谷歌广告再营销受众设置全面指南：从基础到高级策略
谷歌广告再营销受众设置全面指南：从基础到高级策略
The Ultimate Guide to Google Ads Remarketing Audience Setup: From Basic to Advanced Strategies
再营销的核心价值在于精准定位那些已经对您的产品或服务表现出兴趣的网站访问者。与全新用户相比，这些用户的转化率通常高出3-5倍。
The core value of remarketing lies in precisely targeting website visitors who have already shown interest in your products or services. Compared to new users, these users typically have 3-5 times higher conversion rates.
一、基础再营销受众设置
1. Basic Remarketing Audience Setup
在谷歌广告后台创建再营销受众的5个关键步骤：
5 key steps to create remarketing audiences in Google Ads:
- 受众名称：建议按页面类型+时间段命名，如"产品页30天"
- Audience Name: Recommended to name by page type + time period, e.g. "Product Page 30 Days"
- 规则设置：三种基本规则组合使用
- Rule Settings: Three basic rule combinations
- URL规则：使用包含特定关键词的URL
- URL Rules: Use URLs containing specific keywords
- 预填充：建议保持默认设置
- Prefill: Recommended to keep default settings
- 记录时间段：30/60/90天是最常用设置
- Time Frame: 30/60/90 days are most common settings
建议创建的15个基础受众组：产品页、类目页、加购、结账、购买用户，每个类型设置30/60/90天三个时间段。
Recommended 15 basic audience groups: Product page, category page, cart addition, checkout, purchase users, each with 30/60/90 day time frames.
二、高级再营销受众设置
2. Advanced Remarketing Audience Setup
通过Google Analytics可以创建更精细的受众：
More precise audiences can be created through Google Analytics:
- 高质量会话用户：筛选会话质量50分以上的用户
- High-quality session users: Filter users with session quality above 50
- 渠道特定用户：如Facebook广告带来的流量
- Channel-specific users: Such as traffic from Facebook ads
三、客户列表再营销
3. Customer List Remarketing
可直接上传客户邮箱/手机号等数据，创建精准受众。
Directly upload customer email/phone data to create precise audiences.
再营销广告应用场景
Remarketing Ad Applications
| 广告类型 | 优势 | Ad Type | Advantages |
|---|---|---|---|
| 搜索再营销(RLSA) | 可提供专属优惠 | Search Remarketing (RLSA) | Can offer exclusive discounts |
| 动态再营销 | 展示用户浏览过的产品 | Dynamic Remarketing | Displays products users viewed |
| 智能广告 | 自动优化投放 | Smart Ads | Automatic optimization |
优化建议
Optimization Tips
1. 为再营销受众设置更高出价，通常需要提高10-30%
1. Set higher bids for remarketing audiences, usually 10-30% higher
2. 提供专属优惠刺激转化，如限时折扣
2. Offer exclusive promotions to stimulate conversions, like limited-time discounts
3. 确保开启谷歌分析数据收集
3. Ensure Google Analytics data collection is enabled
通过精细化的再营销受众设置，广告转化率可提升50-300%，是电商和B2B企业必备的营销策略。
With refined remarketing audience setup, ad conversion rates can increase by 50-300%, making it essential for e-commerce and B2B marketing strategies.
