How to Use Funnels to Improve Your Facebook Advertising Strategy

By Arielle Rubenstein Social Media Manager, Screen Pilot | February 03, 2019

Go ahead and raise your hand if you've ever felt personally victimized by Facebook Ads Manager. Okay, put your hand down, people are staring and now you're just alone at your desk with your hand raised...

We've all experienced frustration and confusion marketing with Facebook, especially within tools like Facebook Ads Manager. When you open up the platform, you're bombarded with what can seem like random assortments of metrics, numbers, and buttons to toggle on and off at a whim. Not to mention the pop-up messaging at every step suggesting an advertiser "do this" or "optimize for that".... "trust us". Planning an advertising campaign for social media is difficult enough without a not-so-user-friendly ads interface, right?

So, until Facebook starts taking personal feedback regarding their UX, the Social Media Marketing Team at Screen Pilot hopes that by sharing a few of our recommended best practices for funnel advertising in Facebook will help make the entire process easier and get you seeing deeper results faster.

When we're done, you'll know exactly how to create a scalable Facebook funnel to improve your overall social advertising strategy and ad performance.

How to Set Up a Facebook Ads Funnel in 5 Steps

1. Remember: Facebook is not Google!

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The hotel industry has undertaken a long-term effort to build more responsible and socially conscious businesses. What began with small efforts to reduce waste - such as paperless checkouts and refillable soap dispensers - has evolved into an international movement toward implementing sustainable development practices. In addition to establishing themselves as good corporate citizens, adopting eco-friendly practices is sound business for hotels. According to a recent report from Deloitte, 95% of business travelers believe the hotel industry should be undertaking “green” initiatives, and Millennials are twice as likely to support brands with strong management of environmental and social issues. Given these conclusions, hotels are continuing to innovate in the areas of environmental sustainability. For example, one leading hotel chain has designed special elevators that collect kinetic energy from the moving lift and in the process, they have reduced their energy consumption by 50%  over conventional elevators. Also, they installed an advanced air conditioning system which employs a magnetic mechanical system that makes them more energy efficient. Other hotels are installing Intelligent Building Systems which monitor and control temperatures in rooms, common areas and swimming pools, as well as ventilation and cold water systems. Some hotels are installing Electric Vehicle charging stations, planting rooftop gardens, implementing stringent recycling programs, and insisting on the use of biodegradable materials. Another trend is the creation of Green Teams within a hotel's operation that are tasked to implement earth-friendly practices and manage budgets for green projects. Some hotels have even gone so far as to curtail or eliminate room service, believing that keeping the kitchen open 24/7 isn't terribly sustainable. The May issue of the Hotel Business Review will document what some hotels are doing to integrate sustainable practices into their operations and how they are benefiting from them.