We break down why traditional funnels fail on Meta and how five intent stages reshape creative, copy, and targeting. Aggie Meroni shares AI tactics for faster research, stronger hooks, and ad formats that build trust and drive sales.
“Meet your buyer where they are in their decision, like where they are in their decision making… The great thing about meta ads as a platform, it’s demand generation. So it generates demand for the product or service that you’re trying to promote.”
Aggie Meroni
ABOUT YOUR TEACHER 💛
Aggie Meroni is the Founder of White Bee Digital, a Paid Social Agency, specialising in managing Meta™Ads to help grow eCommerce brands.
Aggie has over 14 years of sales and marketing experience and has worked with hundreds of companies from start-ups to 8-figure businesses to develop and manage their Meta™Ads strategies.
Aggie’s website: click | Connect with Aggie on LinkedIn: click | Connect on Instagram: click | Check Aggie’s book: click
Five Stages of Awareness in Meta Ads
Move beyond the classic funnel. Understand the five stages of buyer awareness (from “completely unaware” to “most aware and ready to buy”) and learn how to design ads that meet your audience wherever they are.
Ad campaign success depends increasingly on moving beyond “set-it-and-forget-it” audience targeting so start by understanding buyer awareness and mapping ad creative to each stage of the funnel.
- First, you have the “Completely Unaware” audience, who have no idea about your product or even that they have a relevant problem.
- Next is “Problem Aware,” where people recognise an issue but haven’t started searching for solutions yet.
- The third stage is “Solution Aware,” when audiences know there are ways to solve their problem, but aren’t sure which product or brand offers the best fix.
- Then you get to “Product Aware,” where people start associating your brand or product as a solution and need to see social proof or reviews to build trust.
- Finally, there’s the “Most Aware” stage: these are your ready-to-buy prospects, so urgency and strong calls to action matter most here. This framework lets you brainstorm targeted messaging and creative ideas for every step, ensuring your ad strategy is more relevant and effective.
Shorcuts to Better Ads
- Shift your focus from simple demographic targeting to addressing the specific problems, motivations, and objections of real buyers.
- Harness the power of specificity: Use micro-level pain points and user-generated content (like reviews, testimonials, and founder stories) to build trust and stand out in a crowded feed.
- Use data mining and research to craft ad messaging that speaks directly to your audience’s needs and context, making every creative piece more impactful.
AI as Your Campaign Copilot
- Leverage AI for competitive analysis, review mining, brainstorming ad angles, and even creative development, but never lose sight of strategic human oversight and expertise.
- Understand the current and future landscape of AI-powered ad management, including Meta’s push towards automation and what that means for marketers.
- Use robust prompts and brand context documents to get the most from generative tools, and always bring your creative expertise to the final campaign execution.