如何设计实际工作的内容再营销活动

You know content marketing works, so you've been plugging away at blog posts, ebooks, and other valuable, educational content for your potential customers.

And people come -- they find your content in search results and in their social media feeds. But they may not fill out a form and become a lead right then and there. It's not always because they're not interested in your message -- so how do you recapture those viewers who left your site?

Recapturing audience attention to turn lookers into leads is an effective marketing tactic, and if you're not doing it, you're leaving money on the table.

Let me outline for you the sections I'm going to cover in this post:

1. 什么是再营销？
2. What Is the Google Display Network?
3. 再营销活动示例
4. 如何开展再营销活动

Remarketing gives you the opportunity to appear in front of people who have already expressed an interest in your website. They could be checking their email, reading the news, watching a YouTube video… and there you are, with something new and awesome to show them. It could be a reminder to complete an action they had started, or a new piece of content to further a buying decision, and so on.

再营销提供了：

• Turn bounced website visitors into leads.
• 增加品牌召回（从而增加品牌搜索）。
• 提高重复访问者的比率和参与度。
• 提高搜索引擎优化（SEO）和内容营销的有效性。

A common stat in the industry is that96% of people who visit a website leave without completing the action the marketer would have liked them to take.Remarketing gives you a second chance to make that first impression (and even a third, and a fourth). We can't afford to be forgettable -- we have to make our content more黏.

Alright, so we understand both the problem and the opportunity. Now, let's dive into the solution. You're going to learn how to use remarketing strategies with the Google Display Network to dramatically increase the effectiveness of your inbound marketing efforts.

What Is the Google Display Network?

The Google Display Network is a group of websites where your Google display (banner) ads can appear.

网络中有超过200万个站点，包括诸如YouTube之类的大量贩运的网站。Google估计GDN can reach 90% of people on the internet.

Who you reach and how often will depend on your ad targeting (more on that later).

评论竞选示例

为了进一步强调再营销必须提供的机会，您可以深入研究一些非常酷的广告系列类型。

Online Activity

到目前为止，最常见的再营销策略是根据他们在您的网站上的行为来创建一个受众。您的选项几乎是无尽的 - 参数，例如按页面视图数量（表明高度兴趣）或查看页面（表明意图）。

Here are some ideas for using this type of campaign:

按买家的旅程舞台定位

您的博客文章比您网站上的其他页面较早。这意味着您将他们的意图与一张广告相匹配，该广告将他们进一步移动，而不是卖出的广告。按主题或类别的定位您经营一家面包店。为什么要向降落在与婚礼有关的内容上的受众群体上运行一般广告？取而代之的是，您将围绕婚礼蛋糕和甜点围绕更多个性化的广告定位。

Targeting by Intent

Aside from just topic, there's a lot you can learn from your audience's site behavior. For example, visiting a product page indicates interest, but not making it to checkout could mean a price objection or other friction. This means you need to sweeten the deal in some way (like a promo or discount).

Past Purchases

您还可以针对那些确实通过您的购买过程实现的目标，并用广告将其瞄准以赢得销售。

YouTube TrueView

人类比赛每月花费数十亿小时观看YouTube广告。您可能拥有自己的YouTube内容，但也许您的观看指标并不像您想要的那样高，或者您的用户也不知道您可以分享有趣的视频内容。

UsingYouTube TrueViewads，您可以针对受众，因为他们在YouTube上观看其他视频。

Take the screenshot below, for example. I’m trying to watch a Teenage Mutant Ninja Turtle video and it’s showing me an ad for a tourism company in Italy. Why? Because I was planning a trip to Florence at the time I took this screenshot, and they’re remarketing to me.

The cool thing about TrueView videos is that you only pay if people view your video content. There’s no cost if the person clicks on the “skip ad” button. If you’re creating video content, why wouldn’t you pay a few bucks to promote it?

Video Views

Speaking of YouTube, your visitors don't even need to make it to your website in order for you to retarget them. If you have a solid YouTube presence, you can create an audience based on video views. If someone watched one of your videos, you can create a display campaign that shows them your ads even beyond the YouTube platform.

Remarketing Lists for Search Ads (RLSA)

Here’s another interesting but advanced thing you can do. It’s a little complicated, but I promise it's awesome. It’s called Remarking Lists for Search Ads.

RLSA lets you target people in your audiences with customized ads when they perform searches for specific keywords on Google.

例如，有人访问您的网站。您将它们标记为标签，现在它们是您的观众之一。

然后，该人搜索您的竞争对手。这可能意味着他们正在进行一些比较购物。

使用RLSA，您可以将比较购物者与特定广告进行定位，例如10％的折扣代码或类似的东西。知道该人在您的网站上访问了特定页面并正在执行特定的搜索，因此有可能提出非常具体且引人注目的广告副本。

Bonus: Remarketing With Facebook

Noticeably absent from the GDN is Facebook, the other big player on the web, and that's because they have their own remarketing system through Facebook Custom Audiences.

它以几乎相同的方式工作 - 差异是向Facebook平台中的用户展示广告。

如何开展再营销活动With Google Ads

Like I said earlier, using the GDN for remarketing gives you a great deal of reach. Generally, you can find your tagged site visitors on the network many times per day, several days per week, and across many different sites.

1. Define your audience.

再营销的第一步之一是定义要再上销的特定受众。例如，您可以为访问您的博客的人或访问您网站上特定页面的人（例如定价页面）创建受众。这将使您能够接触到just那些有报价和消息的人适合他们的兴趣。

为了定义观众，创建一个新的再营销列表在Google广告中。Google将负责设置所有cookie；全部you需要做的就是指定哪些网站访问者包括或排除在受众群体之外。

Segmenting different lists of users enables you to show different ads, depending on which section of your site they visited.

次要的好处是，您可以更积极地竞标以获得更多的印象和更高的广告位置，并吸引访客进入您网站的更高价值部分。例如，您的数据可能表明，您的定价或产品页面的访问者比博客访问者更有价值。

Another creative remarketing strategy for content marketers is to定义受众类别在Google广告中，基于您的博客中不同帖子类别。如果您已经有大量的博客内容按主题进行分类，请利用再营销受众定义策略中的那些现有分类。

3.设定听众会员持续时间。

在再营销中，受众会员资格的持续时间是您关注广告周围用户的天数。例如，如果我将听众的会员持续时间设置为60天，那么访问我网站的用户将看到我的广告60天。您可以测试和调整此数字，以了解适合您的听众的内容。

AD疲劳在每个行业和每个媒介中都是真实的：电视，广播，印刷……以及显示广告。

现在，我想解决一些我从一些同行营销人员那里听到的担忧：过于激进的再营销将使您的潜在客户感到不舒服。让我们看一些事实，看看真的是多么“令人毛骨悚然”。

所以，要大胆！人们访问您的网站是有原因的，过去的浏览历史是未来购买意图的最强预测指标之一。值得一提的是，以相对较高的印象上限和会员持续时间进行再营销，并查看会发生什么。A只要您的报价和消息传递是目标，您就可以提供价值，这并不令人毛骨悚然。我会建议：

• 尝试将受众成员的持续时间设置为等于3倍的平均销售周期长度。
• 如果通常平均需要一周的时间才能从初次接触到销售，请设置audience membership duration to three weeks.
• 不必太担心印象上限。（请记住，更多的印象意味着更高的转化率。请考虑rotating though multiple ads per campaign打击疲劳。）

3.创建一个杀手广告。

现在，我们已经讨论了定义听众的上点，让我们专注于如何创建杀手级再营销广告。

了解GDN上的广告格式

There are several different display ad formats on the Google Display Network, some of which are shown below.

Image Source

Ad formats matter to marketers because of how the ad auction works. Different ad formats do not compete against each other for positioning, as shown in this screenshot:

写下情感共鸣的副本

According toneurosciencemarketing.com, an emotional approach in advertising is nearly twice as effective as a rational approach. The same emotions that draw people to your content will drive people to click on your ads.

这里的关键是创建在情感层面上引起用户共鸣的广告。远离与其他广告相同的无聊，简单的信息广告。相反，创建广告在情感层面上吸引观众.

内容营销人员具有独特的资格，可以成为神话般的PPC营销人员。为什么？因为PPC营销的成功和失败依赖于广告的创造力。

For example, look at these ads for a search of “Big Data Solutions” -- the ads are essentially all the same:

Content marketers, on the other hand, tend to have a few creative bones in their bodies. I call this aGoogle广告大奖因为这让我想起了在拉斯维加斯击中一排幸运的7人 - 我只是击中了一个大数据解决方案！如果您可以提出一个充满情感的，完全不同和出色的广告，则可以吹走比赛。

4. Perform ongoing CTR optimization.

Google不会通过显示广告没有单击来赚钱，因此，向他们展示更有可能获得点击的广告是有意义的。他们使用一种称为的算法Quality Score要确定要显示哪些广告，每个位置将显示在哪些位置以及每次广告单击的广告商收费多少。

为广告商提供一个激励great ads, they give out huge discounts for ads with high clickthrough rates… and dish out huge penalties for ads with low clickthrough rates.

This all sounds good in theory, but how do you create an ad with high clickthrough rate?

1. Send people to your high-value offers.

您应该在图像广告中使用什么？最常见的策略是简单地宣传您的最高价值优惠，例如对产品的免费试用，进行演示的请求等。这是我表现最好的广告：

Of course it has a cute puppy. How could it not? Make people love your ads, not dread them.

2.进行转换路径分析。

这里的目的是找出您网站上的哪个页面，如果在用户会话中访问，则导致用户转换为潜在客户或销售的可能性更高。例如，您网站上最高的转换页面可能是您的产品概述页面。提出这样的列表，并针对您的再营销受众中的这些页面。

3. Send people to your best content.

Check out this ad from my colleagueMarty Weintraubat AimClear, which sends anyone who clicks to his PPC analyses.

But how do you know what content to feature in your ads?

4. Analyze social shares on your blog content.

If you analyze your blog content, what you’ll usually find is that around 5% of your pages generate half of the shares on social media.

例如，我在过去一年中分析了一个商业博客上的所有文章，并发现平均而言，典型的文章在社交媒体上获得了数百股。但是，前5％的文章获得了成千上万的社交份额。毫不奇怪，我们发现在社交媒体上运作良好的故事也倾向于在广告中做得很好。

5.通过投标管理获得战略性。

Now that you have remarketing audiences and ads down to a science, let's turn our attention to bid management strategies.

Remember, in PPC marketing, you have to pay for each click. The advertiser specifies a maximum cost per click that they’re willing to pay, but the key here is not to buy every possible click. Rather, you want to be super picky and just cherry-pick the clicks that are the most relevant to your business. The way to do this is through bid management.

It doesn’t make any sense to remarket ads to everyone in your audience. Why? Because not everyone who visits your website is a qualified buyer.

With Google Ads, you can overlay user demographic information on top of your remarketing audiences to find the needles in the haystack. For example, someone from Zimbabwe could visit your site -- but they can't convert if you can't ship there.

这是一两件事，一两件事target customer persona.

• What are the ages?
• Parental status?
• Where do they live?
• 性别？
• 他们什么时候搜索您的产品？
• 他们的收入是多少？

You can be very picky, andjust竞标也符合您的人口过滤器的观众中的人们。

You've done your research, you know your topic, you have something interesting and entertaining to say -- but sometimes you need that extra push. As individuals and brands have become publishers, the game has been upped big time. Competition is fierce.

随着再营销，我们在WordStream上将反复的访问者增加了50％，平均时间增加了两倍，并且直接访问我们网站的直接访问大幅增加。

简而言之，内容再营销使我们能够最大程度地提高我们发布的每片内容的价值。我们能够以最适合的时间和正确的频道将每件作品带到观众面前。

You can achieve this kind of success too with a killer remarketing campaign and the right advertising plan.

Editor's note: This post was originally published in October 2014 and has been updated for comprehensiveness.