Patience Hurlburt-LawtonAre you running Meta Ads campaigns?
Knowing how to connect with your target audience at every stage of the sales funnel is crucial for driving consistent conversions and increasing revenue for your business or your clients.
In this video, Solutions 8 Meta Ads Manager Jonathan Paquin answers questions from our viewers and shares tips for audience targeting from the top of the funnel to the bottom.
Let’s start at the top.
For a new business with no lookalikes, what targeting strategies would you use for top of funnel?
According to Jonathan, the easiest way to build lookalike audiences is through video views.
He recommends starting with interest-based video ads that “stack” the interests related to your product to get people engaged and thinking about your brand. And as soon as you have video views (aim for 25%) you can start building lookalikes. The idea is to move quickly and get a lot of visitors to build stronger lookalikes, which will eventually lead to more add-to-carts and more purchases.
The best seed audience is buyers, adds Jonathan. However, with a new business, you likely don’t have a lot of new buyers. This is why he recommends starting with video views. You can also create lookalikes of your page engagers and similar groups, but the stronger the seed audience, the better the lookalike will be. (Side note: This is also a great way to start building your email list.)
Another strategy Jonathan recommends is using Advantage+ Sales Campaigns (ASC), which used to be called Advantage+ Shopping Campaigns.
If you already have a warm audience, what type of creatives should they get?
“In terms of creatives, I think the name of the game is always to test different formats to see what works best for your products and for your audiences,” says Jonathan.
But generally speaking, for L2 (middle of funnel) you want your content to be more information based, for example a video that shows how the product works or a customer testimonial that lets viewers know why they should choose your brand and your product. You want to avoid being too “salesy” at this stage, Jonathan adds.
Then, once they reach L3 (bottom of funnel), that is where you can entice them with an offer, such as 10% off, or use text such as “Only a few left!” to try to close the sale.
One final note: You should always rotate your creatives.
This will allow you to figure out what works best for your audiences at every stage of the funnel. For example, if your product requires some explanation, a video might work best to get all of your points across. But if it is something simple and easy to understand, an image should do the job and perform really well.
As a general rule, when your audience is warm and they have gotten to know your brand, you want to guide them to the direct sale as soon as possible.
