Prospect Funnels
Facebook asks companies to select stages from one of three prospect funnels when placing a video ad.
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1. Awareness:
For brand awareness and reach to generate interest and elevate knowledge of your brand.
2. Consideration:
Traffic, app installs, engagement, lead generation, video views, and messages to drive traffic to other content such as a landing page, blog, webinar, eBook, etc.
3. Conversions:
Conversions, catalog sales, store traffic to request prospects to make a conversion decision.
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The key to using these funnels is that the ad content matches the funnel and that conversions work best if prospects have been exposed to awareness and consideration ads, too.
