When it comes to  Facebook ads, we like to set everything up in a way that enables us to have as much as control as possible on the messaging that we are sending out to different audiences in the funnel.

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This is such a huge benefit because the messaging and approach is typically so different for each level of the funnel.

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For example, in the messaging for the top of funnel, you’ll want to be introducing products with features and benefits. 

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On the other hand, in the bottom of funnel, you’d want to be overcoming objections and establishing trust. 

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Finally, people who have already purchased will respect different messaging to the other 2 audiences mentioned previously. 

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You can use messaging like post-purchase and loyalty discounts to get customers to buy again, which will result in increased customer lifetime value.

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This is one of the more advanced aspects of Facebook ads that people typically forget. Often people get stuck twisting dials and pressing buttons; looking for algorithm hacks when sometimes what’s necessary is to zoom out and focus on the people you’re targeting and what you’re showing them in terms of messaging.

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Hope this helps!

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