High Funnel
Awareness
High Funnel Ads or “Video Ads” are meant to generate awareness or interest in your product or service. This will often be the first interaction someone may have with your brand.
See Our WorkWho are they for:
Video ads are meant for your general target market. This will be the widest net you cast in the marketing funnel.
Where are they used:
High funnel ads are mostly used in paid digital efforts on platforms such as:
- Meta (Facebook + Instagram)
- YouTube
- TikTok
- Snapchat
- Amazon
Tips to create successful
high-funnel ads:
All of these come from having an in-depth understanding of the viewer AND a well defined, realistic goal toy are looking to achieve
- Hook in the viewer in 6 seconds
- Establish a singular pain point
- Offer empathy as if you were saying “we know what you’re going through”
- Tease the solution
- Strong CTA
- Don’t get them to buy now.
- Direct to a well-designed landing page
Ready to create a successful high-funnel ad?
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Examples of Successful High Funnel Videos
Metrics to Track:
Click-Through Rate (CTR)
The percentage of impressions who actually clicked
Engaged Video
This tells you if your videos are actually engaging enough to keep watching.
Frequency
Number of times someone has seen your ad. Can’t let your viewer see the same ad too much - ad fatigue
Average View Duration
The average amount of time someone is watching the ad. The higher the view duration, the lower the CPM will be since the algorithm will organically promote your content more
Engagement Rate
Likes, comments, shares. Is your video engaging enough for people to interact with
Conversion Rate
From impression to conversion - perhaps the golden egg of marketing. Now remember, while this is the end goal of a marketing campaign, shouldn’t always be the goal for awareness ads. This is where a full marketing campaign comes into play.