Maximizing ROI with Bottom of Funnel Campaigns: Strategies for Converting Prospects into Customers

When it comes to running bottom of funnel (BOF) campaigns, the goal is to target users who are already familiar with your brand are more likely to make a purchase. These are the folks who have shown an interest in your product and just need a little push to make that final decision to purchase. In this article, we’ll cover the strategies for running BOF campaigns and share some tips for optimizing them to get the most conversions and ROI.

Conversion Tracking

It's the most important tool for your BOF campaigns. Conversion tracking allows you to measure the success of your creative assets, ad groups, and campaigns. For example, it will let you see how many people are actually making a purchase after clicking on your ad. On a similar note, it helps you identify areas for improvement. Without conversion tracking, you'll be shooting in the dark and won't be able to make decisions based on data.

Remarketing

This lets you show ads to people who've already checked out your website or interacted with your brand in some way, but didn't make a purchase. Because these users are familiar with your brand, they are past the “awareness” phase and closer to making a purchase. With a bit of personalization, you can give them an extra incentive to finally hit that "buy" button (we’ll get into personalization below). Check out some of our top Retargeting strategies.

Ad Copy

Your ad copy needs to be snappy and engaging, highlighting what makes your product or service special and getting users excited to take action. We suggest focusing on ad copy that shows value or benefits to the users, not just features of your product. Make sure to include a clear call to action, like "buy now" or "sign up today", to push users over the edge.

Personalization

Personalization can go a long way towards making your campaign more effective. By tailoring your ads to your audience's interests and past behavior, you can increase the chances of them making a purchase. Having ads that are relevant and relatable can make a big difference! It's like having a personal shopper guiding them towards exactly what they want!

Landing Page Optimization

Finally, your landing page needs to be user-friendly and optimized for speed. If it takes too long to load or is confusing to navigate, users will bounce and you'll miss out on that sale. Make sure product descriptions are clear and easy to understand, and always include a CTA.

Running bottom of funnel campaigns requires a strategic approach that targets users who are ready to make a purchase. By keeping an eye on your conversion tracking, adding a personalized touch to your messaging and optimizing your landing pages, you’ll be running a successful BOF campaign in no time. Happy selling!