In a previous post, I discussed the Jugular Facebook Funnel. Since then, I’ve received many questions about the creative content you should use at each stage of the funnel. While I’m constantly learning and refining my approach, this post will explore what works for me currently.
This post focuses on the ad creative itself, not the ad copy. Here’s a breakdown for the three main stages of the Jugular Funnel:
Reaching Cold Audiences
The first stage involves reaching a new audience unfamiliar with your brand. At this point, we don’t know their interests, so we use a carousel ad that avoids mentioning price or using banners.
The goal is to spark their curiosity and build a connection, so avoid overwhelming them with information.
Even if the campaign goal is set to purchases, many viewers will simply click on a product and move on. This initial click indicates their interest, allowing you to target them again later.
Engaging Warm Audiences
Now, the goal is to reach previous website visitors (excluding those who added items to their cart). This ad set won’t target specific demographics like age, gender, or location.
As mentioned earlier, these ads are displayed to a relevant audience at a minimal cost. They should be shown to users three times a day. Here, you can use a similar carousel format but include the product price and shipping cost on the image itself.
By making them aware of delivery costs upfront, you can avoid potential checkout surprises and keep the product lingering in their minds.
Converting Hot Leads
This stage typically uses the same retargeting campaign as the warm audience. The goal remains “reach,” but now we want to create individual ad sets for each product featured in the previous carousels.
Each ad set should target users who:
- Viewed a specific product page
- Added the product to their cart
- Did not complete the purchase
This can result in up to 11 ad sets within your retargeting campaign: one for warm audiences (previous visitors) and ten for users who added specific products to their cart from the initial cold campaign.
Here, you want to showcase the specific product the user viewed, along with an offer that creates a sense of urgency and exclusivity.
This could involve highlighting a sale or limited-time offer. The ad format can switch from a carousel to a single image with a clear call to action, encouraging them to “get the offer” before it expires.
