Beyond the Click: How to Create Full-Funnel Ad Variations

As businesses strive to gain attention and loyalty for their brand, they can't take a one-size-fits-all approach. Customers expect personalized experiences, which means marketers must be mindful of the entire customer journey, including the ads they create. Message, design, and desired action matter. Let's take a look at how to tailor your ads for each stage of the funnel in order to effectively engage, nurture and convert loyal customers. 

Developing an ad (or any marketing material) is both an art and a science. Advertising is art in that it should be visually appealing, compelling, and engaging; however, if it ends there, then you won’t see results. Ads should always have a desired outcome. While the long-term goal may be to drive sales, small steps like downloading a resource or requesting a demo are just as valuable in the customer journey. That's where science comes in. Understanding the path you’re guiding customers down and the specific actions you want them to take requires more than just exciting visuals – it takes strategic thinking and insight. 

Effective ad execution 

Awareness 

When it comes to creating impactful full-funnel ad variations, the Awareness stage is for quickly capturing your audience's attention. In this critical phase, the style of your ad is key. Think colorful, engaging, and eye-catching. Keep your messaging minimal yet powerful, focusing on quick, immediate ways to grab attention. Ensure your branding is clear but not overwhelming; it should spark natural curiosity, enticing viewers to explore further.  

In terms of messaging, aim for thought leadership and industry authority, keeping it short and direct. But where should this captivating ad lead your audience? Redirect them to content that provides value, such as a blog post, an educational infographic, a landing page hosting a comprehensive resource or guide, an ebook, or even a webinar. These resources should cater to your audience's common needs and offer information, advice, or tools they can readily use. It's important to note that at this stage, you should avoid heavy-handed sales tactics, coupons, or urgent messaging for products or services – save that for the later stages of the funnel. The Awareness phase is focused on cultivating interest and trust in your brand. 

Consideration

As customers journey deeper into the sales funnel, it's essential to maintain the vibrant, engaging branding style that captivated your audience in the Awareness phase throughout the Consideration stage as well. However, your messaging takes a more specific turn here. Highlight the core pain points of your target audience, addressing their challenges and concerns head-on. Articulate how your solutions can provide precise answers to these issues, all while staying true to your company's mission. Infuse your communication with helpful, supportive, and empathetic language, nurturing a sense of trust and reliability. Employ driving CTAs like "learn more" to guide your audience's exploration.  

So, where should these compelling messages guide your potential customers? Redirect their attention to valuable resources such as in-depth case studies, landing pages filled with comprehensive information and pricing details, product tutorials, and "how-to" guides and videos, all designed to assist them further along their decision-making journey. Since this can be a turning point for many consumers, you can now confidently introduce offerings like free trials, allowing prospects to experience firsthand the value your products or services bring to the table. 

Decision

As customers reach the Decision stage of these full-funnel ad variations, the culmination of your strategic efforts and patience is finally rewarded, with tangible results on the horizon. It's crucial to maintain consistent branding that aligns with the previous stages, ensuring that your audience recognizes and trusts your offerings during this stage. While the eye-catching elements of your ad remain consistent, the primary focus now shifts to the messaging, centering around a compelling call to action. The objective of the ad should be crystal clear: drive your audience towards making a purchase decision. This is not the time for generic messaging; but rather, it's the opportune moment to promote current deals, pricing, and create a genuine sense of urgency that propels your audience towards that ultimate decision to engage with your offerings. 

Once you successfully drive consumers to click on the CTA, redirect your audience to a specific product or service page, providing them with the essential details needed for that final push towards conversion. Equip them with valuable resources like FAQs about your products, services, or company, addressing any lingering doubts.  

Conclusion  

The creation of full-funnel ad variations is a strategic process that requires thoughtful planning and execution at each stage. It's all about delivering the right message at the right time to the right audience. Remember, your ad's success is not just about creativity; it's about guiding your audience through a seamless journey with your brand.