From the course: Advanced Facebook Advertising
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Custom audience, lookalikes, and retargeting strategy - Facebook Tutorial
From the course: Advanced Facebook Advertising
Custom audience, lookalikes, and retargeting strategy
- [Instructor] With multiple retargeting options it can be hard to prioritize the right opportunities. That's why it's important to map out your marketing funnel and audience segments, to decide on the right strategy. Here's an example, purchase funnel for an e-commerce website. From all the people who visit the website, only some of them will get to the product pages. And then some of them will add to cart, and then only some of those will purchase. You want to know the drop-off rates at each stage of the funnel, because it's important to know how big that funnel section is. Within each section, you'll also have different segments. So for example, if the majority of the people who visit the website or blog visitors, they might have a lower purchase intent than retargeting someone who had just conducted a search for a specific product. You also have segments in the purchase section of the funnel. So, some of those…
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