---
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]]