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Ad Setup as per the Funnel on the Meta
Ad Setup for MOFU (Service and Ecommerce) & KPIs
Learning Outcome
6
Create MOFU campaigns for service businesses
5
Set up MOFU campaigns on Meta
4
Design effective MOFU creatives
3
Build engagement-based audiences
2
Create retargeting audiences
1
Understand the role of MOFU campaigns
Priya's Fitness Coaching Journey:
Priya's fitness awareness campaign reached thousands of people.
Priya's Fitness Coaching Journey:
Many users:
Watched her fitness videos
Visited her Instagram profile
Engaged with her posts
But very few joined her coaching program
Priya's Fitness Coaching Journey:
So Priya launched a new campaign showing:
Coaching results
Success testimonials
Client transformation stories
Soon, more people started filling inquiry forms and requesting consultations
The Bridge Between Awareness and Conversion
Think about Priya's story
People had already seen her fitness content and knew about her coaching service.
But knowing a brand and trusting a brand are different things
So Priya started showing proof, testimonials, and success stories to build confidence
But knowing a brand and trusting a brand are different things
This trust-building stage between awareness and conversion is called MOFU (Middle of Funnel)
Introduction to MOFU (Middle of Funnel)
MOFU is the consideration stage of the funnel
Build trust
Increase engagement
Educate interested users
Move users closer to conversion
Objective of MOFU Campaigns
Common MOFU Objectives:
Engagement
Leads
Landing Page Views
Goal:
Encourage interested users to take the next step.
Traffic
Retargeting Audience Setup
Retarget users who already interacted with your business
Examples:
WHY ?
These users already know your brand.
Engagement-Based Audience Creation
Create audiences based on user actions.
Examples:
These audiences are ideal for MOFU campaigns
Creative Strategy for MOFU Ads
Best MOFU Creatives:
Testimonials
Reviews
Case Studies
Success Stories
Product Demonstrations
Purpose:
Build trust and remove doubts.
Service Business MOFU Campaign Example
Service Business MOFU Campaign Example
Target The right audience
Launch and reach intrested users
How Priya Set Up her MOFU Campaign ?
02
03
Select Traffic Objevtive
01
Ecommerce Business MOFU Campaign Journey
02
03
01
Ecommerce Business MOFU Campaign Journey
03
How The Store Set Up her MOFU Campaign ?
Target Right Audience
Create Ad With Review
Choose MOFU Objective
MOFU KPIs
Add to Cart
Measures product interest.
CPC (Cost Per Click)
Measures cost for each click.
Landing Page Views
Measures how many people visited the landing page.
Leads
Measures inquiry or form submissions.
CTR (Click Through Rate)
Measures how many people clicked the ad.
Summary
5
Engagement-based audiences are ideal for MOFU campaigns
4
Testimonials and case studies work well in MOFU
3
Retargeting is a key MOFU strategy
2
MOFU targets users who already know the brand
1
MOFU is the consideration stage of the funnel
Quiz
What is the main goal of MOFU campaigns?
A. Awareness
B. Consideration
C. Purchase
D. Retention
Quiz
What is the main goal of MOFU campaigns?
A. Awareness
B. Consideration
C. Purchase
D. Retention
Ad Setup as per the Funnel on Meta : Ad Setup for MOFU (Service and Ecommerce) & KPIs
By Content ITV
