{"id":4123,"date":"2020-10-30T22:22:48","date_gmt":"2020-10-30T21:22:48","guid":{"rendered":"https:\/\/webhosting.de\/?p=4123"},"modified":"2020-10-30T22:22:48","modified_gmt":"2020-10-30T21:22:48","slug":"facebook-targeting-the-advertiser-weapon-against-against-litter-loss","status":"publish","type":"post","link":"https:\/\/webhosting.de\/da\/facebook-targeting-des-werbers-waffe-gegen-streuverlust\/","title":{"rendered":"Facebook Targeting - annonc\u00f8rens v\u00e5ben mod spild"},"content":{"rendered":"<p>Fra at v\u00e6re et \"nice-to-have\"-medie til marketingchefernes favorit: For blot tre \u00e5r siden var <a href=\"https:\/\/webhosting.de\/da\/facebook-likes-kaufen-der-koenigsweg-zur-kundenvertreibung\/\">Facebook<\/a> Med hensyn til reklamestrategi var det kun en \"fin\" platform med et betydeligt antal brugere. Da der imidlertid n\u00e6ppe var nogen muligheder for at indsamle data om k\u00f8bsinteresser og forbrugeradf\u00e6rd, var interessen for annonceplaceringer ret begr\u00e6nset. Dette \u00e6ndrede sig brat, da Facebook i 2013 indgik aftaler med kendte datam\u00e6glere som Epsilon, Acxiom og Datalogix. Siden da har Facebook Targeting sat standarder inden for afgr\u00e6nsning af m\u00e5lgrupper.<\/p>\n<p>Samarbejdet med anerkendte markedsunders\u00f8gelsesinstitutter sikrer Facebook adgang til trillioner af data. If\u00f8lge New York Times havde Acxiom f.eks. verdens st\u00f8rste datapulje i 2012. <a href=\"https:\/\/webhosting.de\/da\/datenbank-server\/\">Database<\/a> p\u00e5 privaternes k\u00f8bsadf\u00e6rd: Her blev der allerede dengang indsamlet oplysninger om 500 milliarder forbrugere med gennemsnitligt 1.500 individuelle data pr. person. Resultatet: Facebook vidste stort set fra den ene dag til den anden meget mere end blot, hvem der spillede Farmville og hvem der spillede Candy Crusher. Ud over brugernes adf\u00e6rd p\u00e5 selve Facebook var det nu ogs\u00e5 muligt at finde ud af, hvem der planlagde en flytning, tog medicin mod forh\u00f8jet blodtryk eller l\u00e6ste kriminal- og gyserhistorier. Denne unikke mulighed for at finjustere m\u00e5lgruppemarketing ned til mindste detalje gjorde Facebook Targeting til reklameverdenens foretrukne digitale medie n\u00e6sten over natten. <\/p>\n<h2>Vejen til en pr\u00e6cis afgr\u00e6nsning af m\u00e5lgruppen<\/h2>\n<p>Hvis du \u00f8nsker at afbalancere distributionen af dine annoncer ved hj\u00e6lp af Facebook-m\u00e5lretning, skal du f\u00f8rst definere kampagnens form\u00e5l pr\u00e6cist: Hvilken handling \u00f8nsker udbyderen at udl\u00f8se hos brugeren? Handler det om at f\u00e5 flere l\u00e6sere til en blog? \u00d8nsker han at g\u00f8re reklame for et websted eller en ny app, udvikle nye klynger af interesserede parter, indsamle e-mailadresser til at sende tilbud og nyhedsbreve? Facebook Ads Manager tilbyder ti muligheder, herunder reklame for begivenheder og direkte salgsannoncer. Ved at specificere m\u00e5let kan man kanalisere parametervalget og g\u00f8re det lettere at bruge annoncens begr\u00e6nsede designramme m\u00e5lrettet.<\/p>\n<h2>Facebook Targeting - Fremgangsm\u00e5de trin for trin<\/h2>\n<p>For at beskrive m\u00e5lgruppen(e) tilbyder Facebook et udvalg af brugerkarakteristika og adf\u00e6rd i seks hovedkategorier med hundredvis af underkategorier.<br \/>\n- Demografiske data som f.eks. beliggenhed, alder, k\u00f8n, sprog, forholdsstatus, uddannelsesniveau, job osv.<br \/>\n- Interesseomr\u00e5der i almindelighed og i s\u00e6rdeleshed, f.eks. \"Mad og drikkevarer - restauranter - fastfood + caf\u00e9er\" eller \"Teknologi - computere - processorer + RAM\".<br \/>\n- Indk\u00f8bs- og forbrugsadf\u00e6rd, f.eks. \"Finans - Investeringer - Online Banking\/Direct Banking\" eller \"Bruger af mobile enheder - efter m\u00e6rke - Asus - Fonepad + Transformer Pad\".<br \/>\n- Forbindelser p\u00e5 selve platformen, f.eks. likes og venner<br \/>\n- Brugerdefinerede m\u00e5lgrupper (eksisterende kontakter) som f.eks. din egen kundebase, blogl\u00e6sere eller app-brugere<br \/>\n- Lookalike Audiences - grupper af personer med de samme eller lignende karakteristika som eksisterende kunder og kontakter.<\/p>\n<h2>Stimulering af kreativitet: Facebook-m\u00e5lretning i praksis<\/h2>\n<p>1. B2B-tilbud: <a href=\"https:\/\/webhosting.de\/da\/business\/\">Virksomhed<\/a> Software<br \/>\nLeder du efter potentielle kunder til et produkt eller en tjenesteydelse, der udelukkende tilbydes i en bestemt sammenh\u00e6ng, f.eks. til en direct marketing-software? I dette tilf\u00e6lde f\u00f8rer kategorien \"Adf\u00e6rd\" til den rigtige m\u00e5lgruppe. Underkategorien Business Marketing indeholder dog omkring 4,5 millioner brugere. Du f\u00e5r et sn\u00e6vrere udvalg, hvis du tilf\u00f8jer yderligere kriterier, f.eks. de \u00f8nskede kontaktpersoners beliggenhed og\/eller faglige status.<\/p>\n<p>2. privat kundevalg: uger til lave priser p\u00e5 et romantisk hotel<br \/>\nHvis du v\u00e6lger \"Event Responses\", n\u00e5r du v\u00e6lger kampagnem\u00e5let i forvejen, tilbyder Facebooks m\u00e5lretningsfunktion dig et overv\u00e6ldende antal parametre. De underliggende oplysninger kommer direkte fra Facebook-brugernes tidslinjer. En annonce for dit hotels \"Hearts &amp; Champagne\"-kampagneuge vil f.eks. have en god chance for at blive kigget n\u00e6rmere p\u00e5 af nygifte par. Facebook viser flere parametre for denne tilstand, fra \"Nyt forhold\" til \"Nyligt forlovet (opdelt i 3 m\u00e5neder, 6 m\u00e5neder, 1 \u00e5r) til \"Nyligt gift (ditto)\". <\/p>\n<p>3. avanceret Facebook-m\u00e5lretning: generer et Lookalike Audience<br \/>\nBruger du allerede Facebook som standard til at kommunikere med dine kunder og\/eller f\u00f8lgere? Et n\u00e6ste logisk skridt kunne v\u00e6re at udnytte nye m\u00e5lgrupper med samme k\u00f8bsadf\u00e6rd og interesser som din kundebase. Du beh\u00f8ver forresten ikke engang at have f\u00f8lgere p\u00e5 selve platformen for at g\u00f8re dette. Facebook giver dig en sporingspixel, der sender et billede af dit websteds brugerdefinerede m\u00e5lgruppe. P\u00e5 baggrund af profilen kan du finde ligheder med Facebook-brugere, som kan v\u00e6re potentielle kunder for dig.<\/p>\n<p>Smart m\u00e5lretning spiller med mulighederne<br \/>\nFacebook-m\u00e5lretning er et fantastisk v\u00e6rkt\u00f8j, s\u00e5 l\u00e6nge det h\u00e5ndteres s\u00e5 fleksibelt, som det passer til mediet. Forholdene, adf\u00e6rden og interesserne hos din \"ideelle kunde\" \u00e6ndrer sig hele tiden. Facebook kan hj\u00e6lpe med at spore ham og holde \u00f8je med dem.<\/p>","protected":false},"excerpt":{"rendered":"<p>Vom Nice-to-Have-Medium zum Favoriten der Marketingchefs: Noch vor drei Jahren galt Facebook werbestrategisch betracht nur als &#8222;nette&#8220; Plattform mit beachtlichem Useraufkommen. Da es jedoch so gut wie keine Optionen zur Datenerhebung hinsichtlich Kaufinteressen und Konsumverhalten gab, blieb das Interesse an Anzeigenschaltungen eher m\u00e4\u00dfig. Das \u00e4nderte sich schlagartig, als Facebook 2013 Deals mit renommierten Datenbrokern wie 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