Lesson objectives
- Build stage-based audiences
- Write stage-appropriate messages
Audience ladder
- Viewed contentOffer lead magnet
- Visited offer pageAnswer objections
- Started checkoutReminder + help
- CustomersExclude or cross-sell
Rules of thumb
- Exclude people who already converted from ads for the same offer.
- Cap frequency so people don't see the same ad repeatedly.
- Shorter time windows for higher-intent actions (checkout), longer for content viewers.
- Refresh creative regularly to avoid fatigue.
Action steps
- Define three audiences by stage
- Write one helpful message for each
Checklist
- Converters excluded
- Frequency capped
- Messages match stage