Nws tshwm sim tias tom qab mus saib lub xaib, tom qab qee lub sijhawm, thaum koj rov ua haujlwm hauv Is Taws Nem, kev tshaj tawm ntawm cov khoom thiab cov kev pabcuam uas tus neeg siv tau saib tshwm. Yuav ua li cas yuav tsum tau saib: coincidence los yog tsim txom? Tsis yog, qhov no yog ib qho kev tshaj tawm hu ua "retargeting". Qhov no yog dab tsi? Rov ua dua kev tshaj tawm ntawm cov ntxaij vab tshaus ntawm cov neeg yuav khoom, uas yog, cov neeg uas tau saib lub vev xaib tab sis tsis ua kev yuav khoom. Retargeting hauv kev txhais lus txhais tau tias "reorientation" (rov qab) thiab tuaj yeem hu ua remarketing.
Kev piav qhia
Raws li Asmeskas cov kws tshuaj ntsuam xyuas rau xyoo 2010, feem pua ntawm cov neeg tuaj xyuas cov khw muag khoom hluav taws xob thiab yuav khoom yog 2%. Qhov no txhais tau hais tias muaj 98% ntawm cov qhua tuaj yeem tuaj yeem rov qab mus rau qhov chaw thiab hloov mus rau cov neeg siv khoom. Retargeting tuaj rau kev pab ntawm cov neeg lag luam. Cov cuab yeej no yog dab tsi thiab nws txawv ntawm kev tshaj tawm banner li cas?
Qhov kom zoo dua ntawm txoj kev retargeting yog tias tus neeg yuav khoom txaus siab rau cov khoom / kev pabcuam, vim nws tau mus xyuas qhov chaw, thaum lub banner adsaib los ntawm txhua tus neeg, suav nrog cov uas tsis tas yuav yuav cov khoom txhawb nqa. Raws li, cov nyiaj siv rau PR ntawm ib qho kev pabcuam lossis cov khoom lag luam hauv qhov no yog siab dua nrog kev rov ua dua.
Technically, retargeting yog tshaj tawm ntawm nyias lub vev xaib uas tso tawm qhov kev xav.
Technical implementation
Hnub no, kev tshaj tawm rov ua dua yog dav. Koj tuaj yeem teem retargeting "VKontakte", Google, Yandex, Facebook.
Qhov no siv tau li cas? Tus tshaj tawm lub vev xaib muaj JavaScript code uas teeb tsa lub ncuav qab zib hauv tus qhua browser. Thaum mus saib lwm qhov chaw, tus neeg siv tau pom cov ntsiab lus tshaj tawm.
Kev rov ua dua ntawm tus qhua rau hauv tus neeg yuav khoom muaj peev xwm tshwm sim tsis qhia npe. Ib tus neeg uas tau saib cov ntaub ntawv ntawm lub xaib thiab tom qab ntawd pom tus neeg tshaj tawm cov ntawv tshaj tawm tsis txaus ntshai dab tsi. Kev tshaj tawm tsuas yog ceeb toom txog lub xaib thiab koj yuav tsum rov qab mus rau nws thiab ua kev yuav khoom.
Views
- Kev tshawb nrhiav rov qab yog ua raws li kev ua tam sim yam tsis muaj kev sib raug zoo ntawm tus qhua thiab tus tshaj tawm. Hom kev retargeting no ua haujlwm ntawm cov ntsiab lus teeb tsa hauv lub tshuab tshawb nrhiav. Ua kom cov ntsiab lus tseem ceeb ntawm tus tshaj tawm, yog tias lawv phim tus neeg siv qhov kev thov, tso cov ntawv tshaj tawm ntawm lub vijtsam kawg, tsis hais qhov kev mus ntsib yav dhau los rau lub vev xaib.
- Kev rov ua dua tshiab. Qhov no yog dab tsi? Cov peev txheej hauv zej zog tau tsim kho kom muaj kev nyiam ntau duatus naj npawb ntawm cov neeg siv, thiab tab tom sim ua kom muaj txiaj ntsig zoo thiab nthuav dav lub peev xwm. Ntawd yog, los ntawm kev sib tham, koj tuaj yeem ua tiav kev muag khoom thiab nrhiav cov neeg siv khoom tshiab. Kev tshaj tawm pom nws cov neeg tuaj saib los ntawm kev nyiam kev sib raug zoo los ntawm cov neeg siv los ntawm kev nyiam, xwm txheej thiab retweets.
- Classic saib - rov ua dua tom qab mus saib lub xaib. Taug qab lub network kev ua ub no ntawm tus neeg tuaj xyuas lub vev xaib thiab nthuav tawm cov ntawv tshaj tawm thaum mus saib lwm qhov chaw hauv Is Taws Nem.
- Kev coj cwj pwm rov qab los. Kev xaiv ntawm cov neeg tuaj saib rau kev nthuav tawm banner tshaj tawm los ntawm keeb kwm ntawm kev tshawb fawb queries, social media profiles thiab mus saib rau qee qhov web site.
Retargeting base
Xa tawm rau cov neeg siv khoom yav tom ntej, koj yuav tsum muaj tus neeg siv lub hauv paus. Piv txwv li, siv VKontakte retargeting, koj tuaj yeem siv ob txoj hauv kev los sau cov ntaub ntawv:
- Copy tus lej muab los ntawm kev sib raug zoo rau koj lub vev xaib.
- Upload lub hauv paus cov neeg siv khoom sau los ntawm kev pabcuam online.
Txawm li cas los xij, teeb tsa retargeting nce tus naj npawb ntawm cov neeg tuaj saib uas tau ua tiav lub hom phiaj kev nqis tes ua hauv Internet.
Self-assembled
Cov ntaub ntawv zoo li no tuaj yeem muaj 3 hom ntaub ntawv: tus lej ID hauv kev sib raug zoo. tes hauj lwm; email lossis xov tooj uas tus neeg siv tau teev tseg thaum sau npe. Koj tuaj yeem tau txais lawv los ntawm cov kev pabcuam dawb los ntawm kev nug lawv los txheeb xyuas cov neeg siv uas cuam tshuam nrog txhua lub zej zog nrov, piv txwv li, los ntawmmuag khaub ncaws me nyuam.
Tseem muaj cov kev pabcuam them nyiaj kom tau txais cov ntaub ntawv hais txog cov neeg siv khoom muaj peev xwm lossis, feem ntau, cov ntaub ntawv npaj txhij, uas tuaj yeem kuaj xyuas tsuas yog tom qab them nyiaj xwb.
Lub hauv paus tuaj yeem muab tso ua ke los ntawm cov tuam txhab cov neeg siv khoom lossis emails sab laug rau cov ntawv xov xwm.
Yuav ua li cas thov tus neeg siv khoom siv?
txhawm rau tsom mus rau kev tshaj tawm "VKontakte" koj yuav tsum khij lub npov nyob ib sab ntawm "Kev Tshaj Tawm" muaj nuj nqi hauv kev teeb tsa ntawm koj nplooj ntawv tus kheej. Mus rau ntu "Kev Tshaj Tawm Txog Kev Tshaj Tawm", qhov uas koj tuaj yeem tsim cov pab pawg retargeting. Cov pab pawg no tau thauj khoom nrog cov ntaub ntawv khaws tseg, uas yuav siv los ua qauv qhia kev tshaj tawm.
Yog tias tsis muaj cov ntaub ntawv tsim nyog, koj tuaj yeem tsim pab pawg siv cov cai muab los ntawm kev sib tham. Cov cai yuav tsum tau theej, piv txwv li, mus rau nplooj ntawv tseem ceeb ntawm koj qhov chaw. Tom qab ntawd, cov ntaub ntawv hais txog cov neeg tuaj saib ntawm cov neeg siv uas tau mus rau qhov chaw sab nraud thiab nyiam cov khoom lossis cov kev pabcuam uas nws muab yuav tshwm hauv koj tus kheej tus account.
Yandex retargeting
Retargeting kuj tseem siv rau lwm qhov chaw tsheb, xws li Yandex Direct. Txhawm rau xaiv cov neeg siv uas yuav pom kev tshaj tawm ntawm Yandex tus khub chaw, qhov ntsuas tau teeb tsa. Yog tsis muaj cov cuab yeej no, tsom mus rau kev tshaj tawm hauv Yandex yuav tsis ua haujlwm! Nrog kev pab los ntawm metrics, koj tuaj yeem xam cov naj npawb ntawm cov neeg uas: mus xyuas lub xaib; ntxiv cov khoom rau lub laub;tso ib qho kev txiav txim. Qhov zoo ntawm "Yandex Metrics" yog lub peev xwm los teeb tsa lub hom phiaj, uas yog, koj tuaj yeem teeb tsa lub txee ntawm cov neeg siv uas tau mus xyuas "Tsev" lossis "Ua tsaug rau koj qhov kev yuav khoom" nplooj.
Yog li, txhawm rau teeb tsa "Direct" retargeting, koj yuav tsum muaj: koj lub vev xaib nrog lub ntsuas ntsuas (metric); Ntau tshaj 100 tus neeg tuaj saib thiab tshaj tawm nrog cov phiaj xwm sib txawv. Tsis pom kev tshaj tawm ntawm nplooj ntawv tshawb nrhiav Yandex.
Qhov tsis zoo ntawm kev rov ua dua
Undoubtedly, qhov kev muag khoom muaj zog no los ntawm kev thov rov hais dua rau tus neeg siv, yog tias siv tsis raug, tuaj yeem ua rau mob. Lub ntsiab flaws ntawm lub mechanism:
- Kev xav ntau dhau. Ua yuam kev hauv lub sijhawm tshaj tawm. Tus neeg yuav khoom twb tau yuav cov khoom lossis yuam kev mus rau tus neeg muag khoom lub vev xaib, thiab rau ib hlis ib qho kev tshaj tawm flashes los ntawm nws txog qhov xav tau yuav khoom lossis kev pabcuam.
- Txoj kev ntxhov siab. Ntau tus neeg netizens tuaj yeem hnov qhov tsis xis nyob ntawm lub hlwb los ntawm qhov kev xav ntawm kev soj ntsuam tas li. Nws yog qhov zoo thaum qhov kev tshaj tawm muaj lus ceeb toom txog vim li cas tus neeg tshwj xeeb no pheej pom qhov kev tshaj tawm no.
- Tsis tuaj yeem taug qab cov xaj offline. Ua qauv qhia kev tshaj tawm rau tus neeg uas tau txiav txim hauv xov tooj. Ntawd yog, lub kaw lus tsis suav nrog kev txiav txim offline thiab cia li coj tus neeg tuaj saib lub xaib mus rau hauv kev ncig.
Cov txiaj ntsig ntawm kev rov ua dua ntawm tus lej
Retargeting - yog dab tsi? Qhov twg thiab nws siv li cas? Tau teb cov lus nug no, nws yog lub sijhawm los xav txog qhov ua tau zoo ntawm cov cuab yeejcov neeg lag luam. Cov pov thawj zoo tshaj plaws ntawm lub tshuab yuav yog tus lej tiag.
- Raws li kev tshawb fawb, 3 ntawm 5 tus neeg yuav khoom hauv Asmeskas tau saib xyuas kev tshaj tawm thaum mus saib lwm qhov chaw.
- Cov neeg siv khoom tawm tsam rau banner tshaj tawm: 30% zoo; 59% yog nruab nrab thiab qhov seem 11% yog qhov tsis zoo.
- CTR nce 50% tom qab 5 lub hlis ntawm 1 qhov tso tawm.
- Lub hom phiaj tseem ceeb ntawm kev rov ua lag luam: nce nyiaj tau los thiab nyiam cov neeg siv khoom tshiab - 33% txhua; lub vev xaib lees paub - 16%; lub vev xaib nce qib - 12%.
