Video, Facebook Ads

Advertising to Warm and Cold Audiences

Different audiences need different strategies for your ads. Watch to hear tips for speaking to both warm and cold audiences in your campaigns.


In advertising, we often refer to cold and warm audiences. And what this is talking about is where the audience is in your purchase process. So a cold audience is someone who's never heard of you before and doesn't know about your brand or your business, and they've never engaged with you in any way. A warm audience is someone that has engaged with you online, So this can be something as small as having watched a video of yours on social media, or likes a post, or they could be a follower of yours, or they could have been to your website. They could have signed up to your email newsletter list, or maybe they've even purchased from you and they're already a customer. So that's a warm audience. And the warm audiences can often be referred to as middle of funnel or bottom of funnel. Whereas cold audiences are referred to as top of funnel.

So you can imagine them as they go through the funnel, they start at the top. They don't know who you are. They become more familiar and they get closer to the bottom of the funnel, which is where they take action on your offer or make the conversion. So when you're planning your advertising messaging, you want to make sure that you're thinking about where they're at in that funnel and making sure that your message matches them, where they are. So a cold audience, someone who's never heard of you is probably going to need a bit of an introduction to you and your brand, and to be told why they should even care about it. And what, what there is, what's the selling point of it. The further they get down the funnel, they're probably going to need a bit more education, maybe some how to videos tend to work really well for warmer audiences. And then once they get close to the bottom of the funnel, you need to think about messaging more about overcoming their objections to purchasing and really helping them to take that next step to take that conversion with you.

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About Leah Mazur

Leah has worked in digital marketing for 9 years. She consults for clients on digital advertising and teaches marketing workshops across Canada.
  • Montreal, Canada
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