{"id":12168,"date":"2018-07-04T12:59:55","date_gmt":"2018-07-04T04:59:55","guid":{"rendered":"https:\/\/www.growthhk.cn\/?p=12168"},"modified":"2021-06-08T14:42:16","modified_gmt":"2021-06-08T06:42:16","slug":"%e5%85%a8%e7%90%83top50-fintech%e5%a2%9e%e9%95%bf%e9%bb%91%e5%ae%a2%ef%bc%9a%e5%a6%82%e4%bd%95%e8%ae%be%e7%bd%ae%e4%b8%80%e4%b8%aa%e7%ab%8b%e7%ab%bf%e8%a7%81%e5%bd%b1%e7%9a%84facebook-campaign","status":"publish","type":"post","link":"https:\/\/www.growthhk.cn\/cgo\/12168.html","title":{"rendered":"\u5168\u7403Top50 Fintech\u589e\u957f\u9ed1\u5ba2\uff1a\u5982\u4f55\u8bbe\u7f6e\u4e00\u4e2a\u7acb\u7aff\u89c1\u5f71\u7684Facebook Campaign"},"content":{"rendered":"<p>\u5728\u7f8e\u56fd\u505a\u8fc7Marketing\u7684\u4eba\u4e00\u5b9a\u90fd\u63a5\u89e6\u8fc7Facebook\u8fd9\u4e2a\u6240\u6709\u4eba\u90fd\u4f1a\u4f7f\u7528\u7684\u5e73\u53f0\u3002<\/p>\n<p>Facebook\u5b58\u5728\u90a3\u4e48\u591a\u5e74\uff0c\u6211\u8ba4\u4e3a\u8fd8\u662f\u4e00\u4e2a\u5927\u5bb6\u90fd\u8fd8\u5728\u6478\u7d22\u7684\u9886\u57df\uff0cFacebook\u4e0d\u50cfPaid Search\u662f\u6210\u719f\u7a33\u5b9a\u7684Lower Funnel\uff0c\u53ea\u8981\u6309\u7167\u4e00\u5b9a\u89c4\u5f8b\u53bb\u505a\u4e00\u5b9a\u53ef\u4ee5\u6210\u529f\u3002<\/p>\n<p>Facebook\u4e5f\u4e0d\u50cfInstagram, Snpatchat \u6216\u8005Youtube \u9760\u9177\u70ab\u7684Creative\u5c31\u80fd\u8d62\u5f97\u773c\u7403\u3002 Facebook\u8981\u6210\u529f\uff0c\u9760\u7684\u662f\u8010\u5fc3&#8230;\u5f53\u7136\u8fd8\u6709\u6700\u91cd\u8981\u7684&#8211;\u94b1\u548c\u82b1\u94b1\u7684\u80fd\u529b\u3002<\/p>\n<h3 style=\"text-align: center;\">1.\u4e3a\u4ec0\u4e48Facebook\u90a3\u4e48\u96be\u505a\uff1f<\/h3>\n<p>\u5f53\u7136\u6211\u81ea\u5df1\u4e5f\u5728\u4e0d\u65ad\u5b66\u4e60Facebook\u8fd9\u4e2a\u5e73\u53f0\uff0c\u4f46\u9996\u5148\u6211\u4e00\u76f4\u89c9\u5f97Facebook\u5f88\u96be\u505a\u3002<\/p>\n<p>\u867d\u7136Facebook Ads\u5df2\u7ecf\u5b58\u5728\u4e86\u5f88\u591a\u5e74\uff0c\u4f46\u662f\u56e0\u4e3aFacebook\u65f6\u65f6\u523b\u523b\u90fd\u5728\u505a\u66f4\u65b0\uff0c\u6bcf\u5929\u90fd\u6709\u4e0d\u540c\u7684\u529f\u80fd\u51fa\u73b0\u8ba9Marketer\u6478\u4e0d\u7740\u5934\u8111\uff0c\u6240\u4ee5\u8981\u66f4\u4e0aFacebook\u7684\u53d8\u5316\u662f\u4e00\u4ef6\u5f88\u6709\u6311\u6218\u7684\u4e8b\u60c5\u3002<\/p>\n<p>\u540c\u65f6Facebook\u548cGoogle\u4e00\u6837\u80cc\u540eAds Delivery\u6709\u7740\u590d\u6742\u7684Algorithm\uff0c\u6240\u4ee5\u5176\u5b9eMarketer\u6bcf\u5929\u4e0d\u4ec5\u5728\u505aFancy\u7684\u5e7f\u544a\u8bbe\u8ba1,\u66f4\u591a\u7684\u65f6\u95f4\u662f\u5728\u548c\u590d\u6742\u7684Algorithm\u505a\u7740\u6597\u4e89\u3002\u603b\u7ed3\u5c31\u662f\u4ee5\u4e0b\u4e09\u70b9\uff1a<\/p>\n<ul>\n<li>\u592a\u591a\u53ef\u4ee5Test\u7684Variable<\/li>\n<li>\u5e7f\u544a\u5546\u5e7f\u544a\u7ade\u4e89\u592a\u6fc0\u70c8<\/li>\n<li>\u5f71\u54cdCampaign\u8868\u73b0\u7684\u56e0\u7d20\u591a\u7b97\u6cd5\u590d\u6742<\/li>\n<\/ul>\n<h3 style=\"text-align: center;\">2. Facebook\u90a3\u4e48\u96be<\/h3>\n<p>\u4e3a\u4ec0\u4e48\u6240\u6709\u4eba\u90fd\u8981\u505a\uff1f<\/p>\n<p>\u56e0\u4e3aFacebook\u4e0a\u4f60\u53ef\u4ee5\u8d5a\u94b1\u3002\u548c\u5176\u4ed6Social Media\u4e0d\u540c\uff0cFacebook\u662f\u53ef\u4ee5\u76c8\u5229\u7684\u6e20\u9053\uff0c\u4e3b\u8981\u539f\u56e0\u662f\uff1a<\/p>\n<ul>\n<li>1.2B \u6d3b\u8dc3\u7528\u6237<\/li>\n<li>\u7cbe\u51c6\u7684\u7528\u6237\u5b9a\u4f4d<\/li>\n<li>\u76f8\u5bf9\u8f83\u4f4e\u7684\u7528\u6237\u83b7\u53d6\u6210\u672c<\/li>\n<li>\u6548\u679c\u7acb\u7aff\u89c1\u5f71<\/li>\n<\/ul>\n<p>Facebook Organic\u548cFacebook Advertising\u662f\u5b8c\u5168\u4e0d\u4e00\u6837\u7684\u4e24\u4e2a\u9886\u57df\u3002<\/p>\n<p>Facebook Ads\u66f4\u9700\u8981\u4e00\u4e2a\u6709\u7ecf\u9a8c\u7684Marketer\u53bb\u6bcf\u5929\u8fdb\u884c\u5e7f\u544a\u7684\u4f18\u5316\u548c\u6d4b\u8bd5\u53bb\u8fbe\u5230\u6700\u7ec8\u7684\u76c8\u5229\uff0c\u8fd9\u5c31\u662f\u6211\u4eec\u4fd7\u79f0\u7684Optimization\u548cTesting\u3002<\/p>\n<p>\u4e00\u4e2a\u6709\u7ecf\u9a8c\u7684Marketer\u4e00\u5b9a\u8981\u638c\u63e1\u4f17\u591aOptimization\u548cTesting\u7684\u65b9\u6cd5\u624d\u53ef\u4ee5\u771f\u6b63\u7684\u4e86\u89e3Facebook\uff0c\u6700\u7ec8\u8ba9\u81ea\u5df1\u7684\u4ea7\u54c1\u5728Facebook\u4e0a\u76c8\u5229<\/p>\n<h3 style=\"text-align: center;\">3. \u5982\u679c\u4f60Budget\u4e0d\u591a\uff0c\u600e\u4e48\u5f00\u59cb\u505aFacebook\uff1f<\/h3>\n<p><strong>1. \u5148\u9009\u4f60\u7684Marketing Goal<\/strong><\/p>\n<p>\u9664\u975e\u4f60\u662f\u5927\u516c\u53f8\uff0c\u6709\u5927\u628a\u7684\u94f6\u5b50\u53ef\u4ee5\u82b1\u5728Facebook\u4e0a\u53ea\u505aBrand awareness\uff0c\u6216\u8005\u4f60\u6709\u5927\u628a\u7684\u94b1\u653e\u5728Agency\u8eab\u4e0a\u653e\u624b\u8ba9\u4ed6\u4eec\u7ed9\u4f60\u82b1\u94b1\u5e76\u4e14\u6536\u53d6\u5de8\u989d\u7684Media spend\u3002<\/p>\n<p>\u5982\u679c\u4f60\u4e0d\u662f\u8eab\u5904\u4ee5\u4e0a\u4e24\u79cd\u60c5\u51b5\uff0c\u90a3\u6211\u89c9\u5f97\u8fd9\u7bc7\u6587\u7ae0\u53ef\u80fd\u4f1a\u7ed9\u4f60\u4e00\u70b9\u542f\u53d1\u3002<\/p>\n<p>\u57fa\u672c\u4e0a\u6765\u8bf4\uff0c\u4f5c\u4e3a\u4e2d\u5c0f\u578b\u516c\u53f8\u7684<a href=\"https:\/\/www.growthhk.cn\/cgo\">Growth Marketer<\/a>\uff0c\u516c\u53f8\u7ed9\u4f60\u94b1\u82b1\u5728Facebook\u4e0a\uff0c\u4ed6\u4eec\u53ea\u770b\u4e00\u4e2a\u4e00\u4e2a\u6307\u6807 &#8211; \u5c31\u662f\u5229\u6da6\u3002\u6211\u8fd9\u7bc7\u6587\u7ae0\u5c31\u7b80\u5355\u8bb2\u4e00\u4e0b\u4f5c\u4e3a\u4e00\u4e2a\u7cbe\u6253\u7ec6\u7b97\u7684\u7532\u65b9\u5982\u4f55\u5728Facebook\u4e0a\u82b1\u94b1\u624d\u80fd\u8d5a\u94b1\u3002<\/p>\n<p>\u5728\u5f00\u59cb\u505aFacebook\u4e4b\u524d\uff0c\u6211\u4eec\u9996\u5148\u8981\u505a\u7684\u662f\u60f3\u6e05\u695a\u6211\u4eec\u8981\u505aFacebook\u662f\u4e3a\u4ec0\u4e48\uff0cFacebook Campaign\u6709\u4ee5\u4e0b\u51e0\u4e2aGoal\u53ef\u4ee5\u9009\u62e9\uff1a<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-medium wp-image-12169\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/Facebook-Campaign\u6709\u4ee5\u4e0b\u51e0\u4e2aGoal\u53ef\u4ee5\u9009\u62e9-600x345.jpg\" alt=\"\" width=\"600\" height=\"345\" \/><\/p>\n<p>\u4e00\u822c\u6765\u8bf4\u4f5c\u4e3aGrowth marketer, \u6211\u9996\u9009\u662f\u4e24\u4e2a\uff1a<\/p>\n<ul>\n<li>Engagement Goal &#8211; \u7528Content\u53bb\u8bc6\u522b\u5e02\u573a\u4e0a\u90a3\u4e48\u591a\u7528\u6237\u54ea\u4e9b\u662f\u6211\u7684\u76ee\u524d\u7fa4\u4f53, \u5efa\u7acb\u4ea7\u54c1\u719f\u6089\u5ea6<\/li>\n<li>Conversion Goal &#8211; \u7528DR\u53bb\u8bc6\u522b\u5e02\u573a\u4e0a\u53bb\u83b7\u53d6\u7528\u6237\uff0c\u5b8c\u6210\u8d2d\u4e70<\/li>\n<\/ul>\n<p><strong>2. \u518d\u9009\u4f60\u7684Audience<\/strong><\/p>\n<p>\u786e\u5b9a\u597d\u4f60\u7684\u76ee\u6807\u4e4b\u540e\uff0c\u4f60\u8981\u505a\u7684\u5efa\u7acb\u4f60\u7684Audience\u3002<\/p>\n<p>\u5efa\u7acbAudience\u6211\u8ba4\u4e3a\u662fFacebook\u5e7f\u544a\u6700\u96be\u7684\u4e00\u4e2a\u77e5\u8bc6\u70b9\uff0c\u56e0\u4e3a\u4f60\u8981\u901a\u8fc7\u4e0d\u65ad\u7684Testing\u53bb\u6478\u7d22\u5e76\u786e\u5b9a\u4f60\u6700\u76c8\u5229\u7684\u76ee\u6807\u7fa4\u4f53\u3002\u4e00\u822c\u4f5c\u4e3aGrowth Marketer\uff0c\u6211\u4f1a\u4ece\u4ee5\u4e0b\u4e09\u7c7b\u7528\u6237\u7fa4\u91cc\u4e0b\u624b\uff1a<\/p>\n<ul>\n<li>Custom Audience &#8211; \u4e0a\u4f20\u4f60\u7684\u7528\u6237\u6570\u636e\uff0c\u8ba9Facebook match\u4f60\u7684\u7528\u6237\u6570\u636e\uff0c\u5e76\u5728Facebook\u627e\u5230\u5728\u4f60\u7f51\u7ad9\u4e0a\u8d2d\u4e70\u8fc7\u7684\u7528\u6237<\/li>\n<li>Traffic Based Audience &#8211; Facebook pixel\u81ea\u52a8\u8bc6\u522b\u6765\u5230\u4f60\u7f51\u7ad9\u7684\u7528\u6237\u4fe1\u606f\uff0c \u5e76\u5728Facebook\u4e0a\u627e\u5230\u8fd9\u4e9b\u6765\u5230\u8fc7\u4f60\u7f51\u7ad9\u7684\u7528\u6237<\/li>\n<li>Retargeting Audience &#8211; \u5728\u4f60\u7684\u7528\u6237\u6765\u5230\u4f60\u7684\u7f51\u7ad9\u4f46\u5e76\u6ca1\u6709\u8fdb\u884c\u8d2d\u4e70\uff0c\u4f60\u7528retargeting campaign \u628a\u4ed6\u4eec\u91cd\u65b0\u5e26\u56de\u7f51\u7ad9\u5b8c\u6210\u8d2d\u4e70<\/li>\n<\/ul>\n<p>\u73b0\u5728\u6700\u706b\u7684Lookalike Audience Type \u5927\u90e8\u5206\u5c31\u662f\u57fa\u4e8e\u8fd9\u51e0\u7c7b\u7528\u6237\u5efa\u7acb\u7684\u3002<\/p>\n<p>Facebook Lookalike Audience \u5b98\u65b9\u7684\u89e3\u91ca\uff1a\u201dFind more people who look like your current customers, visitors to your website or Page fans.\u201d \u6709\u5174\u8da3\u7684\u540c\u5b66\u53ef\u4ee5\u505a\u66f4\u5347\u5165\u7684\u7814\u7a76\u3002<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-medium wp-image-12170\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/Lookalike-Audience-Type-600x361.png\" alt=\"\" width=\"600\" height=\"361\" \/><\/p>\n<p><strong>3. \u7136\u540e\u505a\u4f60\u7684Content<\/strong><\/p>\n<p>\u8fd9\u4e2a\u6211\u5c31\u4e0d\u591a\u8bf4\u4e86\uff0c\u6bd5\u7adf\u6211\u4e5f\u4e0d\u662fCreative\u51fa\u8eab\uff0c\u4f46\u662f\u603b\u6240\u5468\u77e5\uff0cAds content \u6211\u4e00\u822c\u7b80\u5355\u7684\u505a\u4e24\u79cd- Content\u548cDR (Direct Response):<\/p>\n<p>\u7b80\u5355\u8bf4\u4e00\u4e0bContent\u548cDR\u7684\u533a\u522b\uff0c\u6bd4\u5982\u4f60\u8981\u63a8\u9500\u4e00\u6b3e\u4fe1\u7528\u5361\uff1a<\/p>\n<ul>\n<li>Content: \u201c\u5982\u679c\u8fdb\u884c\u81ea\u6211\u8d22\u52a1\u7ba1\u7406\uff0c\u5728\u5341\u5e74\u5185\u5b9e\u73b0\u8d22\u5bcc\u81ea\u7531\uff01\u201c \u4e00\u822c\u5728Content\u4e2d\u4f1a\u63d0\u5230\uff1a\u53ef\u4ee5\u8003\u8651\u7533\u8bf7\u4e00\u4e2a\u798f\u5229\u591a\u591a\u7684\u4fe1\u7528\u5361\u54e6\uff01<\/li>\n<li>DR: \u201c\u8fd9\u4e2a\u4fe1\u7528\u5361\u798f\u5229\u591a\u5e74\u8d39\u4f4e\uff0c\u73b0\u5728\u7533\u8bf7\u8fd8\u9001\u4e94\u4e07\u70b9\u79ef\u5206\uff0c\u5feb\u6765\u7533\u8bf7\uff01\u201d<\/li>\n<\/ul>\n<p>\u81f3\u4e8eCreative, Facebook\u7684\u5e7f\u544a\u5f62\u5f0f\u592a\u591a\u4e86\uff0c\u6709Static image, Carousel Ads, Slideshow, Cavas Ads,\u7b49\u7b49\u3002<\/p>\n<p>\u4f60\u53ef\u4ee5\u505a\u5f97\u5f88\u7b80\u5355\uff0c\u4e5f\u53ef\u4ee5\u505a\u7684\u5f88Fancy\u3002\u8fd9\u4e2a\u5b8c\u5168\u770b\u4f60\u4eecTeam\u6709\u591a\u5c11\u65f6\u95f4\u548c\u7cbe\u529b\u53bb\u505a\u5e7f\u544a\u8bbe\u8ba1\u3002<\/p>\n<p>\u4f46\u5bf9\u4e8e\u6211\u4eecGrowth Marketer \u6765\u8bf4\uff0c\u5e7f\u544a\u5f62\u5f0f\u4e0d\u662f\u6700\u91cd\u8981\u7684\uff0c\u56e0\u4e3a\u90a3\u662fcreative\u7684\u5de5\u4f5c\u3002\u4e0b\u9762\u6211\u8981\u8bf4\u7684\u624d\u662f\u6700\u91cd\u8981\u7684\u3002<\/p>\n<p><strong>4. \u5148\u4ece\u7b80\u5355\u7684Facebook Testing \u505a\u8d77<\/strong><\/p>\n<p>\u7701\u65f6\u7701\u529b\u6548\u679c\u7acb\u7aff\u89c1\u5f71<\/p>\n<p>\u6211\u4e00\u822c\u8bbe\u7f6e\u4e09\u4e2aTesting Campaign:<\/p>\n<ul>\n<li>a. Content campaign &#8211; 4-5\u4e2aBlog content, Run\u4e24\u5929\u4e4b\u540e\u7559\u4e0b2\u4e2aWinning ads<\/li>\n<li>b. DR campaign &#8211; 4-5 DR Ads, Run\u4e24\u5929\u4e4b\u540e\u7559\u4e0b2\u4e2aWinning ads<\/li>\n<li>c. Retargeting campaign &#8211; 4-5 DR retargeting Ads, Run\u4e24\u5929\u4e4b\u540e\u7559\u4e0b2\u4e2aWinning ads<\/li>\n<\/ul>\n<p>\u867d\u7136\u53ea\u662fTesting Campaign, \u6211\u4f1a\u628aGoal\u8bbe\u7f6e\u4e3aConversion\uff0c\u8fd9\u6837\u5c31\u4f1a\u8ba9Facebook \u77e5\u9053\u6211\u8981Optimize\u662fConversion\uff0c\u4e0d\u662fimpression\uff0c\u4e0d\u662fclicks\u3002<\/p>\n<p>\u6211\u5e0c\u671bFacebook\u5e2e\u6211\u627e\u5230\u6700\u80fd\u6210\u4e3a\u6211\u5ba2\u6237\u7684\u4eba\u3002\u8fd9\u91cc\u9762\u7684\u5173\u952e\u5728\u4e8e &#8211; \u56e0\u4e3a\u8fd9\u662f\u4e00\u4e2atest campaign \u6240\u4ee5\u4f60\u7684\u76ee\u6807\u5ba2\u6237\u8981\u9009\u7684\u8f83\u4e3a\u7cbe\u51c6\u4ee5\u786e\u4fdd\u8fd9\u4e2atest campaign\u53ef\u4ee5\u5f88\u5bb9\u6613\u6210\u529f\u3002\u4e00\u822c\u76ee\u6807\u7fa4\u91cc\u6211\u4f1a\u9009\uff1a<\/p>\n<ul>\n<li>Past 30 days Converters Lookalike 1%<\/li>\n<li>Past 30 days Traffic Lookalike 1%<\/li>\n<li>\u5176\u4ed6\u80fd\u591f\u8ddf\u4f60\u76ee\u6807\u5ba2\u6237\u6700\u63a5\u8fd1\u7684\u76ee\u6807\u7fa4\u4f53\u7684Lookalike<\/li>\n<\/ul>\n<p>\u8fd9\u4e2aCampaign\u4e00\u822c\u8bbe\u7f6e$50\/Day\uff0c\u662f\u56e0\u4e3a\u8981\u6ee1\u8db3\uff1a<\/p>\n<blockquote><p>Facebook spending pace &lt; Facebook learning pace<\/p><\/blockquote>\n<p>\u56e0\u4e3a\u5982\u679cSpending Pace\u5927\u4e8eLearning Pace\uff0c\u8868\u73b0\u4e00\u5b9a\u4f1a\u5f88\u5dee\u3002\u6240\u4ee5Testing Campaign\u4e0d\u5efa\u8bae\u82b1\u94b1\u592aAggressive\u3002<\/p>\n<p>\u53e6\u5916\uff0cTesting Campaign \u4f60\u53ef\u4ee5\u4e00\u5f00\u59cb\u653e\u591a\u4e00\u4e9bContent\u6216\u8005DR\u6765\u6d4b\u8bd5\u7528\u6237\u5bf9\u4f60\u4ec0\u4e48\u6837\u7684Messaging\u611f\u5174\u8da3\u3002\u4f46\u662f\u4e00\u65e6Test\u7ed3\u675f\u4f60\u9009\u51fa\u6765Winning Ads\uff0c\u5c31\u8981\u628a\u8868\u73b0\u4e0d\u597d\u7684\u5e7f\u544a\u5173\u6389\u4e0d\u8981\u6d6a\u8d39\u94b1\u3002<\/p>\n<p>\u81f3\u4e8e\u600e\u4e48\u5224\u65ad\u8fd9\u4e2a\u5e7f\u544aTesting Result \u662f\u4e0d\u662fStatistically Siginificant\u4e86\u3002<\/p>\n<p>\u5efa\u8bae\u5927\u5bb6\u53bb\u4f7f\u7528\u201dkissmetrics<a href=\"https:\/\/www.growthhk.cn\/?s=AB\u6d4b\"> A\/B testig<\/a>\u00a0 \u00a0 Tool:http:\/\/suo.im\/4YGQh4<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-medium wp-image-12171\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/ABtestig-600x284.jpg\" alt=\"\" width=\"600\" height=\"284\" \/><\/p>\n<p><strong>5. \u4f60\u7684Facebook Testing\u6210\u529f\u4e86\uff1f<\/strong><\/p>\n<p>\u63a5\u4e0b\u6765\u6211\u4eec\u8981Scale\uff0c\u4e5f\u5c31\u662f\u8d5a\u66f4\u591a\u7684\u94b1<\/p>\n<p>\u6211\u4e00\u822c\u4f1a\u8bbe\u7f6e\u4e09\u4e2aScale Campaign:<\/p>\n<ul>\n<li>\n<blockquote><p>d. TOFU campaign &#8211; 4-5\u4e2aAudience Set, Run\u4e24\u5929\u4e4b\u540e\u7559\u4e0b2\u4e2aWinning audience<\/p><\/blockquote>\n<\/li>\n<li>\n<blockquote><p>e. MOFU campaign &#8211; 3-4\u4e2aAudience Set, Run\u4e24\u5929\u4e4b\u540e\u7559\u4e0b2\u4e2aWinning audience<\/p><\/blockquote>\n<\/li>\n<li>\n<blockquote><p>f. BOFU Retargeting campaign &#8211; 2-3\u4e2aAudience Set, Run\u4e24\u5929\u4e4b\u540e\u7559\u4e0b2\u4e2aWinning audience<\/p><\/blockquote>\n<\/li>\n<\/ul>\n<blockquote><p>*ToFu: Top of the Funnel<\/p>\n<p>MoFu: Middle of the Funnel<\/p>\n<p>BoFu: Bottom of the Funnel<\/p><\/blockquote>\n<p>\u5728TOFU Campaign\u4e2d\uff0c\u6211\u4f1a\u8bbe\u7f6e\u4e00\u4e2aContent\uff0c\u4e00\u4e2aDR\uff0c \u8fd9\u6837\u65e2\u53ef\u4ee5\u6bd4\u8f83\u90a3\u7c7b\u5e7f\u544a\u7c7b\u578b\u8868\u73b0\u597d\uff0c\u4e5f\u53ef\u4ee5\u5728Education Audience\u7684\u540c\u65f6\u83b7\u53d6\u4e00\u4e9bConversion\u3002<\/p>\n<p>\u6211\u4f1a\u7528DR\u53bbTarget Customer Lookalike 7 Days\u6216\u8005Traffic Lookalike 7 Days\u3002\u7136\u540e\u7528Content\u53bbtarget Customer Lookalike 30 Days\u6216\u8005Traffic Lookalike 30 Days\u3002<\/p>\n<p>\u90097\u5929\u7684\u5ba2\u6237\u4e3b\u8981\u662f\u56e0\u4e3a\u8fd9\u5728\u4e03\u5929\u5185\u8fdb\u884c\u8fc7\u8d2d\u4e70\u7684\u7528\u6237\u5bf9\u4e8e\u54c1\u724c\u7684\u9ecf\u6027\u6bd4\u8f83\u5927\uff0c\u4ed6\u4eec\u662f\u8fd1\u671f\u5bf9\u4ea7\u54c1\u6700\u611f\u5174\u8da3\u7684\u4eba\uff0c\u7528\u8fd9\u4e00\u7c7b\u5ba2\u6237\u53bb\u505aLookalike Audience\u662f\u6bd4\u8f83\u7cbe\u51c6\u7684, \u7528DR\u76f4\u63a5\u8fdb\u884c\u7528\u6237\u83b7\u53d6\u6bd4\u8f83\u5bb9\u6613\u6210\u529f\u3002<\/p>\n<p>\u752830\u5929\u751a\u81f3\u66f4\u591a\u5929\u6570\u7684Customer Data\u505aLookalike\uff0c\u8fd9\u7c7b\u5ba2\u6237\u6570\u636e\u672c\u8eab\u5c31\u8f83\u591a\uff0c\u505a\u51fa\u6765\u7684Lookalike Audience\u6ca1\u67097\u5929\u7684\u7cbe\u51c6\uff0c\u4f46\u662fTarget\u6570\u91cf\u4f1a\u5927\u5f88\u591a\u3002\u6240\u4ee5\u6bd4\u8f83\u9002\u5408\u5148\u505aContent education\u3002<\/p>\n<p>\u540c\u6837\u6211\u4e00\u822c\u4f1a\u5148Run\u591a\u4e2aAudience set \u548c\u591a\u79cd\u5e7f\u544a\u5f62\u5f0f, \u4e24\u5929\u540e\u5173\u6389\u8868\u73b0\u4e0d\u597d\u7684\u5e7f\u544a\u3002<\/p>\n<p>\u5728MOFU Campaign \u4e2d\uff0c\u6211\u53ea\u4f1a\u7528DR\u53bbTarget\u6765\u5230\u6211\u7f51\u7ad9\u7684\u7528\u6237\uff0c \u6bd4\u5982\u6211\u5e38\u5e38Target \u7684\u7528\u6237\u7fa4\u4f53\u662f\uff1a<\/p>\n<ul>\n<li>Home page visitors<\/li>\n<li>Blog post visitors<\/li>\n<li>Referral traffic landing page visitors<\/li>\n<li>Campaign traffic landing page visitors<\/li>\n<\/ul>\n<p>\u8fd9\u7c7bCampaign\u4e00\u7c7b\u6210\u529f\u7387\u6bd4\u8f83\u9ad8\uff0c\u56e0\u4e3a\u8fd9\u4e9b\u7528\u6237\u5df2\u7ecf\u6765\u5230\u8fc7\u4f60\u7684\u7f51\u7ad9\uff0c\u6216\u662f\u770b\u4e86\u4f60\u7684\u535a\u5ba2\uff0c\u6216\u8005\u6d4f\u89c8\u4e86\u4f60\u7684\u4ea7\u54c1\uff0c\u6240\u4ee5\u6b63\u5bf9\u8fd9\u7c7b\u7528\u6237\u8fdb\u884c\u5e7f\u544a\u6295\u653e\uff0cConversion Rate\u4f1a\u6bd4\u8f83\u597d\u3002<\/p>\n<p>\u5728MOFU\u4e2d\u4f60\u53ef\u4ee5\u6839\u636e\u4e0d\u540c\u7684\u7528\u6237\u5206\u7c7b\u6765\u8bbe\u7f6e\u4e0d\u540c\u7684\u5e7f\u544amessaging\u548c\u5f62\u5f0f\uff0c\u4ee5\u4fbf\u80fd\u591f\u66f4\u597d\u5730\u63d0\u9ad8\u5e7f\u544a\u8868\u73b0\u3002<\/p>\n<p>\u6700\u540e\u5728BOFU\u91cc\u9762\u5c31\u662fRetargeting\u7684\u5e7f\u544a\uff0c\u6211\u4e00\u822cTarget\u7684\u662f\u5728\u6211\u7684\u7f51\u7ad9\u7559\u4e0b\u6765Email\u4f46\u8fd8\u6ca1\u6709\u8fdb\u884c\u8d2d\u4e70\u7684\u4eba\u3002<\/p>\n<p>\u8fd9\u91cc\u9762\u6709\u4e00\u4e2a\u5173\u952e\uff0c\u5c31\u662f\u4f60\u8981\u9996\u5148\u6e05\u695a\u4f60\u7684\u7528\u6237\u5728\u4f60\u7684\u7f51\u7ad9\u7684Customer Journey\u3002<\/p>\n<p>\u4ed6\u4eec\u8fdb\u884c\u90ae\u7bb1\u6ce8\u518c\u4e86\u4e4b\u540e\u591a\u4e45\u4e4b\u540e\u4f1a\u5b8c\u6210\u7b2c\u4e00\u7b14\u8d2d\u4e70\uff0c\u591a\u4e45\u4e4b\u540e\u4f1a\u5f7b\u5e95\u79bb\u5f00\u8fd9\u4e2a\u54c1\u724c\u4e0d\u518d\u8fdb\u884c\u8d2d\u4e70\u3002 \u8fd9\u6837\u4f60\u5c31\u77e5\u9053\u4f60\u7684\u5e7f\u544a\u5230\u5e95\u8be5\u6295\u7ed9\u4ec0\u4e48\u6837\u7684\u76ee\u6807\u7fa4\u4f53\u624d\u4e0d\u4f1a\u6d6a\u8d39\u94b1\u3002<\/p>\n<p>\u6bd4\u5982\u6211\u77e5\u9053\u6211\u7684\u5ba2\u6237\u90ae\u7bb1\u6ce8\u518c\u540e30\u5929\u540e\u5982\u679c\u8fd8\u6ca1\u6709\u8d2d\u4e70\u5c31\u518d\u4e5f\u4e0d\u4f1a\u56de\u6765\u4e86\u3002\u8fd9\u6837\u6211\u5c31\u4f1a\u8bbe\u7f6e\u8fd9\u6837\u7684Retargeting Campaign:<\/p>\n<ul>\n<li>Drop off customer &lt;7 days &#8211; budget \u82b150%<\/li>\n<li>Drop off customer 7-14 days &#8211; budget \u82b130%<\/li>\n<li>Drop off customer 15-30 days &#8211; budget \u82b120%<\/li>\n<li>Drop off customer &gt; 30 days &#8211; exclude these customers from retargeting<\/li>\n<\/ul>\n<p>\u540c\u65f6\u4e0d\u540cCustomer Stage\u4e5f\u8981\u8bbe\u7f6e\u4e0d\u540c\u7684Messaging\u3002<\/p>\n<p>\u6bd4\u5982\uff1a<\/p>\n<ul>\n<li>\u6765\u4e86\u7f51\u7ad9\u6ca1\u6709\u90ae\u7bb1\u6ce8\u518c\u7684\u7fa4\u4f53\uff1a \u201cCheck out our new summer product\u201d<\/li>\n<li>\u90ae\u7bb1\u6ce8\u518c\u4f46\u6ca1\u6709\u8d2d\u4e70\u7684\u7fa4\u4f53: \u201c50% off only if you purchase before XXX date\u201d<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter size-medium wp-image-12172\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/\u90ae\u7bb1\u6ce8\u518c-600x275.jpg\" alt=\"\" width=\"600\" height=\"275\" \/><\/p>\n<p>\u5728\u505a\u5b8c\u8fd9\u4e09\u4e2aScale\u7684Campaign\u4e4b\u540e\uff0c\u5f53\u7136\u4e0d\u662f\u6492\u624b\u4e0d\u7ba1\u8ba9Campaign\u81ea\u7531\u53d1\u6325\uff0c\u76f8\u53cd\u7684\u662f\u6bcf\u9694\u4e24\u5929\u90fd\u8981\u505acampaign performance review\u3002<\/p>\n<p>\u8fd9\u91cc\u6211\u4e5f\u60f3\u5206\u4eab\u4e00\u4e0b\u5f53Marketer\u5728\u8bf4OptimizeCampaign\u7684\u65f6\u5019\u90fd\u5728Optimize\u4e00\u4e9b\u4ec0\u4e48\uff1f<\/p>\n<ul>\n<li>TOFU: \u4e00\u822c\u662foptimize audience &#8211; \u9009\u51fa\u8868\u73b0\u6700\u597d\u7684\u5ba2\u6237\u7fa4\u4f53<\/li>\n<li>MOFU: \u4e00\u822c\u662foptimize creative ads &#8211; \u9009\u51fa\u8868\u73b0\u6700\u597d\u7684\u5e7f\u544a\u5f62\u5f0f\u548c\u5e7f\u544a\u8bed\u6765\u83b7\u53d6\u6700\u5927\u7684CTR\u548cConversion rate<\/li>\n<li>BOFU: \u4e00\u822coptimize frequency &#8211; \u4e86\u89e3\u5f53\u4f60\u7684\u5e7f\u544areach\u7684\u7684audience\u591a\u5c11\u6b21\u7684\u65f6\u5019\u624d\u6709\u7ed9\u4f60\u5e26\u6765\u6700\u5927\u7684\u5229\u6da6, \u6839\u636efrequency\u6765\u8c03\u6574budget \u5e76\u4e14 optimize conversion rate.<\/li>\n<\/ul>\n<p>\u6700\u540e\u4e00\u70b9\u5c0f Tricks for Growth Marketers:<\/p>\n<ul>\n<li>\u5c3d\u91cf\u5728\u65e9\u4e0a\u5f00\u59cb\u8fd0\u884c\u4f60\u7684Campaign\uff0c\u8ba9Facebook \u6709\u4e00\u592924\u5c0f\u65f6\u53bbOptimize Algirothm, \u8fd9\u6837\u4f60\u7684\u5e7f\u544a\u8868\u73b0\u4f1a\u6bd4\u8f83\u597d<\/li>\n<li>\u5982\u679c\u4f60\u7684\u76ee\u6807\u662f\u76c8\u5229\uff0c\u628aConversion Goal\u4f5c\u4e3a\u4f60\u7684\u76ee\u6807\uff0c\u7528Link CTR\u53bb\u5224\u65ad\u4f60\u7684Ad\u548cAudience\u8868\u73b0, \u5e76\u8fdb\u884c\u4f18\u5316<\/li>\n<li>\u8868\u73b0\u4e0d\u597d\u7684\u5e7f\u544a\u6216\u8005Audience Set\uff0c\u7acb\u523b\u5173\u6389\u5e76\u5c1d\u8bd5\u65b0\u7684\u5f62\u5f0f<\/li>\n<\/ul>\n<p>\uff08\u4ee5\u4e0a\u4ec5\u4ec5\u662f\u4e2a\u4eba\u505aFintech Facebook\u7684\u4e00\u4e9b\u7ecf\u9a8c\u5206\u4eab\uff0c\u5e76\u4e0d\u9002\u5408\u4e8e\u6240\u6709industry\uff0c \u4ec5\u4f9b\u53c2\u8003\uff09<\/p>\n<p>\u6587\uff1aA\u5bfc\u5e08@\u804c\u56feCareerTu\uff08careertu\uff09<\/p>\n<p><strong>\u9996\u5e2d\u589e\u957f\u5b98CGO\u8350\u8bfb\uff1a<\/strong><\/p>\n<ul>\n<li>\u300a<a href=\"https:\/\/www.growthhk.cn\/cgo\/11162.html\">\u60f3\u5b66\u4e60\u589e\u957f\u9ed1\u5ba2\uff1f\u4f60\u4e00\u5b9a\u8981\u907f\u5f00\u8fd96\u5927\u8bef\u533a\uff08\u964412\u4e2a\u6848\u4f8b\uff09<\/a>\u300b<\/li>\n<li>\u300a<a href=\"https:\/\/www.growthhk.cn\/cgo\/10303.html\">50\u4e2a\u7ecf\u5178\u589e\u957f\u9ed1\u5ba2\u6848\u4f8b\uff1a\u9996\u5e2d\u589e\u957f\u5b98\u7684\u5546\u4e1a\u589e\u957f\u7b56\u7565\u548c\u6280\u672f<\/a>\u300b<\/li>\n<li>\u300a<a href=\"https:\/\/www.growthhk.cn\/cgo\/12137.html\">\u65b0\u54c1\u9996\u53d1\u5f53\u65e5\u9500\u552e\u8d85\u5341\u4e07\u591a\u4ef6\uff0c\u7f51\u7ea2\u65b0\u54c1\u724c\u9713\u88f3\u7684\u589e\u957f\u65b0\u6a21\u5f0f<\/a>\u300b<\/li>\n<\/ul>\n<p>\u66f4\u591a\u7cbe\u5f69\uff0c\u5173\u6ce8\uff1a<span class=\"wpcom_tag_link\"><a href=\"https:\/\/www.growthhk.cn\/tag\/%e5%a2%9e%e9%95%bf%e9%bb%91%e5%ae%a2\" title=\"\u589e\u957f\u9ed1\u5ba2\" target=\"_blank\">\u589e\u957f\u9ed1\u5ba2<\/a><\/span>\uff08GrowthHK.cn\uff09<\/p>\n<p><span class=\"wpcom_keyword_link\"><a href=\"https:\/\/www.growthhk.cn\/\" target=\"_blank\" title=\"\u589e\u957f\u9ed1\u5ba2\">\u589e\u957f\u9ed1\u5ba2<\/a><\/span>\uff08Growth Hacker\uff09\u662f\u4f9d\u9760\u6280\u672f\u548c\u6570\u636e\u6765\u8fbe\u6210\u5404\u79cd\u8425\u9500\u76ee\u6807\u7684\u65b0\u578b\u56e2\u961f\u89d2\u8272\u3002\u4ece\u5355\u7ebf\u601d\u7ef4\u8005\u65f6\u5e38\u5ffd\u7565\u7684\u89d2\u5ea6\u548c\u9ad8\u5ea6\uff0c\u68b3\u7406\u6574\u5408\u4ea7\u54c1\u53d1\u5c55\u7684\u56e0\u7d20\uff0c\u5b9e\u73b0\u4f4e\u6210\u672c\u751a\u81f3\u96f6\u6210\u672c\u5e26\u6765\u7684\u6709\u6548\u589e\u957f\u2026<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u5728\u7f8e\u56fd\u505a\u8fc7Marketing\u7684\u4eba\u4e00\u5b9a\u90fd\u63a5\u89e6\u8fc7Facebook\u8fd9\u4e2a\u6240\u6709\u4eba\u90fd\u4f1a\u4f7f\u7528\u7684\u5e73\u53f0\u3002 Facebook\u5b58\u5728\u90a3\u4e48\u591a\u5e74\uff0c\u6211\u8ba4\u4e3a\u8fd8\u662f\u4e00\u4e2a\u5927\u5bb6\u90fd\u8fd8\u5728\u6478\u7d22\u7684\u9886\u57df\uff0cFacebook\u4e0d\u50cfPai\u2026<\/p>\n","protected":false},"author":1,"featured_media":12170,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[10],"tags":[40],"special":[],"class_list":["post-12168","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cgo","tag-40","entry"],"views":109028,"_links":{"self":[{"href":"https:\/\/www.growthhk.cn\/wp-json\/wp\/v2\/posts\/12168","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.growthhk.cn\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.growthhk.cn\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.growthhk.cn\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.growthhk.cn\/wp-json\/wp\/v2\/comments?post=12168"}],"version-history":[{"count":0,"href":"https:\/\/www.growthhk.cn\/wp-json\/wp\/v2\/posts\/12168\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.growthhk.cn\/wp-json\/wp\/v2\/media\/12170"}],"wp:attachment":[{"href":"https:\/\/www.growthhk.cn\/wp-json\/wp\/v2\/media?parent=12168"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.growthhk.cn\/wp-json\/wp\/v2\/categories?post=12168"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.growthhk.cn\/wp-json\/wp\/v2\/tags?post=12168"},{"taxonomy":"special","embeddable":true,"href":"https:\/\/www.growthhk.cn\/wp-json\/wp\/v2\/special?post=12168"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}