Welcome to Let's Run Facebook Ads with me, Nick Boddington. This podcast is your go-to for mastering Facebook ads. But as you know, success doesn't stop at the ad itself. We'll dive into everything from funnels and e-commerce to email marketing, lead generation and more. If you're ready to take your skills to the next level, check out my new school platform at school.com, The Ads Clinic. Inside, you'll find how-to videos and live drop-in clinicals where you can ask your Facebook questions and get the answers you need to grow your business. And lastly, if you enjoy the podcast, it would mean the world to me if you would subscribe to the channel. It's the best way to help the podcast grow and keep bringing you valuable content every week. Let's get on with the podcast. Hello and welcome back to Let's Run Facebook Ads podcast with me, Nick Boddington. And welcome to the show. It's a hot day. Sitting in the podcast studio. Really hot. I'm actually getting really hot. And I'm getting a bit worked up with getting a bit excited about what we're talking about today. It gets me all hyped. And it's making me hot. I'm getting a bit sweaty. What I want to talk about today is toff, moff, boff. Top of funnel, middle of funnel. bottom funnel, retargeting, things like that. The reason I want to do this is A, that I did a, was one of my school things last night that I was filming for the school community videos. But I still get asked when I'm dealing with people, even if they're spending like 20 pounds a day, they're like, what are the differences and when should I use the Moff and Boff? And I just want to clarify that you don't always need to use Toff, Moff and Boff or This is one. Tofu, mofu, or bofu. I don't get this because people, and a lot of people do this, is top, tof is top of funnel. The u is the u after the f. Tofu. Funnel. Tofu. Yeah. I don't get it. Why don't we just call it TOF? Yeah. Yeah, weird. So someone might correct me and say, actually, you're wrong if we say it for this reason. But that's how I thought it was. I've always used TOF, MOF, and BOF. So I would say this. Unless you've got loads of budget and you have got Like on the earlier episode, when Michael was interviewing me on retargeting, I was talking about, we're talking about budgets and people take you down that flow of you've been brought into it. Still wouldn't use awareness. I still breed people. You might use an engagement campaign for video views and then retarget video views, but that would only be if it was like, I don't know, a 30 second long video and you're retargeting people on 15 seconds or above to really get engaged people. But, all in all I like to go out and collect people using a sales campaign and bring them in so every funnel step I take I still want to use a sales objective or a lead objective so we are still getting them in there are other reasons why but that's not for this podcast hey while I've got you I just wanted to ask you would you like me to go into your ads manager and actually see what's working because I bet your ads aren't broken and I bet we can fix something there's a reason our top clients stop guessing and start scaling so if you've got campaigns that are burning cash or you're having trouble Let's have a look and let's see what we can fix. 100% no fluff, no sales pitch, just a pro level ad review. So book your 30 minute free Facebook ad review session and walk away with some instant wins. Go to theadsclinic.com and book your call today. Do it now before you forget, but make sure you come back to listen to the rest of the podcast. Enjoy. Top of funnel is your cold outreach. That is your awareness, your lookalike, sorry, your advantage plus, your lookalike, your interest base, your broad, whatever audience might choose, no right or wrong. Don't think there's any specific magic tools. Yes, awareness and broad are getting quite good. I never really used to like them, but they are getting quite good. Interest base and stuff and stacking, it's all there. Have a go. Just test things out. That's your cold outreach. Someone comes through to your website, your landing page, or wherever you're going to take them, and And your retargeting starts then. Now, you might want to retarget people who have gone to your landing page or your website as a middle of funnel. So you might want to show them different ads. So your retargeting ads might be testimonials. So it's like, okay, I saw an ad. But let's talk about that bold thing, okay? So bold blokes. Bold bros. Bold bros, sorry. So if you're bold, obviously, it's creams and things like that for your head and moisturizers and all that sort of stuff. And they're doing really, really well. They won an event we were at the other day. Rupert won. Our AI company won. The Midlands for AI, which was brilliant. We're going to the finals, so that's cool. They won. UK startup of the year, didn't they? For Midland startup of the year. But great products and all that sort of stuff. So they might go out to you, Michael, and go, right, the first ad you see, algorithm recognises you're bold and the person sees your ad and it's like, oh God, I really wish there was some products out there which would help my bold head. I don't want to get scabby, get sore. And what do I do when the sun's out? What do I do in the winter? I don't always wear a hat. People don't want to always wear a hat. That's your top of funnel. there's a problem and there's a solution and you've gone like that, you've clicked through. The retargeting might be, you then want to see testimonials of other people going, oh, I can't believe I found this bold bros thing somewhere now, it's really hot, just mentioned it. People are going to get sunburned, protect your scalp. So you might then see a load of different types of testimonials in different ways promoting their products. So you'll go, oh, these are cool. Oh, maybe I should do it. So you might click back and have another look around. Your bottom of the funnel is then coming out with a bang. You thought 25 quid was too expensive. Here, have 10% off or 20% off. And then you go, oh, you know what? That takes it down to, this is our analogy. I've done it, did it recently. This is where it's like, oh, okay. So it's 25 quid. I thought it was too expensive. I can get 30% off or 20% off. So it might be 25 quid with delivery of 399. 20% off the 25 takes you down to 20, plus three delivery takes you up to 23. And you go, oh, you know what, I'm in. You're saving up a bit of money. That's possibly your traditional. Now, depending on how much budget you've got, you don't have to go with a top of funnel and then middle and bottom. Just go retargeting. Just go, right, I'm going to have a really cool ad. It's a problem and a solution. People go, that's my problem. I'm interested in the solution. They click through to your website and then you retarget those people with maybe, I don't know, maybe do three different ads. And when they see one about testimonial, they see one about an offer and they see one about something else. That's all you need to do. You don't have to, in fact, I'll probably just go back with the offer. And then maybe if they're still not buying, then you do like another middle of funnel where you sort of, you see what I mean? So I wouldn't get hung up on this. There's so many different strategies. All my clients work with different things. They've all got different budgets. So it's kind of like what works for someone may not work for someone else in the budget. And you just got to go with the different techniques. Now the audiences and the way you build your ads, yes, it's complicated, but that's not your be all and end all now. It's what you're putting in front of someone. If you can get five really, really good creatives in different ways, which are problem solution, and you put those five ads out, Even if you didn't do any retargeting, you could still scale your business with those. Retargeting is obviously a great thing to have, but you don't have to have it. It's just a good thing to do. So there you go. It can be moff, it can be toff retargeting, or toff, moff, and boff. Doesn't matter. Just look at your budgets, start understanding what your cost per purchase is. How much, you know, if you're spending 20 quid a day, are you getting any orders? If after a week you've had three orders and it's costing you 30 pounds of purchase, 20 quid a day is not going to get enough. So you might need to find some more budget. And that's how you can look at things. But in my school course, when launched, we'll be talking about budgets and things like that. And go to school.com forward slash the ads clinic. And I'll see you there. Thank you very much. Enjoy. See you next. Thank you for joining us again today. If you want to find out more, please head over to our socials at Let's Run Social, where we share daily content. And please feel free to drop us a message. We'd love to hear from you and any questions that you would like answered, we can do that here on the podcast.