We can divide the people who watch our ads into 3 different categories 👇🏼

1. Cold Audience (TOF) 🥶

This refers to people who’ve never seen your brand before and are not familiar with your brand and products. They are at the top of the funnel (TOF) and are in the awareness stage. When targeting a cold audience with Facebook ads, you're trying to introduce them to your brand and capture their attention.

2. Warm Audience (MOF) ☀️

A warm audience consists of people who have shown some level of interest in your brand or products, but haven't yet made a purchase. The warm audience consists of anyone who has:

• Engaged (watched, liked, commented, followed+) with your brand’s IG account (Past 365 days)
• Engaged (watched, liked, commented, followed+) with your brand’s FB page (Past 365 days)
• Everyone who has visited your website
• Everyone who has signed up for your newsletter

In terms of the marketing funnel, they are in the interest or consideration stages. When targeting a warm audience, you want to create ads that:

• Provide more detailed information about your product and brand
• Address common objections
• Build trust with social proof, like reviews or testimonials
• Create urgency, either with limited discounts, limited stock, or by reminding them of what they are missing out on without your product (why it makes their life better)