The two-step funnel is a well-liked Meta adverts technique, nevertheless it has a number of inherent issues.
Let’s talk about…
The way it Works
The two-step funnel works like this…
You run two campaigns:
- Marketing campaign 1 is optimized for hyperlink clicks or touchdown web page views
- Marketing campaign 2 targets these individuals to promote your product
It’s “two steps” as a result of all the function of the primary is to drive site visitors that may then be focused within the second.
The Issues
It sounds good on paper, however there are issues.
The primary is the success of this method depends closely on the standard of the site visitors despatched with the primary marketing campaign. Optimizing for clicks nearly at all times brings low-quality outcomes.
Second, any conversions you get from remarketing might don’t have anything to do with the primary marketing campaign. In the event you get site visitors to your web site naturally, you’ll attain them, too. That site visitors is more likely to be a lot larger high quality, and Meta will want it when optimizing for conversions.
Third, any such segmentation isn’t mandatory now. Meta’s algorithmic focusing on robotically favors remarketing and can bake it into supply.
Whereas this method might have labored 5 or 10 years in the past, it was additionally mandatory then, and it was manner cheaper. Whereas it’s attainable you possibly can get outcomes this manner, it’s extra possible {that a} easier method can be simpler.
The two-step funnel is inefficient and can possible value greater than it’s value.
