宣传扫盲：什么是“重定向”与“再营销”？
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/fcmOjAhra3q5CKvgORFB9wPOfR4OdMZpo9SbGEKz7wl3nWf3vmtebQLibMh6nVMoW9Nj40637AoABX2kibOF54xQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">就</strong></span><span style="color: black;">算是刚</span><span style="color: black;">进入<span style="color: black;">宣传</span>行业的人，相信都多少少都听过“Remarketing”和“Retargeting” 这些词语。<span style="color: black;">然则</span>你真的<span style="color: black;">晓得</span>这是<span style="color: black;">表率</span>什么意思吗？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">Retargeting（重定向）是一种网页<span style="color: black;">宣传</span>的定向技术，<span style="color: black;">能够</span><span style="color: black;">跟踪</span><span style="color: black;">哪些</span><span style="color: black;">拜访</span>过你的网站、但未进行过消费的用户。</strong><span style="color: black;">一般</span>，<span style="color: black;">咱们</span>会<span style="color: black;">运用</span>Google Ads跨网站<span style="color: black;">跟踪</span>用户。<span style="color: black;">例如</span>你在淘宝上浏览了<span style="color: black;">有些</span><span style="color: black;">制品</span>，再<span style="color: black;">拜访</span>其他网站时，该网站上会展示我在淘宝上浏览过的<span style="color: black;">制品</span>合集<span style="color: black;">宣传</span>。</span></p><span style="color: black;">Remarketing（再营销）略微<span style="color: black;">繁杂</span><span style="color: black;">有些</span>。</span><strong style="color: blue;"><span style="color: black;">Remarketing<span style="color: black;">能够</span><span style="color: black;">跟踪</span><span style="color: black;">哪些</span>将商品加入网页购物车，却放弃购买的用户，并向<span style="color: black;">她们</span>发送邮件，进行二次营销</span></strong><strong style="color: blue;"><span style="color: black;">。向上<span style="color: black;">营销</span>（Upselling）和交叉<span style="color: black;">营销</span>（Cross-selling）都<span style="color: black;">能够</span>归类于Remarketing。</span></strong><span style="color: black;"><span style="color: black;">例如</span>，Amazon亚马逊向你推送了一系列，你曾经添加进购物车，但并<span style="color: black;">无</span>下单购买的书籍。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">Retargeting（重定向）在谷歌中的<span style="color: black;">花费</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">谷歌的重定向价格<span style="color: black;">重点</span>取决于你的网站<span style="color: black;">拜访</span>量。一旦有用户<span style="color: black;">拜访</span>网站，但<span style="color: black;">无</span>进行任何互动时，谷歌就会向用户发送<span style="color: black;">宣传</span>，并试图转化用户。</span></p><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fcmOjAhra3q5CKvgORFB9wPOfR4OdMZpgsx2lpmDnkYsWxic2GTAHRictxaB7UZwtic60ezOiaqibeX97UPJz04r0Xg/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">通常</span><span style="color: black;">来讲</span>，重定向<span style="color: black;">宣传</span>是投入<span style="color: black;">报答</span>率最高的营销方式之一</strong>，<span style="color: black;">由于</span>用户<span style="color: black;">已然</span><span style="color: black;">拜访</span>过你的网站了。重定向<span style="color: black;">宣传</span>平均比普通点击付费<span style="color: black;">宣传</span>（PPC）节省50%的<span style="color: black;">花费</span>，<span style="color: black;">因此</span><span style="color: black;">倘若</span>你的PPC<span style="color: black;">花费</span>为$2/人，重定向<span style="color: black;">花费</span>只需$1/人。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">Remarketing（再营销）类型</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Remarketing有多重形式，以下是最<span style="color: black;">平常</span>的几种：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">1. Simple Remarketing（简单再营销）</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">简单再营销是一种<span style="color: black;">平常</span>做法：当用户在浏览其他网站时，Google会向用户展示<span style="color: black;">制品</span><span style="color: black;">宣传</span>以<span style="color: black;">跟踪</span>用户。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">2. Dynamic Remarketing（动态再营销）</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">因为</span>其特殊性，<strong style="color: blue;">动态再营销是<span style="color: black;">拥有</span>最高投入<span style="color: black;">报答</span>率的再营销策略之一</strong>。假设用户<span style="color: black;">拜访</span>某一<span style="color: black;">制品</span>页面后离开网站，或是将<span style="color: black;">制品</span>加入购物车后离开网站，或进入物流寄送页面后离开网站，动态再营销会<span style="color: black;">按照</span>这些<span style="color: black;">区别</span>问题，对用户推送相应的营销活动。</span><span style="color: black;"><span style="color: black;">例如</span>，动态再营销<span style="color: black;">能够</span>针对<span style="color: black;">制品</span>给予<span style="color: black;">区别</span>折扣，或发送免费送货的<span style="color: black;">宣传</span>，利用消费者的心理进行营销。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">3. Video Remarketing（视频再营销）</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">视频再营销，<span style="color: black;">便是</span>针对<span style="color: black;">哪些</span><span style="color: black;">拜访</span>过网站、但未成功被转化的用户，投放视频再营销<span style="color: black;">宣传</span>，例如YouTube<span style="color: black;">宣传</span>。视频再营销<span style="color: black;">因为</span>其视觉效果而非常有效，是流行的再营销策略之一。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">4. Email Remarketing（邮件再营销）</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">针对</span><span style="color: black;">跟踪</span>用户购物车和愿望<span style="color: black;">名单</span>的电商<span style="color: black;">机构</span>而言，邮件再营销<span style="color: black;">能够</span>无缝<span style="color: black;">移植</span>。邮件再营销的典型例子是，商家会向用户发送<span style="color: black;">相关</span>购物车内未下单<span style="color: black;">制品</span>的邮件。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">Remarketing (再营销) 和Retargeting (重定向) 的<span style="color: black;">平常</span>问题</strong></span></p><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fcmOjAhra3q5CKvgORFB9wPOfR4OdMZpiaSEZyrCtzGSDJTvYvhia6PeI735iaz5rKAt7yxjB9lzcvDJG4TcViaI8A/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">1. 什么是AdWords再营销？</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">利用Google AdWords，向放弃购物车的用户或其他用户投放<span style="color: black;">宣传</span>，以<span style="color: black;">加强</span>转化率的过程，<span style="color: black;">叫作</span>为AdWords再营销。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">2. 重定向营销策略真的有效吗？</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">重新定向有效的<span style="color: black;">原由</span>是，它能挖掘用户离开的<span style="color: black;">原由</span>，并给<span style="color: black;">机构</span>一个改进的机会。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">用户离开的<span style="color: black;">原由</span>有<span style="color: black;">那些</span>？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">制品</span>定价过高</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">物流运费过高</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">用户找到了其他替代<span style="color: black;">制品</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">制品</span>交付所需时间过长</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">用户单纯不想购买了</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">3. <span style="color: black;">机构</span>应在重定向营销上投入多少？</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">重定向营销的支出不是一个简单的问题，<span style="color: black;">由于</span>这<span style="color: black;">一般</span>取决于用户的<span style="color: black;">行径</span>。<span style="color: black;">一般</span><span style="color: black;">来讲</span>，说服一个用户需要30天的时间。将20%的<span style="color: black;">宣传</span>预算用于重定向营销是一个合适的比例。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">4. 重定向在营销<span style="color: black;">行业</span>的<span style="color: black;">道理</span>是什么？</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">重定向营销的<span style="color: black;">目的</span>是，<span style="color: black;">经过</span>向用户投放<span style="color: black;">关联</span><span style="color: black;">宣传</span>或<span style="color: black;">供给</span>优惠激励<span style="color: black;">办法</span>，将边缘潜在用户成功转化。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">重定向营销基于用户<span style="color: black;">拜访</span>网站时浏览器内的cookies数据。</strong>这些cookies会跟踪用户，并在用户<span style="color: black;">拜访</span>的所有网站上展示特定<span style="color: black;">宣传</span>。看似<span style="color: black;">繁杂</span>，但有以下这些好处。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">用户会看到与自己<span style="color: black;">关联</span>的<span style="color: black;">宣传</span>，和<span style="color: black;">她们</span>感兴趣的<span style="color: black;">制品</span>的<span style="color: black;">宣传</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">商家经常会<span style="color: black;">供给</span>折扣以吸引用户，用户得以<span style="color: black;">得到</span>优惠</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">商家<span style="color: black;">能够</span><span style="color: black;">加强</span><span style="color: black;">宣传</span>支出的转化率</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">5. 再营销<span style="color: black;">为么</span>如此有效？</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">再营销之<span style="color: black;">因此</span>效果<span style="color: black;">明显</span>，是<span style="color: black;">由于</span>这种方式<span style="color: black;">能够</span><span style="color: black;">按照</span>用户未转化并离开网站的<span style="color: black;">区别</span><span style="color: black;">原由</span>，针对客户再次营销。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">一旦明晰了用户不购买的<span style="color: black;">原由</span>，<span style="color: black;">做为</span>营销人，你就<span style="color: black;">能够</span><span style="color: black;">按照</span>这些<span style="color: black;">原由</span>来制定出有针对性的<span style="color: black;">宣传</span>。<span style="color: black;">倘若</span><span style="color: black;">制品</span>定价过高，商家<span style="color: black;">能够</span>给予小额折扣。<span style="color: black;">倘若</span>物流运输<span style="color: black;">花费</span>过高，商家<span style="color: black;">能够</span><span style="color: black;">供给</span>免邮费服务。<span style="color: black;">倘若</span>用户认为<span style="color: black;">制品</span>交付速度过慢，商家<span style="color: black;">能够</span><span style="color: black;">供给</span>更高价格的更快速寄送服务。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">因为</span>再营销会反复将商品<span style="color: black;">宣传</span>投放至用户眼前，会给用户一种似曾相识的感觉。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">6. 再营销策略的期望<span style="color: black;">目的</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">一名优秀的营销人会<span style="color: black;">认识</span><span style="color: black;">那些</span>是与业务<span style="color: black;">关联</span>的重要指标。观察用户一段时间，你就会<span style="color: black;">发掘</span>，<span style="color: black;">针对</span>已消费的用户和未消<span style="color: black;">花费</span>户，<span style="color: black;">她们</span>的<span style="color: black;">关联</span>指标并不相同。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">举个例子，在页面停留超过几分钟，并<span style="color: black;">拜访</span>多页的用户，<span style="color: black;">特别有</span>可能会进行消费。这是主观的，<span style="color: black;">亦</span>会基于<span style="color: black;">机构</span>业务变化。但<span style="color: black;">倘若</span>能辨别，已达到倾向消费指标的用户，就能更快决定实施再营销策略。</span></p><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fcmOjAhra3q5CKvgORFB9wPOfR4OdMZpEsiaic6puhOpVfuyBx03DR2KcjV0gtRvrzKgOXCIBTriaOGz8V9NLwPgA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">再营销是一个强大的工具，基于数据的<span style="color: black;">宣传</span>会对业务增<span style="color: black;">成长</span>有<span style="color: black;">帮忙</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">有些</span>利用指标来制定针对用户群的例子<span style="color: black;">包含</span>：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">针对在网页上停留超过X分钟的用户</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">针对在网页上<span style="color: black;">拜访</span>超过X个页面的用户</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">针对已<span style="color: black;">拜访</span>结账页面，但未进行交易的用户</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">针对与网页内容互动过，但未消费的用户</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">针对曾多次<span style="color: black;">拜访</span>过网站，但未进行消费的用户</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">有时，某一特定人群更有可能购买<span style="color: black;">制品</span>，<span style="color: black;">或</span>搜索过特定<span style="color: black;">制品</span>的人<span style="color: black;">亦</span>更有可能购买该<span style="color: black;">制品</span>。<span style="color: black;">经过</span>分析，你<span style="color: black;">能够</span><span style="color: black;">认识</span>到最有可能购买的人群和最畅销的<span style="color: black;">制品</span>，从而进行<span style="color: black;">营销</span>。除此以外，在假期内进行再营销，<span style="color: black;">一般</span>会更有效，<span style="color: black;">由于</span>人们在假<span style="color: black;">时期</span>购买<span style="color: black;">制品</span>的可能性更高。另一个例子是，商家<span style="color: black;">能够</span>收集用户的生日或纪念日，<span style="color: black;">由于</span><span style="color: black;">这里</span><span style="color: black;">时期</span>用户更有可能消费。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">这<span style="color: black;">便是</span>Remarketing再营销和Retargeting重定向的力量。除此之外，还有<span style="color: black;">非常多</span><span style="color: black;">办法</span>和工具<span style="color: black;">能够</span><span style="color: black;">帮忙</span><span style="color: black;">提高</span>营销效果。<span style="color: black;">倘若</span>你想<span style="color: black;">认识</span><span style="color: black;">更加多</span>实现增长的<span style="color: black;">办法</span>，或是想系统地<span style="color: black;">把握</span>与增长营销<span style="color: black;">关联</span>的职业技能，<span style="color: black;">那样</span>千万不要<span style="color: black;">错失</span></span></strong><strong style="color: blue;"><span style="color: black;">MarTechApe精心打造的《增长营销专项》课程</span></strong><strong style="color: blue;"><span style="color: black;">！</span></strong></p><img src="https://mmbiz.qpic.cn/mmbiz_png/fcmOjAhra3q5CKvgORFB9wPOfR4OdMZpR3libTQdURrKiae9uvmyu8PPAmby9ECTufYI3f2vwZ3grygAc6Vdh4cA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">《增长营销专项系列课》由MarTechApe联合美国的一线增长营销专家<span style="color: black;">一起</span><span style="color: black;">开发</span>推出，由以下美国名企一线操盘手执教：</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">Amazon</span></strong><span style="color: black;">美国，程序化<span style="color: black;">宣传</span>顾问</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">Amazon</span></strong><span style="color: black;">美国，<span style="color: black;">宣传</span>客户经理</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">Apple</span></strong><span style="color: black;">美国，营销数据<span style="color: black;">专家</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">Uber</span></strong><span style="color: black;">美国，<span style="color: black;">全世界</span>营销分析团队数据分析师</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">Himalaya</span></strong><span style="color: black;">美国，增长营销总监</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">West Elm</span></strong><span style="color: black;">美国，高级营销分析经理</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">Jackpocket</span></strong><span style="color: black;">美国，高级增长营销经理</span></p><strong style="color: blue;"><span style="color: black;">这门专项系列课由7门课程<span style="color: black;">构成</span></span></strong><span style="color: black;">，涵盖了7种中美大厂都在广泛<span style="color: black;">运用</span>的增长营销策略与<span style="color: black;">办法</span>：</span><strong style="color: blue;">模块</strong><strong style="color: blue;">课程内容</strong>课程1<span style="color: black;"><strong style="color: blue;"><span style="color: black;">《谷歌分析与谷歌数据可视化工具》</span></strong></span><span style="color: black;"><span style="color: black;">Google Analytics & Google Data Studio </span> </span>课程2<strong style="color: blue;">《A/B测试在<span style="color: black;">宣传</span>营销中的应用》</strong><span style="color: black;">Media Test & Learn: A/B Testing</span><span style="color: black;">课程3</span><strong style="color: blue;">《CRM营销与用户留存战略》</strong><span style="color: black;">CRM Marketing and User Retention</span>课程4<strong style="color: blue;">《移动增长黑客》</strong><span style="color: black;">Mobile Growth Hacks</span>课程5<strong style="color: blue;">《Facebook<span style="color: black;">宣传</span>实战入门》</strong><span style="color: black;">Facebook Ads</span>课程6<strong style="color: blue;">《谷歌与亚马逊的搜索竞价<span style="color: black;">宣传</span>》</strong><span style="color: black;">SEM: Google Ads and Amazon Advertising</span>课程7<strong style="color: blue;">《程序化<span style="color: black;">宣传</span>》</strong><span style="color: black;">Progammatic Advertising</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">1. 课程老师与课程大纲</span></strong></span><span style="color: black;">课程由在美国知名企业从业5-10年的增长营销专家精心教授，每一位老师与<span style="color: black;">她们</span>教授的课程分别是：</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">《增长营销专项》</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">West Elm</strong></span><strong style="color: blue;">美国知名家具电商</strong><strong style="color: blue;">高级营销分析经理</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">——</strong><strong style="color: blue;">《谷歌分析与谷歌数据可视化工具》</strong><span style="color: black;"><strong style="color: blue;"><span style="color: black;">原价¥339</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1. Google Analytics的<span style="color: black;">商场</span>应用场景</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">吸引<span style="color: black;">更加多</span>用户 — 站点引流 </span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">途径</span>/ 归因分析</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">UTM信息跟踪</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">评定</span><span style="color: black;">宣传</span>/ 媒介表现，GA分析整合</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">用户网页<span style="color: black;">行径</span><span style="color: black;">跟踪</span> – 网站点击流参与度</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">营销：电子邮件/网站促销/营销页面</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">电商：购买路径/转化漏斗/ <span style="color: black;">制品</span>信息界面优化</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">制品</span>搜索：平面/<span style="color: black;">归类</span>排序/ 智能<span style="color: black;">绑缚</span>/ 搜索/ 各站点<span style="color: black;">制品</span><span style="color: black;">举荐</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">网站运营 –顶部导航/<span style="color: black;">制品</span><span style="color: black;">营销</span>排名/库存/延期交货订单/ 功能强化</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">网页设计/UX设计</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2. Google Analytics的用户分析和用户细分 </span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">生命周期价值</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">用户分层图表</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">兴趣 – 兴趣<span style="color: black;">类似</span>类别</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">用户流程/用户轨迹</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">用户细分/自定义报告 (信息中心)</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3. Google Analytics的网页分析与归因分析</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">网站内容 – 着陆页</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">网站速度 – 搜索字词</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">基准化分析 – <span style="color: black;">途径</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">归因分析：多<span style="color: black;">途径</span>漏斗 – 辅助转化与热门转化途径</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">归因分析：模型对比工具</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">4. 谷歌分析的<span style="color: black;">奥密</span> </span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">什么是Hit？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">有<span style="color: black;">那些</span><span style="color: black;">区别</span>类型的Hits？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">区别</span>类型的Hits会发出哪些交互数据？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">怎样</span>查看这些Hits的数据？/ Hits的限额是多少？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">5. Google Analytics的数据范围与自定义维度</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Hits，页面浏览量，会话，用户 </p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">维度和指标</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">自定义维度和指标</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">GA的标签<span style="color: black;">需求</span>/ 限制 / 范围 (<span style="color: black;">制品</span>/ hit/网站浏览/用户) </p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">6. 数据可视化<span style="color: black;">优良</span>: Google Data Studio x Google Analytics</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">为何</span>需要谷歌 data studio? </p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">连接/组合 </p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">自定义模板</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">分享</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">深层<span style="color: black;">专题</span>研讨</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">苹果<span style="color: black;">机构</span>Apple</strong></span><strong style="color: blue;">硅谷总部营销数据<span style="color: black;">专家</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">——《A/B测试在<span style="color: black;">宣传</span>营销中的应用》</strong><span style="color: black;"><strong style="color: blue;"><span style="color: black;">原价¥339</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1. 媒介测试与学习（A/B测试）<span style="color: black;">基本</span>介绍</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">什么是媒介测试与学习(Media Test & Learn)？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">为何</span><span style="color: black;">咱们</span>需要在<span style="color: black;">宣传</span>营销<span style="color: black;">行业</span>用媒介测试与学习？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在<span style="color: black;">实质</span>工作中会做<span style="color: black;">那些</span>关于<span style="color: black;">宣传</span>的实验？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">有<span style="color: black;">那些</span>测试的对象？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2. <span style="color: black;">A/B测试的实验设计</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">怎样</span>设计一个实验？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">实验设计中的<span style="color: black;">重视</span>事项</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">设计实验的6个<span style="color: black;">过程</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">怎样</span>计算最小样本量？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3. <span style="color: black;">实验结果<span style="color: black;">诠释</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">检验实验数据的<span style="color: black;">靠谱</span>性和完整性</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">怎样</span>分析实验结果？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">怎样</span><span style="color: black;">按照</span>样本来估计整体均值或比例的置信区间？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">怎样</span>针对某一指标来判断实验组和对照组的区别在统计上<span style="color: black;">明显</span>？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>想<span style="color: black;">同期</span>测试多个指标，应该<span style="color: black;">重视</span><span style="color: black;">那些</span>事项？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">4. <span style="color: black;">什么是PSA/Ghost Ads<span style="color: black;">宣传</span>？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">什么是PSA？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">为何</span><span style="color: black;">咱们</span>需要在A/B测试中施行PSA？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">PSA的劣势</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">什么是Ghost Ads？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">PSA和Ghost Ads的区别</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">5. <span style="color: black;">宣传</span><span style="color: black;">战役的ROI与效果<span style="color: black;">提高</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">ROI的<span style="color: black;">测绘</span>指标</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">什么是<span style="color: black;">选取</span>偏差（Self-Selection Bias）？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">因果影响分析</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">6. <span style="color: black;">A/B测试的局限与高阶<span style="color: black;">办法</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">A/B测试的局限</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">什么是通用<span style="color: black;">掌控</span>组 (Universal Control Group)?</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">什么是多臂老虎机 (Multi-Armed Bandit)?</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">Uber</strong></span><strong style="color: blue;">硅谷总部全球营销分析团队数据分析师</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">——《CRM营销与用户留存战略》<span style="color: black;">原价¥339</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1. <span style="color: black;">什么是CRM营销</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">CRM在<span style="color: black;">机构</span>中<span style="color: black;">装扮</span>着什么角色</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">怎样</span>与CRM的stakeholder们沟通合作</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">进行CRM的几个途径</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">CRM的分析与报告</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">CRM营销的重要性</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2. 用户生命周期细分</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">CRM的<span style="color: black;">目的</span>受众</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">为何</span><span style="color: black;">咱们</span>需要对用户细分</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">怎样</span>进行用户细分</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">怎样</span>针对<span style="color: black;">每一个</span>细分市场设计策略</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3. CRM的效果<span style="color: black;">评定</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">怎样</span><span style="color: black;">评定</span>CRM的效果</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">商场</span>指标</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">表现指标</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">怎样</span>判断CRM策略的性价比</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">是不是</span>应<span style="color: black;">长时间</span>保持某个CRM策略</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">CRM的局限性 </p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">4. 新用户实例介绍</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">新用户的<span style="color: black;">运用</span>引导流程设计</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">预分析的应用实例</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">对实验结果进行分析和<span style="color: black;">评定</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">按照</span><span style="color: black;">评定</span>设计引导因用户的CRM策略</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">5. 成熟用户忠诚度计划</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Premium用户群是关键</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">怎样</span>吸引用户留下来</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">预分析的应用实例</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">对实验结果进行分析和<span style="color: black;">评定</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">按照</span><span style="color: black;">评定</span>设计吸引用户留下的CRM策略</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">6. <span style="color: black;">怎样</span>赢回流失用户</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">用户<span style="color: black;">为何</span>对<span style="color: black;">咱们</span>不满意？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">怎样</span>激励用户？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">促销类型</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">预分析的应用实例</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">对实验结果进行分析和<span style="color: black;">评定</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">按照</span><span style="color: black;">评定</span>设计赢回流失用户的CRM策略</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">Himalaya APP（喜马拉雅）</strong></span><strong style="color: blue;">美国增长总监</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">——《Facebook<span style="color: black;">宣传</span>实战入门》</strong><span style="color: black;"><strong style="color: blue;"><span style="color: black;">原价¥339</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1. Facebook Ads 基本介绍和 Facebook 的<span style="color: black;">宣传</span>结构</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Facebook的<span style="color: black;">归类</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Facebook Ads 账户结构</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2. <span style="color: black;">怎样</span>从头<span style="color: black;">起始</span><span style="color: black;">创立</span>新的<span style="color: black;">宣传</span>战疫</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Goal, Targeting, Creative 和 Tracking</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Campaign level（战疫层）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Ad Sets level（<span style="color: black;">宣传</span>组）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Ads level（<span style="color: black;">宣传</span>层）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Tracking（<span style="color: black;">跟踪</span>）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3. <span style="color: black;">怎样</span>设置定向（Targeting）: 好的定向是成功的一半</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">地域 + 人口特征</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">基于兴趣的定向（Interest-based）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">基于<span style="color: black;">类似</span>人群的定向（Lookalike）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">重定向（Retargeting）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">宣传</span>位置（Placement）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">4. <span style="color: black;">怎样</span>在Facebook<span style="color: black;">宣传</span>中设置创意（Creative）：什么是有效的做法？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">创意种类</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">创意的<span style="color: black;">有些</span>技术细节和<span style="color: black;">需求</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">创意的最佳实践</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">5. <span style="color: black;">经过</span>Facebook<span style="color: black;">宣传</span>进行 A/B测试</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">实验前的准备: 测试变量，样本<span style="color: black;">体积</span>，预算</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">怎样</span>利用Facebook A/B testing工具进行实验</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">6. Facebook<span style="color: black;">宣传</span>优化<span style="color: black;">办法</span> + 特定行业最佳做法</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">基本优化: 优化要基于战略结构</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">特定行业最佳做法</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">怎样</span>扩大规模</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">Jackpocket</strong></span><strong style="color: blue;">美国移动彩票应用高级增长营销经理</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">——《移动增长黑客》</strong><span style="color: black;"><strong style="color: blue;"><span style="color: black;">原价¥339</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1. 移动增长入门介绍</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">怎样</span>玩转海外手机app市场，增长<span style="color: black;">优秀</span>客户</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2. 移动营销归因</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">学好营销归因，你离成功已接近一半。你会学习到移动营销归因的重要性。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">什么是SDK, deep links, postbacks? 跨<span style="color: black;">途径</span>营销<span style="color: black;">怎样</span><span style="color: black;">帮忙</span>品牌增长?</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">移动营销归因有<span style="color: black;">那些</span>挑战？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">有<span style="color: black;">无</span>100%正确的归因？<span style="color: black;">怎么样</span>判断营销归因<span style="color: black;">是不是</span>正确?</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3. <span style="color: black;">怎样</span>做手机app创意<span style="color: black;">宣传</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">分享Camfrog ads案例，我是<span style="color: black;">怎样</span>从0<span style="color: black;">起始</span>，设计制作视频<span style="color: black;">宣传</span>，为Camfrog实现100%收入增长，并且节省了一半的acquisition cost</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">4. <span style="color: black;">怎样</span>在获客战役的<span style="color: black;">基本</span>上<span style="color: black;">连续</span>扩大影响？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Instagram live story<span style="color: black;">宣传</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Snapchat<span style="color: black;">宣传</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Facebook<span style="color: black;">宣传</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">多平台的移动App安装战疫</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">怎么样</span>做用户获取（User Acquisition）？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">怎么样</span>做重定向（Retargeting）？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">5：Google UAC （通用应用<span style="color: black;">宣传</span>）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">怎样</span>玩转新版Google UAC</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">怎样</span><span style="color: black;">跟踪</span>APP内用户<span style="color: black;">行径</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">高阶UAC<span style="color: black;">测绘</span><span style="color: black;">办法</span> Advanced UAC measurement</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">6. <span style="color: black;">加强</span>留存与活跃</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">怎样</span>优化手机用户旅程(Customer Journey)实现二次增长</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">漏斗优化 (Funnel Optimization) <span style="color: black;">意见</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">怎样</span><span style="color: black;">加强</span>留存率和活跃度 (Retention and Engagement)</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">7. 手机APP商城优化</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">爆款手机app是<span style="color: black;">这般</span>做应用商城优化的</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">手机商城优化和苹果搜索<span style="color: black;">宣传</span>（Apple Search Ads）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">商品详情实验 Store Listing Experiment</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">Amazon</strong></span><strong style="color: blue;"><span style="color: black;">宣传</span>客户经理</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">——《谷歌与亚马逊的搜索竞价<span style="color: black;">宣传</span>》<span style="color: black;">原价¥339</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1. 搜索引擎营销（Search Engine Marketing）行业介绍与应用实例</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2. <span style="color: black;">怎样</span><span style="color: black;">创立</span>Google AdWords<span style="color: black;">宣传</span>？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3. Google AdWords的优化技巧以及电商、快销、医药行业的最佳做法</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">4. Amazon Advertising亚马逊<span style="color: black;">宣传</span>平台操作介绍：<span style="color: black;">怎样</span>在Amazon Marketing Services（AMS）上<span style="color: black;">创立</span>搜索<span style="color: black;">宣传</span>？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">5. 亚马逊<span style="color: black;">宣传</span>的优化技巧以及<span style="color: black;">区别</span>行业的最佳做法</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">6. 求职搜索引擎营销（Search Engine Marketing）与面试真题<span style="color: black;">指点</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">Amazon</span><span style="color: black;">美国程序化<span style="color: black;">宣传</span>顾问</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">——《程序化<span style="color: black;">宣传</span>（<span style="color: black;">基本</span>与进阶）》</strong><span style="color: black;"><strong style="color: blue;"><span style="color: black;">原价¥693</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1. <span style="color: black;">咱们</span><span style="color: black;">为何</span>要程序化地购买<span style="color: black;">宣传</span>？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2. 一个像纳斯达克<span style="color: black;">同样</span>的媒介交易市场——程序化<span style="color: black;">宣传</span>基本概念</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">实时竞价（RTB：real-time bidding）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">买方平台（DSP：demand-side platform）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">宣传</span>网络/卖方市场（Ad network/SSP，supply-side platform）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">数字出版商（publisher）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">宣传</span>存货（ad inventory）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3. 从案例来看程序化<span style="color: black;">宣传</span>战役中的竞拍<span style="color: black;">怎样</span>进行，以及竞价是怎么回事（重点讲述：publisher waterfall）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">4. 程序化战役类型<span style="color: black;">归类</span>介绍</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">重新定向（retargeting）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">探查/<span style="color: black;">发掘</span>类（prospecting）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">针对用户<span style="color: black;">行径</span>的<span style="color: black;">行径</span>定向behavioral targeting</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">按照</span>内容的内容定向contextual targeting</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">程序化<span style="color: black;">宣传</span>KPI：CPA，CTR，VCR，Viewability，Reach</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">5. 程序化行业热点：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">欧盟的数据<span style="color: black;">管理</span>GDPR</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">竞价系统的变化（从次价竞拍到首价竞拍）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">品牌安全</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">6. 进入程序化<span style="color: black;">宣传</span>的职业赛道</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">面试的“技术问题”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">一个程序化<span style="color: black;">宣传</span>经理的一天是<span style="color: black;">怎么样</span>的？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">7. 以Google Campaign Manager（原名DoubleClick Campaign Manager, 简<span style="color: black;">叫作</span>DCM）为例讲解第三方<span style="color: black;">宣传</span>服务器。从Floodlight到traffick ads</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">8. <span style="color: black;">为何</span>转化生而平等，但有的转化比其他转化更平等——从报告（reporting）的<span style="color: black;">方向</span>来讲<span style="color: black;">宣传</span>归因（attribution）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">9. <span style="color: black;">怎样</span><span style="color: black;">选取</span>适合你的买方平台——没错，是“适合”，而不是“最好”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">10. 动态创意优化<span style="color: black;">处理</span><span style="color: black;">方法</span>（dynamic creative optimization solution）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">11. 流<span style="color: black;">媒介</span><span style="color: black;">宣传</span>购买的热点——Connected TV（联网电视）</p><strong style="color: blue;"><span style="color: black;">2. 课程形式和上课流程</span></strong><span style="color: black;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">沉浸式学习体验，让网络课程更接近线下学习。防止课程囤积，助教督促完课。</p>
</span><strong style="color: blue;"><span style="color: black;">1). 班<span style="color: black;">专家</span></span></strong><span style="color: black;">负责为所有学员规划学习进程，<span style="color: black;">部署</span>作业与截止日期。</span><strong style="color: blue;"><span style="color: black;">2). 助教团</span></strong><span style="color: black;">助教团的助教老师们会nice地提醒<span style="color: black;">大众</span>交作业，并进行作业答疑。</span><strong style="color: blue;"><span style="color: black;">3). 作业</span></strong><span style="color: black;">每周一次作业，检验学习效果，花费时间15-30分钟。</span><strong style="color: blue;"><span style="color: black;">4). 专项大证书</span></strong><span style="color: black;">证书样本如下：</span><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><strong style="color: blue;"><span style="color: black;">3. 报名方式</span></strong><span style="color: black;">《专项系课程》中所<span style="color: black;">包括</span>的7门课程，单价之和为2727元。<span style="color: black;">亦</span><span style="color: black;">便是</span>说，<span style="color: black;">倘若</span>单独购买这7门课程，需要花费2727元人民币。<strong style="color: blue;"><span style="color: black;">然则</span>，<span style="color: black;">倘若</span>打包购买这7门课程，<span style="color: black;">亦</span><span style="color: black;">便是</span>订阅《增长营销专项系列课》，则只需要¥1899元人民币。<span style="color: black;">况且</span>，在早鸟优惠<span style="color: black;">时期</span>，还<span style="color: black;">能够</span>享受<span style="color: black;">85折优惠，以¥1599元</span>人民币的超值价，抱走好课！</strong></span><strong style="color: blue;"><span style="color: black;">总结一下：</span></strong><span style="color: black;">7门课程单价之和：¥2727</span><span style="color: black;">专项课原价：¥1899</span><strong style="color: blue;"><span style="color: black;">早鸟团购优惠：¥1599</span></strong><span style="color: black;">早鸟截止日期：中国时间9月12日晚23:59PM</span><strong style="color: blue;"><span style="color: black;">报名通道：</span></strong>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">美元支付</strong></p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">微X</span>支付</strong></p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><strong style="color: blue;">*<span style="color: black;">咱们</span><span style="color: black;">供给</span>Invoice或发票，可用于企业报销</strong><strong style="color: blue;">**美元支付请联系小助手（上左图为小助手二维码）</strong><span style="color: black;"><strong style="color: blue;">***<span style="color: black;">倘若</span>你<span style="color: black;">已然</span>购买过这7门课程中的某一门课程或某几门课程，请联系小助手<span style="color: black;">得到</span>抵购券，无需重复购买（上左图为小助手二维码）</strong></span><strong style="color: blue;"><span style="color: black;">4. 何时开班？</span></strong><span style="color: black;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">课程一经订阅，<span style="color: black;">就可</span>解锁所有课程<span style="color: black;">关联</span>视频，可<span style="color: black;">自动</span>调节学习进度。</p>
</span><span style="color: black;">课程班级群答疑与作业开始时间：2020年9月12日</span><span style="color: black;">报名中如遇到问题，<span style="color: black;">能够</span>咨询小助手：</span><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><span style="color: black;">保持</span>学习，保持职场竞争力，MarTechApe的课堂，期待你的到来！</span><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
我赞同你的看法，你的智慧让人佩服，谢谢分享。 感谢楼主分享，祝愿外链论坛越办越好！ 你的话语如春风拂面，温暖了我的心房，真的很感谢。 这篇文章真的让我受益匪浅，外链发布感谢分享！
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