3 things to consider for every funnel

There are three things to consider for every funnel:

A.??Website / Landing pages - Where do you want the specific audience in each phase of the funnel to land

B.??Objectives - In different phases of the funnel you would need to have a different goal/optimization objective (Click Through, Landing Page Views, Purchase conversion). You need to optimize ads for the specific conversion type.

C.??Ads Distribution - In each phase, you need to define different sets of creatives and budgets that will be applied.??

Website / Landing Pages

This one is pretty straightforward. If you want to increase conversions or make sure you have quality testing in place - you need to build landing pages. And you need to test them vs. the homepage/website.

Information gathered through the testing phase will greatly increase the chance to be profitable later.

?? So don’t be afraid to invest a couple of thousands to test out your product hypothesis.

You need to understand that by testing you are building yourself a highway to success.

Once you prove your product expectations it will be much easier to scale the business up.

On the other hand, if your concept is already proven and the website has a high-quality score, you can save time and money by just directing the audiences to the proper URL's.?

Objectives

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?? Algorithms are powerful tools, but only when you use them in the right way. This means that you need to understand how and when you are optimizing specific campaigns.

If you want to get more visitors to the website, optimizing the campaign for purchase will not get you massive website visits, and vice versa, if you go with traffic optimization don’t expect a bunch of sales coming your way and high ROAs from this campaign.

?? So make sure to optimize for the right conversion in each part of the funnel.

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Ads Distribution

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This one is super important for your strategy.

So basically you need to think about the right proportion of ads and creatives you will serve to the different audiences in different funnel phases.

Which campaign types and goals should be created for a specific funnel stage, the ad rotation and budget and bidding, and how you align it with different goals will help your ads to be more efficient.

?? So here is one example of an Ads Distribution document:

In this example, you can see how to proportionalize each aspect of your paid strategy accordingly and in the most effective way.

All of the specifics like budget, and Ad rotation, really depend on your product or service, the budget available for advertising, creative resources, and the team structure available (designers, copywriters...).

?? Now for the grand finale - the easy-to-build-yourself funnel example.

Bear in mind that this is just a default example.

We’ve based it on a typical SaaS business model that has one product or service with a Free Trial and Subscription models.

The subscription model has three different pricing models (basic, pro, gold) and they can be used for Upsells.

Also, from the contact us page, we can track and optimize for leads (users that submitted information upon which they will be further contacted).

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?? In this example, we run ads only on the homepage of the website.

On the left is an explanation of which color represents which phase in the funnel.

In each phase, you need to combine different creatives and budgets that are shown in the Ads Distribution example and audiences from Ads Funnel representation.

An example of a Retargeting phase would then look like this:

Campaigns objective types to use

·????????Sales

·????????Leads

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Optimize campaigns for these events/goals

·????????Purchase

·????????Submit a lead form

·????????Start a free trial

·????????Subscribe

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Audiences to use

·????????Website visitors with high, mid, and low intent (time spent on the website)

·????????Website visitors in a specific timeframe (30,60,90,180 days)

·????????Multiple website visits or multiple website visits in a specific timeframe

·????????Pricing page and contact us page visitors

·????????Lookalike audiences

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Use the following creative directions

·????????Case study

·????????Reviews

·????????Promo/Sale

·????????Comparison

·????????USP

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? And make sure the creatives are personalized with a high budget and very frequent rotations.

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In an ideal scenario, to boost your results you need to think about building additional sales verticals like email opt-ins, webinars, and specific conversions like booking a call or scheduling a training session.

In other words, try to have different conversions, especially Leads that you can later use for email marketing or retention marketing models.

With more conversion verticals, there is a higher chance that users will get attached to your brand and become buying customers.

Below, you can see how we created a funnel for one of our SaaS clients that has different verticals included like webinar leads, booked strategy, calls, and email opt-ins.

Ok, I hope you now have a better understanding of what the proper paid ads funnel should look like and how you can maximize the potential of your paid strategy.

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If you have trouble crafting a high-converting Ads Funnel contact our team HERE . We will gladly jump on a no-commitment, free strategy session with you, where we can talk about more details of your business and how to set up a proper Ads Funnel