Step-by-Step Guide to Creating Facebook Ads for Your Online Course

Top of the Funnel (TOFU) – “Getting to Know You” Phase

At the TOFU stage, our goal is to educate and attract potential customers who are interested in enhancing their skills through online courses. We’ll create engaging video content highlighting the benefits of our online courses. The video will focus on:

• The importance of continuous learning and skill enhancement.
• How our online courses are designed to fit into busy schedules.
• Success stories of our students who have advanced their careers.

This video will run as a campaign targeting a cold audience, aiming to capture the interest of individuals who may not be familiar with our courses yet.

Middle of the Funnel (MOFU) – Building a Connection

Now that we’ve caught their interest, it’s time to build a stronger connection. We’ll target those who watched 50% or 75% of our initial video, indicating they’re intrigued. For this warm audience, we’ll provide more detailed content such as:

• Real-life testimonials and stories from students who have successfully completed our courses and advanced their careers.
• Behind-the-scenes tours of our online learning platform and course creation process.
• Detailed guides on how our courses can help bridge the gap between current skills and desired career goals.

These materials will build trust and demonstrate how our courses can solve their challenges and help them achieve their professional goals.

Bottom of the Funnel (BOFU) – Ready to Commit

At the BOFU stage, we focus on those who have shown significant interest (e.g., watched 75% of the video or engaged with our MOFU content). These individuals are now ready to make a decision. We’ll provide:

• Clear information on course details, pricing, and enrollment procedures.
• Opportunities to schedule a call with our course advisors or attend a live webinar.
• Limited-time offers or discounts to encourage prompt enrollment.

This stage is about making the buying process as smooth as possible and sealing the deal, converting these interested prospects into enrolled students.

Ad Campaign Strategy

1. TOFU: Video Campaign for Cold Audience

   • Target: Individuals interested in enhancing their skills through online courses.
   • Content: Educational video on the benefits of our online courses and success stories.

2. MOFU: Retargeting Warm Audience

   • Target: Users who watched 50% or 75% of the TOFU video.
   • Content: Testimonials, behind-the-scenes tours of the platform, and detailed guides on career advancement through our courses.

3. BOFU: Converting Warm Audience to Students

   • Target: Users who engaged significantly with MOFU content.
   • Content: Detailed course information, enrollment guidance, and special offers.

By guiding potential customers through these stages, we create a journey that builds understanding, trust, and excitement about enrolling in our online courses, ultimately leading to higher enrollment rates.