Have you ever clicked on a Facebook ad and suddenly started seeing more and more ads from that company? Maybe you didn’t click, but spent some time just looking at it.

The ads differ in message, but are for the same product. Each one is more enticing than the other. 10% off becomes 15% off days later.

This is called “Funnel Marketing", and all professional ad agencies use it.

Funnel marketing consists of a series of ads that are connected together. Depending on how someone reacts to an ad, they’ll be shown a different one later on.

In the case of video ads (which are substantially more effective than static ads), the amount of time a person views the video determines whether a different ad is shown later.

Step 1. We create an “Audience” of people who you want to see your ad. (Female, 25-65 years old, who live within fifty miles of your location and have an income of X dollars.) This is your “COLD” audience, and everyone sees your “Cold Ad.” This is the top of your funnel.

Step 2. People who view the video ad are grouped into three new audiences; 50%, 75%, and 95%, and comprise the rest of your funnel. People who watch at least 50% of your video are placed in their own audience. The same for 75% and 95%.

Step 3. You now have your ad funnel completed. The funnel “re-targets” people from your cold audience. People are moved through the ad funnel with messages tailored to where they are in the funnel. 50%, 75%, and 95%. People in your 50% audience are moderately interested. 75% are more interested, and people in your 95% audience are the most interested and most likely to respond to an ad designed to prompt them to schedule a consultation.

This is high-level agency marketing and is used by companies from Apple to Zoom.