Meta Ads: Top, Middle, and Bottom Funnel Strategies

[00:00:00] Facebook will remarket to uh people that you know didn't visit the website, didn't engage or didn't watch the the video. So, you'll still have some remarketing. It just will be people that you know didn't engage with the business. So, you know, uh for the top of funnel uh on meta, we can choose the objective uh let's say for ecom uh it would be to uh do brand awareness or video views or you know just traffic. But um what I like to

[00:00:29] do is go for conversion at first. So uh if you go for conversion at first, you'll have less reach. Of course, you'll reach less people. So that's the downside. But the the upside is that you're testing your actual um creatives uh for conversion. You're not just like uh seeing which one is uh you know

[00:00:49] having the best clickthrough rate or cost per click or more more brand lift. um you're actually like seeing uh you're kind of testing and um that's kind of where we we like to test often. Uh so the conversion objective will do some brand awareness at the same time as um delivering the the desired results. So

[00:01:09] it's kind of the safer route than to go spend a lot of let's say 50% or more of the budget on just brand awareness or traffic and stuff and hoping to convert you know at the bottom of the funnel. If you go uh straight for the sale right away, it's to me it's a safer route. And if that route doesn't work, uh that's

[00:01:27] when I would then uh shift towards uh go for brand awareness at first uh for prospecting. But of course, there's many ways to do this. But uh just uh just an overview of that and um yeah, if uh by the way, if any question uh feel free to to let me know uh and jump in. Um so yeah, Meta knows a lot about people uh

[00:01:50] you know they have a lot of uh data um and their you know AI algorithm is very strong and has a years of experience. So um they will do like the they will move uh people through the funnel by itself uh on prospecting campaign especially ASC as stands for advantage shopping campaign. So these campaigns you know

[00:02:12] are made to uh do the remarketing um on itself. So with so the I recommend still having you know uh remarketing dedicated campaigns but this type of campaign will uh do both prospecting and remarketing. It's kind of the the pax uh but uh I don't think it's as much as pmax uh where it will just go for the lowend recruit. Um I think it will a big

[00:02:37] portion of it uh will still go to through to to prospecting uh by default. So um yeah there's ways to of course uh on the prospecting side you know uh there's ways to really exclude our uh our visitors uh engagers uh our video viewers but it would if even if we do that you know on the SC we don't have the option to do that but even if we do that um we exclude all of that uh Facebook will you'll still see like a frequency of close to two or something like that because people will remarket uh Facebook will remarket to uh people that you know didn't visit the site didn't engage or didn't watch the the video. So, you'll still have some

[00:03:15] remarketing. It just will be people that, you know, didn't engage with the business. So, it's something to keep in mind because, you know, you can't really go uh cold 100% because it will still uh remarket on itself. And sometimes, you know, excluding will kind of will kind of restrict the algorithm from getting the sale from doing the the remarketing it it planned to do or wanted to do. Um,

[00:03:37] so something to keep in mind. Sometimes it's it's good to test both I would say but to really have it clean I would say exclude for sure and um you know often uh strong creative with lots of engagement will work for both prospecting and remarketing. So what we like to do is test with

[00:03:54] prospecting. Uh the reason for it is that we don't want to waste uh our remarketing audience with ads that don't convert. You know we don't want to bother them with ads that don't uh get the sale. So we like to to test with prospecting. If it works then we kind of bring it uh to uh remarketing. Of course that's a

[00:04:11] totally different uh strategy than you know the classic uh bf but you know it's it's the it's the safer route and you know a lot of people uh do this. So uh different different way of doing it. Um and then uh ideally we have different creative though for bottom of funnel and middle of funnel.

[00:04:32] So um uh yeah so um here I put to but here I wanted to put uh bof so because you know we'll exclude one from the other and once they move out of the bof that's that would be the recent uh visitors and whatn not ideally they don't keep seeing the same creative that they didn't convert on. So just

[00:04:52] something um to keep in mind there. Uh I'd recommend trying playing trying trying playing trying playing trying both. So here you know we test a lot of on the prospecting. We find like a few that works, a different one for prospecting and then one for for remarketing. And if if the remarketing

[00:05:06] don't work, you can just, you know, pause and duplicate and try it with the different creatives. Or if you stack creative inside it, you know, usually one or two will take most of the spam. If that doesn't work, you know, you can duplicate, remove those and let the the ones at the bottom that work for prospecting it works. And then a pitfall

[00:05:25] too of the whole strategy um that you know starting with lots of spend on the top of funnel is that it doesn't convert at the end of the bottom of funnel. So that's kind of why we like to um do it as a second uh strategy. Uh try to go directly for the sale at first and then um if that doesn't work through the the whole funnel where we kind of educate and whatnot.

[00:05:54] There's almost 4 billion people monthly on this platform. Four four billion. Like there's 3.8 billion people on Meta platforms every single month. That's half the planet. And advertising. Half of the planet is living on less than $2 a day. So we'll say that Meta has 100% of