The Marketing Funnel in Advertising through Ad creatives
The Marketing Funnel in Advertising
A guide to demystifying the marketing funnel with various examples.
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A marketing funnel in brief is a structure that helps define a journey that a customer might take on their path to purchase. This framework helps decide the kind of creatives a brand might want to make in order to connect and engage with customers along their journey.
The Marketing Funnel: A Simple Diagram
Top of the Funnel
The Top of the Funnel (TOF) is basically your awareness stage. TOF creatives are a way to introduce your brand and its image to the audience. It’s a straightforward “Hello, this is me” in a large room full of people who have no idea about you - so you might as well do the best you can to leave a lasting impression.
Here are a few TOF ads from extremely well-known brands to give you a better idea:
These ads by Louis Vuitton give the audience an idea of the brand image and the aesthetic they follow. That is pretty much the purpose of a TOF ad.
Middle of the Funnel
The Middle of the Funnel (MOF) is where the magic happens. Yes, we mean conversion. At this stage, your creatives should focus on building awareness of your brand and its products, and why you are the better choice - it is indeed a tough world out there. The best results are generated via UGC ads and after multiple rounds of testing, we figured that some concepts that work the best are the ones made around comparison, problem-solution and testimonials. Creating something that stands out definitely brings about higher conversion rates.
Here are a few of our favourite MOF ads including some super fun creatives by Mocktail.
It’s probably a little obvious that Culprit holds a special place in our hearts. This ad is not only clever but is a perfect example of a MOF creative. “I am here to tell you, not sell you…” 🙆♀️ We’re sold.
Yes, we are our biggest fans - you should be too! These creatives produced the following results within the first week of going live:
32% + Average Hook Ratio
3X Click Through Rate
1.4X Add To Cart Ratio
41% Reduced CAC
Hooks like these work great for MOF ads. It is the best way to increase relatability and sieve out your target audience to move forward to the BOF creatives. Subscribe to our newsletter and we will update you with the best-tested hooks you can use in your creatives (very very soon.)
Bottom of the Funnel
The Bottom of the Funnel (BOF) is for your brand loyalists. These ads serve your frequent consumers and customers that swear by your brand. BOF creatives inform the audience of new products, new variations, and new collections that they might love more than the ones you provide at the moment.
These Mocktail creatives for Bummer do sweet work informing Bummer fans of their new Inactive-wear collection. The focus in these does not lie in storytelling but more on “Hi we are back with something you might love just as much this summer!”
This ad by Cosmix is a textbook example you can refer to for understanding BOF creatives. You introduce a new variant of a hero product but don’t make an extra effort to showcase its USPs (portrayed very passively in this ad) as your customers are already well aware of what your product has to offer.