John explained, “Prospecting ads are the act of reaching out into the networks to find cold traffic or people who aren’t familiar with you or your offers and hook them long enough to get their attention. After we’ve gotten their attention and gotten them to engage with us (engage could mean they watched, liked, or commented on an ad), then we move them from the ‘prospecting’ pool into the ‘retargeting’ buckets. We then advertise to these people differently and work to warm them up and then get them into our value ladder.”
