E-Commerce Marketing Funnel Strategy for Facebook Ads

E-Commerce Marketing Funnel Strategy for Facebook Ads

There are six key stages in a marketing funnel strategy. It starts with creating awareness, building interest in your brand,  increasing consideration, intent, high evaluation, and finally becoming a customer. Depending on the product’s value and level of demand, the consumer buying cycle could take anywhere from a couple of days to several months. Having a strong marketing funnel strategy will help educate and nurture your potential customers for your online store.

Below I will show you how Facebook Ads can be there for every step of an e-commerce marketing funnel strategy. It is common for the six stages to be broken down into three strategies: a top of funnel campaign, middle of funnel campaign, and bottom of funnel campaign.

Top of Funnel (TOF) Middle of Funnel (MOF) Bottom of Funnel (BOF)
Objective Awareness






Actions Reach

Website Traffic

Product Page Views

Video Views

Post Engagement

Product Page Views

Add To Cart

Initiate Checkout

Online Purchase

Other Conversions (Contact Form, Subscription)

To help provide examples, the Vine Street Digital team has given me the challenge to create a strategy for a luxury/designer toaster.

Top of Funnel Campaign

At the top of our marketing funnel strategy, we want to build awareness and increase interest in your store products. This could involve driving traffic to your website and viewing specific products or completing softer actions like video views or post/ad engagement.

The TOF stage is a great opportunity to learn about what audiences engage the best with your ads and product. You can have some fun here by testing different audiences based on their demographics, interests, and behaviours. If you are looking for some inspiration, check out this article for Facebook targeting ideas.

For a high-end designer toaster, I might target people who are 30 years and older with some of the following interests and behaviours:

  • Toaster interests narrowed w/ engaged shoppers
  • Toaster interests narrowed w/ premium toaster brands (Alessio, Dualit, Kitchenaid, Smeg)
  • Home appliance interests narrowed w/ luxury goods and engaged shoppers
  • Lookalike audiences 1% Purchasers
  • Recently Moved Life Event narrowed w/ luxury goods

In the early stages of the funnel, we recommend providing more educational content that is tailored to the audience. You don’t want to do a hard sell here. It is about getting people interested in your product as well as building custom audience lists as part of your retargeting strategy.

Middle of Funnel Campaign

After getting people to your online store or engaging with your ads, the next steps are to get your potential customer’s consideration. We want to start encouraging the audience to complete some small actions that show their consideration and intent such as viewing the product page (if they haven’t already), adding to cart, or completing an enquiry form. This is where the audiences from your top of funnel campaign come into play.

For the MOF campaign, I would utilise the audience lists I have built throughout the TOF campaign.

  • Post/ad engagers – Last 14 Days
  • Website traffic, but did not view Product page – Last 30 Days
  • Viewed Product Page, but did not add to cart – Last 14 days

In this stage, you don’t want to do the hard-sell just yet. Instead, this is the perfect opportunity to talk about the benefits of your product, offer incentives, and highlight how the customer’s problem can be solved.

For example,

  • Are they sick of inconsistently burnt toast?
  • Do they want a designer toaster to match the aesthetics of their designer kitchen?
  • Does it have multiple functions depending on what you are toasting?

Bottom of Funnel Campaigns

Your potential customer has shown intent to purchase your product, but they just haven’t crossed that line yet. This final stage is about proving that there is no alternative to your product, demonstrating that it provides the best solution to their needs, and offering stronger incentives to make that sale.

For BOF campaigns, we tend to target cart and checkout abandoners. It is important to identify what is stopping people from making that sale. Things to consider include:

  • Does the delivery cost too much?
  • Is the price- a little too high?
For the BOF campaign, I would again utilise the audience lists.

  • Added to cart, but not visited the checkout stage – Last 14 Days
  • Visited the checkout stage, but not purchased – Last 7 Days

For messaging, we recommend providing a discount or special promotion to create some sense of urgency. Could you offer free shipping or a 5% discount on the product, for a limited time only? Depending on the product, using testimonials could get people over the line.

Facebook Ads are just one of many platforms you can use as part of your marketing funnel strategy. We recommend using a range of platforms to reach consumers at all touchpoints, including Google Display Ads and YouTube Ads. Remember that Instagram Ads are also part of the Facebook network. If you are interested in using a full marketing funnel strategy, speak to one of our PPC specialists.

Written by Courtney Wilkinson