The bottom of the funnel (BOF) is the final stage in the customer journey, where a customer is ready to make a purchase. In the context of Facebook advertising, a bottom-of-the-funnel (BOF) campaign is a type of advertising campaign designed to target customers who are ready to make a purchase and are just a few steps away from becoming paying customers.
Using highly targeted and personalized ads, BOF campaigns typically focus on driving conversions, such as making a purchase or filling out a contact form. This type of advertising is often used with other marketing strategies, such as email marketing, retargeting, and content marketing, to create a seamless and effective customer journey.
Bottom of Funnel (BOFU) campaigns are usually more focused and specific than other advertising campaigns, such as top-of-the-funnel (TOF) campaigns, designed to generate awareness and interest in a product or service. BOF campaigns may use a variety of ad formats, such as carousel ads, video ads, or product catalog ads, and target a specific audience based on factors like demographic information, purchase history, or interests.
By focusing on the bottom of the funnel, businesses can reach customers who are already familiar with their products and are more likely to purchase, leading to a higher return on investment and more successful advertising campaigns.
Also, See: Middle of Funnel (MOFU)