Building a Full-Funnel Paid Media Strategy That Actually Works

The traditional marketing funnel assumes prospects move neatly from awareness to action, but real customer journeys don’t work that way. In this video, Casey Anderson, Paid Media Director at Two Octobers, breaks down how to build a paid media strategy that accounts for how buyers actually behave.

What’s in this Video

Learn how to move beyond rigid funnel stages and create a strategy that meets prospects wherever they are in their journey. Casey covers audience segmentation (cold vs. warm), strategic placement selection across channels, and the messaging that resonates at different stages. She also shares a detailed case study showing how one insurance client achieved a 20% decrease in cost per acquisition and 47% year-over-year conversion growth by implementing a dynamic full-funnel approach.

Key takeaways

• Why the traditional linear funnel doesn’t match real customer behavior
• How to segment audiences and tailor messaging for cold vs. warm prospects
• Strategic placement decisions across Google, Meta, and other channels
• A proven framework for testing and scaling full-funnel campaigns
• Real results from a successful full-funnel implementation

Whether you’re seeing diminishing returns from bottom-funnel tactics or struggling with rising CPAs, this video offers a practical roadmap for building a more effective paid media strategy. Learn more about our approach to paid media and digital marketing analytics.