О рекламе в Facebook: Как использовать сегментацию аудитории (Увеличить ROAS).

#Маркетинг в социальных сетях
2025-08-07 21:3435 минут

Введение в содержание

Вот перевод статьи по предложениям:This video explains incrementality and audience segmentation in Meta ads.> Это видео объясняет инкрементальность и сегментацию аудитории в рекламе Meta.It emphasizes that Meta often takes credit for sales that would have occurred organically.> В нем подчеркивается, что Meta часто приписывает себе продажи, которые произошли бы органически.The video outlines how to set up audience segments in Ads Manager, including new audiences, engaged audiences, and existing customers.> В видео описывается, как настроить сегменты аудитории в Ads Manager, включая новые аудитории, вовлеченные аудитории и существующих клиентов.It shows how a business can identify if they are wasting money burning budget on customers who would have bought anyway and take action such as stop retargetting efforts if the engaged and existing segments are underperforming.> В нем показано, как бизнес может определить, тратит ли он деньги впустую, сжигая бюджет на клиентов, которые все равно бы совершили покупку, и принять меры, например, прекратить усилия по ретаргетингу, если вовлеченные и существующие сегменты неэффективны.

Ключевая информация

  • Вот почему важно глубже изучить показатели эффективности рекламы в Facebook, такие как ROAS (возврат затрат на рекламу) и стоимость за результат, поскольку Meta может приписывать себе продажи, которые произошли бы в любом случае.
  • Понимание инкрементальности имеет решающее значение: определять, действительно ли кампания вызвала продажу или просто взяла на себя заслугу за нее, и перенаправлять расходы на инкрементальные результаты.
  • Meta предоставляет возможность тегировать и отслеживать три сегмента аудитории внутри кампаний: новую аудиторию, вовлеченную аудиторию и существующих клиентов.
  • Анализ затрат на рекламу по сегментам аудитории помогает определить, куда уходит бюджет, и не тратится ли он впустую на клиентов, которые купили бы в любом случае.
  • Вот построчный перевод предложенного текста:Recommendations include website visitors, - Рекомендации включают посетителей веб-сайта,non-buyers from email lists, - не-покупателей из списков рассылки,catalog viewers, - тех, кто просматривал каталог,and Facebook & Instagram shop viewers - и тех, кто просматривал магазины в Facebook и Instagramfor engaged audiences - для вовлеченной аудиторииand website purchases, - и покупок на веб-сайте,email list buyers, - покупателей из списка рассылки,Facebook, Instagram shop purchases - покупок в магазинах Facebook и Instagramfor existing customers. - для существующих клиентов.
  • Вот перевод предложения:Specific actions to take include setting up custom audiences in Ads Manager, breaking down campaigns by segments, and comparing performance to identify misalignments.**Конкретные действия, которые необходимо предпринять, включают в себя настройку пользовательских аудиторий в Ads Manager, разделение кампаний по сегментам и сравнение эффективности для выявления несоответствий.**

Анализ временной шкалы

Ключевые слова содержания

Okay, I'm ready. Please provide me with the article "Facebook Ads Performance," and I will translate it into Russian sentence by sentence without omitting any sentences.

Прежде чем праздновать высокий ROAS и хорошую цену за результат в рекламе на Facebook, рекламодателям следует копнуть глубже, чтобы устранить распространенное слепое пятно: Meta часто берет на себя заслугу за продажи, которые произошли бы и так. Активное отслеживание и использование сегментов аудитории может предотвратить напрасную трату рекламного бюджета на клиентов, которые совершили бы покупку и без просмотра рекламы.

Okay, I will translate the article "Incrementality and Audience Segmentation" sentence by sentence. Please provide the text. Once you provide the text, I will translate each sentence individually.

Вот перевод статьи предложение за предложением:* Incrementality in Meta ads refers to determining if a campaign caused a sale or just took credit for it. > Инкрементальность в рекламе Meta означает определение, действительно ли кампания привела к продаже или просто приписала ее себе.* Audience segmentation involves tagging and tracking new, engaged, and existing customer audiences. > Сегментация аудитории включает в себя добавление тегов и отслеживание новых, вовлеченных и существующих аудиторий клиентов.* Understanding these concepts can prevent wasted ad spend. > Понимание этих концепций может предотвратить нецелевое расходование рекламного бюджета.

Настройка сегментации аудитории.

Чтобы настроить сегменты аудитории, создайте пользовательские аудитории в Ads Manager. В число рекомендуемых вовлеченных аудиторий входят посетители сайта, не совершившие покупки из списков рассылки и посетители каталога за последние 90 дней. Для существующих клиентов создайте сегменты для покупателей на веб-сайте за последние 180 дней и покупателей из списков рассылки.

Разбираем расходы на рекламу с помощью сегментов аудитории.

Вот перевод предложения за предложением:* **Analyze ad spend by breaking down campaigns by audience segments (found under demographics in Ads Manager).** - Анализируйте рекламный бюджет, разбивая кампании по сегментам аудитории (которые находятся в разделе "Демография" в Ads Manager).* **This helps identify if spend is misaligned with actual results.** - Это помогает определить, не несогласован ли расход бюджета с фактическими результатами.* **Adjust engagement windows and retargeting strategies based on segment performance to optimize ad spend and growth.** - Отрегулируйте окна вовлечения и стратегии ретаргетинга на основе эффективности сегментов, чтобы оптимизировать рекламный бюджет и рост.

Связанные вопросы и ответы

Okay, please provide the article you want me to translate sentence by sentence into Russian. I'm ready when you are!

Даже если рентабельность рекламных расходов (ROAS) и стоимость за результат выглядят хорошо, необходимо глубже изучить инкрементальность и сегментацию аудитории.

The big blind spot that most advertisers and brand owners miss is **the actual lived experience of their target audience and how their brand truly fits into that experience.**Here's a more detailed breakdown of what this encompasses:* **Understanding the full context of people's lives:** Advertisers often focus on demographics and psychographics, but they frequently fail to grasp the complex realities, daily routines, challenges, aspirations, and cultural nuances of their target audience.* **Beyond surface-level data:** Data, while important, only offers a snapshot. They need to dig deeper to understand the emotions, motivations, and unspoken needs that drive consumer behavior.* **How brands are truly perceived:** There's often a disconnect between how a brand *wants* to be perceived and how it *actually* is. This requires honest assessment and a willingness to adjust strategies.* **The evolving consumer:** Consumer behaviors and needs are constantly changing. Advertisers sometimes rely on outdated assumptions and aren't agile enough to adapt to shifts in culture and technology.In essence, the "big blind spot" is a lack of genuine, empathetic understanding of the human being on the other end of the advertisement. Too often, decisions are made based on assumptions, internal biases, and marketing trends, rather than a deep connection with the consumer's real-world experiences.

Пренебрежение активным отслеживанием всего или использованием сегментов аудитории может привести к потенциально напрасной трате бюджета на клиентов, которые все равно бы совершили покупку.

Incrementality in the context of Meta ads (formerly Facebook ads) refers to the **actual, measurable lift in conversions or sales that is directly attributable to your Meta ad campaigns, *above and beyond* what would have happened organically or through other channels.**In simpler terms, it's about figuring out *how many extra* customers or sales you got *because* you ran those Meta ads, compared to if you hadn't run them at all. It's trying to isolate the true impact of your ad spend.Here's a breakdown of why incrementality is important and how it differs from simple attribution:* **Attribution vs. Incrementality:** While attribution models try to assign credit for conversions to different touchpoints (e.g., a user clicked a Meta ad and then bought a product), incrementality goes a step further to measure what *would* have happened in the absence of that ad. Attribution can be misleading because it doesn't account for people who would have converted anyway.* **Overlap with Organic and Other Channels:** Customers might see your Meta ad and then later convert through organic search or email. Attribution might give full credit to the ad, but incrementality would consider that some (or all) of those customers might have converted even without seeing the ad.* **Measuring True ROI:** By understanding incrementality, you can get a much more accurate picture of your return on ad spend (ROAS). It helps you avoid overestimating the effectiveness of your ads and enables you to make more informed decisions about budget allocation and campaign optimization.* **Methods for Measuring Incrementality:** Meta offers several methods for measuring incrementality, including: * **Lift Tests (Holdout Tests):** Splitting your audience into a test group (who see the ads) and a control group (who don't). The difference in conversion rates between the two groups is the incremental lift. * **Conversion Lift:** A Meta ads measurement solution that focuses precisely on determining the true incremental value of your advertising across various channels.* **Why it Matters:** * **Better Budget Allocation:** Direct ad spend to campaigns that deliver the highest incremental value. * **Accurate Performance Measurement:** Understand the true ROI of your Meta ads campaigns. * **Improved Campaign Optimization:** Identify which targeting strategies and ad creative are truly driving incremental growth. * **Justify Ad Spend:** Demonstrate the real value of Meta ads to stakeholders.In essence, incrementality helps you answer the crucial question: "Are my Meta ads *really* working, or am I just paying for conversions I would have gotten anyway?"

Определение того, привела ли кампания к продаже или просто получила признание за продажу, которая произошла бы и органически.

The three types of user audiences that can be tracked inside Meta campaigns are:* **Core Audiences:** These are audiences you define based on demographics, interests, behaviors, and location.* **Custom Audiences:** These are audiences based on your own data sources, such as customer lists, website visitors, or app users.* **Lookalike Audiences:** These are audiences that Meta creates by identifying people who share similar characteristics with your existing customers or website visitors.

Новая аудитория, вовлеченная аудитория и существующие клиенты.

Okay, to give you the best recommendations for engaged audience segments, I need a little more information about **what your business does, your goals, and what kind of data you already have available.**However, I can provide a strong starting point with some common and highly effective segmentation strategies for engaged audiences:**General Strategies & Segments (Good for most businesses):*** **Engagement Level (Most Crucial):** This is the foundation. Categorize based on how frequently and deeply they interact with your business. * **Highly Engaged/Advocates:** Regular purchasers, frequent website visitors, actively comment on social media, leave reviews, open most emails, participate in loyalty programs. *Action: Nurture advocacy, offer exclusive rewards, ask for testimonials/referrals.* * **Moderately Engaged:** Occasional purchasers, visit website sometimes, open some emails, interact on social media sporadically. *Action: Re-engage with compelling content, personalized offers, highlight value proposition.* * **Potentially Engaged (Inactive for a while):** Used to be active, but haven't engaged recently. *Action: Win-back campaigns, reminders of value, offer incentives to return.** **Content Consumption:** Segment based on the type of content they consume (blog posts, videos, webinars, case studies, etc.). * **Blog Readers:** Focused on information and learning. *Action: Target with relevant information, ebooks, resources.* * **Video Viewers:** Prefer visual content. *Action: Offer demos, tutorials, behind-the-scenes content.* * **Webinar Attendees:** Interested in deeper dives. *Action: Offer more in-depth courses, consultations, premium resources.** **Purchase History:** Look at what they've bought and how often. * **Repeat Buyers:** Loyal customers. *Action: Reward loyalty, offer exclusive bundles, personalized recommendations.* * **High Spenders:** Valuable customers. *Action: Offer premium support, early access to new products, personalized account management.* * **Product/Service Category:** Segment by which products or services they've purchased. *Action: cross-sell or up-sell related products. Send tips on how to best utilize that product/service.** **Website Behavior:** Analyze their behavior on your website (pages visited, time spent, actions taken). * **Browsed Specific Product Pages:** Show interest in specific items. *Action: Retarget with ads for those products or similar ones, offer discounts.* * **Abandoned Cart:** Nearly purchased but didn't complete the transaction. *Action: Send reminders, offer discounts or free shipping to complete the purchase.* * **Visited Pricing Page Frequently:** Interested in pricing. *Action: Offer a free trial, consultation, or limited-time discount.** **Email Engagement:** Segment based on how they interact with your emails. * **Openers:** Open your emails but may not click. *Action: Focus on improving call-to-actions in your emails.* * **Clickers:** Click on links in your emails. *Action: Provide more targeted content and offers based on the links they clicked on.* * **Unsubscribers:** Unsubscribed from your email list. *Action: (If possible, and ethically sound/GDPR compliant), survey why they unsubscribed to improve future email campaigns, or offer them a targeted opt down.***Segments That Require More Specific Information:*** **Demographics:** (Age, gender, location, income, etc.). Use this carefully and ethically. * *Action: Tailor messaging and offers to specific demographic groups.** **Psychographics:** (Values, interests, lifestyle). This is much harder to access and requires in-depth research. * *Action: Create content that aligns with their values and interests.** **Industry/Profession:** (For B2B). * *Action: Provide industry-specific solutions and use cases.** **Company Size (For B2B):** * *Action: Tailor pricing and features to the needs of different sized companies.** **Lead Source:** (Where they came from - social media, search engine, referral, etc.). * *Action: Optimize lead generation strategies based on the most effective sources.***Key Considerations for Segmentation:*** **Data Availability:** What data do you actually have available to you? You can't segment on data you don't collect.* **Business Goals:** What are your primary business objectives? Your segments should help you achieve these goals.* **Personalization:** How can you personalize the experience for each segment? The more relevant the messaging and offers, the better the results.* **Testing & Iteration:** Regularly test different segments and strategies to see what works best.* **Compliance:** Ensure that you comply with all data privacy regulations (GDPR, CCPA, etc.).* **Ethical Considerations:** Avoid discriminatory or manipulative segmentation strategies.**To give you more specific and tailored recommendations, please tell me about:*** **Your Business:** What industry are you in? What products or services do you offer?* **Your Goals:** What do you want to achieve with segmentation? (e.g., increase sales, improve customer retention, generate more leads)* **Your Data:** What data do you currently collect about your customers/users? (e.g., website analytics, CRM data, email marketing data, purchase history)Once I have this information, I can provide much more targeted and effective segmentation recommendations.

Посетители веб-сайта за последние 90 дней, недавние подписчики вашей рассылки, не совершившие покупок, посетители каталога за последние 90 дней, а также посетители магазина Facebook и Instagram.

To define audience segments for existing customers, you need to consider various factors and goals. Here's a breakdown of common segmentation strategies and examples:**I. Segmentation Based on Behavior & Engagement:*** **Purchase Frequency (How often they buy):** * **Loyal/VIP Customers:** Frequent purchasers (e.g., buy monthly, weekly). Representing the top 20% of the audience and 80% of the revenue. * **Regular Customers:** Buy periodically (e.g., quarterly, a few times a year). * **Infrequent Customers:** Buy rarely (e.g., once a year or less). * **Lapsed Customers:** Past customers who haven't purchased in a while (define "while" based on your sales cycle).* **Recency (When they last bought):** * **Most Recent:** Purchased within the last week, month, etc. These customers are likely to respond well to offers. * **Recently Active:** Purchased within the last 2-3 purchase cycles. * **Inactive:** Haven't purchased anything recently. Need re-engagement.* **Monetary Value (How much they spend):** * **High-Value Customers:** Spend the most money overall. * **Mid-Value Customers:** Spend a moderate amount. * **Low-Value Customers:** Spend the least.* **Product/Service Usage:** * **Heavy Users/Power Users:** Use your product/service extensively. * **Medium Users:** Use it moderately. * **Light Users:** Use it infrequently. * **Inactive Users:** Have an account but don't use the product.* **Engagement with Marketing Channels:** * **Email Engagers:** Regularly open and click on your emails. * **Social Media Engagers:** Interact with you on social platforms. * **Website Visitors:** Frequently browse your website's resources. * **App Users:** Frequently use your mobile app. (if applicable)* **Feature Adoption:** * **Advanced Feature Users:** Utilize advanced features of your product. * **Basic Feature Users:** Stick to the basic functionalities.* **Customer Journey Stage:** * **Onboarding:** Newly signed-up customers in the initial stages. * **Active Users:** Fully integrated into workflow and engaged. * **Advocates:** Provide positive reviews, and referrals.**II. Segmentation Based on Demographics & Psychographics:** (Data gathered during the customer lifecycle.)* **Demographics:** * **Age:** Group customers by age ranges (e.g., 18-25, 26-35, 36-45). * **Gender:** Male, Female, Other. * **Location:** City, state, country. * **Income:** Income brackets. * **Education:** Educational level. * **Occupation:** Job title. * **Family Status**: Marital status, with or without children.* **Psychographics:** (Difficult to obtain, but highly valuable) * **Lifestyle:** Hobbies, interests, activities. * **Values:** Beliefs and principles they hold. * **Attitudes:** Perspectives towards your brand, product, or industry. * **Personality:** Traits and characteristics. * **Interests:** What is important in their professional or personal lives?**III. Segmentation Based on Product/Service Purchased:*** **Product Category:** Purchased specific product categories.* **Bundled Purchases:** Customers who bought specific bundles.* **Upsell/Cross-sell Potential:** Likely to purchase related or premium products.**IV. Segmentation based on Customer Value (RFM - Recency, Frequency, Monetary):*** RFM analysis combined all of the above into one scoring system to value and segment customers.**V. Segmentation Based on Customer Support Interactions:** * **Frequent Support Seekers:** Contact customer support frequently for assistance. * **Low Support Users:** Rarely require assistance. * **Type of Issues:** Segment by the types of problems customers typically encounter.**How to Use These Segments:*** **Personalized Marketing:** Tailor your messaging and offers to each segment. For example, send special offers to VIP customers or re-engagement emails to lapsed customers.* **Product Development:** Identify features that power users value and prioritize those developments.* **Customer Service:** Offer specialized support to high-value customers.* **Predictive Modeling:** Identify customers who are likely to churn or upgrade.* **Pricing:** Test different pricing strategies with different segments.**Steps to Create Audience Segments:**1. **Define Your Goals:** What do you want to achieve with segmentation? (e.g., increase sales, reduce churn).2. **Collect Data:** Gather data from your CRM, website analytics, email marketing platform, and other sources.3. **Analyze Data:** Look for patterns and insights.4. **Create Segments:** Define your segments based on the insights.5. **Test and Refine:** Continuously monitor the performance of your segments and adjust them as needed.**Important Considerations:*** **Start Small:** Begin with a few key segments and expand as you learn more.* **Relevance:** Ensure your segments are relevant to your business goals.* **Actionable:** Make sure you have the resources to target each segment effectively.* **Privacy:** Comply with all privacy regulations.By carefully segmenting your existing customers, you can significantly improve your marketing ROI and build stronger customer relationships. Carefully consider your business goals and the data you have available to create the most effective segments for your needs.

Покупки на веб-сайте за последние 180 дней, покупатели из списка электронной почты, покупки в магазинах Facebook/Instagram.

Как можно диагностировать, на что расходуется ваш рекламный бюджет в Ads Manager?

Используйте функцию "разбивка" (breakdown), которую часто можно найти в разделе "демография" (demographics), и выберите "сегменты аудитории" (audience segments), чтобы увидеть, как распределяется ваш бюджет.

If most of your ad spend is going to existing audiences, it typically means a few things:* **You are prioritizing retention and maximizing value from known customers:** This can be a strategic choice if your focus is on repeat purchases, loyalty, and increasing customer lifetime value. Targeting existing audiences is generally more efficient than acquiring new customers, as they are already familiar with your brand and products.* **Your acquisition efforts might be lacking:** If your campaigns aimed at attracting new customers are not performing well, you might inadvertently shift more budget towards your existing audiences to maintain overall performance. This can lead to stagnation and limit your business's growth potential.* **Your targeting and messaging might be too narrow:** You might be unintentionally excluding potential new customers from seeing your ads due to overly strict targeting criteria or messaging that resonates only with your current customer base.* **You might be relying too heavily on remarketing:** While remarketing is effective, over-reliance on it can restrict your reach and limit your ability to introduce your brand to new potential customers.* **You may have saturated your existing audience:** There's a limit to how much existing customers will buy. If you're consistently directing most of your budget to them, you might be seeing diminishing returns and need to expand your reach.In summary, while targeting existing audiences can be beneficial, it's crucial to ensure that it's balanced with efforts to acquire new customers to sustain long-term growth. You should analyze the performance of your acquisition campaigns and adjust your strategies to attract new potential customers, ensuring you're not limiting your business's potential by focusing solely on existing relationships.

Meta, возможно, в основном занимается ретаргетингом людей, предполагая, что настройка отдельной кампании ретаргетинга может быть выгодной.

Хорошо, вот как можно перевести этот вопрос по предложениям:"What if engaged and existing customer segments are underperforming?" - "Что, если вовлеченные и существующие сегменты клиентов не демонстрируют достаточную эффективность?"

Ретаргетинг может быть неэффективным для вашего бизнеса, и вам следует рассмотреть возможность исключения этих сегментов, чтобы сосредоточиться на привлечении "холодной" аудитории.

Please provide me with the video or a link to the video. I need to watch it or at least know its topic to tell you what action you should take.

Настройте собственные аудитории, разбейте свои кампании по сегментам и сравните результаты, чтобы выявить несоответствия между расходами и результатами.

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