How to build a winning META Ads funnel

Different people buy the same product for different reasons. Our job as marketers is to display the right ad to the right person at the right time.

Take a look at the ads below, all advertising the same product.

A simple filtered shower head.

New Moms Audience:

Beauty Audience:

Wellness and health Audience:

Each ad is directed to a specific audience. It should be obvious, but if you display the post pregnancy ad to a health and wellness male, or a beauty driven female, it will not resonate.

It seems obvious, yet many of the ad accounts we audit, have creatives targeting different customers inside the same ad sets/campaigns. How could you expect META to find you more buyers when you don't give it clear signals? This has become especially critical in today's ASC/expanding audience world, where you need to give META the right signals as to who to display the ad to.

What can you expect from this mis-match?

High CPM's

High CPC's

Low Conversion Rate

This is why it's important to create laser-focused funnels, starting with the target audience in mind. This will guide you into understanding your content needs, messaging needs, and meta ads structure.

For example,

If Jolie is targeting these 3 target buyers.

1. New Moms
2. Beauty Audience
3. Health and Wellness audience

Each of these audiences looks completely different, engages with different content, cares about different things, and will buy our product FOR DIFFERENT REASONS!

As you create the messaging, creative, imagery, and campaign structure, it's important to keep the funnel aligned.

Here's an example of what a new content batch for 1 of these funnels could look like.

1. New Moms Audience
   1. Social Proof - new mom UGC
   2. Social Proof - Pregnancy and Newborn Magazine Publication ad
   3. Social Proof (a) - New mom testimonial quote
   4. Social Proof (b) - New mom testimonial quote
   5. Educational - Product benefits related to new moms
   6. Bold Claim (a) - Product bold claim related to new moms
   7. Bold Claim (b) - Product bold claim related to new moms
   8. Meme (a) - Meme related to new moms and pain points
   9. Meme (b) - Meme related to new moms and pain points

As you can see, the content is tailored to that audience, and designed to be highly engaging to a customer who fits our profile. This results in much better content/audience alignment, and guides the meta algorithm towards your future customers. Adding content not intended for this audience will derail META's algorithm, and result in lower CTR's, higher CPM's, and low conversion rate.

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If you want to learn more about how we use funnels to supercharge ecommerce growth, or are interested in our team building funnels for your store schedule a call directly using this link. Our agency offers a risk free 15 day trail to ensure perfect alignment.