其实现在在facebook 上的 direct response 类型的ads 越来越少了 9 n& I4 U, o) {5 ] }. Z9 v7 P2 H6 J9 ?% b0 I! Q* t& \9 s
更多的是被retargeting 类型的ad 所取代5 q8 f% p1 y' Q1 `, ]/ U
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$ I' H$ l! F' e* K% g因为我最近一直在不听搜索 Hong Kong Dedicated Server， 所以我的fb 上基本上就是这些hosting companies了。严格的说来，这种应该叫做audience retargeting. 这些数据，是很多数据公司公开贩售的。8 ` G4 d6 X- M
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在 facebook 推出了 FBX ( facebook exchange ) 以后，各种retargeting 公司在fb上赚的合不上嘴了. Social retargeting 是趋势1 Q7 o4 d6 g4 O% ]4 p
我的fb api vendor platform 早就集成了 3rd party data provider 功能，但是我确一直没有用过。我不确定 fb 自身的 ads manager是不是提供retargeting 的功能+ J- D/ }1 d8 x- W0 g
H7 ^) g* O+ z0 m8 S! I但是什么是retargeting 呢？
http://searchengineland.com/what-is-retargeting-160407' O2 D0 j0 |$ ?& G& t. j( y; b J
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Site Retargeting' ^; K9 u! D. g6 s# R0 r
Site retargeting is probably the truest form of retargeting because you are re-marketing or re-engaging current customers. In this scenario, the consumer has been on your site and has perhaps even made a purchase of your product. You then use that data, along with your existing relationship and knowledge, to try to bring the consumer back into purchasing more. This is the very bottom-of-the-funnel, as they are already your customers or have already visited your site" h) r8 ^( X7 Z, F8 T7 X
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Search Retargeting, M: [) P! b% v3 K3 @. D
As mentioned above, search retargeting is a mid- to upper-funnel strategy that seeks to engage new consumers from an audience group that has shown some interest in a brand’s product (or a related product), yet may not have had any previous interaction with the brand. In this sense, it’s not really remarketing or retargeting because there is no existing relationship to the consumer — at least not in many cases. Search retargeting doesn’t rely on an existing relationship for its data.# m+ _5 s! _# K# I% I
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Social Retargeting8 P: z) Y9 S* v- r9 H
Social retargeting is even more upper-funnel than search retargeting because it uses purely interest-based data points from consumers to identify and create audience groups, whether or not they have searched for, bought, or researched the brand’s product or a related product. . L3 z& y& g9 y" y
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Until recently, Facebook was a prime example of social retargeting, as it would use social data (such as a status update or brand comment) to reach consumers with ads. Today, Facebook has expanded its targeting capabilities to include search- and site-level data. 6 i' C7 H& v2 l
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Behavioral Targeting ) ?! W5 ?" n% b7 L
Behavioral targeting has one thing in common with social and search retargeting: it focuses on building audiences. However, the main difference is the data it uses to identify those audiences. Behavioral targeting is less about fact (i.e., a consumer actually searches for a product and/or references a brand through social channels), and more about inference. As a result, marketers may be less likely to reach “qualified” consumers through behavioral targeting as compared to search retargeting.( |/ P! K; j! g4 I) f& g% N
发表于 2013-6-19 03:20:46
发表于 2013-6-19 11:00:27
发表于 2013-7-18 11:26:44
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发表于 2013-9-7 21:07:24
