What Is Funnel Advertising Methodology?

How Funnel Ads Get Results from the Very First Campaign

May 2021

Every company wants to see their budget used effectively by getting an excellent ROI and the best possible results.

 

The problem is that the vast majority of companies don’t know how to accomplish this and they continually use traditional media methods. In order to achieve the best results, you must use a combination of different digital strategies that will help you:

  • Attract new audiences
  • Generate more qualified leads
  • Efficiently close more sales

The Funnel Advertising Methodology (created by Cyberclick) can help you achieve these goals. We took the classic conversion funnel from the world of advertising and developed an innovative way of looking at it by flipping it upside down! We also provide suggestions on the best marketing actions to take at each stage of the conversion funnel.

 

Funnel Advertising What Is It

 

1. What Is Funnel Advertising?

Funnel Advertising methodology aims to impact users by delivering valuable content at the right time and adapting to their needs depending on which phase of the purchase process they are in. Unlike the traditional method, the Funnel Ads Method starts with online marketing actions at the bottom of the funnel where potential customers are already interested in your products or services and therefore easier to convert.

 

The goal is for the advertisement to cause the consumer to take the desired action by leading them to the final conversion.

 

Some concepts to keep in mind throughout all of this are:

    • Buyer Persona. The creation of a semi-fictitious profile of the ideal client for your company.
    • Conversion Funnel. The stages a client must pass through to arrive at the final conversion.
      • TOFU. Top of the Funnel
      • MOFU. Middle of the Funnel
      • BOFU. Bottom of the Funnel
    • Segmentation. The secret of the Funnel Ads Method relies in how you segment the audiences for your campaigns.

Implementing this methodology, which is based on the user’s needs throughout the different stages of the buying process, is paramount in order to get the maximum performance out of online marketing.

 

Advertising Funnel Definition

The traditional advertising funnel is defined by the TOFU, MOFU, and BOFU stages that we have discussed. The idea is that individual customers or even companies will moved down the funnel as they are exposed to your marketing methods.

 

Conversion Funnel in Funnel Ads

Previously, ad agencies implement campaigns based on increasing awareness and put a lot of emphasis on the TOFU stage because, before having digital options, the possibility of directly impacting clients at the bottom end of the conversion funnel simply did not exist. Back then, when one was close to making a purchase decision (BOFU), you could only impact the consumer in a store via the Point of Sale (POS) Display, comprised of display cases, posters, or other elements. It was difficult to glean information about clientele until they either showed up at a store or not. Only then could you discern where in the buying process a customer was actually at.

 

Funnel Advertising What Is It

 

2. The Benefits of Using Funnel Advertising Methodology

The Funnel Advertising Methodology refers to Cyberclick's method of working from the BOFU stage upwards by launching campaigns from the section closest to client conversion. When you emphasize the Bottom of the (conversion) Funnel, you connect with the people who are extremely interested in your company, product, or service. These clients have a very clear need and are ready to convert, hence why they are at the final stages of the purchasing process. The probability of closing a sale is high within this stage of the Funnel Ads Methodology so make sure to capitalize on it.

 

Here's why it works.

  • When you apply the Funnel Advertising Methodology, frustration over campaigns that simply do not work will be eliminated because you will see results right from the start and get a better ROI!
  • Consumers will find themselves more attracted to your company, especially since you will be offering them content that they enjoy. In doing this, you will entice them to come to you, instead of you going to them.
  • By using quality call to actions, you will be able to effectively guide consumers to conversion.
  • Using the same budget you might have used on more traditional marketing methodologies, you will see an increase in conversions.
  • Brand recognition will be reinforced tenfold and you will be at the top of the user's mind.

 

Nevertheless, the MOFU and TOFU stages don’t get left to the wayside. They are actually more effective in subsequent campaigns where you can connect with new audiences who will be guided down the traditional road towards conversion, passing through all the stages of the Buyer Journey on the way.

 

We have also devised our own methodology in the Funnel Advertising system which focuses on impacting people via TOFU and MOFU if they were first impacted right before making their purchase. This way, customer loyalty is developed.

Funnel Advertising What Is It

In short, we invert the funnel in order to continue to grow. We first look for the final client in the BOFU zone so that later we can attract new consumers who have yet to get to know your brand. They can then become interested in you at the Middle and the Top of the Funnel. This way of working with the Funnel leads to higher ROI and lower costs in the medium and long term.