{"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-againtacing-litter-loss","status":"publish","type":"post","link":"https:\/\/webhosting.de\/sv\/facebook-targeting-des-werbers-waffe-gegen-streuverlust\/","title":{"rendered":"Facebook Targeting - annons\u00f6rens vapen mot sl\u00f6seri"},"content":{"rendered":"<p>Fr\u00e5n ett trevligt medium till marknadsf\u00f6ringschefernas favorit: F\u00f6r bara tre \u00e5r sedan var <a href=\"https:\/\/webhosting.de\/sv\/facebook-likes-kaufen-der-koenigsweg-zur-kundenvertreibung\/\">Facebook<\/a> N\u00e4r det g\u00e4ller reklamstrategi var det bara en \"trevlig\" plattform med ett stort antal anv\u00e4ndare. Eftersom det knappast fanns n\u00e5gra m\u00f6jligheter att samla in uppgifter om k\u00f6pintressen och konsumentbeteende var intresset f\u00f6r annonsplaceringar dock ganska m\u00e5ttligt. Detta \u00e4ndrades pl\u00f6tsligt n\u00e4r Facebook 2013 f\u00f6rhandlade fram avtal med k\u00e4nda datam\u00e4klare som Epsilon, Acxiom och Datalogix. Sedan dess har Facebook Targeting satt standarder f\u00f6r avgr\u00e4nsning av m\u00e5lgrupper.<\/p>\n<p>Samarbetet med k\u00e4nda marknadsunders\u00f6kningsinstitut ger Facebook tillg\u00e5ng till triljoner data. Enligt New York Times hade Acxiom till exempel v\u00e4rldens st\u00f6rsta datapool 2012. <a href=\"https:\/\/webhosting.de\/sv\/datenbank-server\/\">Databas<\/a> om privata k\u00f6pbeteenden: Vid den tidpunkten samlades redan information om 500 miljarder konsumenter in h\u00e4r, med i genomsnitt 1 500 individuella uppgifter per person. Resultatet blev att Facebook praktiskt taget \u00f6ver en natt visste mycket mer \u00e4n bara vem som spelade Farmville och vem som spelade Candy Crusher. F\u00f6rutom anv\u00e4ndarnas beteende p\u00e5 sj\u00e4lva Facebook var det nu ocks\u00e5 m\u00f6jligt att avg\u00f6ra vem som planerade en flytt, tog medicin mot h\u00f6gt blodtryck eller l\u00e4ste kriminal- och skr\u00e4ckhistorier. Denna unika m\u00f6jlighet att finjustera m\u00e5lgruppsmarknadsf\u00f6ring in i minsta detalj gjorde Facebook Targeting till reklamv\u00e4rldens digitala favoritmedium n\u00e4stan \u00f6ver en natt. <\/p>\n<h2>V\u00e4gen till en exakt avgr\u00e4nsning av m\u00e5lgrupper<\/h2>\n<p>Om du vill balansera spridningen av dina annonser med hj\u00e4lp av Facebooks m\u00e5lgruppsanpassning m\u00e5ste du f\u00f6rst definiera syftet med kampanjen exakt: Vilken \u00e5tg\u00e4rd vill leverant\u00f6ren utl\u00f6sa hos anv\u00e4ndaren? Handlar det om att f\u00e5 fler l\u00e4sare till en blogg? Vill han marknadsf\u00f6ra en webbplats eller en ny app, utveckla nya grupper av intresserade, samla in e-postadresser f\u00f6r att skicka erbjudanden och nyhetsbrev? Facebook Ads Manager erbjuder tio alternativ, inklusive reklam f\u00f6r evenemang och direktf\u00f6rs\u00e4ljningsannonsering. Genom att specificera m\u00e5let kan man styra valet av parametrar och g\u00f6ra det l\u00e4ttare att anv\u00e4nda annonsens begr\u00e4nsade designramar p\u00e5 ett fokuserat s\u00e4tt.<\/p>\n<h2>Facebook Targeting - tillv\u00e4gag\u00e5ngss\u00e4tt steg f\u00f6r steg<\/h2>\n<p>F\u00f6r att beskriva m\u00e5lgrupperna erbjuder Facebook ett urval av anv\u00e4ndarnas egenskaper och beteenden i sex huvudkategorier med hundratals underkategorier.<br \/>\n- Demografiska uppgifter, t.ex. plats, \u00e5lder, k\u00f6n, spr\u00e5k, relation, utbildningsniv\u00e5, arbete osv.<br \/>\n- Intresseomr\u00e5den i allm\u00e4nhet och i synnerhet, t.ex. \"Mat och dryck - restauranger - snabbmat + kaf\u00e9er\" eller \"Teknik - datorer - processorer + RAM\".<br \/>\n- Ink\u00f6ps- och konsumtionsbeteende, till exempel \"Ekonomi - Investeringar - Online Banking\/Direct Banking\" eller \"Anv\u00e4ndare av mobila enheter - efter m\u00e4rke - Asus - Fonepad + Transformer Pad\".<br \/>\n- Kontakter p\u00e5 sj\u00e4lva plattformen, dvs. gillar och v\u00e4nner.<br \/>\n- Anpassade m\u00e5lgrupper (befintliga kontakter), t.ex. din egen kundbas, bloggl\u00e4sare eller appanv\u00e4ndare.<br \/>\n- Lookalike Audiences - grupper av personer med samma eller liknande egenskaper som befintliga kunder och kontakter.<\/p>\n<h2>Stimulera kreativiteten: Facebooks m\u00e5lgruppsanpassning i praktiken<\/h2>\n<p>1. B2B-erbjudanden: <a href=\"https:\/\/webhosting.de\/sv\/business\/\">F\u00f6retag<\/a> Programvara<br \/>\nLetar du efter potentiella kunder f\u00f6r en produkt eller tj\u00e4nst som endast erbjuds i en specifik milj\u00f6, till exempel en programvara f\u00f6r direktmarknadsf\u00f6ring? I det h\u00e4r fallet leder kategorin \"Beteende\" till r\u00e4tt m\u00e5lgrupp. Underkategorin Business Marketing inneh\u00e5ller dock cirka 4,5 miljoner anv\u00e4ndare. Ett sn\u00e4vare urval blir resultatet om du l\u00e4gger till ytterligare kriterier, t.ex. var de \u00f6nskade kontaktpersonerna befinner sig och\/eller vilken yrkesstatus de har.<\/p>\n<p>2. privat kundval: billiga veckor p\u00e5 ett romantiskt hotell.<br \/>\nOm du v\u00e4ljer \"Eventresponser\" n\u00e4r du v\u00e4ljer kampanjm\u00e5let i f\u00f6rv\u00e4g f\u00e5r du ett \u00f6verv\u00e4ldigande antal parametrar i Facebooks m\u00e5linriktningsfunktion. Den underliggande informationen kommer direkt fr\u00e5n Facebook-anv\u00e4ndarnas tidslinjer. En annons om hotellets kampanjvecka \"Hearts &amp; Champagne\" skulle till exempel ha goda chanser att bli mer uppm\u00e4rksammad av nygifta. Facebook listar flera parametrar f\u00f6r detta tillst\u00e5nd, fr\u00e5n \"Nytt f\u00f6rh\u00e5llande\" till \"Nyligen f\u00f6rlovad (uppdelat p\u00e5 3 m\u00e5nader, 6 m\u00e5nader, 1 \u00e5r) till \"Nyligen gift (dito)\". <\/p>\n<p>3. avancerad Facebook-m\u00e5linriktning: skapa en Lookalike Audience<br \/>\nAnv\u00e4nder du redan Facebook som standard f\u00f6r att kommunicera med kunder och\/eller f\u00f6ljare? N\u00e4sta logiska steg kan vara att ta kontakt med nya m\u00e5lgrupper med liknande k\u00f6pbeteende och intressen som din kundbas. F\u00f6rresten beh\u00f6ver du inte ens ha en f\u00f6ljarskara p\u00e5 sj\u00e4lva plattformen f\u00f6r detta. Facebook ger dig en sp\u00e5rningspixel som \u00f6verf\u00f6r en bild av din webbplats anpassade m\u00e5lgrupp. Utifr\u00e5n profilen kan du hitta likheter med Facebook-anv\u00e4ndare som kan vara potentiella kunder f\u00f6r dig.<\/p>\n<p>Smart m\u00e5linriktning spelar med m\u00f6jligheterna<br \/>\nFacebooks m\u00e5linriktning \u00e4r ett fantastiskt verktyg s\u00e5 l\u00e4nge det hanteras s\u00e5 flexibelt som det passar mediet. F\u00f6rh\u00e5llandena, beteendena och intressena hos din \"idealkund\" f\u00f6r\u00e4ndras st\u00e4ndigt. Facebook kan hj\u00e4lpa till att sp\u00e5ra honom och h\u00e5lla ett \u00f6ga p\u00e5 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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