Where Your Focus Belongs – On Your Funnel Or Your Ad?

Clients ask us all the time: Should I focus on my ad or funnel first?

Ideally, you should develop both before you launch. Even if your landing page is a glorified purchase button, you still need one to make the sale.

But if you want to know which one to throw more time and money at, think about the platform you’re selling your product or service on, and your approach might change. As a couple of examples:

TikTok or Instagram

If your ad was created for TikTok, then you have very little time to convince your viewers to take out their credit card. TikTokers are ruthless scrollers, so you want to grab their attention with a strong hook and very little else.

Then once you get viewers to the landing page, you have a chance to explain why you’re the best. You can take the time to counter their concerns, flesh out your product’s benefits, and convince them to buy, buy, buy.

Why? Because lucky for you—once people reach a website, they generally change their instant gratification mindset into one of more thoughtful consideration.

Facebook or YouTube

Viewers on these platforms are used to watching longer videos. Think about it. We go on YouTube expecting a five minute video at LEAST and we’re often multi-tasking, so we aren’t as annoyed by an ad in the mix (yes, there are exceptions).

In the good old days—of data rainbows and attribution lollipops—we launched ads like Purple, Squatty Potty, Camp Chef, and more that brought customers from zero to sold with one long ad, a simple landing page, and A LOT of help from Facebook’s algorithm.

That’s a lot harder to do now—post iOS14. However, your YouTube and Facebook ads still have more time to woo your customers than a TikTok ad does. You can educate your audience and address their concerns during the ad. That can mean a simpler landing page—or reusing the ad language FOR your landing page.

One thing is for sure. While iOS14, 15, 16, and beyond are going through puberty, your funnel is more important and should be more personalized than it used to be—so these platform guidelines aren’t set in stone. But hopefully they help inform your choices, your budget, and the content you produce.

Our team can help supercharge your efforts at every step of your campaign launch, from the strategy, to ad production, to landing page design, copy, and more.