• DE&I Commitment
  • Careers
  • Locations
  • Book a Meeting
    Book a Meeting
  • Company
    Learn a little more about us, our values, and our team
    Our Values
    We don't just talk the talk; we live by our core values
    About Us
    Empowering brands to realize their potential with data, insights, and technology
    Leadership
    Meet our leadership team
    Secure Data Architecture
    Our promise of data security and privacy. We keep your data safe from publishers, competitors and bad actors
    Corporate Social Responsibility
    We are committed to making a positive impact on our communities and our planet
  • Platform
    Plan, manage, optimize, and measure your campaigns with our omnichannel platform
    Our Platform
    A platform that connects all walled garden media
    Connected Media
    Create and manage campaigns across search, social, retail media and apps, in one platform
    Connected Data
    Make data-driven decisions as you plan and strategize
    See the industries we serve
    Learn how our customizable solutions can help with your unique needs
    Explore our partner integrations
    See the media, retailer, and data partners we work with
  • Clients
  • News and Events
    Check out recent announcements and see what we’re up to
    News
    Check out our recent media coverage
    Events
    Join us for our next conference or webinar
    Roundtable discussion: Beyond Onsite
    Tackle the next phase of retail media over breakfast with Nectar360 and peers
    Retail Media for Grocery Webinar
    Join us to dig into trends and challenges shaping the industry in 2023
  • Resources
    From new releases, to industry trends and best practices, Skai has you covered
    Blog
    Read the latest insights and thought leadership from our industry experts
    Capabilities
    Take your campaigns to the next level by enhancing your platform capabilities
    Research
    Explore our reports and whitepapers so you can keep up on the latest industry trends
    Subscribe
    Sign up to get the latest updates straight to your inbox
    Quarterly Trends Report
    Learn digital advertising campaign performance trends from Q4 2022
Back to Blog

Master Full-Funnel Social Advertising

Skai™

June  02, 2021

At its best, social media is like being at a really great party: lots of interesting people with interesting perspectives to choose from and plenty of opportunity for conversation. But for marketers, social media can also be like a party where you don’t really know anyone and have a great conversation only to never see that person again. 

However, harnessing the power of full-funnel social advertising takes those first meetings via Facebook, or other social platforms, and fosters lifelong relationships, helping customers see the long-term value of a business instead of letting the relationship drop after that initial meeting. 

Full-funnel social advertising: building awareness in the upper funnel

Upper funnel advertising means reaching out to new audiences who might not even be aware of your brand. Social advertising is perfect for the awareness stage of the funnel, as most consumers are on social media, and most social media advertising solutions offer myriad options for targeting potential customers based on a wide range of targeting options. 

According to the Pew Research Journey, 81 percent of American adults, ages 18-29 use Facebook, along with 78 percent of adults ages 30-49. What’s more, the same study reveals that 64 percent of adults between ages 18 and 29 are on Instagram and 40 percent of adults age 30 to 49. Advertising with Facebook, which also owns Instagram, means not just targeting these important age groups, but also using the company’s data and audience selection tools to serve ads based on audience gender, location, age, and interest.

So if you’d like hobbyist sewing enthusiasts within 40 miles to know more about your store, Facebook’s ad tools allow you to serve ads to just those audiences on both Facebook and Instagram, introducing a whole host of potential local customers to your business with just a few easy steps using Facebook for Business or Instagram for Business. 

Full-funnel social advertising: making the most of the middle 

And while social advertising is absolutely a game changer for top-of-funnel customers, a good full funnel social advertising strategy also includes those who are already familiar with your brand, namely, those who have already visited your website. Retargeting via social advertising is a great way to remind those who have recently connected via digital touchpoint of exactly what they were looking for when they visited your website, reminding audiences of items they browsed, searched, or added to carts and wishlists.

When adopting a full funnel social advertising strategy, the best way to capture those customers stuck in the middle of that funnel is by experimenting with dynamic product ads. These ads use machine learning to deliver a carousel of product offerings, including those audiences have already viewed either on your website, app, or via social, in order to encourage those users to take a second look. Dynamic product ads can also reach new audiences still in the discovery stage who have expressed interest in products similar to yours, making them a perfect solution for full funnel social advertising. 

Full-funnel social advertising: driving to the bottom

Bottom of the funnel social advertising includes customers who are on the cusp of making a purchase, but also those who have already made their purchase. Encouraging customer loyalty is an often overlooked, but incredibly important aspect of full funnel social advertising. In addition to encouraging mid-funnel engagement, dynamic product ads can also be used to suggest items related to your target audience’s interest.

For example, if a customer is browsing tents, they might find it incredibly useful to know that generators are also on sale, or browse a selection of rainproof products. If a customer has made a purchase in the last month or so, reaching out via social with related (though not the same) products is an engaging way to prove your business’s value over time. 

Another way to build customer loyalty is to use the lists of subscribers you’ve already generated and target them across social media with promo codes or special offers. According to a recent study out of the Center for Neuroeconomics Studies at Claremont Graduate University, receiving a special offer actually causes oxytocin levels to increase, and, hey, who doesn’t love a little boost of positive energy while browsing social media. 

A full funnel social advertising strategy anticipates the needs and interests of your ideal customer from first introduction right up to a parting gift (possibly that vibe-boosting post-purchase promo code). And social advertising isn’t just about attracting new attention, it’s about earning and keeping the right buyers for your brand.

Have you mastered full-funnel social?

Skai helps marketers make the most of their social advertising programs across the funnel with innovative features to save time, reduce errors, build insights, and drive performance.

To learn more, schedule a quick demo to see Skai Social firsthand. 

Request a Demo of Skai

Related Posts

  • The Skai 5: Five Social Advertising Predictions for 2021
    Read More
  • The Skai 5: Five Effective Social Advertising Strategies for Financial Services Marketing
    Read More
  • Several people engage on social media platforms with their mobile devices.
    Using Third-Party Audiences in Social Advertising
    Read More
  • Woman sitting at a desk holding a sign with like written out and a thumbs-up icon.
    The Skai 5: Five of the Best Social Media Campaigns of 2021
    Read More
  • Woman on her mobile phone with a web of connections and network with social media.
    Maximize Ad Spend and Save Time With Skai’s Audience Bid Multiplier
    Read More
  • One smartphone displaying ads for Cottonelle Fresh Care wipes in the search bar on Google, with buy on Amazon at the bottom of the search result; the second smartphone displaying the same product on Amazon to purchase.
    Amazon Attribution is the Key to Using Search & Social to Supercharge Amazon Sales
    Read More
  • Share on Facebook
  • Share on Twitter
  • Share on LinkedIn
  • Share via Email
  • Copy Link
    Copied!

Subscribe to Updates

Media that matters.
Marketing that works.
© 2023 Kenshoo, Ltd. All Rights Reserved.
Privacy Policy. Cookie Policy. Recruitment Privacy Policy.
  • Connected Data
    • Market Intelligence
    • Our Approach
    • By Need
    • By Solution
  • Connected Strategy
    • Dynamic Marketing Mix
    • Budget Forecasting
    • Strategic Consulting
  • Connected Media
    • Overview
    • Retail Media
    • Paid Search
    • Paid Social
    • App Marketing
    • Auditing
    • Expert Services
  • Measurement
    • Incrementality
    • Experiments
    • Cross-Channel Attribution
  • Resources
    • Blog
    • Glossary
    • Case Studies
    • Training & Enablement
    • Developer Hub
Privacy Preference

We use cookies on our website. Some of them are essential, while others help us to improve this website and your experience.

Privacy Preference

Save All

Save

Accept Only Essential Cookies

Manage Cookie Preferences

Cookie Details Privacy Policy Imprint

Privacy Preference

Here you will find an overview of all cookies used. You can give your consent to whole categories or display further information and select certain cookies.

Save All Save Accept Only Essential Cookies

Back

Privacy Preference

Essential cookies enable basic functions and are necessary for the proper function of the website.

Show Cookie Information Hide Cookie Information

Name
Provider Owner of this website, Imprint
Purpose Saves the visitors preferences selected in the Cookie Box of Borlabs Cookie.
Host(s) .skai.io, skai.io
Cookie Name borlabs-cookie
Cookie Expiry 1 Year
Name
Provider Owner of this website
Purpose This cookie stores selections made by the user in the Accessibe tool in order to maintain those settings on future visits. These cookies help us make our website compliant with our obligations under US law.
Privacy Policy https://accessibe.com/privacy-policy
Cookie Name acsbState, acsbReset
Cookie Expiry n/a
Name
Provider Owner of this website
Host(s) skai.io
Cookie Name wordpress_sec_,wordpress_test_cookie,wp-postpass_*, wordpresspass_*, wordpressuser_*
Cookie Expiry Session / 1 Year

We use these cookies to enhance functionality and allow for personalisation, such as live chats, videos and the use of social media.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Owner of this website
Host(s) .chilipiper.com, skai.chilipiper.com
Cookie Name fs_uid, CHILI_PIPER_CLUSTER, guest-session, _sp_ses*, _sp_id*
Cookie Expiry Session / 2 Years
Accept
Name
Provider Owner of this website
Host(s) .comeet.co, www.comeet.co
Cookie Name visid_incap_, nlbi_#######, incap_ses_, referrer22_00a, incap_ses_1364_2167377
Cookie Expiry Session / 1 Year
Accept
Name
Provider Owner of this website
Host(s) skai.io
Cookie Name moduleFormPardotDownload
Cookie Expiry 30 days

Statistics cookies collect information anonymously. This information helps us to understand how our visitors use our website.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
Purpose Cookie by Google used for website analytics. Generates statistical data on how the visitor uses the website.
Privacy Policy https://policies.google.com/privacy?hl=en
Cookie Name _ga,_ga_*,_gat,_gat_*,_gid
Cookie Expiry 2 Months
Accept
Name
Provider Hotjar Ltd., Dragonara Business Centre, 5th Floor, Dragonara Road, Paceville St Julian's STJ 3141 Malta
Purpose Hotjar is an user behavior analytic tool by Hotjar Ltd.. We use Hotjar to understand how users interact with our website.
Privacy Policy https://www.hotjar.com/legal/policies/privacy/
Host(s) *.hotjar.com
Cookie Name _hjClosedSurveyInvites, _hjDonePolls, _hjMinimizedPolls, _hjDoneTestersWidgets, _hjIncludedInSample, _hjShownFeedbackMessage, _hjid, _hjRecordingLastActivity, hjTLDTest, _hjUserAttributesHash, _hjCachedUserAttributes, _hjLocalStorageTest, _hjptid, _hjSessionUser_2229986, _hjIncludedInPageviewSample, _hjIncludedInSessionSample, _hjAbsoluteSessionInProgress, _hjFirstSeen
Cookie Expiry Session / 1 Year

Marketing cookies are used by third-party advertisers or publishers to display personalized ads. They do this by tracking visitors across websites.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Linkedin
Cookie Name lidc, li_gc, lang, AnalyticsSyncHistory, UserMatchHistory, li_sugr, bcookie, TDCPM, TDID, bscookie, ln_or
Cookie Expiry Session / 1 Year
Accept
Name
Provider Skai
Accept
Name
Provider 6sense
Cookie Name _gd_session, _an_uid, _gd_visitor, _gd_svisitor, 6suuid
Cookie Expiry Session / 400 Days
Accept
Name
Provider Pardot
Purpose Cookie name associated with services from marketing automation and lead generation platform Pardot. The visitor value is the visitor_id in your Pardot account. This cookie is set for visitors by the Pardot tracking code.
Host(s) .pardot.com, pi.pardot.com, skai.io
Cookie Name pardot, visitor_id*, lpv*
Cookie Expiry Session / 10 Years
Accept
Name
Provider Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
Purpose Cookie by Google used for conversion tracking of Google Ads.
Privacy Policy https://policies.google.com/privacy?hl=en
Cookie Name IDE, 1P_JAR, NID, SOCS, CONSENT, AEC, _gcl_au, OTZ, test_cookie
Cookie Expiry Session / 400 Days
Accept
Name
Provider Meta Platforms Ireland Limited, 4 Grand Canal Square, Dublin 2, Ireland
Purpose Cookie by Facebook used for website analytics, ad targeting, and ad measurement.
Privacy Policy https://www.facebook.com/policies/cookies
Cookie Name _fbp,act,c_user,datr,fr,tr,m_pixel_ration,pl,presence,sb,spin,wd,xs
Cookie Expiry Session / 1 Year

Content from video platforms and social media platforms is blocked by default. If External Media cookies are accepted, access to those contents no longer requires manual consent.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Wistia
Host(s) .wistia.com
Cookie Name cb_anonymous_id, _sp_ses.2b40, _li_dcdm_c, __hssrc, _gcl_au, _clsk, hubspotutk, _sp_id.2b40, __hssc, __hstc, _uetsid, _uetvid, _gid, _ga, _ga_GQR109DZ3Y, _lc2, fpi, _ex-pricing-cta, _fbp, cb_group_id, cb_user_id, _clck
Cookie Expiry Session / 400 Days
Accept
Name
Provider Meta Platforms Ireland Limited, 4 Grand Canal Square, Dublin 2, Ireland
Purpose Used to unblock Instagram content.
Privacy Policy https://www.instagram.com/legal/privacy/
Host(s) .instagram.com
Cookie Name pigeon_state
Cookie Expiry Session
Accept
Name
Provider Openstreetmap Foundation, St John’s Innovation Centre, Cowley Road, Cambridge CB4 0WS, United Kingdom
Purpose Used to unblock OpenStreetMap content.
Privacy Policy https://wiki.osmfoundation.org/wiki/Privacy_Policy
Host(s) .openstreetmap.org
Cookie Name _osm_location, _osm_session, _osm_totp_token, _osm_welcome, _pk_id., _pk_ref., _pk_ses., qos_token
Cookie Expiry 1-10 Years
Accept
Name
Provider Twitter International Company, One Cumberland Place, Fenian Street, Dublin 2, D02 AX07, Ireland
Purpose Used to unblock Twitter content.
Privacy Policy https://twitter.com/privacy
Host(s) .twimg.com, .twitter.com
Cookie Name __widgetsettings, local_storage_support_test
Cookie Expiry Unlimited
Accept
Name
Provider Vimeo Inc., 555 West 18th Street, New York, New York 10011, USA
Purpose Used to unblock Vimeo content.
Privacy Policy https://vimeo.com/privacy
Host(s) player.vimeo.com
Cookie Name vuid
Cookie Expiry 2 Years
Accept
Name
Provider Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
Purpose Used to unblock YouTube content.
Privacy Policy https://policies.google.com/privacy?hl=en&gl=en
Host(s) google.com
Cookie Name CONSENT
Cookie Expiry 6 Month

Borlabs Cookie powered by Borlabs Cookie

Privacy Policy Imprint