Mid-Funnel Meta Ad Strategies
Gone are the days when simply launching a slick Facebook or Instagram ad would instantly translate into sales. Meta advertising continues to evolve and marketers must adopt strategies that best take advantage of the platform to nurture each stage of the customer journey. Mid-funnel ads target users who are already familiar with your brand and who have shown interest in your products or services. In this post, we’ll explore the best mid-funnel Meta advertising tactics that you can use to convert prospects into customers.
In recent years, Meta has received more scrutiny from regulators, so a lot of the interest targeting and demographic targeting tools previously available to marketers have been degraded or have gone away. Validating mid-funnel prospects with an action–engaging with a previous ad or visiting your site, for example–is critical to succeeding on Meta today. However, not all Meta advertising tactics are created equally, and the mid-funnel stage presents unique challenges that require specific strategies to overcome.
But first, what is mid-funnel advertising?
Mid-funnel advertising targets users who are aware of your brand but haven’t yet made a purchase or taken any significant action. These users are typically in the consideration or evaluation stage of the customer journey, where they are actively researching and comparing options before making a decision. Mid-funnel ads are designed to provide additional information about your products or services and help nudge users closer to making a purchase.
Now, let’s dive into the best mid-funnel Meta advertising tactics:
Retargeting Ads are a staple of mid-funnel advertising because they are highly effective at reaching users who have already interacted with your brand. Use tracking pixels to show ads to users who have visited your website, engaged with your social media content, or taken other actions that indicate interest in your brand. Retargeting ads can provide more info on specific products or services, highlight customer testimonials, or offer a limited-time promotion to encourage users to take action. These ads are the perfect place to feature longer, more expository copy, more detailed product photos and videos.
Custom Audiences allow you to target users based on specific criteria. While it’s more challenging to target based on demographics and specific interests than previously, Meta now rewards campaigns with Audiences built on behaviors and engagement with your brand. You can create highly targeted ads that speak directly to the needs and interests of your audience. For example, you could create a custom audience of users who have added items to their cart but haven’t yet checked out, and show them ads that offer a discount or free shipping to incentivize them to complete their purchase.
Lookalike Audiences are similar to custom audiences, but instead of targeting users who have already interacted with your brand, you target users who share similar characteristics to your existing customers. This allows you to expand your reach and target users who are more likely to be interested in your products or services. Lookalike audiences can be based on a variety of factors, such as demographics, interests, or behaviors, and can be created using data from your website, social media accounts, or customer database.
Video Ads are highly engaging and can convey a lot more information, making them an ideal mid-funnel tactic. Video ads can showcase your products or services in action, feature customer testimonials or reviews, or highlight unique selling points that differentiate your brand from competitors. A good mid-funnel video is different from a good prospecting video, however, so be sure to match the right creative to the right campaign.
Interactive Ads allow users to engage with your brand in a more immersive and personalized way. For the right type of brand, and by providing a compelling incentive to participate, they can be an effective mid-funnel tactic. Interactive ads can take many forms, such as lead forms, quizzes, polls, contests and more. By allowing users to interact with your brand in a fun and engaging way, you’re conveying more info to potential customers, while providing value to them. Done right, interactive ads nurture a relationship that can nudge users closer to making a purchase.
Mid-funnel advertising requires specific strategies that take into account the unique challenges of targeting users who are already aware of your brand but haven’t yet made a purchase. We can help you take advantage of these mid-funnel Meta tactics–and several others–to create highly targeted and engaging campaigns that will help you nurture prospects and drive purchases.
