Mistake #8: Forgetting the Full Funnel
Some advertisers focus exclusively on the final conversion.
As a result, they invest heavily in:
- retargeting
- branded Search
- bottom-funnel activity
while reducing prospecting efforts.
Why This Creates Problems
Over time:
- audience pools shrink
- new customer acquisition slows
- growth becomes limited
Strong performance systems require activity across the funnel.
Search, Display, Product campaigns, and retargeting all contribute differently.
Better Approach
Evaluate campaigns according to their role in the customer journey.
Not every campaign should be expected to generate immediate conversions.