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wiki/concepts/Full-Funnel-Advertising.md

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+---
+title: "Full-Funnel Advertising"
+type: concept
+tags: [advertising, paid-media, campaign]
+last_updated: 2026-04-20
+---
+
+## Definition
+全漏斗广告（Full-Funnel Advertising）是覆盖用户从认知到转化完整路径的广告策略架构，包括认知→参与→再营销→留存四个阶段。
+
+## Funnel Stages
+- **认知阶段（Awareness）**：触达广泛受众，建立品牌认知
+- **参与阶段（Engagement）**：互动行为（视频观看、页面访问、内容互动）
+- **再营销阶段（Retargeting）**：针对高意向用户促进转化
+- **留存阶段（Retention）**：已有客户维护，提升生命周期价值
+
+## Budget Distribution
+- 认知：20-30%
+- 参与：20-30%
+- 再营销：30-40%
+- 留存：10-20%
+
+## Platform Strategy
+- Meta: Advantage+ campaigns → 认知/再营销
+- LinkedIn: Sponsored Content → 认知/参与
+- TikTok: Spark Ads → 参与/再营销
+
+## Connections
+- [[Full-Funnel Advertising]] ← drives ← [[Paid Media Paid Social Strategist]]
+- [[Full-Funnel Advertising]] ← requires ← [[Audience Engineering]]