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Native funnel on Facebook (18)

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Hi guys,

I guess that's a newbie question but I'd love to get some help here.

Why no one runs the native (ad > top10 > advertorial > offer / ad > advertorial > offer) funnel on his Ecom campaign?

I know it supposed to be more targeted traffic so obviously you don't need to warm up the user so much, but if you're not selling a well-known brand it might still be a good idea to send to a review first.

Thanks for your help.

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Lots of the ecom network offers are sold best on FB via funnels, listicles (lander with lots of products) > specific product reviews > offer etc

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Interesting, guess I just never saw it...

Any specific rules for that?

Only when above certain price or niche?

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Hmm not to sure on specific rules, maybe when products are first launched its easier to sell them for good margins, but later down the line best to sell as Listicles. Speaking to a rep at these networks will give you an idea of what works best I'm sure they have great data on it.

Also you can angle these listicles, say for up coming Mothers Day you could have a listicle for all the products etc Theres always those 50+ senior offer listicles over FB too, based on insurance/refinance/dating etc they're a decent landing page model

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Having spent quite a bit time and money on fb. I honestly have not seen super long funnel work on fb Ecom. Pretty much all of them are fb -> sales page/product page. The math isn’t there - every time you introduce an extra step in fb funnel, there will be a third to half people dropout. So unless the conversion increases dramatically for the rest of funnel, usually introduce another step cost more than gain.

I m actually have the same question but for native. Coming from fb, why is everyone doing super long funnel on native? I mean I get the part they are in the news reading mode and needs to warm up first, hence a bridge page, but some of the funnel i looked at on native are super long before they even hit the offer page. Like listical, advtorial, long form sales page, offer.

By the time the visitor get to the offer page, they already read the 3+ of pages. Obviously it’s working on native. But coming from fb, it baffles me that you need 2+ pages of presells on native and math works out.


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So I'm trying to figure this out for the past weeks and I just realized that best thing would be to A/B test it.

I'll test long funnel on FB and short on Native, for multiple products, and we'll see what happens.

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I can imagine Facebook is a better platform for cheap impuls products, hence the shorter funnels since the level of convincing people to buy the product is low. CPA's of the products on Native are higher, so the level of convincing people is higher too. More steps needed to warm them up for a sale. I am convinced Facebook is very suitable for high CPA products too, but since Native traffic is more expensive (relatively), it's more likely high CPA products are getting pushed there mostly because of the margins.

All above are assumptions by the way

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Interesting, never thought about it that way... I was sure that:

FB = short, direct to offer, funnels

Because of the high targeting...

And native cant be targeted in same way, so thats why what works best there is:

Top 10 gadgets 》 advertorial 》 offer

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You are totally right better targeting in general needs less warming up. Both of our views might be right ofcourse!


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Yeah for sure I understand that especially with lower ecom margins, unless its used as a good angle like a Fathers day listicle a pub ran last year was one of top performers for Giddyup in terms of rev for broad appeal ads on FB. But if you're selling the product alone its a different story I would do Ad to solve a problem > small text lander selling a story of the product > product

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You mean that's what you'll do on FB or Native?

Our situation is:

-Consumer electronic product
-Retails for $170
-AOV $189
-Break even at $70 spend

We used to run on FB:

Ad > squeeze w/ coupon > story + offer details on thank you page > offer

Used to work in 2016-2017 with x4 (cpa's around $40-$50) and now it reached to almost $120 cpa so we stopped.

Obviously we tried direct and got some orders with cpa of $50-$60 but as soon as we scaled it collapsed...

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Thats what I've done on FB personally is that model, but haven't really done any ecom since early/mid last year I've heard its a lot more squeezed these days. The listicles I know for sure did well on FB too - but maybe outdated now the tech gadget blogs and like I mentioned Christmas gift ideas Mothers/Fathers day etc (although the fathers day pub was just last year), but that was not in terms of the goal of selling the product individually it was a way to adopt broad audience angles into conversions with choice of products and have ROI.

I'm a bit stuck in offering advice for your offer as the price is higher then I've worked with (max I've done is around $70-80 cost to consumer)

It collapsed when you raised adset budget? How fast did you scale it? Did you try duplicate the adset over say 10x and keep the spend lower per adset then blasting 1?

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If we just duplicate it wont show ad to same people?

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I am going to jump in this thread too

I am getting into E-Comm offers for the past two months with relatively high budget.

Got credit on Outrain (5k) and Taboola (5k) - what I found out is that these networks are super expensive and competitive.

Ran a quite popular product right now:

- Product Price $50
- Payout - $45

Spent $700 on Outbrain -> Canada, South Africa, Singapore, AUS+NZ

Lost $400, killed campaigns cause it made on sense to me to throw money heavily on something with no stability.

Was my spend too little to kill campaigns? Even though everything went red.

The Native Funnel Used:

AD (As high CTR as possible, higher CPC bid than normal for a start) -> Advertorial (Hyping up the product with a story) -> Offer (Checkout page, sales page - anything that you like from you aff network).

Regarding Facebook, I was running the same offer with 5 different videos (40s - Shopify looking ones with quick action and a hook, CTA at the end) -- (Videos were not at the high budget ones) and some high CTR images.

Video Ad, Image Ad --> Advertorial --> Offer.

Spent over $200 on the same GEOS got 1 conversion.
What I found out that on Facebook is better to use a nice/interactive sales page lander?
Structure it with some warming up angels at the begging (how it solves the issue and what issue) and then build short product descriptions and how product works? (Mini Brand Approach)

I mean when running E-Comm offers on FB, there is no need to go around how this "Ex Engineer built an incredible gadget" is that right?

I am just really trying to understand on what Sales Funnel to use on FB, and how to structure a good Sales Page.

Finally, from my newbie experience I feel that FB has much more volume when it comes to E-Comm and I should focus on Natives only after mastering Facebook.

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Never done native myself. But my understanding is that with native, people are in the article reading mind - so you need an bridge page to bring them from reading article to your offer. It’s not necessary for fb.


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I believe every product and lander is different so we just need to split to:

Ad 》 advert 》 offer 》 checkout
Ad 》 offer 》 checkout
Ad 》 advert 》 checkout

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Thanks for a reply!

What do you mean by Advert? Sales copy (Landing page)?
And offer? (Offer page provided by aff network) ?

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hi Guys,

Greetings from Amsterdam

jumping in on this thread as well.

I have two stores, one viral products and one jewelery.

We have been running with FB/IG ads redirecting to the general store but are now switching to single product funnels (SPF)

in the flow described in gogo2go last post the flow described is: Ad 》 offer 》 checkout
I have been reading a lot on spf's and one thing that keeps coming back is the monetization after the check out.


For instance: AD 》offer 》checkout <upsell in checkout> 》offer (similair product discount) 》different product

Do you guys use this upsell tactic as well? If yes, how do you decided what kind of products to bundle in one flow?

Our first spf we build, i attached to this post.

let me know what you think.

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