{"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-targetowanie-reklamy-utrata-rozproszenia-broni","status":"publish","type":"post","link":"https:\/\/webhosting.de\/pl\/facebook-targeting-des-werbers-waffe-gegen-streuverlust\/","title":{"rendered":"Facebook Targeting - bro\u0144 reklamodawcy przed marnotrawstwem"},"content":{"rendered":"<p>Od \u0142adnego medium do ulubionego przez szef\u00f3w marketingu: Zaledwie trzy lata temu <a href=\"https:\/\/webhosting.de\/pl\/facebook-likes-kaufen-der-koenigsweg-zur-kundenvertreibung\/\">Facebook<\/a> Pod wzgl\u0119dem strategii reklamowej by\u0142a to jedynie \"\u0142adna\" platforma o sporej liczbie u\u017cytkownik\u00f3w. Poniewa\u017c jednak nie by\u0142o praktycznie \u017cadnych mo\u017cliwo\u015bci zbierania danych na temat zainteresowa\u0144 zakupowych i zachowa\u0144 konsument\u00f3w, zainteresowanie reklamami pozosta\u0142o raczej umiarkowane. Zmieni\u0142o si\u0119 to gwa\u0142townie, gdy w 2013 roku Facebook wynegocjowa\u0142 umowy z renomowanymi brokerami danych, takimi jak Epsilon, Acxiom i Datalogix. Od tego czasu Facebook Targeting wyznacza standardy w dziedzinie okre\u015blania grup docelowych.<\/p>\n<p>Wsp\u00f3\u0142praca z renomowanymi instytutami bada\u0144 rynkowych zapewnia Facebookowi dost\u0119p do bilion\u00f3w danych. Wed\u0142ug New York Times, Acxiom, na przyk\u0142ad, mia\u0142 najwi\u0119kszy na \u015bwiecie zbi\u00f3r danych w 2012 roku. <a href=\"https:\/\/webhosting.de\/pl\/datenbank-server\/\">Baza danych<\/a> na zachowania nabywc\u00f3w prywatnych: Ju\u017c wtedy gromadzono tu informacje o 500 miliardach konsument\u00f3w, przy czym na jedn\u0105 osob\u0119 przypada\u0142o \u015brednio 1 500 pojedynczych danych. Wynik: praktycznie z dnia na dzie\u0144, Facebook wiedzia\u0142 znacznie wi\u0119cej ni\u017c tylko to, kto gra\u0142 w Farmville i kto gra\u0142 Candy Crusher. Opr\u00f3cz zachowa\u0144 u\u017cytkownik\u00f3w na samym Facebooku, mo\u017cna by\u0142o teraz ustali\u0107, kto planuje przeprowadzk\u0119, bierze leki na nadci\u015bnienie lub poch\u0142ania krymina\u0142y i horrory. Ta unikalna mo\u017cliwo\u015b\u0107 dostrojenia marketingu grupy docelowej a\u017c do najmniejszego szczeg\u00f3\u0142u sprawi\u0142a, \u017ce Facebook Targeting sta\u0142 si\u0119 ulubionym medium cyfrowym \u015bwiata reklamy praktycznie z dnia na dzie\u0144. <\/p>\n<h2>Droga do dok\u0142adnego zdefiniowania grupy docelowej<\/h2>\n<p>Je\u015bli chcesz zr\u00f3wnowa\u017cy\u0107 dystrybucj\u0119 swoich reklam za pomoc\u0105 Facebook Targeting, musisz najpierw okre\u015bli\u0107 cel kampanii: Jak\u0105 akcj\u0119 chce wywo\u0142a\u0107 dostawca w u\u017cytkowniku? Czy chodzi o to, by da\u0107 blogowi wi\u0119cej czytelnik\u00f3w? Czy chce nag\u0142o\u015bni\u0107 stron\u0119 internetow\u0105 lub now\u0105 aplikacj\u0119, otworzy\u0107 nowe klastry zainteresowa\u0144, zebra\u0107 adresy e-mailowe do wysy\u0142ania ofert i newsletter\u00f3w? Facebook Ads Manager oferuje dziesi\u0119\u0107 opcji, w tym reklam\u0119 na wydarzenia i promocj\u0119 sprzeda\u017cy bezpo\u015bredniej. Usprawnianie wyboru parametr\u00f3w i u\u0142atwianie wykorzystania ograniczonego zakresu projektowego reklamy w spos\u00f3b ukierunkowany.<\/p>\n<h2>Facebook Targetowanie - Podej\u015bcie krok po kroku<\/h2>\n<p>Aby opisa\u0107 grup\u0119(y) docelow\u0105(e), Facebook oferuje wyb\u00f3r cech i zachowa\u0144 u\u017cytkownik\u00f3w w sze\u015bciu g\u0142\u00f3wnych kategoriach z setkami podkategorii.<br \/>\n- Dane demograficzne, takie jak lokalizacja, wiek, p\u0142e\u0107, j\u0119zyk, status zwi\u0105zku, poziom wykszta\u0142cenia, praca itp.<br \/>\n- Obszary zainteresowania w og\u00f3le i w szczeg\u00f3lno\u015bci, takie jak \"\u017bywno\u015b\u0107 i napoje - restauracje - fast food + kawiarnie\" lub \"Technologia - komputery - procesory + pami\u0119\u0107\".<br \/>\n- Zachowania zakupowe i konsumpcyjne, na przyk\u0142ad \"Finanse - Inwestycje - Bankowo\u015b\u0107 Internetowa\/Bankowo\u015b\u0107 Po\u015brednia\" lub \"U\u017cytkownik urz\u0105dzenia mobilnego - wed\u0142ug marki - Asus - Fonepad + Transformer Pad\".<br \/>\n- po\u0142\u0105czenia na samej platformie, tzn. Lubi i przyjaci\u00f3\u0142<br \/>\n- Niestandardowa publiczno\u015b\u0107 (istniej\u0105ce kontakty), np. twoja w\u0142asna baza klient\u00f3w, czytelnicy blog\u00f3w lub u\u017cytkownicy aplikacji<br \/>\n- Lookalike Audiences - grupy ludzi o takich samych lub podobnych cechach jak dotychczasowi klienci i kontakty<\/p>\n<h2>Stymulowanie kreatywno\u015bci: ukierunkowanie na Facebook w praktyce<\/h2>\n<p>1. oferty B2B: <a href=\"https:\/\/webhosting.de\/pl\/business\/\">Biznes<\/a> Oprogramowanie<br \/>\nSzukasz potencjalnych klient\u00f3w dla produktu lub us\u0142ugi, kt\u00f3ra jest oferowana wy\u0142\u0105cznie w okre\u015blonych ramach, na przyk\u0142ad dla oprogramowania do marketingu bezpo\u015bredniego? W tym przypadku, kategoria \"Zachowanie\" prowadzi do w\u0142a\u015bciwej grupy docelowej. Jednak podkategoria Business Marketing obejmuje oko\u0142o 4,5 mln u\u017cytkownik\u00f3w. Mo\u017cesz zaw\u0119zi\u0107 sw\u00f3j wyb\u00f3r, dodaj\u0105c kolejne kryteria, takie jak lokalizacja i\/lub status zawodowy po\u017c\u0105danych os\u00f3b kontaktowych.<\/p>\n<p>2. wyb\u00f3r klienta prywatnego: tygodnie w niskiej cenie w romantycznym hotelu<br \/>\nJe\u015bli przy wst\u0119pnym wyborze celu kampanii wybierzesz opcj\u0119 \"Reakcje na zdarzenia\", funkcja targetowania na Facebooku zaoferuje Ci przyt\u0142aczaj\u0105c\u0105 liczb\u0119 parametr\u00f3w. Podstawowe informacje pochodz\u0105 bezpo\u015brednio z linii czasu u\u017cytkownik\u00f3w Facebooka. Na przyk\u0142ad reklama tygodnia akcji \"Hearts &amp; Champagne\" w Twoim hotelu mia\u0142aby du\u017ce szanse by\u0107 bli\u017cej widziana przez tych, kt\u00f3rzy s\u0105 \u015bwie\u017co zakochani. Facebook wymienia kilka parametr\u00f3w dla tego stanu, od \"Nowy zwi\u0105zek\" do \"Nowo zar\u0119czony (podzielony na 3 miesi\u0105ce, 6 miesi\u0119cy, 1 rok) do \"Nowo po\u015blubiony (ditto)\". <\/p>\n<p>3. targetowanie na facebooku dla zaawansowanych u\u017cytkownik\u00f3w: generowanie wygl\u0105daj\u0105cej widowni<br \/>\nCzy u\u017cywasz ju\u017c Facebooka jako standardu do komunikacji z klientami i\/lub na\u015bladowcami? Kolejnym logicznym krokiem mog\u0142oby by\u0107 stworzenie nowych grup docelowych o podobnych zachowaniach zakupowych i zainteresowaniach jak Twoja baza klient\u00f3w. Przy okazji, nie potrzebujesz nawet spo\u0142eczno\u015bci fan\u00f3w na samej platformie, aby to zrobi\u0107. Facebook zapewnia piksel \u015bledz\u0105cy, kt\u00f3ry przekazuje obraz niestandardowych odbiorc\u00f3w Twojej strony internetowej. Na podstawie profilu mo\u017cna wywo\u0142a\u0107 podobie\u0144stwa z u\u017cytkownikami Facebooka, kt\u00f3rzy s\u0105 dla Ciebie potencjalnymi klientami.<\/p>\n<p>Inteligentne ukierunkowanie gra z mo\u017cliwo\u015bciami<br \/>\nFacebook targetowanie jest doskona\u0142ym narz\u0119dziem, o ile jest ono obs\u0142ugiwane tak elastycznie, jak pozwala na to medium. Okoliczno\u015bci, zachowanie i interesy Twojego \"idealnego klienta\" stale si\u0119 zmieniaj\u0105. Facebook mo\u017ce pom\u00f3c Ci je namierzy\u0107 i mie\u0107 na nie oko.<\/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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