Sports Marketing Machine Podcast

125 - “I Saw Your Ad—But Didn’t Buy”: Fixing the Fan Follow-Up Funnel

Aug 1, 2025
Is your ad traffic soaring but ticket sales lagging? Discover the importance of aligning your messaging and targeting for better conversions. Learn about building a smarter funnel strategy from awareness to purchase. Explore the risks of focusing solely on return on ad spend and uncover ways to combat ad fatigue. Hear insights on leveraging audience behavior for effective retargeting and crafting creative that connects with fans' buying journeys. Don't let clicks go to waste—turn casual viewers into devoted buyers!
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INSIGHT

Traffic vs. Conversion Insight

  • More traffic to your website doesn’t guarantee more sales; it can indicate inefficiency in converting visitors.
  • Don’t confuse higher return on ad spend with effective advertising if buyer quality drops and average order value falls.
ADVICE

Segment Your Ad Funnel

  • Build segmented funnels: create separate campaigns for top, middle, and bottom of funnel to target fans by buying readiness.
  • Use lookalike audiences for TOFU and exclude recent engagers or buyers to attract qualified new fans effectively.
ADVICE

Middle Funnel Retargeting Tips

  • For middle funnel retargeting, focus on video viewers, cart abandoners, and recent site visitors.
  • Tailor ad creative to actions you want fans to take, like promoting specific upcoming games.
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