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Real Money = MOF & BOF, Not TOF � | Meta Ads Explained

#Social Media Marketing
2025-12-19 14:349 min read

Content Introduction
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The video discusses common mistakes new brand owners and performance marketers make, particularly focusing on the emphasis on top of the funnel marketing without adequately addressing the middle and bottom of the funnel stages. It argues that while top of the funnel campaigns generate significant leads, they often overlook the importance of nurturing potential customers in the middle stage, which is crucial for driving purchases. The presenter, Hans, emphasizes the need for distinct strategies for the middle and bottom funnel audiences, including custom, lookalike, and engagement-based audiences. He provides insights on audience segmentation, effective campaign creation, and retargeting strategies aimed at converting interested viewers into customers. The video concludes with practical guidance on using Meta Ads for targeted marketing campaigns.

Key Information

  • New brand owners and performance marketers often make the mistake of focusing solely on top-of-the-funnel campaigns, neglecting middle and bottom-of-the-funnel strategies.
  • Top-of-the-funnel campaigns generate 60% of orders, while the combination of middle and bottom-of-the-funnel strategies can generate about 40% of orders.
  • Middle-of-the-funnel audiences typically include those who have interacted with the brand but have not yet made a purchase.
  • It is crucial to create targeted campaigns for these audiences to convert leads into actual sales.
  • Different audience strategies can be implemented, such as using website visitors, engagement-based audiences, and leveraging video views to retarget interested customers.
  • Dynamic retargeting can effectively engage users who have previously viewed products without purchasing.
  • Using customer lists can help refine audiences, enhance targeting, and create effective advertising strategies.
  • Marketing strategies should be adapted based on audience behavior, preferences, and engagement to improve conversion rates.

Timeline Analysis

Content Keywords

Brand Owners Mistakes

New brand owners and performance marketers often believe that all sales will be driven by top of the funnel campaigns, neglecting the importance of middle and bottom funnel strategies, which are crucial for generating leads and sales.

Funnel Strategy

While top of the funnel campaigns can generate a significant percentage of orders, the combination of middle and bottom funnel strategies is equally vital, generating 40% or even up to 50% of orders by addressing potential customer concerns through targeted campaigns.

Middle of Funnel (MOF)

The middle of the funnel focuses on audiences that have shown interest and engaged with the brand but are not yet converted into customers. Effective strategies include retargeting ads based on products viewed and engagement on social media.

Bottom of Funnel (BOF)

Bottom of the funnel audiences are characterized as 'hot' leads who have indicated strong intent to purchase but may be stalled by issues including price, trust, and product fitting. Addressing these concerns is key for conversion.

Custom Audiences

Creating custom audiences in marketing platforms is essential for effective targeting. Marketers can leverage data points and user engagement to segment audiences, such as those who have initiated checkouts or engaged with ads.

Engagement Metrics

Understanding engagement metrics, such as video views and interactions on social media platforms, allows marketers to build more refined audience segments, leading to tailored marketing campaigns that drive conversions.

Retargeting Strategies

Implementing dynamic retargeting campaigns allows brands to reach audiences who have previously viewed their products or shown interest but have not converted, which is crucial for closing sales.

Product Page Strategy

Strategies around product pages, such as highlighting specific product benefits and creating engaging ads, are necessary to encourage users to add items to their carts and complete purchases.

Related questions&answers

What is the biggest mistake new brand owners or performance marketers make?

They think that all sales will be driven or all leads will be driven by top of the funnel campaigns.

What is the purpose of middle of the funnel campaigns?

The middle of the funnel brings you a lot of purchases and engages with potential customers who are closer to making a decision.

What audience types are considered middle of the funnel audiences?

Middle of the funnel audiences include those who have visited your website, viewed specific product pages, or engaged with your brand in various ways.

How do you create a custom audience on Meta?

You can create an audience in the Meta dashboard by going to the audience option and selecting Custom Audiences or Lookalike Audiences.

What are bottom of the funnel audiences?

Bottom of the funnel audiences are hot leads who are ready to make a purchase, typically those who have added products to their cart or initiated checkout.

How can you track purchasers?

Purchasers can be tracked through pixels and by uploading your customer list to your advertising platform.

What are the options for engagement based audiences?

Engagement based audiences include those who have liked, commented, or saved posts from your brand's social media.

Why is video engagement important?

Video engagement metrics such as who watched your videos for a certain percentage of time can help create a targeted audience for your ads.

What should you do with customers who have interacted with your ads?

You should retarget them with ads that showcase the products they interacted with, to increase the chances of conversion.

What information should be included when creating a custom audience?

You should include details such as the name of the audience, the URL of the relevant pages, and conditions like the timeframe of interactions.

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