel are underperforming or if you see high ROI in a specific area.
  • Review Ad Copy & Creatives: Ensure messaging is still relevant and appealing to your audience.

Zyper.ai AI Ad platform does all of this for you automatically and in real-time, improving RoAS continually on all platforms through our weekly and monthly funnel planner AI engine. Click here to sign up and start using today.