Ultimate Guide To Facebook Advertising [Part 4] – Funnels

In Part 3, you discovered how to put your offer together. The next step is to build a highly profitable funnel that turns your traffic into sales.

Proven Funnels

There are different types of funnels that work for different types of businesses. However, each funnel has the same fundamental parts that help you generate revenue.

First off, a couple of principles you need to know about funnels:

1) The Rule Of The Straight Line

The fastest way from point A to point B is a straight line. Similarly, you will want to find the fastest and easiest way to get the first sale.

Many business owners tend to over-complicate the process of creating funnels but if you study the world’s most successful businesses, you’ll realize that many of them run on the simplest possible funnels.

Agora Finance for example, generated more than 1 billion dollars of sales and they operate on a simple funnel with ads to sales-letter to a newsletter subscription. That’s all there is to it! 

2) The Channel Matters

Difference Between Facebook And Google

The channel that you use will determine how you will build your funnel. Consider the intention of the users of the channel.

For example, nobody goes to Facebook to buy something or look for something to buy. They log into their Facebook account to escape from boredom or to connect with their friends. This is what we consider low intent.

This means you’ll have to spend more time educating them about your brand and product before they can decide to buy.

On the other hand, if someone goes to Google to search for something specific such as “buy travel jacket”, he/she is already ready to purchase.

3) Funnels Are All About The Education Process

At every stage of the funnel, you are educating the customer about your business, brand and product/service.

The purpose is to make sure they have enough information to decide to purchase your main offer.

Now, this doesn’t mean bombarding them with tons of information. It’s about putting the right information in front of them so they prefer your brand.

The more competitive your market is, or the more sophisticated your buyer, or the higher priced your produce, the more likely you’ll need a longer and more extensive sales funnels to get them to purchase from you.

Now that we understand the basics of a funnel and how it works, let’s talk about the different types of funnel you can use.

Funnel #1: Content

The first type of funnel is to direct traffic to the content.

It works well if you need to educate your audience before sending them to your core offer.

Here’s an example of a funnel we used when we were promoting one of our Health Offers:

Facebook Ad To Content Example

There are specific types of content that works well for different markets and we cover this in our GrowthX training.

Funnel #2: Lead Magnet

This funnel works well if you want to collect leads you can follow up with later via email. This gives you the opportunity to provide value for your market before they purchase.

Here’s an example of a lead magnet:

Facebook AD To Lead Magnet Example

There are different types of lead magnets for different businesses. Here are a few more examples for our clients:

 Funnel #3: Direct To Salesletter or Product Page

This can work well if you have a tested and proven salesletter.

Facebook Ad To Lead Magnet Example

There is a 12 step formula for writing a high converting salesletter and we share this in our membership.

There are other types of funnels such as the quiz funnel, where you use a series of questions to segment your market and send them targeted information.

So which funnel should you use?

The fastest way is to look at other competitors in the market and look at what’s working and what’s not working.

At the same time, don’t limit yourself to the funnels that your competitors are using.

Every business has a different funnel that works best for them so it is recommended that you test as many different types of funnels as possible.

With that being said, if someone is already ready to buy, you might want to send the traffic directly to the core offer.

Landing Pages

Once you have an idea of the kind of funnel you are going to use, you need to start building a high converting landing page.

Any page that your target market goes to after they click on the ad is called a landing page.

There are different types of landing pages you can send your traffic to, depending on which funnel you plan to use.

  • Blog Post
  • Product Page (for e-commerce sites)
  • Lead Capture Page
  • Salesletter
  • Webinar Sign Up Page

Regardless of what type of landing page you want to create, all landing pages have a few key elements that make the biggest difference to the conversion.

  • Market Callout
  • Headline
  • Hero Shots
  • Benefit Bullets
  • Call To Action
  • Form
  • Payment Button
  • Credibility Builders

We’ll share more about each of the elements.

Market callout

You can choose to include the market callout in your landing page. The purpose is to qualify your visitors.

You don’t necessarily have to use an explicit market call out. You can use the right images of your market to qualify your market.

Targeting Women from 25-35:

Example Of Inexplicit Callout In Landing Page

(Image Credit – dermologykit.com)

Note: Facebook might be more sensitive about statements calling out to specific markets. It will be much better to use an implicit market call out rather than explicit market call outs.

For example, you want to avoid using “you” in your ads and landing page when referring to negative traits.


David Ogilvy, one of the top advertisers in the market, once shared: “On average, five times as many people read the headline as read the body copy”.

A compelling headline should stop your market on the tracks and get them to pay attention to what they have to say.

All good headlines have 2 important elements – benefit and curiosity.

For example, an example of a purely benefit-driven headline might be something like, “How to lose weight”.

To add curiosity, you can write this instead, “How to lose weight without dieting or exercise.”

Here are a few examples of headlines we used:

  • Grab your own customized “tailored to fit” blue chambray shirt at only $46 (U.P. $115.00)
  • Discover the 5 fast and easy shortcuts to automate your financial planning and grow your wealth in the next 5 years, even if you’re too lazy to manage your finances!
  • Claim your FREE Micro Bubble Spa (Worth $40) and give your dog a gentle and well-deserved clean! Only for the first 50 dog owners.

Here are a few headlines templates you can use:

Headline Templates

 Hero Shots

The images or hero shots you use for your product or service makes a big difference to your sale.

The purpose of good hero shots is to increase the perceived value of your product or service.

Here, a hero shot of their ebook is used to increase the perceived value of their free gift:

Example Of Hero Shot On Landing Page

(Image Credit – 15minutemanifestation)

We recommend that you avoid using stock images. Try your best to take original photos about your products and services.

If possible, use photos of your customers interacting with your product, service and/or staff.

Credibility Builders

Credibility Builder Example In Landing Page

There is nothing more important than establishing trust with your market in your landing page.

Credibility builders can come in many forms.

For example, having a physical address or landline can provide credibility for your online store.

Similarly, you can use trust symbols to improve your conversions.


Any kind of proof that we talked about earlier can be a credibility builder.

This includes:

  • Demonstration – in the form of videos
  • Testimonials
  • Endorsements
  • Research / Statistics

Just a note: When you use testimonials in your website, it’s much better to include photos and the person’s full title.

To find out more, you can visit this link:


Here’s a template we use for testimonials on landing pages.

Converting Testimonial Template

Effective Testimonial For Landing Page

Media features can be useful, especially features in high authority websites in your industry or mainstream media e.g. television shows or local newspapers.

If you have written a book or appeared on stage, you can use those to establish trust and credibility.

Now that we have created our customer avatar and our landing page, now it’s time to craft a high converting copy for your ad which will be covered in Part 5.

Click here to read Part 5

Click here to go back to Part 3


About the Author:

Adam Teow is a Customer Acquisition Expert who has managed more than $5.5million dollars of advertising budget over his 5 years of experience in digital marketing for regional powerhouses such as P&G, Yahoo, and MediaCom.