Empower your business with customer funneling for Inventory

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today i want to talk about the full funnel campaign setup that we use here at ctc and why we do it so cbo cost cap that's our preferred structure so this is our campaign inside of these campaigns we'll usually have three or four ad sets it looks something like this call this broad call this an interest stack and then this will be remarketing inside of the cbo and then inside of each of it we'll have somewhere between three to five ads depending on the budget and the reason we do this is let's say we've got one of these ads just for the sake of my bad drawing we'll assume it's a boot company okay and this ad drives to a lander which is another tactic that we really think is super important the utilization of landers and of course this ad is driving using a specific utm what that utm allows me to do is to inform the specific re-audient remarketing audience that i'm adding into my funnel so i want to be able to look at the campaign and view the entire results of this funnel so i'm going to remarket specifically the utm traffic so i'm going to go into my audience manager i'm going to say build me an audience off of this utm for this ad and i'm gonna drop that into my remarketing audience okay and then inside my remarketing audience i can now build ads that take into consideration that somebody has seen this ad they've been to this lander and i know a lot about their state so now i can design an ad where somebody let's say it's a human is talking about the product and i can drop them straight to a pdp so now what i have is a funnel that allows me to speak to the customer at every phase now a lot of times the concern will become that facebook when you're running cbo with remarketing and each of these will begin to allocate the budget too much to remarketing well one that's not true facebook does not do this we run this in countless countless campaigns it allocates it appropriately relative to the outcome and the key is to have a variable cost cap relative to prospecting and remarketing so let's say i want the whole campaign i want to have a two to one okay and what my cost cap needs to be is like and i'm let's say it's a 50 aov so i can use cost caps which are a cpa measurement so i have a 50 aov i want a two to one roast so overall i need a 25 cpa well what i'll set up as a target is in my prospecting sets i'll have a 28 or so cost cap in my wca 30 i'll have something like a 22 cost cap so in this case facebook is going to allocate the budget relative to the opportunity to create this outcome in each audience and now when i view my campaign results i can see the results of the entire funnel the problem when you break up prospecting and remarketing into different phases i have prospecting here and remarketing here and it's a generalized remarketing budget so this remarketing holds everybody who's been to my website called a general wca30 and i have a prospecting funnel up here well facebook what it does is if you see both of these ads okay it's going to assign value um two what it calls last interaction right so it's going to assign the sale to the last interaction of the user which is most commonly going to be this so you're going to see the bulk of your purchases show up in the remarketing funnel and you won't actually be able to tell which of your prospecting campaigns let's say i have multiple running and a lot of the purchases are getting sucked into this so their purchases are getting sucked out of here into here you can't actually tell which of these prospecting campaigns because it may be driving demand here but the purchase result is happening inside of this campaign and it's really hard to get a full funnel view i have to go in and sort out ad sets to identify what the actual roast is for a campaign but when i run it in this clean stack i have the ability to identify by utm the add sequence so i can sequence my messaging as well as get a clear view of the performance of the funnel against the outcome that i want and this sort of intentional marketing allows me to really improve my campaign results now you'll notice of course my utm doesn't cover all my remarketing traffic so i will still have a remarketing campaign that goes after my general so this is a separate campaign that is a wca 30 for all organic traffic right so anybody that came in i'm gonna have a separate uh campaign entirely from this to run it but in my core prospecting i'm going to remark it especially when i'm running landers remarket my traffic inside of that cbo to understand the clear outcome this structural setup will allow you to have better data visibility and create more scale using this campaign