营销人员的最佳营销实践（英文版）_11页_9mb

报告摘要

InMobi Remarketing Best Practices Summary

Core Content

InMobi provides a comprehensive guide to remarketing best practices for marketers, focusing on user engagement, data-driven targeting, and campaign optimization. The document outlines strategies that help in effectively re-engaging users, maintaining brand relevance, and maximizing conversion rates through personalized ad experiences.

Main Points

1. Adopt a Unified Strategy: User Acquisition + Remarketing

User acquisition (UA) and remarketing should be implemented in parallel.
Re-engagement is crucial to retain users who have been acquired.
Starting remarketing early helps prevent user loss.
Prolonged neglect of users can lead to significant revenue loss.
Marketers should nudge users through every stage of their app journey.
Success in UA does not guarantee remarketing success.

2. Create User Cohorts Based on Audience Behavior

Track user activities to build detailed user behavior profiles.
Segment users into cohorts based on these profiles for precise targeting.
Real-time updates to audience profiles ensure accurate and up-to-date targeting.
Cohort-based targeting improves campaign effectiveness and user experience.

3. Implement Frequency Capping

Avoid overexposure to ads to prevent ad blindness and negative associations.
Frequency capping limits the number of times a user sees an ad, preventing annoyance.
A/B testing is recommended to find the optimal frequency for retargeting.
Frequency capping is a key component in maintaining user engagement and perception.

4. Untag Converted Customers

Converted customers should be removed from the current audience cohort once they complete the desired action.
Retargeting converted users repeatedly can lead to user annoyance.
Continually enroll converted customers into new targeting cohorts to guide them through their shopping journey.
Example cohorts include: wishlist, add-to-cart, and cross-sell.

5. Establish an Appropriate Attribution Window

Attribution windows determine how many conversions are credited to a campaign.
The window size varies based on the type of ad interaction (view-through vs. click-through).
Analyze user behavior history to identify the right attribution window for campaign performance.

6. Refresh Your Creatives and Perform A/B Testing

Rotate creatives frequently to avoid ad fatigue.
A/B testing helps identify the optimal mix of ad copy, call-to-actions, graphics, and placements.
This approach leads to more effective and engaging campaigns.

7. Leverage Dynamic Creative Optimization (DCO)

Use in-app user behaviors to deliver personalized messages.
For new users, use creatives that highlight best sellers or popular offers.
Multi-category ads can increase CTRs by up to 75%.
Refresh creatives regularly and use new formats like Native and Interstitial for seamless integration.
Optimize creatives based on the audience cohort, product browsing, and user intent.
Use the latest product catalog, pricing, and availability data to maintain relevance.
Utilize mobile video for innovative and attention-grabbing messaging.

8. Integrate and Share Your Data With Your Remarketing Partner

Accurate user profiling is essential for efficient retargeting.
Share real-time in-app data signals such as app opens, PDP views, add-to-cart actions, and searches.
Advanced signals include product correlations for recommendations.
Timely reactions to user signals improve the effectiveness of remarketing campaigns.

9. Bid Smart

Users in different cohorts have varying conversion potential.
Use historical behavior or similar user data to create audience profiles when historical data is unavailable.
Adjust bidding strategies to maximize returns on ad spend.
Experienced remarketing partners dynamically modify bids for each audience segment.