How To Use Video As Facebook Ads Funnel For Your E-Commerce Store

In this article, I’m going to teach you a simple 3-Step Funnel you can use as your store’s Facebook ads funnel. An overview of the funnel is below but essentially you have a video ad, with captions, that includes a link to your store; a carousel ad that targets people who watched the video but didn’t buy linking to your best selling products; and a different carousel ad that targets website visitors that didn’t buy.

 

Ad #1

 

The setup: Conversion objective optimizing for purchase, upload video as your creative and add captions; include link to your website. Target either a lookalike audience or an interest based audience. Video content that works well: founder explaining why they started the store and what the brands mean to them; unboxing video of products; video testimonials from customers; video showing people how to use the product.

 

One thing to keep in mind is that this audience is cold traffic, meaning they don’t know your brand or product. So we must educate them on why this brand and product is unique. What is your unique selling and value proposition?  Here’s what we want include in our copy:


1) Sense of Urgency.
This doesn’t have to be overbearing. It could just be (Limited Supply) or (Offer expires soon) or even something like, (Stock is Limited). I find the more subtle the better unless it’s a real sale that is only going to last a few days.


2) Social Proof
For instance, I have a client that has had a lot of customers. A LOT. In their ad we’re using “150,000 others couldn’t be wrong”. Another client has been featured in Bustle. In their ad we’re using “Bustle calls our product revolutionary!” Pictures of customers or videos of customers using or reviewing your product also works really well.


3) Benefits of YOUR product
Benefits sell. Whether it’s something that sets your product apart from others, or it’s just stuff that’s cool about what you’re selling.


Here is a good template for cold traffic ad copy:
HOOK, 1-2 lines MAX

Social Proof
– Benefit 1
– Benefit 2
– Benefit 3
SCARCITY, Subtle
Get Yours Today! ===> (Insert Link)

 

Ad #2

 

Conversion objective optimizing for purchase; choose carousel as your layout and upload 3-6 image cards of your best selling products; link each card to that product’s page on your website. Targeting will be people who viewed the video and exclude purchasers.

 

One thing to keep in mind is that this audience is warm traffic, meaning they been introduced to your product and brand but haven’t purchased yet. So this is a great opportunity to overcome objections and use product reviews. A common objection I see with our clients is surrounding price. So some ways we overcome that in copy includes: hand-crafting artisan skincare made in the USA; locally sourced artist designs made in Utah; one time replacement warranty – no questions asked. We try to demonstrate the value of the product so we aren’t competing on price alone.

 

Another common objection is prospects concerns that they won’t like the product. So some ways we overcome that in copy includes: 100%, 30 day money back guarantee; Don’t like it? No problem! Exchange for in store credit. Here is a good template for your warm market in Ad #2:
Social Proof

Product review/Testimonial
– Overcoming objection 1
– Overcoming objection 2
– Overcoming objective 3
SCARCITY, Subtle
Get Yours Today! ===> (Insert Link)

Ad #3

 

Conversion objective optimizing for purchase; choose carousel as your layout and upload 3-6 image cards of your best selling products (different images and copy than Ad #2); link each card to that product’s page on your website. Targeting will be people who visited the website,  exclude purchasers and video views (because they were already targeted in Ad #3).

 

The goal here is to get them to come back and buy so keep the copy short and sweet! If you can, offer a discount code or free shipping. Here is a good template for Ad #3:

Social Proof (different than what is in your other two ads)

Product review/Testimonial (different than what is in your other two ads)

Coupon code
Get Yours Today! ===> (Insert Link)

 

Partnering up with White label PPC agency

If you are running a digital marketing agency and looking for white label ppc , you may read this guideline here.


Closing Thoughts

 

I hope you will implement this strategy and found this article valuable. Play around with a few different types of videos. Examples of video content that works well: founder explaining why they started the store and what the brands mean to them; unboxing video of products; video testimonials from customers; video showing people how to use the product. You may need to try more than one video before you find one that resonates with your audience. So don’t get discouraged if you try one and it doesn’t work. Just keep testing different types of video.

 

Are you interested in partnering with an Adwords agency and Facebook Ad agency that can do this all for you? Reach out to me at www.dojolab.co  I’d love to see if we are a good fit.

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