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Fb CBO Blueprints: Full-Funnel Technique

Let’s be trustworthy, what number of occasions have you ever made an immediate resolution to buy one thing on Fb? Chances are high, you’ve by no means finished this. Folks often browse their Fb information feed to get updates from their mates or most popular manufacturers, not as a result of they’re champing on the bit to purchase sneakers from an unknown model and even from a identified one like Nike.

So how are you going to, as a model, get observed by your target market on Fb within the first place, and curiosity them to such an extent as to encourage them to make a purchase order from you in consequence?

By making a Full-Funnel Fb Promoting Technique …

Whereas one-time development hacking campaigns are tempting and will convey fast outcomes, it’s smart to keep away from solely counting on them. You must have a number of touchpoints in place to maneuver your chilly audiences additional down the funnel, nurture them, and ultimately convert them into loyal clients. 

How CBO Matches into Funnel Promoting

With Fb introducing its new Marketing campaign Price range Optimization algorithm, many advertisers grew to become actually annoyed with the brand new playbook and began to marvel how they may adapt their already established methods. So, when you already had a working Fb promoting funnel with ad set price range optimizations, how are you going to alter it with CBO?

In case you are new to CBO, we’ve ready an final information for you – Fb Marketing campaign Price range Optimization Information: Info, Suggestions, Methods

Don’t assume that Marketing campaign Price range Optimization has come to upset your Fb promoting funnel applecart. Quite the opposite, it’s completely reduce out for funnel promoting. Keep in mind the primary CBO finest follow?

Success of a CBO marketing campaign depends upon how exactly you group and outline audiences inside the identical funnel stage. The extra related audiences in a single marketing campaign, the higher outcomes you’re going to get.

For instance, when you combine a chilly interest-based viewers along with your web site’s customized viewers that’s already accustomed to your model, Fb will spend the price range the place there are extra individuals. Consequently, it’s possible you’ll find yourself seeing extra of your price range being spent on a prospecting viewers, when it might need really been extra helpful to your corporation to spend it on a remarketing viewers. 

So, switching to CBO will finally be much more useful relating to organising your evergreen promoting funnel relatively than smash your plans. 

As a reminder, Fb has just lately deserted the obligatory shift to Marketing campaign Price range Optimization. CBO is now an possibility, not a requirement, although Fb nonetheless believes that CBO supplies extra efficiency and worth positive factors.

This implies you can follow ABO with confidence in case you are certain that your already established funnel technique helps you obtain your promoting targets. However if you wish to go the additional mile and maximize your ROAS, go forward and swap to CBO. 

Within the subsequent sections, we’ll share with you our confirmed CBO marketing campaign blueprints primarily based on funnel levels. You’ll get ready-to-use CBO setup outlines for Prime of the Funnel, Center of the Funnel and Backside of the Funnel levels. Word that these blueprints will work finest for Ecommerce companies.

CBO Blueprint for the Prime of the Funnel (TOFU)

On the Prime of the Funnel stage, your Fb promoting objective is to draw new audiences. So, all of your promoting parts like promoting goals, focusing on methods, ad codecs, ad copies, affords, or CTAs needs to be grouped collectively in such a manner as to curiosity full strangers who’ve by no means heard of your model or visited your web site earlier than.   

Right here is tips on how to construction your Fb CBO marketing campaign on the Prime of the Funnel stage to get the very best outcomes.  

Prime of the funnel CBO marketing campaign goals

Earlier than you even allow Marketing campaign Price range Optimization, your first step is to decide on the promoting goal that finest resonates with your corporation objective. By choosing the proper goal, you actually inform Fb what actions you need individuals to take after they see your ad. 

On the TOFU stage, your predominant objective is to extend model consciousness, attain as many individuals as attainable, or entice extra guests to your web site. See the goals you possibly can select:

  • Model Consciousness
  • Attain
  • Visitors
  • Engagement 
  • Video Views

Prime of the Funnel CBO Viewers Focusing on

Viewers focusing on is arguably essentially the most vital a part of the Marketing campaign Price range Optimization setup because it really determines the quantity and forms of ad units inside a single CBO. To make sure your CBO works accurately for the prospecting stage, you need to contemplate: 

  • Measurement of audiences 
  • Varieties of audiences
  • Excessive/Low worth groupings

You must use the next forms of Fb Audiences to draw chilly audiences:

  • Saved audiences primarily based on pursuits, demographics, and behaviors
  • Lookalike audiences 

Right here is how one can construction your CBO for the notice stage. 

CBO 1 – Excessive Worth – FB Newsfeed Placement                          

  • Ad set 1 – 3% Buy lookalike
  • Ad set 2 – 3% Add to Cart lookalike
  • Ad set 3 – 3% Prime 25% Web site Guests by time spent lookalike

CBO 2 – Excessive Worth – Instagram Newsfeed

  • Ad set 1 – 3% Buy Lookalike 
  • Ad set 2 – 3% Add to Cart lookalike 
  • Ad set 3 – 3% Prime 25% Web site Guests by time spent lookalike 

CBO 3 – Low Worth – FB/IG/IGS Placements

  • Ad set 1 – 3% Web page view lookalike
  • Ad set 2 – 3% E mail listing lookalike (E-newsletter subscribers)
  • Ad set 3 – 3% All Web site Guests up to now 30 days lookalike

CBO 4 – Broad Curiosity Focusing on 

  • Ad set 1 – Competitor 1 or Large Curiosity 1 
  • Ad set 2 – Competitor 2 or Large Curiosity 2
  • Ad set 3 –  Competitor 3 or Large Curiosity 3

As you possibly can see, ad units or audiences inside a single CBO are associated to one another, whether or not by way of measurement or worth.

By structuring your CBOs on this manner, you make sure that the Fb algorithm is not going to distribute your price range in the direction of a bigger viewers, and in consequence, you’ll get correct outcomes in your prospecting marketing campaign. 

Optimum Ad Codecs for TOFU

As your TOFU viewers are people who find themselves not but accustomed to your model, your primary objective at this funnel stage is to seize their consideration. Your ad codecs needs to be eye-catching with some form of motion and a story-telling facet to them.

Together with your consciousness stage advertisements you need to be capable to tackle customers’ issues and supply them an answer, whereas additionally casually highlighting the advantages of your product.

It’s essential to keep away from taking a hard-sell strategy and immediately pushing your product options at this stage. The next are the very best ad codecs to make use of:

  • Video advertisements
  • Picture advertisements 
  • Assortment advertisements 
  • Prompt Expertise advertisements 

Finest Presents on the Prime of the Funnel Stage

At TOFU stage you possibly can’t soar the gun and counsel that full strangers buy your product.

As such, keep away from any low cost advertisements, laborious gross sales, or any promotion of your new product line; as an alternative, seize customers’ consideration with a fast textual content about or video introduction to your model idea or any form of instructional content material/serving to information that’s not directly related along with your product.

Briefly, your supply needs to be something that doesn’t require the consumer to make any dedication. Listed below are some attainable choices:

  • Learn a weblog submit or information 
  • View an introductory video of your model
  • Go to your web site
  • Try your product web page 

Finest CTAs on the TOFU Stage

  • Be taught Extra  
  • Watch Extra 
  • Pay attention Now 
  • See Menu

CBO Blueprint for the Center of the Funnel (MOFU) 

On the center of the funnel stage, your objective is to establish these individuals who have engaged along with your supply to a point on the earlier funnel stage, nurture them additional, and convert them into leads.

Your MOFU viewers is already accustomed to your model, however is just not but able to buy from you – they’re nonetheless evaluating, and want extra data to make an knowledgeable resolution.

It’s at this stage that your prospects might add an merchandise to their wishlist, subscribe to a e-newsletter, ship a message, obtain an trade report in return for his or her e mail tackle, or request a free product pattern. See under tips on how to run a CBO marketing campaign on the MOFU stage.   

Center of the funnel CBO marketing campaign goals

At MOFU stage, your predominant objective is to have interaction and nurture your viewers additional, whether or not by driving site visitors to a product web page, providing downloadable content material, or displaying how your merchandise can profit your viewers. Listed below are the goals you possibly can select from: 

  • Visitors 
  • Lead Technology
  • Messages
  • Conversions

Center of the Funnel CBO Viewers Focusing on

To focus on your center of the funnel viewers, you need to have already got Fb pixels put in in your most essential occasions. As such, the principle viewers kind you need to use at this stage is Customized Audiences. 

When organising CBO campaigns for MOFU, the viewers kind/measurement rule turns into much more essential. Your video viewers don’t have the identical worth as those that have offered their e mail addresses, despite the fact that each audiences are fascinated with your product.

So, to get correct outcomes, group audiences of an analogous measurement and worth beneath separate CBOs. See some attainable CBO groupings for the center of the funnel stage. 


  • Adset 1: 180 FB Engager
  • Aset 2: 180 IG Engager


  • Adset 1: Prime 25% Web site Customized Viewers Final 180 days
  • Adset 2: 30 Day E mail Opens (if related sizes)


(if they’re related)

  • Adset 1: 50% Video Viewers
  • Adset 2: Folks Who Opened however Didn’t Submit the Lead Kind Previous 90 days  

Optimum Ad Codecs for MOFU

Since your MOFU audiences already find out about your model, you don’t want any advanced ad sorts right here.

Try to be specializing in what makes you completely different out of your competitors, what makes your merchandise distinctive, and tips on how to use them in actual life. These ad codecs have been confirmed to work finest:

  • Picture advertisements
  • Video Adverts 
  • Carousel Adverts

Finest Presents on the Center of the Funnel Stage

Your MOFU affords needs to be extra tangible, current the use instances of the merchandise, supply free samples in change for an e mail tackle or telephone quantity, and describe the options of your product in addition to the advantages and benefits it affords over your rivals, whether or not by means of a video or a whitepaper.

In a nutshell, your mission is to show to your potential clients that your product can successfully clear up their downside higher than others. 

Finest affords at this stage:

  • Product use case movies 
  • Product Descriptions
  • Downloadable ebooks, guides, whitepapers, and so forth.
  • Free product samples 
  • Free demos/free trials (in case you supply a SaaS product)

Finest CTAs on the MOFU Stage

  • Obtain
  • Subscribe
  • Signal Up
  • Apply Now
  • E book Now
  • Get Provide
  • Get Quote

CBO Blueprint for the Backside of the Funnel (BOFU) 

So, you have got attracted full strangers, obtained them fascinated with your product, and created a relationship with them. Now what? It’s time for direct promoting.

On the backside of the funnel stage, you’re focusing on these people who find themselves actually only a step away from making a purchase order from you. All it is advisable do is add the ending touches and convert your most leads into paying clients.

Individuals who have deserted procuring carts, those that have tried your product free samples and left constructive opinions, or those that usually view your product pages and add gadgets to their want listing are positively your future clients. They only want an extra proof of belief to go forward and buy from you.

Backside of the funnel CBO marketing campaign goals

Your predominant objective on the BOFU is to transform your leads into paying clients. That’s why marketing campaign goals needs to be associated to direct gross sales.

  • Conversions
  • Catalogue Gross sales
  • Retailer Visitors

Backside of the Funnel CBO Viewers Focusing on

You must choose essentially the most helpful audiences from the earlier two levels and retarget them by utilizing customized audiences.

Whereas grouping ad units inside CBOs, once more attempt to discover groupings which might be in some way related in measurement and worth in order that Fb spends your price range pretty. That is the CBO construction we provide for the BOFU stage:

Conversion goal – Massive time window

CBO 1 

  • Ad set 1: 30 Day Add to Cart Customized Viewers
  • Ad set 2: 15 Day view content material Customized Viewers 


  • Ad set 1: Dynamic Product Adverts – 30 Day Add to Cart Customized Viewers
  • Ad set 2: Dynamic Product Adverts – 15 Day view content material Customized Viewers

Conversion goal – Smaller time window 


  • Ad set 1: 7 Day Add to Cart Customized Viewers
  • 4 Day view content material Customized Viewers


  • Ad set 1: Dynamic Product Adverts – 7 Day Add to Cart Customized Viewers
  • Ad set 2: Dynamic Product Adverts – 4 Day view content material Customized Viewers

Optimum Ad Codecs for BOFU

At BOFU stage, you’re searching for to show your merchandise and model repute in the very best mild. These are some optimum ad codecs to select from:

  • Picture Adverts
  • Video Adverts
  • Carousel Adverts
  • Dynamic Product Adverts 

Finest Presents on the Backside of the Funnel Stage

To date you’ve been warming up your viewers by educating and guiding them or offering them with free stuff to attempt earlier than they purchase. However now it’s time to push laborious gross sales whether or not by providing prospects a reduction or just highlighting your product worth proposition. 

A number of the finest affords at BOFU:

  • Low cost Adverts
  • Particular Offers
  • New line of merchandise
  • Testimonial Movies
  • Restricted Time Presents
  • Aggressive Value Presents
  • Adverts accenting free supply, a reimbursement assure, and so forth.

Finest CTAs on the BOFU Stage

  • Store Now
  • Signal Up
  • Get Provide
  • Get Quote 
  • Subscribe

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