that every low funnel ad has to be very direct in its convenience of value.

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Mid funnel: Mid funnel can range from fairly moderate lead gen and direct response to event sign-ups and other promotions related to increasing database volume. These promotions can include ebook downloads, special offers, and registrations. They generally require a bit more convincing in order to get the user past the friction of having to submit their information to you. Because of this, it’s important to focus on the value proposition of the promotion. If it’s fairly straightforward (e.g., an ebook), you aren’t going to want to use a 60-second video for it.



You will want to use a single static image that grabs the user’s attention Egypt Phone Number List while leveraging the ad copy to compel them to submit their information to receive the value.Facebook mid funnel ad exampleLow funnel: Low funnel can consist of anything either directly related to sales (e.g., a demo) or the direct sale itself. Low funnel creative is tricky because every advertiser has a sales process unique to their business and industry. I will say, however.





Low funnel ads are the most important, as they carry the highest risk and reward. As far as creative goes, I find that it is always important to leverage emotional responses. These can be negative (induce anxiety) or positive (induce excitement). The path you choose can be both as you may want to get a better understanding as to how the audience reacts to each stimulus. Long-form videos may be effective but in many cases (particularly with remarketing audiences), it’s the shorter hard-hitting formats (short videos, gifs, slideshows, images) that end up performing better in the long run.