If your customer is in the consideration phase, they are aware of their problem, and are beginning to look at options that will solve that problem. Algorithms know what searches and exploration people are doing around the periphery of your or your competitors. If it is a “retargeting ad”, it is being shown to people who have already visited your website.
This means that when you run an ad, and skillfully select an audience, plus use messaging that addresses their desire to solve a problem, you could have a very successful campaign.
Your CONSIDERATION ad and sales page (Channel 31) are the two main components of a “direct response” sales funnel. To deeply understand how to skillfully craft a powerful direct response campaign, I recommend Todd Brown’s E5 Method. Todd says that when his team is building a campaign, “We are not trying to get prospects to want a result or an outcome or a transformation…we are leveraging a desire that already exists within them.”
Tip:
See what ads other businesses are running! Did you know that both Facebook and Google have a transparency tool that allows you to look up and view the ads that any business is running?
View The Google Transparency Tool
View The Facebook Transparency Tool
Channel Superstar: Good American |
| www.goodamerican.com/Founders: Grede and Khloé Kardashian
Overview: A fully inclusive clothing line for women offering denim, ready to wear, swimwear, shoes, and accessories. Of course we have to get a Kardashian business in! Our goal is to learn from those who have been successful, and find those activities that work for us. I mentioned before that running ads for “Awareness” is expensive, because the ads will be shown to a broad span of people who may or may not be your target market. When you have carefully curated your brand, and identified who your target audience is, plus created a following on social media channels, your ads can be very successful in generating sales. In addition, as you run ads over time, the algorithms will also become familiar with who and what type of person will be interested in your product or service. At the writing of this book, Good American has 200+ ads running on the Facebook (Meta) platform, and MOST of them are video ads. The brand has 2.5 million followers on Instagram, and growing their following on TikTok. The accumulated engagement on all of the different platforms where they have presence makes it possible to run ads to their community. |