Targeting Facebook ads relevant to customer journey can help brands increase conversions

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 20, 2019, 3:07 PM UTC

Marketers should create webinars and sale ads to persuade warm audiences to make a purchase.

To effectively increase campaign conversions, brands should craft their Facebook ads based on the customers’ position in the marketing funnel. Both B2B and B2C companies can target ads and build brand awareness among new prospects, also termed as “cold audiences”, with educational or entertaining video content.

Brands can create in-depth webinars with well-placed CTAs to convert warm audiences, who have engaged with the brand previously. This article says that eCommerce stores can further create flash sale ads on Facebook with discounts and time-limits to convince such audiences to make a purchase.

The author suggests that brands can create retargeting and reminder ads for hot audiences to establish urgency. Testimonial ads can further help marketers to persuade warm audiences effectively.

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[10 minute read]