"Where should I put my ads now?!" - Shopify owners ask me this all the time.

They want to spend their budget on a new platform and are always ready to jump to the next one. They try them all, but the conclusion is always, "None of the platforms work for me."

What's the point they miss at all?

Funnels keep you focused on your sales goal and don't let you get distracted by the ever-growing world of advertising opportunities.

Funnel is also a mental model.

It's a concept and a representation that helps you see the journey from start to finish from a higher perspective.

The size of the audience decreases from top to bottom

• More people know your product than people considering buying it.

• More people considering buying it than people are ready to buy it.

• More people are ready to buy compared to the number of people who actually do buy it.

The smaller the audience becomes, the more money you're willing to pay for each group as they become more valuable to your goals.

It's a sequence with only one goal for each stage

Each step in the funnel has only one goal. That goal is to take the next step in the funnel.

• If you know my solution, I want you to consider it.

• If you consider it, I want you to make the decision to buy from me.

• If you've decided to buy from me, I want you to click on the big red "Buy" button now.

There are no good or bad advertising options

The question is more about which stage you're targeting.

• Facebook is general because you can target by "interest" mainly.

• Google is targeted because you assume intent based on search.

• Amazon ads are highly targeted because you count on intention and they're ready to buy.