sales funnel tofu bofu mofu

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TOFU (Top of the Funnel) – This is all about attracting the attention of people who are unfamiliar with the product or service you are promoting. The goal is to get a user to deal with a problem or need that they may not have known they had. For this reason, many consider this stage to be the awareness or discovery phase. A/B testing is used to test different messages, images, or marketing approaches. For example, you might test two ads with different copy to see which one resonates best with your target audience.

MOFU (Middle of the Funnel): At this stage, you should segment users who have interacted with your TOFU campaigns and target your MOFU campaigns towards them. In other words, you luxembourg mobile database should focus on those people who have some consideration for what you offer. A/B testing can help you determine which content or approach is most effective in educating these users on how your product or service can solve their problems or needs. You can opt for different types of content, such as explainer videos or infographics.

BOFU (Bottom of the Funnel): Here, users who have interacted with your MOFU campaigns are ready to make a purchasing decision. You just need to segment them and target your sales-focused BOFU campaigns to help them opt for your product or service. A/B testing focuses on elements that can influence the purchasing decision, such as calls to action (CTAs) and offers. For example, you can test two versions of a CTA, such as “Buy Now” versus one that says “Request a Free Demo.”

The biggest and most important piece of advice I can give you is not to focus on creating sales campaigns exclusively for a cold audience. The goal is to get the user to go through all the stages of the funnel until they reach conversion and to have the right ad focus for each phase.

It is not advisable to show a discount ad to a person who does not know your product or who has not had a minimum interaction or interest in what you offer. This way, it will be easier to establish successful campaigns and you will have greater control over your budget.

Additionally, it is important to know that A/B tests are continuous, meaning they must be constantly refined through more tests and more data collection to measure the evolution of audience behavior.

Key metrics and concepts to understand PPC
First of all, I recommend that you always keep PPC in mind as an advertising model, as I explained previously, since to fully understand it, it is necessary to become familiar with certain metrics and, consequently, with the concepts behind them.