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.
Who they are for:
Video ads are meant for your general target market. This will be the widest net you cast in the marketing funnel.
Where they are 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 you are looking to achieve
- Hook 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?
“I was really impressed with the quality of Kyro’s work and their engagement with us.”
Product Marketing Head,
Apnea Sciences Corporation
“They've listened to all our feedback and have been very accommodating.”
Creative Director & Head of UX,
Real Estate Company
“They offer quality outcomes, great customer service, and excellent creativity.”
Director of Marketing & Communications,
Vehicle Products Company
Check out a few of our successful high-funnel videos:
Irvine Company
Flex+ Campaign
Torch
Fireproof Future
METRICS TO TRACK:
1
CLICK-THROUGH RATE (CTR)
The percentage of impressions
who actually clicked.
who actually clicked.
2
ENGAGED VIDEO View
This tells you if your videos are actually engaging enough to keep watching.
3
FREQUENCY
Number of times someone has seen your ad. Can't let your viewer see the same ad too much—ad fatigue.
4
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.
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.
5
ENGAGEMENT RATE
Likes, comments, shares. Is your video engaging enough for people to interact with?
6
CONVERSION RATE
From impression to conversion—perhaps the golden egg of marketing, Now remember, while this is the end goal of a marketing campaign, it shouldn't always be the goal for awareness ads. This is where a full marketing campaign comes into play.
