Build a Highly Converting Facebook Ad Funnel for eCommerce | 2020 Ultimate Guide | Alex Huston | Skillshare

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Build a Highly Converting Facebook Ad Funnel for eCommerce | 2020 Ultimate Guide

teacher avatar Alex Huston, Coach

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

    • 1.

      Introduction to FB Ad Funnel


    • 2.

      Understanding the Different Stages of a Funnel


    • 3.

      Configuring the Top of Funnel


    • 4.

      Configuring the Middle of Funnel


    • 5.

      Audience Setup for Middle of Funnel


    • 6.

      Configuring the Bottom of Funnel


    • 7.

      Bonuses and Overview


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About This Class

In this class, we will go over how powerful a comprehensive Facebook ad funnel can be. We will focus on building out a funnel with powerful stages of engagement to ensure our marketing efforts are effective. We will utilize retargeting audiences strategically in order to make sure our funnel is healthy throughout each stage

In this class:

  1. Understanding a dynamic funnel
  2. The different stages of a funnel
  3. Top of Funnel traffic and how to approach it
  4. Middle of funnel traffic - where retargeting can truly shine
  5. How to set up retargeting audiences for the middle of the funnel traffic
  6. Bottom of the funnel - two different examples of this stage of the funnel and power DPA ads can play in this marketing effort

Setting up a dynamic marketing funnel is extremely important when building a brand with your commerce store


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Meet Your Teacher

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Alex Huston



Alex is a determined and focused young professional who has developed an array of skills to share over the past 10 years. With primary focuses on digital marketing, eCommerce, music production, and various creative software, his knowledge is applicable to several different industries.


His zealous passion and worth ethic stem from a love of learning and the application of new skills to the projects and businesses he is involved with.

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Level: Intermediate

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1. Introduction to FB Ad Funnel: All right. Welcome back to another video. Today. We are going to do an entire reboot of a Facebook ad funnel strategy. So I'm going to show you all the different ways, tricks and tips that I've learned over the last year or so upgrade your Facebook ad funnel and hopefully become more profitable in your sales campaigns. The biggest thing that we're gonna focus on is structuring are retargeting properly so that we can fully optimize the different touch points of our funnel. So we'll go down and break through What are top of funnel traffic is gonna look like what our middle funnel traffic is gonna look like And what our bottom funnel of traffic is gonna look like. We're gonna discuss how many times we need to get in front of somebody before we can actually expect somebody to convert into a sale s. So this is a much more diverse Facebook ad strategy that is gonna be structured more around building a brand on a marketplace as opposed to finding winning products and putting them on your store and running some ads and hoping people I need that product and purchase. So this is much more geared towards building a brand building. Long term cash flow systems within your Facebook. At account, Andi will go into the computer. I'll break down each stage, the final show you how to set up each one. Describe what each different state of the funnel kind of means and what it looks like again . Starting from top of fund. All this is gonna be people we get in front of for the first time, our middle of funnel. They've already been exposed to our brand. So we're going to show them something new. And there are bottom of the funnel where we're really trying to close the sale. So I hope that all makes sense. Can't wait to see on the inside. Definitely go through this course. Andi, check out all the secrets and tips that are in there, because again, this is gonna be much more focused on our retargeting efforts and structuring a long term customer engagement throughout our sales funnel. So see on the inside can't wait. Teoh can't wait to share this information with you. 2. Understanding the Different Stages of a Funnel: cool guys. So we're inside our Facebook at account. Um, and I've gotten old Ah, funnel set up here to show you guys kind of what we did was structured around Valentine's Day sale for one of the clients that I work with. Um and we're gonna go through and use it as an example so that you can see how everything set up and structured and understand really? Why we set things up the way we did. So the first thing we're gonna talk about is understanding the structure of the funnel. Um, I think it's a big a big, important key to understand that it's gonna take you anywhere from, you know, 5 to 12 times getting in front of new customers on on any social media platform on any digital marketing space before you can expect them to convert into ah customer and hopefully a long term customer, we can continue to re market them through email and things of that matters. So that's a big That's a big point of why we're setting up this funnel the way we're setting it up, where we're gonna break it down where we have our top of funnel. We have our middle of our funnel, and we have our bottom of our funnel. So let's dive in real quick. And let's talk about the different types of, um, the different stages of the funnel. Right. So the first stage of the funnel is gonna be our top of funnel. This is gonna be we're gonna be advertising to people who have never seen our company before. Never seen our product before, but we think they may have an interest, right? And we're going to use interest based targeting within Facebook to do that. So that's gonna be the first step in terms of setting that up. And so let's dive into the ad account and I'll show you what the the top of funnel looks like. 3. Configuring the Top of Funnel: Okay, so we're in the ad account here, and we did two different things for the top of funnel with this campaign. Um, this campaign actually worked really, really well for us. We only used one ad, um, is the jewelry brace product. And just to give you a rundown real quick of what this campaign looks like, actually, this was a test. I'm gonna get that out of there real quick. Cool. So this is what the ah, the campaign looked like where we spent 600 bucks on this was over the course of, like, a couple days. Um, and we returned, um, 1200. So just about a to A to ah, to point overturn on row as 1.98 here. Um, and there were some things that we could optimize, too. So this was a very last minute, um, sales funnel that we threw up around around Valentine's Day. Um, but here's what we did for the top of funnel. We did two different things. We ran Ah, social proof ads. And and then we ran. Um Ah, conversion adds. So let's look at these first. So our top of funnel is what structured this way with these were people that never saw her company before. Ah, never engaged with us. And when we go into actually come back here, we're going to edit. We set this up as an auction type for post engagement. So we picked a great piece of creative and we actually tested two different pieces of creative in here we had, Let's see, we had this piece of creative saying Sailor, 30% off site wide for Valentine's Day. And then we also had this piece of creative. Okay, there we go. And you can see this one performed way better. Um, Facebook's algorithm actually favored this post over the other ones. So we started. We started with two pieces of creative and we marketed to, um, a bunch of different audience interests around our products. So our products were music based jewelry, music, inspired jewelry. So we targeted a bunch of music interests, bands and things of that matter. And we place this in Facebook feeds and Instagram feeds only. Okay, so the whole point of this was to run a campaign that was fairly cheap, um, and just get people to engage with it, because the way that we're going to set up our middle of funnel. Is that anybody who engaged with it, we'll get our We'll get our ad in front of again. So we didn't expect this campaign to make any money, Actually, um and it ended up converting once, right? So we had in this one and this one ad set of interests, we had, ah, 1.71 return, which was actually pretty good. But overall, it was just below a 1 to 1. So if you can get this campaign to break even, you're in a really good place, because again, this is just to get in front of people. So if you're spending money to get in front of people to bring them into your audience in your data pool, you're in a really good position. And if you can make that break even where effectively your your garnering that data for free, um is an awesome thing. So if you could get that to a one or even a little bit above all, a one return Ah, we're gonna be in a great position. That's the first thing we did after we ran that for about $100. We actually duplicated this campaign and didn't change anything. And instead, we placed. Um if we go into the campaign here instead, we did the auction type for conversions. Right? Um, so this was a major key, because what we did here was we spend a little bit of money on our social proof. So we got a lot of people engaging on it. We found an ad that people engaged with. We had over 2000. You know, Post likes post engagements on this advertisement, and a lot of people were engaged with it, right? So we had thousands of people that we could re target now. But then what I found when I duplicated this and set it for conversions, I didn't touch anything. I just picked the ad that was that was working and set it for conversions. This ads started popping off, so all these audience started converting. Um, and they were still cold audiences. Right? So on this campaign ended up going right below a 21 which is a really great place for your top of funnel. So just to recap here, what we did was we set up an advertisement and we ran it as post engagement After we got a little bit attraction and we identified what advertisements gonna work best for us. We duplicated that that campaign and set it as conversions so that we've got social proof on our advertisement. We've got the Facebook algorithm algorithm recognizing that our advertisement, um, is very market fit, so it's gonna place it in front of people. And then when we duplicated it for conversions, we found that, um, it converted very, very well for us for top of funnel, right? So I think if we were to single these two out, let's see, real quick filter by selection, Yes, So are top of funnel altogether was at a 1.46 again, This is great, because our top of funnel, we don't expect us to make us a lot of money. We don't expect this to convert highly. We just want to get in front of people who haven't been exposed to our brand. Show them what we have to offer. Give him our brand proposition, introduce ourselves right. It's like meeting somebody for the first time. When you meet somebody, you're not gonna ask them for something right away. you've got to introduce yourself. You gotta let them know what you're about. You got to show them what you have to offer. And after a few weeks, a few months of getting to engage, going, going to lunch, getting to, ah, engage with them, have MAWR social interactions. Then you can start asking for favours or advice or whatever it be. So you kind of have to think about it in the same way of how we're getting in front of people. So our top of funnel is going to be just to get in front of people. And we want this to convert at a very baseline break even. Ah, number and let's just dive in real quick just so that you can see how this is structured again. So I had three different ads sets in here. I was targeting some look alike audiences. Um, based off of people have been on my website and then I was targeting, um, interests around ah, music bands and then music interests. Right? We were placing these ads on Facebook news feed in scram news feed, and we had two different ads. Um, and we had sales copy Sailor, 30% off limited time. Ah, grab it now. Right? So that was That was our top of funnel. Let's head to the next video and we'll break down the middle of funnel. There's a little more, Ah, technicality things in there that we're gonna have to set up around audiences and things that matter Cut. 4. Configuring the Middle of Funnel: All right, so we're back. We've got our funnel loaded up on and singled out here. And so what we're gonna talk about now is our middle of our funnel, right? And that's what you'll see as R V Day conversions. Okay, Um, so the middle of the funnel again, the way that we're thinking about this is our top of funnel. We wanted people to engage with us. We didn't necessarily need them to buy. It's great if they buy, but we want them to like we want them to share. We want them to click on it. Um, whatever it is so that we can then take Facebook's pixel data and re market those people, and that's gonna be our middle of the funnel. So if we go in here, um, into this conversion campaign, you can see the I three different audiences set up. I had website visitors in the past 30 days, So anybody who clicked on that top of funnel ad and went to our website Now they're in our pool to go again. So this is where it's really important. Where that top of funnel traffic, where we were spending five bucks to get you know, hundreds of post engagements. Um, when we when we had the auction type at post engagement, you can spend, like, 5 to 10 bucks and get if you if you've got your target marketing right, you can get several 100 people engaged in that advertisement. Right? Um so out of those several 100 people, if we've got, you know, a good majority of those people clicking through, you know, 3 to 4% of those people clicking through Now we've got an audience of people that we can retarget, which is great. So we had website visitors in the past 30 days. We also had, ah, Facebook engagement. So anybody who engaged with a Facebook post or a Facebook add in the past 30 days, So that's gonna be people who liked the ad but didn't click through. That's gonna be people who commented on the ad but didn't click through the website. That's going to be people who shared the ad right, which is really important. So and then we did the same thing for instagram engagement. As you can see in the campaign, we ended up turning that off. Um, this ad optimized best on Facebook so it makes sense that some of our retargeting conversions didn't come from Instagram. So something that's really interesting to look at here. Um, the way you want to structure your middle of the funnel is you should be spending more money there. Then you do on the top of funnel. So it's pretty interesting when you set up again when it's so cheap to get people engaged under the auction type of post engagement, Um, on the top of funnel. Ah, you know, you can spend 5 to 10 bucks there and get a lot a lot of engagements. Well, now we want to hit those people again. So if we go back to the previous lesson where I had said, it's going to take you either, you know, 5 to 12 times of getting in front of somebody, um, to really start to see conversions happened at a consistent rate will take a look at this. This is the most important piece and why you're middle funnel is gonna be spending more if you if you've set your funnel up properly. So let me go. Let me backtrack real quick. If we look at our top of funnel this social proof and the top two, Those were our two top of funnel campaigns that we ran. You can see the frequency if you go over to columns here and you customize and you pull up frequency. You can see that the frequency that we were getting in front of people in these two campaigns V Day Top Two and V Day Social Proof Ah was just above a one writes. That means thes audiences air so big that there's so many people in them that were really only putting our ad in front of people 1.11 times. So people are really only seeing this ad once, Um so which is good when you've got a high click through rate like we did 2.3% 10% on this one, which is amazing. Um, then we know that, you know, we only need to get in front of people once for that toe work. If 10% of the people that it gets in front of our clicking through, that's great, if 3% of the people that are clicking are seeing are clicking through, that's great, too. But when we when we think back to. Okay, now these people are in our data pool because we've marketed them in the top of funnel. And now we've got these retargeting audiences in our middle of funnel. Um, now we start to hit them, or right now, we start to show up with them more. So you can see if we look at our frequency column on people that came in on our top of funnel and are now they click through and they're in our website Visitors. We were hitting them five almost six times, so they were seeing our ads almost six times after that. Okay, Our FB engagement audience, They were seen in almost five times 4.5 times, right? And r i G audience. They were seen in almost three times, for a total for an average of people seeing this 5.5 times. So this is where it becomes really, really interesting, right? Because we can see what this does is with this website visitor campaign. This was our most profitable one here, right? We were getting in front of people almost six times and we brought back eight purchases at $12.30 percent per purchase for a total of $309 for a return on ad spend of 3.14 Right. So we tripled our money in that campaign, which is awesome. That is awesome. So what we want to do is again bring people in through our top of funnel. And then in this middle of funnel, we're going to spend some more dollars so that we make sure that this frequency and you're gonna have to play with this. You're gonna have to move the budget a little bit. Um, you have to move the budget a little bit so that you get these up Two threes and fours and five. Um, And if your ad and your ad copy is on point, then you should start to see these pop off. So the way that I set up this campaign, um, go back and show you this. It's auction tight for conversions, right? So now we've got people in. We definitely want to optimize our pixel for conversions. No point optimizing for anything else at this point. So it's optimize for conversions. Um, and we had two different ads, so we weren't showing them the same ad that we showed them on the middle of the funnel. Right. So we I actually used carousel ads in here, and I a couple different variations of carousel ads. I had some new taxed in there, Um, some different branded copy, right, But still around? Hey, 30% off its our Valentine's Day sale. You got to get it right. Um, so that's how this was set up. Ah, the entire campaign. It was optimized for campaign budget optimization, which basically means you set the campaign to spend a certain amount of money, and each ad set in it will spend accordingly wherever Facebook thinks it's gonna pick up a purchase. Um, so with the middle of the funnel, I think that's really, really important. Um, allow face book to find those purchases for you, kind of. How I look at the middle of the funnel is these are controlled audiences the top of funnel . We're looking at either either cold audiences or look like audiences, which that's Facebook's data. We don't have a lot of control over that, but once they're, you know, on our pixel now now becomes a little bit more of our control data. Um so moving budgets in these in these campaigns changing things in these campaigns ah, won't affect the performance of the campaign as much as when you set up something with a cold audience. You kind of just want to let it run, see if it does, it's thing. So, um, in the next next lesson here, we're gonna go further into the middle of the funnel, and I'm gonna show you how to set up these audiences so that you make sure you're targeting the right people. 5. Audience Setup for Middle of Funnel: Alright, guys. So this is gonna be audience set up for the middle of the funnel, which is really, really important. We want to make sure that we're hitting these audiences the right way. Um, so the 1st 1 I'm going to show you is we're gonna do the website visitors 30. So we want to go over up here to ads manager and we want to go to where is it? Audiences. Right. Cool. So in here, in audiences, we can start to create audience. So we'll go over, create custom audience and to create that website audience, wet wipes, website visitors. In the last 30 days, we're gonna go over the website and we're gonna click are pixel. Right? We're gonna do all visitors in the last 30 days. Or if you want to specify by a certain page that you're sending your ad to, um, you can do so for this for this specific, um, campaign. We used one add to send them to a collection page, so we would want to retarget that collection page. We weren't sending them to a single product page, and we weren't just sending them to our website, so we want to send them to, Ah, specific collection page. So let's go. People who visited specific pages in the past 30 days and we'll put our page You are Ellen . There will name this audience and then we'll create it right? And so when you go in and create your ad, you go into your saved audiences and you pull that up. Whatever you named it there, it should pop up in your account. So for the Facebook engagement audience and and the Instagram engagement audience, I'm gonna just do this once because it's the same. Um, you just need to set it up so we'll go to Facebook Page and we'll go. We'll pick the right page. And then you've got a bunch of different options here, right? Everyone who's engaged with your page, which is essentially going to be all of these below below this middle line. Um, but for this, let's see, we're gonna do people who engage with any post or add. So this is going to specifically target people, not just people who came and like our page, but people who engaged with a poster and add meaning they liked, they commented, or they shared that poster ad, which is gonna be exactly what we're looking for. So we're gonna change this to 30 days and 30 days and will come down here. I g our sorry Facebook engagement 30 right? So and then you create the audience and again when you go and you set up your ad for that, that ad set you put that audience in from your saved audiences. And that's a real quick, quick tip of how to set these different audiences up so that you can, you know, you contest you want to test all the different all the different angles. Website visitors. Ah, people who engaged these are gonna be our warm audiences. People who just want to our website just engage with us. Let's hit those guys again, right? So we're gonna close this out and I'll see in the next video 6. Configuring the Bottom of Funnel: Alright, guys. So here's Here's a quick, quick rundown of what's the bottom of the funnel? Looks like we're we've already gone through top of funnel and we've gone through middle funnel, right? So top of funnel was getting in front of new people cold audiences, people that have never seen the brand before. Middle funnel was re hitting people that engaged with us on the top of funnel with those warm audiences that I just showed you how to set up. Now bottom of the funnel weaken structure a few different ways. I'll explain one way, and then I'll show you the way that we structured it in this campaign. So one way that you could structure this is you want to think cold, warm, hot in terms of top of funnel, middle of funnel, bottom of funnel. Right. So where top of funnel is gonna be? Cold people Okay, Middle of funnels gonna be warm, people and then, ah, bottom of funnels gonna be hot people. And what do I mean by that? So middle of funnel? It makes sense, right? These are people who are engaged with the brand more than once. Now they have seen us once they've seen us twice. Okay? There warmed up to purchasing to becoming, um, customer to being a part of our brand. Okay. And bottom of the funnel Hot people. These are gonna be people who looked at a specific product who started to check out who added to cart all these things. So people who made it almost to purchasing, So they're really, really hot. But they didn't purchase, okay? And we didn't set that up in this campaign. But this is definitely something you can dio. Um, you want you'd want to go back into your audiences over here and set up mawr custom audiences around your pixel data. So ah, people who let's see people who viewed content, which would be viewing a specific page. And you can you can refine by specific, um ah, product pages, which is what I would recommend. Ah, you can also do people who ah added to cart in the past 30 days and people who initiated check out in the past 30 days, so that would be your bottom of the funnel hot. And you're gonna want to serve these people new ads again. Different ads, um, so that when they see it again. They're not getting the same ad. Um, the only thing the reason why we didn't set it up in this campaign is because it takes a lot of time to gather that data. You need thousands of data points of people adding to cart in initiating check out and things of that. And again, this was a quick campaign that we set up. Um, so we didn't have all that data to run within this campaign. But long term, that's something you're definitely gonna want to set up now. What you can do in the short term, this one is really, really powerful. So this is using a dynamic product ads, which basically means Facebook will set up in ad. And whatever products people looked at on your page are on your store when they come back on Facebook. If they viewed that product, Facebook will automatically dynamically place that product in front of them. So whatever they were looking at, they'll see it again, which is really, really powerful. Um, so we didn't even run this campaign for for too long, so you can see we have only we only spent about 30 bucks here but this returned almost a seven x for us. So a 6.47 x um, which is amazing. These dynamic product ads are so powerful, and you've got to be running these. If you've got your top of funnel going and you've got your middle of funnel going, you've got to be running these dynamic product ads. So how does this work? Well, when you go in, um, to create this, this actually a little tricky. So let me go over here when you go in to create a new campaign, um, you're gonna do you're going to do catalog sales here. So see this. You're gonna hit catalog sales, right? And you're going to set your daily budget, whatever your budget is. Ah, I would recommend this to be something similar, maybe a little less than your middle funnel, but something close to that and you're gonna you're gonna pick your product catalog. Um, if your product catalog is not set up, you need to go through the back end of Shopify or whatever you're using and sink your product catalog over to, um over to your Facebook account, which is an entire different process. Um, so make sure that set up and then within your product catalog, you can actually segregate out certain products. So we've got both men and women's products, so I've got two different catalogues in there that just show our men's products and just show our women's products. So let's head back to this. Um, if you have any questions about that, reach out to me directly. Ah, and we can figure it out. But let's go back into this bottom of the funnel dynamic product ads for the for the women . So we set this up 10 bucks a day. Um, and we went through, we chose catalog sales and you'll see this screen instead where we did create new audience retarget ads to people interacted with our products on her off Facebook. So again, this is gonna This is gonna put our ad right in front of people who already saw product and that that ad that they're going to see is the product that they were looking at. Um and we're gonna do view are added to cart, but not purchased in the last 14 days. And you can change this. You can play with it. 14 days seems to work. Great. Um, so this is gonna take the pixel data. Anybody who clicked on a product on A on a certain product and went to that product page, they viewed that product. So now we can place that that product right in front of them again on Facebook if they added that product to their cart. Who? There we go. So again, you can see how this is similar to the bottom of the funnel that I just explained. Um, but not using specific audiences. This is a This is Ah, a little more diverse, and you can start with less. And if you don't have enough data points in there, Facebook just isn't gonna spend it. Um, which is great. So you can turn this campaign on and it will start to go once there's enough people in there to actually start marketing to, um So let's see. Let's go to the ad here. I'll show you the ad. Um, this is actually something you can play around with for sure. Um, I kind of used this this ad as a chance to be like, this is your last chance. So you can see our ad copy is Whoops. You know, our Valentine's Day sales ending soon. Make sure you grab these reports too late. So this is your last chance. Picked these up at this discount. Um, I believe I have the discount in there to use code V Day 30 for 30% off yada yada yada. Cool. So you can play around with this. You can do, ah, single images or, ah, video ads. So if you want to place just that one, that one product in front of them, you can do a carousel. I like doing the carousel so that people can, you know, see a few of the products that they looked at. Um, you could do a collection and which is a mobile experience, or you can slap this on and use dynamic formats and add creative, which is really cool. So ah, Facebook will choose between these different creatives based on what the individual user is most likely to engage with. So that can be really powerful, too. Um, so I picked. I picked to do a carousel ads single image, right? And our copy is pretty easy. I left all this standard, and it's a really plain looking ad. But again, the reason why these air so powerful, especially as a bottom of the funnel, is its its products. People have already looked at its products that somebody was. Somebody took the time to click on it because they had an interest in it. So if we can if we can put that interest in front of them once more, um, we're gonna be in a really good position to, ah, to get them to purchase, especially if they're already in our other, you know, our middle of funnel. Where are warm traffic? They've seen they've seen a bunch of ads already. Right, So this is gonna be, you know, the 6th 7th 8th 9th touch that we've that we've gotten in front of somebody. So this is really powerful on a highly recommend setting these up. 7. Bonuses and Overview: Okay, guys. So there you have it. That's the entire ad structure. You can see how this is a little bit different than just advertising to a bunch of cold audiences. Ah, which was more around? What? My Facebook ad guides would structure towards the ultimate guide. So this is why this is updated. This is why this is more about a funnel. This is more about building a brand building a long term connection with customers doing a long term engagement. A long term Ah, marketing experience. Four new consumers in your brand. Right? Um So if you've got any questions, please reach out to me just to recap here. We talked about setting up the top of funnel these air gonna be people who are just getting into it, introduced to our brand. And then we talked about setting up the middle of funnel how to set those audiences up. These people are warm audiences. They've seen our brand once or twice now and now we're gonna show him our brand. 34567 more times. And then we talked about our bottom of funnels and I gave you two different examples. One that I was able to show you based on the campaign we were showing, Um, and how? How these could be extremely powerful getting to those 89 10 11 12 touches of consumers that are now introduced to our brand and our, you know, digital ecosystem. So again, guys, I hope there's really helpful, especially with, um, your E commerce stores in your sales. If you have any questions, feel free to reach out. I love to answer the questions I love engaging. If you need any personal help, send me a message and we can we can hop on a 1 to 1 call. I do. Consultant calls, um, and I can help you the best that I can. So until the next time, guys.