26 lines
1.3 KiB
Markdown
26 lines
1.3 KiB
Markdown
---
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title: "Full-Funnel Campaign Architecture"
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type: concept
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tags: ["paid-media", "campaign-structure", "strategy"]
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last_updated: 2026-04-25
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---
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## Aliases
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- Full-Funnel Structure
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- 全漏斗广告架构
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## Overview
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全漏斗广告架构是一种将付费广告活动按用户购买旅程阶段分层组织的策略框架。[[Paid Media Paid Social Strategist]] Agent 将其定义为"引流（Prospecting）→ 互动（Engagement）→ 再营销（Retargeting）→ 留存（Retention）"四个阶段。
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## Definition
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每个漏斗阶段对应不同的受众策略、创意形式和预算分配：
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- **Prospecting（引流）**：触达新受众，目标为扩大品牌/产品认知，频次目标 1.5-2.5/7天
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- **Engagement（互动）**：触达已看过广告的受众，促进深度互动（视频观看、页面浏览），频次目标 2-4/7天
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- **Retargeting（再营销）**：触达高意图受众（加购、结账放弃），推动转化，频次目标 3-5/7天
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- **Retention（留存）**：触达已有客户，推动复购和客户生命周期价值最大化
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## Connections
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- 依赖 [[Custom Audience Engineering]] 构建各阶段受众
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- [[Audience Overlap Analysis]] 防止阶段间受众重复触达
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- [[Paid Media Paid Social Strategist]] Agent 的核心方法论
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