ToF , MoF and BoF explanation

1) Professional campaign setup with proper and scalable FB Ads structure.

* Explanation*

Ads structure is how we organise the ads layout from campaign , ad set and ads.

For example, different campaign level can be focused on just mobile / Desktop / RHS ads but will not be effective for scale up.

Our structure is optimised based on past experience scaling and the way Facebook ads push for more conversions.

2) Top of funnel setup (ToFU) setup

*Explanation*

Top of funnel means ads that are pushed out to first / cold audience that never heard of seen the brand previously

Some creatives that worked really well for ToFU will be video ads, facebook instant experience, and content driven page without much hard selling to sign up.

When there is sufficient traffic or engagement captured in FB pixel,
this pool of audience will be retarget with MoFu, middle of funnel content / offer / case studies.

3) Middle of funnel setup (MoFU) setup

*Explanation*
Middle funnel is basically funnel / ads used to show people who have gone through Top / Cold funnel

Some creatives that worked really well for MoFu will be video ads, facebook instant experience, and content driven page without much hard selling to sign up.

Usually client that has sufficient content on the website or any popular content / pages can be used such as pricing page, product features, software integration or services breakdown information


4) Bottom of funnel (BoFu) setup

*Explanation*
Middle funnel is basically funnel / ads used to show people who have gone through Mid / Warm funnel

Some creatives that worked really well for MoFu will be video ads, facebook instant experience, and content driven page without much hard selling to sign up.

Usually at this stage, the funnel / ads will heavily focus on getting appointment, form sign up, purchase ebook,

5) Retargeting journey recommendation.

Retargeting journey is basically understand what are the typical flow and experience client have before becoming a paid user.

Eg, People who learn about the service , product, then research on competitors / other pricing then booked a trial / demo.

By breaking down this sales pathway, we will be able to create similar sales pathway for new audience so that they will go through similar path, without blindly playing the guessing game on how to convert customers.

Most of the time retargeting journey is very similar to ToFu, MoFu, and BoFu but giving an overview of the structure on broader level.

6) Social reviews retargeting.

Social reviews retargeting is part of the ads funnel ( worked really well for eCommerce and service driven agency) where we put up some ads show casing success story of customers

Gerald Ming