Remarketingové zoznamy pre reklamy vo vyhľadávaní (RLSA) vám pomáhajú znova nadviazať kontakt s ľuďmi, ktorí už váš web navštívili. Interakcie s novými zákazníkmi sú však pre vašu firmu rovnako dôležité ako s tými vernými. Dnes sprístupňujeme Podobné segmenty publika pre vyhľadávanie a Nákupy, ako aj Vlastné zoznamy zákazníkov pre Nákupy s cieľom pomôcť vám na základe vašich vlastných údajov oslovovať správnych zákazníkov tým správnym posolstvom.
Nájdite si podobných zákazníkov
Podobné segmenty publika vám pomáhajú nájsť ľudí, ktorí majú podobné záujmy ako vaši najlepší zákazníci, a to práve vtedy, keď vyhľadávajú produkty a služby podobné vašim. Táto funkcia vám teda umožňuje jednoducho rozšíriť váš dosah, keďže vás spája s ďalšími ľuďmi, ktorí chcú to, čo ponúkate.
Predstavte si, že pomocou RLSA propagujete hotel na Havaji a chcete osloviť letných dovolenkárov. Ľudia na zozname používateľov, ktorí nedávno vykonali konverziu, môžu hľadať výrazy ako „letenky na Maui“, „lekcie potápania“ a „plážová obuv“. Podobné segmenty publika s technológiou strojového učenia Google vám na základe týchto trendov pomáhajú nájsť ľudí, ktorí hľadajú rovnaké veci ako vaši existujúci zákazníci, hoci nie sú na vašich remarketingových zoznamoch.
Keďže Podobné segmenty publika vás spájajú s ďalšími vhodnými zákazníkmi, prinášajú vám nové príležitosti na rast vašej firmy. Môžete napríklad zistiť, že všeobecné výrazy fungujú lepšie, keď s nimi použijete podobný segment publika. Môžete ho použiť aj ako modifikátor cenovej ponuky, aby ste v aukcii s vysokou účasťou získali väčšiu konkurencieschopnosť. Cenové ponuky sa prispôsobia tak, aby ste oslovili ľudí, ktorí s väčšou pravdepodobnosťou vykonajú nákup.
ULTA Beauty, popredný maloobchod s kozmetikou, použil Vlastné zoznamy zákazníkov pre Nákupy a zlepšil tak interakcie s online kupujúcimi.
| „Boli sme nadšení možnosťou opätovne oslovovať členov nášho vernostného programu na webe propagovaním najpredávanejších produktov zo širokej škály značiek, ktoré ponúkame. Vďaka Vlastným zoznamom zákazníkov pre Nákupy sa nám podarilo nadviazať kontakt s našimi cennými odberateľmi e-mailov, čo v prípade týchto kupujúcich viedlo k vyššej miere prekliknutí a lepšiemu konverznému pomeru.“ – Dominic Manna, hlavný manažér digitálneho marketingu v spoločnosti ULTA Beauty |
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