Name: 谷歌廣告教程--再營銷如何運作 (Google Ads Tutorial - How remarketing works)
Uploaded: 2023-01-25T18:10:24.000Z
Duration: 3 min 26 s

- 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。

現在進行式

You're driving a high volume of site traffic,

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

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？

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.

Remarketing audiences are comprised of first-party data,

再營銷閱聽人是由第一方數據組成的。

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。

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

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。

commonly referred to as a remarketing pool

Cookies can be set based upon the timeframe

這就是為什麼你有時會看到廣告

that are specific to the exact products or pages

such as email addresses and phone numbers

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。

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。

以使這些電子郵件與消費者相匹配。

This type of remarketing is especially great

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。

這對重新吸引人們的注意力也是很好的。

但已經有一段時間沒有訪問你的網站了。

to have recently engaged with your web properties.

to start selling iPhone chargers, as well.

Because you've been selling iPhone cases,

因為你一直在銷售iPhone手機殼。

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

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

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。

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

for a more comprehensive re-engagement strategy.

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谷歌廣告教程--再營銷如何運作 (Google Ads Tutorial - How remarketing works)

specific

stick

struggle

content