30 lines
1.1 KiB
Markdown
30 lines
1.1 KiB
Markdown
---
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title: "Full-Funnel Advertising"
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type: concept
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tags: [advertising, paid-media, campaign]
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last_updated: 2026-04-20
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---
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## Definition
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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。
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## Funnel Stages
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- **认知阶段（Awareness）**：触达广泛受众，建立品牌认知
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- **参与阶段（Engagement）**：互动行为（视频观看、页面访问、内容互动）
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- **再营销阶段（Retargeting）**：针对高意向用户促进转化
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- **留存阶段（Retention）**：已有客户维护，提升生命周期价值
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## Budget Distribution
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- 认知：20-30%
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- 参与：20-30%
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- 再营销：30-40%
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- 留存：10-20%
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## Platform Strategy
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- Meta: Advantage+ campaigns → 认知/再营销
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- LinkedIn: Sponsored Content → 认知/参与
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- TikTok: Spark Ads → 参与/再营销
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## Connections
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- [[Full-Funnel Advertising]] ← drives ← [[Paid Media Paid Social Strategist]]
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- [[Full-Funnel Advertising]] ← requires ← [[Audience Engineering]] |