Because remarketing is a marketing scenario, all kinds of operation strategies and advertisements can implement remarketing, so remarketing does not need independent performance analysis indicators, but only needs to use social media operation and effect indicators. Such as average order value, conversion volume/rate, and their increments. Among the three elements of the basic paradigm of social media, remarketing pays the most attention to audience segmentation, and the main direction of optimization is audience segmentation.
1. The basis of audience segmentation for remarketing
First of all, audience segmentation is what all advertisements have to face, that is, audience positioning in social media advertisements. In addition to audience segmentation based on various attributes provided by the platform, audience segmentation can also be performed based on user behavior, user access time, etc.
Secondly, audience segmentation is a step-by-step implementation and layer-by-layer refinement process, and there is room for continuous optimization. Finally, audience segmentation strategies can be combined and applied. There are many techniques in practice. Marketers should explore more, pursue innovation, and pay attention to analyzing data and accumulating experience.
2. Fine-tuning settings for Linkedin remarketing ads
In the previous LinkedIn remarketing ad case, the effectiveness of remarketing ads is closely related to the quality of the captured audience data. Through fine-tuning settings for remarketing ads, the quality of marketing audiences can be improved.
(1) Use multiple insight tags to implement fine-tuning settings. If an enterprise sets insight tags on the website homepage and order details page, it can track the user data of users who visit the website homepage, and the user data tracked on the order details page can be understood as customers who have generated orders. We can also use the audience exclusion option in LinkedIn ad settings to implement remarketing ads to users who have visited the website but have not generated orders. More combinations can be achieved through flexible addition and subtraction of insight tags. (2) Use LinkedIn user attributes to implement fine-tuning settings. LikedIn user data contains many useful attributes such as position, age, region, etc. When setting the target audience for remarketing ads, after selecting a certain insight tag user group, you can also use LinkedIn user attributes to perform segmentation and screening, such as only targeting users from North America in the insight tag user group whose position is purchasing manager.
(3) Manually select audiences to implement refined settings. Based on the first two refined settings, LikedIn also supports manual selection of selected target audiences.
It can be foreseen that through the combined application of the above three refined settings, the accuracy of remarketing ads can be infinitely improved. Google, Facebook, etc. also support this kind of refined remarketing ads. This provides marketers with a huge space to display their talents. There may be a huge difference in advertising ROI between excellent and ordinary marketers.
3. Other suggestions for remarketing ad optimization
(1) When setting up remarketing ads, we should try to achieve a certain degree of inheritance with the pre-marketing strategy, and examine the incremental value of remarketing ads in key indicators. By comparing the effectiveness of remarketing and pre-marketing strategies, we can provide us with ideas for advertising optimization.
(2) The idea of remarketing ad refined settings is applicable to most digital ads. It is not only remarketing ads that can implement refined settings. In practice, we must deeply understand and tirelessly define user stratification and classification, use traffic pool thinking to continuously optimize operations and advertising strategies, and constantly pursue ROI improvement.
(3) When cross-border e-commerce companies start digital marketing, they can entrust professional marketing companies to assist in implementing digital marketing. The marketing skills accumulated by the marketing companies are more important than the marketing results delivered. Completely independent exploration of digital marketing skills may be counterproductive.
(4) When the digital marketing budget exceeds 100,000 yuan/year (this value may vary from company to company), professional marketing management tools are worth purchasing.