The Three Funnels in Paid Advertising: Brand Awareness, Drive Traffic, Conversions
When it comes to paid advertising, understanding the different stages of the buyer’s journey is crucial. By targeting potential customers with the right message at the right time, you can increase the effectiveness of your advertising campaigns and drive better results. In paid advertising, this is achieved through the use of three funnels: brand awareness, drive traffic, and conversions.
Brand Awareness Funnel
The brand awareness funnel is the top of the funnel and is used to build awareness and recognition for your brand. At this stage, the goal is not necessarily to drive immediate sales but rather to introduce potential customers to your brand and create a positive association with your products or services. Tactics used in this funnel include display advertising, social media advertising, and influencer marketing. It is very important to ensure the right creative & copy is used at this funnel. A consumer will need to see your brand 20+ times before they engage so this is what the Brand Awareness funnel is utilised for. Get as many impressions onto your audience before you bring them into the second funnel.
Drive Traffic Funnel
The drive traffic funnel is the middle of the funnel and is used to drive traffic to your website or landing page. At this stage, potential customers are aware of your brand and are interested in learning more. The goal is to provide them with additional information and drive them to take action, such as signing up for a free trial or subscribing to your newsletter. Tactics used in this funnel include search engine advertising, social media advertising, and email marketing. Again, with creative it is all about testing & learning to see what gets your audience to click. The most cost effective strategies are bringing already engaged people into this funnel to ensure you get the lowest CPC.
The conversions funnel is the bottom of the funnel and is used to drive conversions, such as purchases or form submissions. At this stage, potential customers are highly interested in your products or services and are ready to take action. The goal is to make it as easy as possible for them to complete the desired action and provide them with additional incentives to do so, such as discounts or free shipping. Tactics used in this funnel include search engine advertising, social media advertising, and retargeting. Whatever strategy you use, the content is key at this stage of the journey. What do your ultimate customers want in order to convert. How will you make them feel? It is also important to include offers at this stage in this journey. This gives them more of an incentive to convert if they haven't already once they reach this point.
By understanding the different stages of the buyer’s journey and using the appropriate funnel for each stage, you can create more effective advertising campaigns that drive results. Each funnel requires a unique strategy and set of tactics to be successful, so it’s important to work with a trusted partner like Modish Social to create and implement a comprehensive paid advertising strategy.
In conclusion, the three funnels in paid advertising – brand awareness, drive traffic, and conversions – are essential for reaching potential customers at each stage of the buyer’s journey. By understanding the unique goals and tactics of each funnel, you can create advertising campaigns that are more effective, drive better results, and ultimately, achieve your business goals.
Contact us at Modish Social today to learn how we can help you create and implement a comprehensive paid advertising strategy that leverages all three funnels.