With over 2 billion monthly active users on Facebook, the question for businesses is no longer whether they should advertise on the platform, but how. With such a large base of users and a wealth of information available about them, advertisers are continually presented with ways to segment audiences and find new customers.

Facebook advertising can be particularly effective for e-commerce businesses, as it allows marketers to showcase products and prequalify users by including product details and prices.

But what happens after your campaign ends? What happens to those users? Let's look at the various stages of the sales funnel—and how Facebook advertising fits in.

With pay-per-click search ads, advertisers typically target users in the "intent" stage, when they are actively looking for a solution to a problem. This tells us that those users' "awareness" and "discovery" phases took place some other place or some other way.

Advertising on Facebook allows marketers to lead users into the "awareness" stage, and all the way through to the "buy" phase. How? With remarketing, which on Facebook is known as retargeting.

When we think about remarketing, we typically think of ads that target users who left a website before completing their purchase. However, there are other behaviors that can be used for remarketing.

Facebook's Custom Audience tool within its Business Manager is an excellent way to narrow the focus of your ads based on key actions users have taken.

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Shane Barker is a digital marketing consultant who specializes in sales funnels, targeted traffic, and website conversions. He has consulted with Fortune 500 companies, influencers, and A-list celebrities.

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