- As a marketer, you've likely seen it before.

- 作為一個營銷人員，你可能已經看到了它。

You're driving a high volume of site traffic,

你正在推動大量的網站流量。

but struggling to convert that traffic into sales,

但卻苦於無法將這些流量轉化為銷售。

because people are researching, consuming content

因為人們在研究、消費內容

and not necessarily ready to buy

並不一定準備購買

within the first few visits.

在最初的幾次訪問中。

Are the majority of your site visitors leaving the site

你的大多數網站訪問者是否離開了網站

without filling out your lead form or making a purchase?

沒有填寫你的線索表格或進行購買？

Are you struggling to re-engage past customers

你是否在為重新吸引過去的客戶而苦惱？

in a way that drives more sales?

以推動更多銷售的方式？

Remarketing is the act of delivering ads to folks

再營銷是向人們提供廣告的行為。

who have engaged with your business in the past.

過去曾與你的企業接觸的人。

Remarketing audiences are comprised of first-party data,

再營銷閱聽人是由第一方數據組成的。

which is data that you've collected

這是你已經收集的數據

through your own efforts.

通過你自己的努力。

For example, if you own an online clothing store

例如，如果你擁有一家網上服裝店

and you're actively tracking those who visit your site,

而且你正在積極跟蹤那些訪問你網站的人。

the data that you collect is first-party data.

你所收集的數據是第一方數據。

Let's explore the two main ways

讓我們來探討一下這兩種主要方式

in which first-party data can be leveraged

其中，第一方數據可以被利用起來

to support remarketing.

以支持再營銷。

The most common form of remarketing

最常見的再營銷形式

is cookie-based remarketing.

是基於cookie的再營銷。

Have you ever felt that an ad

你是否曾經覺得，一個廣告

was following you around the internet

在互聯網上跟蹤你

after you viewed a website?

在你瀏覽了一個網站之後？

That would be cookie-based remarketing.

這將是基於cookie的再營銷。

This type of remarketing relies on a cookie

這種類型的再營銷依靠的是cookie

or a tracker to be stored within your browser,

或一個跟蹤器，以儲存在你的瀏覽器內。

which then informs the ad network

然後通知廣告網絡

that you're part of a group of people

你是一群人中的一員

commonly referred to as a remarketing pool

通常被稱為再營銷池

or as an audience

或作為觀眾

that contains the same cookie.

含有相同的cookie。

Cookies can be set based upon the timeframe

可以根據時間框架來設置Cookies

that consumers visited the site,

消費者訪問了該網站。

as well as the actions that they took.

以及他們所採取的行動。

That's why you sometimes see ads

這就是為什麼你有時會看到廣告

that are specific to the exact products or pages

確切的產品或頁面的具體內容

that you engaged with.

你所參與的。

The second form of remarketing list

再營銷名單的第二種形式

is called custom audiences.

被稱為自定義閱聽人。

Custom audiences are created

創建自定義閱聽人

by uploading your first-party data,

通過上傳你的第一方數據。

such as email addresses and phone numbers

如電子郵件地址和電話號碼

to target an audience with specific ads.

用特定的廣告來鎖定閱聽人。

This type of remarketing

這種類型的再營銷

relies on Google's ability to match the email addresses,

依靠谷歌的能力來匹配電子郵件地址。

phone numbers or mobile IDs

電話號碼或移動ID

that you provide to their user base.

你為他們的用戶群提供的。

Even if the emails you provide are not Gmail addresses,

即使你提供的電子郵件不是Gmail地址。

you'll often find

你會經常發現

that Google is still able

谷歌仍然能夠

to match those emails to consumers.

以使這些電子郵件與消費者相匹配。

This type of remarketing is especially great

這種類型的再營銷特別好

for upselling and cross-selling to existing users

用於向現有用戶進行追加銷售和交叉銷售

and staying top of mind with existing prospects.

並保持對現有潛在客戶的關注。

It's also great for re-engaging folks

這對重新吸引人們的注意力也是很好的。

that were leads that didn't close

屬於沒有成交的線索

or that have made purchases in the past,

或在過去有購買行為的人。

but haven't visited your site in awhile.

但已經有一段時間沒有訪問你的網站了。

It makes use of information

它利用了資訊

you already know about the users,

你已經知道了用戶的情況。

without relying on them

不依賴他們

to have recently engaged with your web properties.

最近與你的網絡財產打交道。

Here's an example.

這裡有一個例子。

Let's say you sell iPhone cases

比方說，你賣的是iPhone手機殼

and you've recently decided

而你最近決定

to start selling iPhone chargers, as well.

也開始銷售iPhone充電器。

Because you've been selling iPhone cases,

因為你一直在銷售iPhone手機殼。

you already have a list of folks

你已經有了一個人的名單

that have purchased accessories for that device.

已經購買了該設備的附件的人。

Regardless of whether they've visited your site

無論他們是否訪問過你的網站

within the past 30 days,

在過去30天內。

it's likely that they would be a good target

他們很可能會成為一個很好的目標

for your new product,

為你的新產品。

so it would make sense to target them with ads.

是以，針對他們的廣告是有意義的。

Cookie-based audiences and custom audiences,

基於Cookie的閱聽人和自定義閱聽人。

both open up a world of remarketing options.

兩者都開闢了一個再營銷選項的世界。

Keep in mind,

請牢記。

you don't have to stick to one form of audience or another.

你不必拘泥於這種或那種形式的觀眾。

In fact, most advertisers typically don't.

事實上，大多數廣告商通常不會這樣做。

Consider how you could create a remarketing strategy

考慮如何創建一個再營銷策略

that includes both audience types

其中包括兩種閱聽人類型

for a more comprehensive re-engagement strategy.

為更全面的重新參與戰略。

(light upbeat music)

(輕快的音樂)