facebook remarketing: backflip zur website #afbmc
TRANSCRIPT
![Page 1: Facebook Remarketing: Backflip zur Website #AFBMC](https://reader031.vdocument.in/reader031/viewer/2022021813/58d0d67e1a28ab47238b5749/html5/thumbnails/1.jpg)
FACEBOOK REMARKETING: BACKFLIP ZUR WEBSITE
![Page 2: Facebook Remarketing: Backflip zur Website #AFBMC](https://reader031.vdocument.in/reader031/viewer/2022021813/58d0d67e1a28ab47238b5749/html5/thumbnails/2.jpg)
AFBMC Vortrag
› Vorstellung Maciag und Motocross
› Multi Channel Ansatz
› Bedeutung von Social im Leben eines Motocrossers
› Reichweite und Community
› Remarketingkonzept
› Technologien und Umsetzung
› Tipps und Hinweise
› Attribution und Einordnung in den Kaufzyklus
![Page 3: Facebook Remarketing: Backflip zur Website #AFBMC](https://reader031.vdocument.in/reader031/viewer/2022021813/58d0d67e1a28ab47238b5749/html5/thumbnails/3.jpg)
![Page 4: Facebook Remarketing: Backflip zur Website #AFBMC](https://reader031.vdocument.in/reader031/viewer/2022021813/58d0d67e1a28ab47238b5749/html5/thumbnails/4.jpg)
![Page 5: Facebook Remarketing: Backflip zur Website #AFBMC](https://reader031.vdocument.in/reader031/viewer/2022021813/58d0d67e1a28ab47238b5749/html5/thumbnails/5.jpg)
![Page 6: Facebook Remarketing: Backflip zur Website #AFBMC](https://reader031.vdocument.in/reader031/viewer/2022021813/58d0d67e1a28ab47238b5749/html5/thumbnails/6.jpg)
![Page 7: Facebook Remarketing: Backflip zur Website #AFBMC](https://reader031.vdocument.in/reader031/viewer/2022021813/58d0d67e1a28ab47238b5749/html5/thumbnails/7.jpg)
Multi Channel Ansatz Maciag
![Page 8: Facebook Remarketing: Backflip zur Website #AFBMC](https://reader031.vdocument.in/reader031/viewer/2022021813/58d0d67e1a28ab47238b5749/html5/thumbnails/8.jpg)
Branding&Performance
Reich-weite Emo6ona-
lisierung
Umsatz-steigerung
Umsatz-volumen
CLV-UpliA
Branding
Partner-schaAen
Trafficund
RelevanzImage
OfflineSicht-barkeit
![Page 9: Facebook Remarketing: Backflip zur Website #AFBMC](https://reader031.vdocument.in/reader031/viewer/2022021813/58d0d67e1a28ab47238b5749/html5/thumbnails/9.jpg)
Attention Interest Desire Action
User kauft Produkt
RTRT
RTRT
RTRT
RT
RT
RT
![Page 10: Facebook Remarketing: Backflip zur Website #AFBMC](https://reader031.vdocument.in/reader031/viewer/2022021813/58d0d67e1a28ab47238b5749/html5/thumbnails/10.jpg)
Device Traffic Umsatz
2014 2016 2014 2016
Smartphone 37% 54% 14% 33%
Tablet 12% 10% 14% 14%
Desktop 51% 36% 72% 53%
Mobile
![Page 11: Facebook Remarketing: Backflip zur Website #AFBMC](https://reader031.vdocument.in/reader031/viewer/2022021813/58d0d67e1a28ab47238b5749/html5/thumbnails/11.jpg)
Personas Maciag Offroad › Motocross
› Gravity / Downhill
› Kumuliertes Umfrage-Ergebnis:
![Page 12: Facebook Remarketing: Backflip zur Website #AFBMC](https://reader031.vdocument.in/reader031/viewer/2022021813/58d0d67e1a28ab47238b5749/html5/thumbnails/12.jpg)
Was macht ein Motocrosser/Mountainbiker im Social Media › Screens von Sportlern
› Sportnews/Rennergebnisse
› Videos
› Inspiration
› Kommunikation
› Informationen (Gruppen/Seiten)
![Page 13: Facebook Remarketing: Backflip zur Website #AFBMC](https://reader031.vdocument.in/reader031/viewer/2022021813/58d0d67e1a28ab47238b5749/html5/thumbnails/13.jpg)
Bedeutung Social Media für Maciag Offroad › Reichweite
› Community
› Interaktion
› Influencer
› der mobile Touchpoint
› Umsatzquelle
› (personalisierter) Werbekanal
› Servicekanal
› Customer Support über Facebook Messenger
![Page 14: Facebook Remarketing: Backflip zur Website #AFBMC](https://reader031.vdocument.in/reader031/viewer/2022021813/58d0d67e1a28ab47238b5749/html5/thumbnails/14.jpg)
96
![Page 15: Facebook Remarketing: Backflip zur Website #AFBMC](https://reader031.vdocument.in/reader031/viewer/2022021813/58d0d67e1a28ab47238b5749/html5/thumbnails/15.jpg)
Facebook Remarketing
![Page 16: Facebook Remarketing: Backflip zur Website #AFBMC](https://reader031.vdocument.in/reader031/viewer/2022021813/58d0d67e1a28ab47238b5749/html5/thumbnails/16.jpg)
![Page 17: Facebook Remarketing: Backflip zur Website #AFBMC](https://reader031.vdocument.in/reader031/viewer/2022021813/58d0d67e1a28ab47238b5749/html5/thumbnails/17.jpg)
Welche Nutzer möchte ich ansprechen?
![Page 18: Facebook Remarketing: Backflip zur Website #AFBMC](https://reader031.vdocument.in/reader031/viewer/2022021813/58d0d67e1a28ab47238b5749/html5/thumbnails/18.jpg)
Kundendatei
![Page 19: Facebook Remarketing: Backflip zur Website #AFBMC](https://reader031.vdocument.in/reader031/viewer/2022021813/58d0d67e1a28ab47238b5749/html5/thumbnails/19.jpg)
Besucher der Website
![Page 20: Facebook Remarketing: Backflip zur Website #AFBMC](https://reader031.vdocument.in/reader031/viewer/2022021813/58d0d67e1a28ab47238b5749/html5/thumbnails/20.jpg)
App Aktiviväten
![Page 21: Facebook Remarketing: Backflip zur Website #AFBMC](https://reader031.vdocument.in/reader031/viewer/2022021813/58d0d67e1a28ab47238b5749/html5/thumbnails/21.jpg)
Interaktionen auf Facebook
![Page 22: Facebook Remarketing: Backflip zur Website #AFBMC](https://reader031.vdocument.in/reader031/viewer/2022021813/58d0d67e1a28ab47238b5749/html5/thumbnails/22.jpg)
Zielgruppen-Tipps
› Zeiträume
› Segmentierung
› Custom Events
› Zielgruppenausschlüsse
› App, Website, Facebook, CRM
› Abdeckung
› Lookalikes
![Page 23: Facebook Remarketing: Backflip zur Website #AFBMC](https://reader031.vdocument.in/reader031/viewer/2022021813/58d0d67e1a28ab47238b5749/html5/thumbnails/23.jpg)
Technische Voraussetzungen
![Page 24: Facebook Remarketing: Backflip zur Website #AFBMC](https://reader031.vdocument.in/reader031/viewer/2022021813/58d0d67e1a28ab47238b5749/html5/thumbnails/24.jpg)
Facebook Pixel
![Page 25: Facebook Remarketing: Backflip zur Website #AFBMC](https://reader031.vdocument.in/reader031/viewer/2022021813/58d0d67e1a28ab47238b5749/html5/thumbnails/25.jpg)
Produktkatalog
![Page 26: Facebook Remarketing: Backflip zur Website #AFBMC](https://reader031.vdocument.in/reader031/viewer/2022021813/58d0d67e1a28ab47238b5749/html5/thumbnails/26.jpg)
Feedattribute
ID
GTIN, MPN, BRAND
AVAILABILITY
CONDITION
DESCRIPTION
IMAGE_LINK
LINK
TITLE
PRICE
![Page 27: Facebook Remarketing: Backflip zur Website #AFBMC](https://reader031.vdocument.in/reader031/viewer/2022021813/58d0d67e1a28ab47238b5749/html5/thumbnails/27.jpg)
Feedvalidierung
![Page 28: Facebook Remarketing: Backflip zur Website #AFBMC](https://reader031.vdocument.in/reader031/viewer/2022021813/58d0d67e1a28ab47238b5749/html5/thumbnails/28.jpg)
Feed-Tipps
› Cross-Selling
› Feed speziell für Facebook
› Feedengine einsetzen
› Nutzer clustern
![Page 29: Facebook Remarketing: Backflip zur Website #AFBMC](https://reader031.vdocument.in/reader031/viewer/2022021813/58d0d67e1a28ab47238b5749/html5/thumbnails/29.jpg)
Struktur
![Page 30: Facebook Remarketing: Backflip zur Website #AFBMC](https://reader031.vdocument.in/reader031/viewer/2022021813/58d0d67e1a28ab47238b5749/html5/thumbnails/30.jpg)
Zielgruppenstruktur
![Page 31: Facebook Remarketing: Backflip zur Website #AFBMC](https://reader031.vdocument.in/reader031/viewer/2022021813/58d0d67e1a28ab47238b5749/html5/thumbnails/31.jpg)
Formate
![Page 32: Facebook Remarketing: Backflip zur Website #AFBMC](https://reader031.vdocument.in/reader031/viewer/2022021813/58d0d67e1a28ab47238b5749/html5/thumbnails/32.jpg)
Gestaltung
› Bildsprache
› Wording
› Kurze Texte
› Call-to-Action
› Deeplinking
› Relevanzfaktor
![Page 33: Facebook Remarketing: Backflip zur Website #AFBMC](https://reader031.vdocument.in/reader031/viewer/2022021813/58d0d67e1a28ab47238b5749/html5/thumbnails/33.jpg)
Gestaltung
› Bildsprache
› Wording
› Kurze Texte
› Call-to-Action
› Deeplinking
› Relevanzfaktor
![Page 34: Facebook Remarketing: Backflip zur Website #AFBMC](https://reader031.vdocument.in/reader031/viewer/2022021813/58d0d67e1a28ab47238b5749/html5/thumbnails/34.jpg)
Tipps zur operativen Umsetzung
![Page 35: Facebook Remarketing: Backflip zur Website #AFBMC](https://reader031.vdocument.in/reader031/viewer/2022021813/58d0d67e1a28ab47238b5749/html5/thumbnails/35.jpg)
![Page 36: Facebook Remarketing: Backflip zur Website #AFBMC](https://reader031.vdocument.in/reader031/viewer/2022021813/58d0d67e1a28ab47238b5749/html5/thumbnails/36.jpg)
Vorreiter oder Spätzünder?
![Page 37: Facebook Remarketing: Backflip zur Website #AFBMC](https://reader031.vdocument.in/reader031/viewer/2022021813/58d0d67e1a28ab47238b5749/html5/thumbnails/37.jpg)
![Page 38: Facebook Remarketing: Backflip zur Website #AFBMC](https://reader031.vdocument.in/reader031/viewer/2022021813/58d0d67e1a28ab47238b5749/html5/thumbnails/38.jpg)
Reichweite
![Page 39: Facebook Remarketing: Backflip zur Website #AFBMC](https://reader031.vdocument.in/reader031/viewer/2022021813/58d0d67e1a28ab47238b5749/html5/thumbnails/39.jpg)
Kosten für 1.000 Impressionen
![Page 40: Facebook Remarketing: Backflip zur Website #AFBMC](https://reader031.vdocument.in/reader031/viewer/2022021813/58d0d67e1a28ab47238b5749/html5/thumbnails/40.jpg)
Kosten pro Klick
![Page 41: Facebook Remarketing: Backflip zur Website #AFBMC](https://reader031.vdocument.in/reader031/viewer/2022021813/58d0d67e1a28ab47238b5749/html5/thumbnails/41.jpg)
Klickrate
![Page 42: Facebook Remarketing: Backflip zur Website #AFBMC](https://reader031.vdocument.in/reader031/viewer/2022021813/58d0d67e1a28ab47238b5749/html5/thumbnails/42.jpg)
Conversionrate
![Page 43: Facebook Remarketing: Backflip zur Website #AFBMC](https://reader031.vdocument.in/reader031/viewer/2022021813/58d0d67e1a28ab47238b5749/html5/thumbnails/43.jpg)
Kosten pro Conversion
![Page 44: Facebook Remarketing: Backflip zur Website #AFBMC](https://reader031.vdocument.in/reader031/viewer/2022021813/58d0d67e1a28ab47238b5749/html5/thumbnails/44.jpg)
Warenkorbhöhe
![Page 45: Facebook Remarketing: Backflip zur Website #AFBMC](https://reader031.vdocument.in/reader031/viewer/2022021813/58d0d67e1a28ab47238b5749/html5/thumbnails/45.jpg)
Return on Investment
![Page 46: Facebook Remarketing: Backflip zur Website #AFBMC](https://reader031.vdocument.in/reader031/viewer/2022021813/58d0d67e1a28ab47238b5749/html5/thumbnails/46.jpg)
Quantitative Bewertung
Imp. CPC CPM CTR CVR CPA OV ROI
![Page 47: Facebook Remarketing: Backflip zur Website #AFBMC](https://reader031.vdocument.in/reader031/viewer/2022021813/58d0d67e1a28ab47238b5749/html5/thumbnails/47.jpg)
Qualitative Bewertung
Reichweite ** ** *** ***
Inventarqualität *** ** * *
Mobil *** ** * *
Targe6ng ** *** *** ***
Visual *** ** * *
SozialeElemente *** ** * *
![Page 48: Facebook Remarketing: Backflip zur Website #AFBMC](https://reader031.vdocument.in/reader031/viewer/2022021813/58d0d67e1a28ab47238b5749/html5/thumbnails/48.jpg)