The 'Full Funnel' Facebook Ads Strategy Explained Simply
If you listen to marketing podcasts, you hear the word "Funnel" a lot. It sounds complicated, but it is just a way of organizing your ads based on how close people are to buying. A good Facebook Ads account usually has three layers, working together like a team.
Think of it like a soccer team. You need defenders, midfielders, and strikers.
Top of Funnel (TOF) - The Defenders
Goal: Find new people.
Audience: Broad targeting, Interests, Lookalikes.
Ad Type: Educational videos, engaging images. You are casting a wide net to find people interested in your topic.
Middle of Funnel (MOF) - The Midfielders
Goal: Build trust.
Audience: People who engaged with your TOF ads or visited your social profiles.
Ad Type: Testimonials, detailed product info. You are convincing them you are the real deal.
Bottom of Funnel (BOF) - The Strikers
Goal: Get the sale.
Audience: Website visitors, Add to Carts.
Ad Type: Discounts, reminders, urgent offers. These ads score the goal.
One Tool for the Whole Funnel
Managing three types of ads can be a lot of work. Stirling allows you to select which part of the funnel you are writing for, and it adjusts the tone and style of the ad automatically.
