Module 8

Learning Objectives

• ✅ Understand ad auction mechanics
• ✅ Map the marketing funnel (TOFU/MOFU/BOFU)
• ✅ Explain retargeting strategy
• ✅ Identify psychological ad hooks
• ✅ Use AI for ad angles

How Ad Auctions Work

The Auction Formula

• Higher quality ads can win at lower bids
• Relevance to audience matters
• You often pay less than your max bid

The Marketing Funnel

Content by Funnel Stage

The Big Mistake

• They don't trust you yet
• Haven't experienced value
• Competition is highest

What is Retargeting?

• Website visitors
• Video viewers
• Social engagers
• Cart abandoners

Retargeting Stats

The Retargeting Ladder

AIDA Framework

• Attention - Stop the scroll
• Interest - Create curiosity
• Desire - Show the benefit
• Action - Tell them what to do

Psychological Hooks

🤖 AI Hook Generator

I'm creating ads for [product/service].
Target: [description]
Main benefit: [what they get]
Pain point: [what they avoid]

Generate 10 ad hooks using:

- Pain point hooks (3)
- Curiosity hooks (2)
- Social proof hooks (2)
- Transformation hooks (2)
- Scarcity hooks (1)

Video Ad Structure

Key Metrics

Hands-on Activity

"The Funnel Map" - 45 minutes

1. Funnel Mapping (15 min)
   Draw TOFU → MOFU → BOFU stages
2. Hook Development (15 min)
   Use AI for 10 hooks
3. Journey Visual (15 min)
   Complete customer path diagram

Deliverables

• ☐ Customer journey map
• ☐ 10 ad hooks by psychology type
• ☐ Ad creative brief (TOFU)
• ☐ Retargeting audience list

Key Takeaways

1. Quality beats budget - Better ads win
2. Funnel before forcing - TOFU → BOFU
3. Retargeting converts - Warm > cold
4. Psychology drives clicks - Use hooks
5. AI accelerates creativity