{"id":4454,"date":"2020-10-30T21:12:33","date_gmt":"2020-10-30T20:12:33","guid":{"rendered":"https:\/\/webhosting.de\/?p=4454"},"modified":"2020-10-30T21:12:33","modified_gmt":"2020-10-30T20:12:33","slug":"funkcje-retargeting-in-facebook-marketingowe","status":"publish","type":"post","link":"https:\/\/webhosting.de\/pl\/retargeting-im-facebook-marketing-funktioniert-das\/","title":{"rendered":"Retargetowanie w marketingu na Facebooku - czy to dzia\u0142a?"},"content":{"rendered":"<p>Retargeting na pocz\u0105tku brzmi \"gro\u017anie\". Ale ka\u017cdy, kto ma do czynienia z <a href=\"https:\/\/webhosting.de\/pl\/facebook-likes-kaufen-der-koenigsweg-zur-kundenvertreibung\/\">Facebook<\/a> Marketing jest zaj\u0119ty, nie ma mowy, aby zajmowa\u0107 si\u0119 tym tematem.<br \/>\nI nawet je\u015bli nie jeste\u015b (jeszcze) zaznajomiony z tym terminem, na pewno ju\u017c natkn\u0105\u0142e\u015b si\u0119 na retargeting.<\/p>\n<h2>Jak dzia\u0142a retargeting?<\/h2>\n<p>Prawdopodobnie ju\u017c tego do\u015bwiadczy\u0142e\u015b. Wchodzisz do sklepu internetowego, ogl\u0105dasz okre\u015blony produkt i od tej pory pod\u0105\u017ca on za Tob\u0105 wsz\u0119dzie. Jeste\u015b na zupe\u0142nie innym <a href=\"https:\/\/webhosting.de\/pl\/eine-eigene-webseite-fuer-ihr-unternehmen-ja-oder-nein\/\">strona internetowa<\/a> lub na Facebooku i nagle zn\u00f3w widzisz produkt - albo bezpo\u015brednio na swojej osi czasu, albo na boku strony. To nie jest przypadek. ten rodzaj reklamy nazywa si\u0119 retargeting.<br \/>\nWykazali\u015bcie ju\u017c Pa\u0144stwo, \u017ce jeste\u015bcie zainteresowani tym produktem i dlatego straty w rozsiewaniu s\u0105 utrzymywane na bardzo niskim poziomie. Jest on zapisywany na Twoim komputerze w nieszkodliwym pliku cookie, kt\u00f3ry jest niczym wi\u0119cej jak ma\u0142ym plikiem tekstowym. Poniewa\u017c wykazali\u015bcie Pa\u0144stwo zainteresowanie, zak\u0142ada si\u0119 r\u00f3wnie\u017c, \u017ce reklama nie denerwuje Pa\u0144stwa, ale wspiera Pa\u0144stwa decyzj\u0119 o zakupie.<\/p>\n<h2><a href=\"https:\/\/webhosting.de\/wp-content\/uploads\/2018\/08\/facebook-pixel.png\"><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-large wp-image-3398\" src=\"https:\/\/webhosting.de\/wp-content\/uploads\/2018\/08\/facebook-pixel-1024x198.png\" alt=\"piksel na facebooku\" width=\"696\" height=\"135\" \/><\/a>Czy ka\u017cdy operator strony internetowej powinien polega\u0107 na retargetowaniu?<\/h2>\n<p>Je\u015bli posiadasz sklep internetowy lub sprzedajesz inny produkt na swojej stronie, warto zainwestowa\u0107 w reklam\u0119 internetow\u0105. Je\u015bli zawczasu umie\u015bcisz na swojej stronie ma\u0142y piksel, kt\u00f3ry jest niczym wi\u0119cej jak tylko kawa\u0142kiem kodu, mo\u017cesz nadal odsy\u0142a\u0107 klient\u00f3w, kt\u00f3rzy ju\u017c byli na Twojej stronie. To oczywi\u015bcie ma sens. Przecie\u017c klient cz\u0119sto kupuje dopiero po si\u00f3dmym kontakcie z firm\u0105. <a href=\"https:\/\/webhosting.de\/pl\/existenzgruendung-online-chancen-und-stolpersteine\/\">Sklep<\/a> - czy to online czy offline.<br \/>\nRetargeting pomaga zatem przekona\u0107 klient\u00f3w i przywr\u00f3ci\u0107 ich na Twoj\u0105 stron\u0119 internetow\u0105. W tym \u015bwietle, retargeting jest r\u00f3wnie\u017c form\u0105 zatrzymania klienta.<br \/>\nPoprzez wielokrotne wy\u015bwietlanie reklamy, Twoi potencjalni klienci otrzymaj\u0105 informacj\u0119, \u017ce jeste\u015b najlepszym adresem dla tego produktu i prawdopodobnie nie b\u0119d\u0105 si\u0119 rozgl\u0105da\u0107 po innych stronach internetowych.<\/p>\n<h2><a href=\"https:\/\/webhosting.de\/wp-content\/uploads\/2018\/08\/retargeting-webhosting-2.jpg\"><img decoding=\"async\" class=\"alignnone size-full wp-image-3402\" src=\"https:\/\/webhosting.de\/wp-content\/uploads\/2018\/08\/retargeting-webhosting-2.jpg\" alt=\"rearan\u017cacja - hosting-2\" width=\"693\" height=\"743\" \/><\/a>Reklama ukierunkowana<\/h2>\n<p>Reklama ukierunkowana jest w ka\u017cdym razie bardziej op\u0142acalna. Nawet je\u015bli cena za rzeczywiste klikni\u0119cie klienta jest wy\u017csza, mo\u017cna za\u0142o\u017cy\u0107, \u017ce klient b\u0119dzie znacznie bardziej sk\u0142onny do zakupu produktu, gdy ponownie si\u0119 z nim skontaktuje, ni\u017c zupe\u0142nie nowy klient, kt\u00f3ry mo\u017ce mie\u0107 zamiar poinformowa\u0107 si\u0119 o produkcie.<br \/>\nRetargetowanie pomaga pokaza\u0107 reklam\u0119 tylko tym klientom, kt\u00f3rzy ju\u017c wyrazili zainteresowanie.<\/p>\n<h2><\/h2>\n<h2>Krytyka retargetingu<\/h2>\n<p>U\u017cytkownicy mog\u0105 szybko poczu\u0107 si\u0119 \"\u015bledzeni\" przez retargetowanie. Odnosz\u0105 oni wra\u017cenie, \u017ce dane o ich zachowaniach w zakresie duszno\u015bci s\u0105 zbierane bez ich zgody, tak aby mo\u017cna by\u0142o si\u0119 do nich wielokrotnie zwraca\u0107 - bez po\u017c\u0105dania tego. To r\u00f3wnie\u017c zniech\u0119ca ochroniarzy danych do retargetowania. Z punktu widzenia operatora sklepu internetowego, retargetowanie ma absolutny sens, ale z punktu widzenia u\u017cytkownika nie powinno by\u0107 zbyt wiele dobrego. Dzi\u0119ki tak zwanemu \"frequency capping\", marketerzy internetowi mog\u0105 okre\u015bli\u0107 cz\u0119stotliwo\u015b\u0107 wy\u015bwietlania i skorzysta\u0107 z niej. Bo jak ju\u017c zaczniesz my\u015ble\u0107 o sobie, to szybko staje si\u0119 jasne: nikt nie chce ci\u0105gle ogl\u0105da\u0107 tej samej reklamy. Je\u015bli dzieje si\u0119 to podczas blok\u00f3w reklamowych w telewizji, po prostu prze\u0142\u0105czamy si\u0119. Je\u015bli zdarzy si\u0119 to w Internecie, mo\u017cemy uciec si\u0119 do adblokera i ca\u0142kowicie wy\u0142\u0105czy\u0107 reklam\u0119.<br \/>\nPo wykonaniu tej czynno\u015bci nie b\u0119dzie mo\u017cna odzyska\u0107 klient\u00f3w, kt\u00f3rzy mieli ju\u017c artyku\u0142(y) w koszyku i prawdopodobnie nale\u017c\u0105 tylko do grupy \"odpadk\u00f3w z koszyka\". Ta grupa docelowa jest ju\u017c o Tobie przekonana, musz\u0105 tylko wykona\u0107 ostatnie klikni\u0119cie, aby doko\u0144czy\u0107 zakup. Irytuj\u0105ce jest to, \u017ce ta grupa docelowa odnosi si\u0119 do klienta Twojego sklepu.<br \/>\nJe\u015bli wi\u0119c zdecydujesz si\u0119 na retarget, powiniene\u015b obchodzi\u0107 si\u0119 z nim ostro\u017cnie, aby nie zdenerwowa\u0107 swoich potencjalnych klient\u00f3w.<\/p>\n<h2><a href=\"https:\/\/webhosting.de\/wp-content\/uploads\/2018\/08\/retargeting-facebook-2.jpg\"><img decoding=\"async\" class=\"alignnone size-full wp-image-3401\" src=\"https:\/\/webhosting.de\/wp-content\/uploads\/2018\/08\/retargeting-facebook-2.jpg\" alt=\"Retargeting-facebook-2\" width=\"693\" height=\"743\" \/><\/a>Wniosek<\/h2>\n<p>Dla internetowych sprzedawc\u00f3w detalicznych i og\u00f3lnie dla marketer\u00f3w internetowych, retargetowanie na Facebooku, Google i tym podobnych jest b\u0142ogos\u0142awie\u0144stwem. Gwarantuje on bowiem, \u017ce straty rozproszenia reklamy s\u0105 niewielkie, a tym samym koszty nie b\u0119d\u0105 si\u0119ga\u0142y niewyobra\u017calnych wysoko\u015bci. Niemniej jednak, nale\u017cy si\u0119 z nim obchodzi\u0107 z wyczuciem. Powiedzenie \"R\u00f3bcie innym to, co by wam kazali.\" Pasuje tu idealnie. Ka\u017cdy z nas jest codziennie otoczony mn\u00f3stwem reklam, a tak\u017ce mamy stosunkowo du\u017c\u0105 tolerancj\u0119, je\u015bli chodzi o reklam\u0119. Jednak gdy robi si\u0119 to za du\u017co, denerwuje nas, a my wpadamy w du\u017ce tarapaty i po\u015bwi\u0119camy czas na wy\u0142\u0105czanie tego, co nas denerwuje.<br \/>\nWi\u0119c je\u015bli m\u0105drze stosujesz retargeting, pomo\u017ce Ci to zwi\u0119kszy\u0107 sprzeda\u017c, nie denerwuj\u0105c klient\u00f3w. Wr\u0119cz przeciwnie, Twoi klienci mog\u0105 nawet wzi\u0105\u0107 Twoj\u0105 ostro\u017cn\u0105 reklam\u0119 jako przypomnienie i wr\u00f3ci\u0107 na Twoj\u0105 stron\u0119 internetow\u0105, aby ostatecznie zamkn\u0105\u0107 sprzeda\u017c.<\/p>","protected":false},"excerpt":{"rendered":"<p>Retargeting h\u00f6rt sich erst einmal &#8222;gef\u00e4hrlich&#8220; an. Aber jeder, der sich mit Facebook Marketing besch\u00e4ftigt, wird nicht drum herum kommen sich mit dem Thema auseinander zu setzen. Und auch, wenn Ihnen der Begriff vielleicht (noch) nicht gel\u00e4ufig ist, Sie sind garantiert bereits \u00fcber das Retargeting gestolpert. So funktioniert Retargeting Sie haben das sicher schon erlebt. 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