The Marketing Funnel
To acquire customers through digital ads, it's important to understand the 3 stages of the marketing funnel: Awareness, Consideration, and Conversion
Awareness - Top of the funnel
At the very top of your marketing funnel you're looking to attract a much larger audience of potential customers. These are people who are just getting to know about your brand. You need to acquire high quality traffic at this stage so you can successfully move them towards the bottom of the funnel.
Conversions - Bottom of the funnel
Once people have visited your website at least once, you are able to successfully re-target them and get them back to your website to sign up, make a purchase, or perform any other conversion action you desire. At this stage you are looking for people with high intent to convert.