如果你经常网购, 你’ve probably seen an ad recently for a product or service that 你’ve previously researched (or may have even purchased 已经) and thought, “How did that company know I’ve been checking out their products?“你并不孤单:事实上, 五分之三的网购者 say they’ve noticed ads for products they’ve looked up on other websites. No, these companies aren’t stalking 你, they’re just 重新定位目标 你.

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重新定位目标是什么?3-steps-of-重新定位目标-by-adroll

重新定位目标, 谷歌称之为"再营销", is the practice of displaying an ad on one website for something viewed or searched for on another site. One key aspect to keep in mind is that 重新定位目标 exclusively focuses on people who have 已经 visited 你r website:  so it works best combined with other digital and traditional advertising methods. 重新定位目标 ads are like a digital postcard 你 send to 你r favorite customers: implemented properly, 重新定位目标 提高了 the results of all 你r other marketing channels.

重新定位是如何工作的?

Just a small snippet of code on a webpage, 有时也被称为像素, is required to make the magic happen. This pixel collects anonymous visitor data, 包括页面访问, 时间在网站, 和位置, and places an anonymous 重新定位目标 “cookie” in the computers of visitors. This cookie leaves a trail of crumbs (得到它?) as potential customers surf the web, which can then trigger ads for these same visitors on different websites across the internet, from Facebook to ESPN to the New York Times.

重新定位目标可以为我做什么?

right-place-right-time-重新定位目标By serving relevant ads, 重新定位目标 helps convert 窗口购物买家. 一般来说, 只有2%的消费者会转换 on their first visit to an online store-  they may still be kicking the tires or comparing prices. Most brick-and-mortar businesses would be in serious trouble if 98% of people walked out of the store without purchasing anything  – unless those people can be wooed back to the store. 重新定位目标 gives advertisers the ability to stay in front of those people to bring them back and close the deal. 最终, by serving ads that are more relevant to each individual, 你 boost 你r chances of converting customers and bringing past visitors back to 你r website.

 

What are the major 重新定位目标 platforms?

的 use of 重新定位目标 is steadily increasing across the digital marketing landscape – 71% of marketers spent 10-50% of their budget on 重新定位目标 in 2014, 根据 Akami的互联网状态 报告. 的re are 3 major players 你 need to know in order to understand the 重新定位目标 industry in 2016, and 你’re 已经 familiar with 2 of them: Google and Facebook. 的 谷歌显示网络 is the largest 重新定位目标 platform in the world – a collection of millions of non-Google web properties that all display text and display ads. 的 ads 你 see on ESPN’s website or the Weather Channel’s mobile app are delivered via Google’s standard AdWords platform, but retargeted ads in particular are served through Google’s AdChoices 程序. You can tell a retargeted display ad was served by Google as it will contain a tiny blue triangle in the upper right corner:

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facebook营销Facebook entered the 重新定位目标 scene in the summer of 2012 with the launch of their Facebook Exchange 程序, or FBX. 的 initial results in the first few weeks were 令人印象深刻的. 在一年之内, they were astounding: Facebook 重新定位目标 ads in the news feed had click-through-rates 21倍 than standard web 重新定位目标 ads, besting the almighty Google at their own game. 根据 , marketers that implemented Facebook to existing display 重新定位目标 campaigns saw a 92% increase in impression reach, 9% drop in cost per thousand impressions (CPM), 27% decrease in cost per click (中国共产党), and 26% increase in click-through rates (CTR).

adroll的 last major player in the 重新定位目标 industry is one 你 may not have heard of, but if 你’ve spent any time on social media this week, 你’ve almost certainly seen an ad that was served by them: AdRoll. AdRoll is the global leader in 重新定位目标 services with more than 15,000 customers. When megabrands want to break 成 重新定位目标, they contact AdRoll. 为什么AdRoll专门? Because they have the most data, and data, like time, is money. AdRoll 处理超过130兆兆字节 广告数据 每天, which is 90 times bigger than the volume of data of all the stock exchanges in the United States. AdRoll buys ad inventory slots on all of the largest exchanges, and they boast the ability to reach 98% of the internet on their website.

感觉不知所措? An experienced marketing agency can sort through all this 重新定位目标 data and help grow yor business. 接触beMarketing today and start sending digital postcards to 你r favorite customers!