跨境独立站-Facebook宣传转化率的实用技巧
<img src="https://mmbiz.qpic.cn/sz_mmbiz_gif/T1hrW4CjvJ056uq0bGfhvU1icO1hoIbpRfcEcJ9tz4IV0Nv0pteEVvsvoCYde7ALjqnYJfkG9TzsGVxY3EJzeCw/640?wx_fmt=gif&from=appmsg&wxfrom=5&wx_lazy=1&wx_co=1&tp=webp" style="width: 50%; margin-bottom: 20px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/T1hrW4CjvJ056uq0bGfhvU1icO1hoIbpRK5kJU4FQe7XibwiaA6B81Z7ALPMqMBrGyqqzxGGgickyXxAFan3N1v0TQ/640?wx_fmt=other&from=appmsg&wxfrom=5&wx_lazy=1&wx_co=1&tp=webp" 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;">社交营销人员在 Facebook 上跟踪的最重要的指标之一是</span><strong style="color: blue;">转化率</strong><span style="color: black;">。良好的转化率是衡量成功的最佳指标之一，<span style="color: black;">亦</span>是实现高投资<span style="color: black;">报答</span>率的关键。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">遵循以下</span><strong style="color: blue;">10个技巧</strong><span style="color: black;">，能够很好的<span style="color: black;">加强</span>Facebook的<span style="color: black;">宣传</span>转化率。</span></p><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/T1hrW4CjvJ056uq0bGfhvU1icO1hoIbpR3A7PLicklf3mKjPXOnXJcpujPCMjfibTNYTTMEVy0QwcgdOMZuhVVzdg/640?wx_fmt=other&from=appmsg&wxfrom=5&wx_lazy=1&wx_co=1&tp=webp" 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、定义转化事件</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">仅靠一个<span style="color: black;">宣传</span>是<span style="color: black;">没法</span>满足所有的转化<span style="color: black;">目的</span>。为<span style="color: black;">每一个</span><span style="color: black;">目的</span>制作单独的<span style="color: black;">宣传</span>，<span style="color: black;">思虑</span>这些<span style="color: black;">目的</span>在消费者旅程中的位置，并相应地进行定位。</span></p><span style="color: black;">Facebook 支持的转化类型<span style="color: black;">包含</span>：<strong style="color: blue;">查看内容、添加到愿望<span style="color: black;">名单</span>、发起结帐和购买</strong>。<span style="color: black;">倘若</span>您有其他<span style="color: black;">目的</span>，您还<span style="color: black;">能够</span>创建自定义转化事件。</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;">2、优化着陆页</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;">宣传</span>的好坏取决于其<strong style="color: blue;">着陆页</strong>。在确定转化<span style="color: black;">出现</span>的位置时，<span style="color: black;">保证</span>着陆页的准确性。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">以下是准备登陆页面时应采取的<span style="color: black;">有些</span><span style="color: black;">过程</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;">1）实施 Pixel</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">确定要<span style="color: black;">出现</span>转化事件的页面后，您需要将 Facebook Pixel 代码添加到该页面以跟踪该事件。</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;">2）设计和语言<span style="color: black;">亦</span>应贯穿始终</span></strong></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;">倘若</span>您的<span style="color: black;">宣传</span>承诺了一件事，请<span style="color: black;">保证</span>着陆页能够实现。</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;">3）针对应用进行优化</span></strong></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>越来越多的人愿意在移动设备上购物，您可能<span style="color: black;">期盼</span>吸引人们<span style="color: black;">运用</span>您的应用。在这种<span style="color: black;">状况</span>下，请<span style="color: black;">保证</span>注册您的应用并与<span style="color: black;">Facebook SDK</span>集成。</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、创造引人注目的视觉效果</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">用户的眼睛<span style="color: black;">常常</span>只需要2.6 秒就<span style="color: black;">能够</span><span style="color: black;">选取</span>在网页上停留的位置。<span style="color: black;">运用</span>引人注目的图像<span style="color: black;">能够</span><span style="color: black;">增多</span><span style="color: black;">她们</span>的眼球停留在您的<span style="color: black;">宣传</span>上的机会。</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;">1）不要在<span style="color: black;">照片</span>中<span style="color: black;">太多</span>地<span style="color: black;">运用</span>文字</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">不要用文字挤满视觉效果，<span style="color: black;">能够</span><span style="color: black;">思虑</span>将副本移至指定的文本区域。<span style="color: black;">倘若</span>您必须添加文字，可<span style="color: black;">运用</span> Facebook 的<span style="color: black;">照片</span>文本<span style="color: black;">检测</span>工具来<span style="color: black;">得到</span>评级。</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;">2）尺寸符合规格</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">低分辨率的视觉效果会降低您的品牌形象。查看Hootsuite 的<span style="color: black;">方便</span><span style="color: black;">照片</span>尺寸指南，<span style="color: black;">保证</span>您的资产符合正确的尺寸规格。</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;">3）<span style="color: black;">运用</span> GIF 或视频</span></strong></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;">选取</span>动态图像而非静态图像来吸引用户的<span style="color: black;">重视</span>力。不要忘记测试移动设备的垂直视频。</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、保持文案简短而亲切</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">简洁的文案通常是有利<span style="color: black;">宣传</span>的第二个要素，<span style="color: black;">倘若</span>文案太多，用户不会费心阅读。</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;">1）个性化</span></strong></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;">运用</span>像“你”和“你的”<span style="color: black;">这般</span>的人<span style="color: black;">叫作</span>代词<span style="color: black;">能够</span><span style="color: black;">显示</span>品牌和受众之间的关系，“<span style="color: black;">咱们</span>”则适合用于回头客。</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;">2）避免<span style="color: black;">运用</span>专业术语</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">用听众的语言来讲话，不要<span style="color: black;">运用</span>较难理解的技术术语。</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;">3）保持简洁</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">文字简洁明了，专注于要点。</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;">5、<span style="color: black;">包括</span>直接的号召性用语</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>转化的关键在于激励用户采取行动，<span style="color: black;">因此呢</span>强有力的号召性用语必不可少。</span></p><span style="color: black;">1）<span style="color: black;">倘若</span>您的转化<span style="color: black;">目的</span>是让用户<span style="color: black;">拜访</span><span style="color: black;">制品</span>页面或<span style="color: black;">认识</span>您的<span style="color: black;">机构</span>，<span style="color: black;">那样</span>像<strong style="color: blue;"><span style="color: black;">起始</span>、<span style="color: black;">发掘</span>、<span style="color: black;">查询</span></strong>和<strong style="color: blue;">探索</strong><span style="color: black;">这般</span>的强动词就非常适合。</span><span style="color: black;">2）<span style="color: black;">倘若</span>您的<span style="color: black;">目的</span>是推动购买或订阅，直接<span style="color: black;">运用</span><strong style="color: blue;">“立即购买”</strong>或<strong style="color: blue;">“注册”</strong>等短语。</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;">6、扩大受众群体</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">创建<span style="color: black;">宣传</span>时，<span style="color: black;">选取</span><strong style="color: blue;">“定位扩展”</strong>，Facebook 会找到<span style="color: black;">更加多</span>与你在“兴趣定位部分”中指定的用户及<span style="color: black;">类似</span>的用户。这不仅能让你接触到<span style="color: black;">更加多</span>的人，还能以更低的每次转化成本带来<span style="color: black;">更加多</span>的转化。</span></p><span style="color: black;">1）<span style="color: black;">能够</span>创建自定义受众</span><span style="color: black;"><span style="color: black;">倘若</span>您有电子邮件订阅者列表等<strong style="color: blue;">数据集</strong>，您<span style="color: black;">能够</span>将其上传到 Facebook，以<span style="color: black;">查询</span> Facebook 上已有的客户。</span><span style="color: black;">2）<span style="color: black;">运用</span>您的自定义受众来<strong style="color: blue;">识别类似受众</strong>，即与您的客户群<span style="color: black;">拥有</span><span style="color: black;">类似</span>个人资料的新用户。</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;">7、优化转化率</strong></span></p><span style="color: black;">在Facebook 预算和计划表单中的<strong style="color: blue;">“优化投放”</strong>部分下找到<strong style="color: blue;">“转化”</strong>框并勾选。</span><span style="color: black;"><span style="color: black;">选取</span>此优化<span style="color: black;">办法</span>是可选的，但<span style="color: black;">有些</span>案例<span style="color: black;">科研</span>已证明其有效性。例如，救助儿童会测试了转化优化<span style="color: black;">宣传</span>和流量优化<span style="color: black;">宣传</span>，以确定鼓励捐款的最有效<span style="color: black;">办法</span>。在试用期结束时，该组织<span style="color: black;">发掘</span>针对转化进行优化的<span style="color: black;">宣传</span>产生的捐款是原来的四倍。</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;">8、<span style="color: black;">选取</span>正确的<span style="color: black;">宣传</span>格式</strong></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;">区别</span>的<span style="color: black;">宣传</span>活动<span style="color: black;">目的</span>，<span style="color: black;">选取</span><span style="color: black;">区别</span>的Facebook <span style="color: black;">宣传</span>格式。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如，阿迪达斯认为，将视频与 Facebook 的<strong style="color: blue;"><span style="color: black;">保藏</span>功能</strong>结合<span style="color: black;">运用</span>，是展示其 ZNE Road Trip 连帽衫的多种功能的理想方式。<span style="color: black;">最后</span>，阿迪达斯能够将每次转化<span style="color: black;">花费</span>降低 43%。</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;">选取</span>正确的格式时需要<span style="color: black;">思虑</span>以下几点：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1）当您有多个<span style="color: black;">制品</span>或<span style="color: black;">各样</span>功能需要<span style="color: black;">明显</span>展示时，<span style="color: black;">选取</span><strong style="color: blue;">轮播<span style="color: black;">宣传</span></strong>和<strong style="color: blue;"><span style="color: black;">保藏</span>广</strong><strong style="color: blue;">告</strong>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2）Facebook 优惠<span style="color: black;">宣传</span>可让您播报可用作购买激励的<strong style="color: blue;"><span style="color: black;">尤其</span>优惠或折扣</strong>。<span style="color: black;">倘若</span>有人<span style="color: black;">拜访</span>该<span style="color: black;">宣传</span>，Facebook 会发送<span style="color: black;">通告</span>提醒<span style="color: black;">她们</span>兑换。</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;">3</span>）<span style="color: black;">Facebook Canvas</span><span style="color: black;">宣传</span>最适合在全屏上呈现<strong style="color: blue;">高冲击力</strong>的视觉效果和体验。</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;">9、多个设备跟踪数据</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">转化事件不论<span style="color: black;">出现</span>在移动设备还是桌面设备，都应<span style="color: black;">保证</span>跟踪从移动设备到桌面设备的<strong style="color: blue;">点击次数</strong>和<strong style="color: blue;">转化次数</strong>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">即使您的<span style="color: black;">宣传</span>活动仅打算在桌面设备上投放，Facebook <span style="color: black;">亦</span><span style="color: black;">意见</span>在移动应用上安装<strong style="color: blue;"> Facebook 软件<span style="color: black;">研发</span>工具包</strong>。这将使 Facebook 能够<span style="color: black;">捕捉</span><span style="color: black;">更加多</span>受众数据并扩大目标受众。</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;">十、</span><span style="color: black;">思虑</span>链接点击优化</strong></span></p><span style="color: black;">Facebook 需要在前七天内<span style="color: black;">每一个</span><span style="color: black;">宣传</span><span style="color: black;">得到</span>大约 <strong style="color: blue;">50 </strong>次转化<span style="color: black;">才可</span>有效投放<span style="color: black;">宣传</span>。</span><span style="color: black;"><span style="color: black;">倘若</span>您的<span style="color: black;">宣传</span>在头几天<span style="color: black;">无</span>带来足够的转化，<span style="color: black;">Facebook </span>可能<span style="color: black;">无</span>足够的数据来正确投放您的<span style="color: black;">宣传</span>，<span style="color: black;">意见</span>针对链接<strong style="color: blue;">点击次数</strong>进行优化。</span><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/T1hrW4CjvJ056uq0bGfhvU1icO1hoIbpROtbDq6FEMm1cwskyB1icRMgBDNiaaj0bcibF8ibY0pURIqHfOgknST1szw/640?wx_fmt=other&from=appmsg&wxfrom=5&wx_lazy=1&wx_co=1&tp=webp" 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;">星盘shopastro</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">总之，<span style="color: black;">加强</span>Facebook<span style="color: black;">宣传</span>转化率需要多方面的<span style="color: black;">奋斗</span>。<span style="color: black;">经过</span>优化<span style="color: black;">宣传</span>定位、<span style="color: black;">宣传</span>设计、呼吁行动、着陆页以及<span style="color: black;">运用</span>动态<span style="color: black;">宣传</span>等<span style="color: black;">办法</span>，<span style="color: black;">能够</span><span style="color: black;">加强</span><span style="color: black;">宣传</span>的效果。<span style="color: black;">同期</span>，对<span style="color: black;">宣传</span>进行A/B测试<span style="color: black;">能够</span><span style="color: black;">帮忙</span>您找到最有效的策略来<span style="color: black;">加强</span>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;">Shopastro在服务品牌独立站出海上有完善的体系，全链路运营服务中<span style="color: black;">包括</span>了 Facebook <span style="color: black;">宣传</span>投放全流程。<span style="color: black;">咱们</span>专注为客户<span style="color: black;">供给</span>更<span style="color: black;">优秀</span>的技术和运营服务，赋能品牌数据沉淀。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/T1hrW4CjvJ056uq0bGfhvU1icO1hoIbpRaXYfHDjpXKFUs9t92MyokxEYSVZaCabdDG4y8aaOUqFh9ia0icJV96nA/640?wx_fmt=other&from=appmsg&wxfrom=5&wx_lazy=1&wx_co=1&tp=webp" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;"><strong style="color: blue;">星</strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">盘</span></strong></span><strong style="color: blue;"><span style="color: black;">跨</span></strong><strong style="color: blue;"><span style="color: black;">境</span></strong><span style="color: black;"><strong style="color: blue;"><span style="color: black;">如您有兴趣进一步<span style="color: black;">认识</span>，<span style="color: black;">能够</span>扫描下方二维码，咨询出海顾问，您将<span style="color: black;">得到</span>一对一的针对性分析和全面讲解。</span></strong></span><img src="https://mmbiz.qpic.cn/sz_mmbiz_gif/T1hrW4CjvJ2uqSwErC6SeEjXJsia8HldAd5XktAgVEBgcJN31icjgyJFH3fkuDvjnxoknPZueXkbbvGHN9Ne3vFQ/640?wx_fmt=gif&from=appmsg&wxfrom=5&wx_lazy=1&wx_co=1&tp=webp" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">咨询邮箱：contact@shopastro.com</span><span style="color: black;">欢迎随时联系<span style="color: black;">咱们</span></span><strong style="color: blue;">END</strong><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/T1hrW4CjvJ0YV1bm4QlPy3Ub1DCoCAtBR1bWk35GcWtP12W8zWu2usDl3OGRE2jXicI9e1wic7yTgj6ZWCwLX5ow/640?wx_fmt=other&from=appmsg&wxfrom=5&wx_lazy=1&wx_co=1&tp=webp" style="width: 50%; margin-bottom: 20px;">
在遇到你之前，我对人世间是否有真正的圣人是怀疑的。 系统提示我验证码错误1500次 ＼~゛， 我深感你的理解与共鸣，愿对话长流。
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