谷歌广告再营销受众设置：从基础到进阶的完整指南
谷歌广告再营销受众设置：从基础到进阶的完整指南
Google Ads Remarketing Audience Setup: The Most Comprehensive Guide from Basic to Advanced
再营销的核心价值在于精准定位那些已经对你的产品或服务表现出兴趣的网站访客。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 users who have already shown interest in your products or services. These users typically have 3-5 times higher conversion rates than new visitors.
一、基础再营销受众建立
1. Basic Remarketing Audience Setup
操作路径：谷歌广告后台 → Audience Manager → Website Visitors
Setup Path: Google Ads → Audience Manager → Website Visitors
5个关键设置要点：
5 Key Setup Points:
- 受众命名：建议采用"页面类型+时间"格式，如"产品页30天"
- Audience Naming: Recommended format: "PageType+Days" e.g. "ProductPage30d"
- 规则设置：三种核心规则组合使用
- Rule Setup: Three core rule combinations
- URL规则：使用包含/排除规则精准定位
- URL Rules: Use include/exclude rules for precise targeting
- 数据预填充：新手建议选择从当天开始
- Data Pre-fill: Beginners should select "Start from today"
- 时间窗口：30/60/90天三种标准设置
- Time Window: Standard 30/60/90 day settings
推荐建立的15个基础受众：
Recommended 15 Basic Audiences:
- 产品页浏览用户（30/60/90天）
- Product page visitors (30/60/90d)
- 类目页浏览用户（30/60/90天）
- Category page visitors (30/60/90d)
- 加购用户（30/60/90天）
- Add-to-cart users (30/60/90d)
- 结账用户（30/60/90天）
- Checkout users (30/60/90d)
- 购买用户（30/60/90天）
- Purchased users (30/60/90d)
二、进阶再营销受众技巧
2. Advanced Remarketing Techniques
通过Google Analytics创建更精准的受众：
Creating More Precise Audiences via Google Analytics:
① 会话质量受众：筛选会话质量50分以上的高价值用户
① Session Quality Audience: Target high-value users with session quality scores above 50
② 渠道来源受众：单独创建Facebook等渠道的再营销受众
② Channel-based Audience: Create separate remarketing audiences for channels like Facebook
三、客户列表再营销
3. Customer List Remarketing
支持上传现有客户数据（邮箱/电话等）创建精准受众
Upload existing customer data (email/phone) to create precise audiences
四、再营销广告实战应用
4. Remarketing Ad Applications
| 广告类型 | 优势 | Ad Type | Advantages |
|---|---|---|---|
| 搜索再营销(RLSA) | 可提供专属优惠信息 | Search Remarketing(RLSA) | Can provide exclusive offers |
| 动态再营销广告 | 自动展示浏览过的产品 | Dynamic Remarketing | Automatically shows viewed products |
| 智能广告 | 自动优化受众投放 | Smart Ads | Auto-optimizes audience targeting |
五、优化建议
5. Optimization Tips
1. 为再营销受众设置更高出价（建议提高20-30%）
1. Set higher bids for remarketing audiences (recommend 20-30% increase)
2. 提供专属优惠提升转化（如限时折扣/包邮）
2. Provide exclusive offers to boost conversions (e.g. limited-time discounts/free shipping)
3. 确保开启谷歌分析数据收集功能
3. Ensure Google Analytics data collection is enabled
通过以上设置，您将建立起完整的谷歌广告再营销体系，显著提升广告ROI。
By implementing these setups, you'll establish a complete Google Ads remarketing system that significantly improves ad ROI.
