You probably already know that the top of funnel (TOF) portion of your paid advertising refers to efforts that focus on building awareness for your product or brand in a new market. But what do you do if those actions and campaigns aren’t bringing in new users? What if your display ads have a bad bounce rate?
To mitigate these issues, you’ll need to optimize the “immeasurable” portion of your top of funnel ad campaigns. Keep reading to learn some of the best strategies you can implement to start improving your results!
If you aren’t already using audience segmentation in your top of funnel campaigns, you’re making a big mistake. After all, how can you speak to new customers if you don’t know who they are, what their needs are, and how your brand’s offerings can make their lives better?
There are a variety of ways this type of segmentation breakdown can happen. To figure it out, sit down and make a list of all the attributes of your ideal customer – think age group, gender, hobbies, occupations, marital status, health needs, financial goals, and more. The more specific you can be, the better. Then, you can create audiences that reflect these personas supported by relevant ad copy.
Do you offer multiple services or products? Test each product or service category against each audience to see what is working best. If an audience is responding well, you know that you can scale your campaign accordingly. If not, it might be a good time to pull the plug.
This is especially crucial if you have a large audience or one that can be segmented down several tiers. It’s also important to make sure you know who your target audience really is and plan your tests accordingly. Many times, companies believe they understand their ideal customer, but the persona is outdated or needs refining.
Sometimes it isn’t wise to throw a new product in a prospect’s face and hope for the best. If your brand is particularly niche or not widely known, it’s often better to provide educational content first in your advertising before trying to sell later.
For example, let’s say you have a new skin cream on the market that reduces fine lines and wrinkles. A potential customer just stumbled upon your ad, but they’ve never heard of you until that very moment. You’re much better off directing them to a blog post about aging skin, building up trust in your company, and then offering them the product.
So, what does a successful TOF campaign really come down to? Knowing your audience and tracking the message accordingly. If you can manage to accomplish these two things, you’ll see a great improvement in your results.
At Zero Gravity Marketing, we know what it takes to run a successful TOF campaign. We’ve helped hundreds of clients achieve positive results through many of the methods mentioned here, and we can’t wait to help you do the same. Contact us today to learn more!