sales-retargeting

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Retargeting & Remarketing Strategy

重定向与再营销策略

Help the user plan and execute retargeting campaigns — website visitor retargeting, cart abandonment recovery, dynamic product ads, cross-channel remarketing, and audience segmentation. This skill is tool-agnostic but includes platform-specific guidance.

帮助用户规划并执行重定向广告活动 — 网站访客重定向、购物车弃购挽回、动态商品广告、跨渠道再营销以及受众细分。本技能不绑定特定工具，但包含平台专属指导内容。

Step 1 — Gather context

步骤1 — 收集背景信息

references/learnings.md

exists, read it first for accumulated knowledge.

Ask the user:

What's your retargeting goal?
- A) Recover abandoned carts (ecommerce)
- B) Re-engage website visitors who didn't convert
- C) Upsell/cross-sell existing customers
- D) Bring back lapsed users or churned customers
- E) Build a full retargeting funnel from scratch
- F) Not sure — help me figure out what to retarget
What channels do you want to retarget on?
- A) Display ads (banner ads across the web)
- B) Social ads (Facebook/Instagram, TikTok, LinkedIn)
- C) Google Ads (search remarketing, display network)
- D) Email retargeting (triggered by website behavior)
- E) Connected TV (CTV) / video
- F) Multiple / all channels
- G) Not sure — recommend channels
What retargeting platform do you have (or are considering)?
- A) AdRoll
- B) Google Ads (remarketing)
- C) Meta Ads (Facebook/Instagram retargeting)
- D) Criteo
- E) LinkedIn Ads (website retargeting)
- F) Native ESP retargeting (Klaviyo, Omnisend, etc.)
- G) Remerge, Adwake, or Zoomd (mobile in-app retargeting)
- H) None — evaluating options
- I) Other — describe it
What's your business type?
- A) Ecommerce / D2C
- B) B2B SaaS or services
- C) Local business / services
- D) Publisher / content
- E) Other

若

references/learnings.md

文件存在，请先读取其中积累的知识。

向用户询问：

你的重定向目标是什么？
- A) 挽回弃购购物车（电商场景）
- B) 重新触达未转化的网站访客
- C) 向现有客户进行追加销售/交叉销售
- D) 召回流失用户
- E) 从零搭建完整的重定向漏斗
- F) 不确定 — 帮我确定重定向方向
你希望在哪些渠道进行重定向？
- A) 展示广告（全网横幅广告）
- B) 社交广告（Facebook/Instagram、TikTok、LinkedIn）
- C) Google Ads（搜索再营销、展示网络）
- D) 电子邮件重定向（由网站行为触发）
- E) 联网电视（CTV）/视频渠道
- F) 多个/所有渠道
- G) 不确定 — 推荐合适渠道
你正在使用（或考虑使用）哪种重定向平台？
- A) AdRoll
- B) Google Ads（再营销）
- C) Meta Ads（Facebook/Instagram重定向）
- D) Criteo
- E) LinkedIn Ads（网站重定向）
- F) 原生ESP重定向（Klaviyo、Omnisend等）
- G) Remerge、Adwake或Zoomd（移动端应用内重定向）
- H) 无 — 正在评估选项
- I) 其他 — 请描述
你的业务类型是什么？
- A) 电商/D2C
- B) B2B SaaS或服务类
- C) 本地商家/服务类
- D) 出版商/内容平台
- E) 其他

Step 2 — Strategy and approach

步骤2 — 策略与方法

How retargeting works

重定向的工作原理

Retargeting serves ads to people who have already interacted with your brand — visited your website, viewed products, added to cart, or engaged with content. It works through:

Pixel-based retargeting: A JavaScript pixel on your site drops a cookie (or uses first-party data) on each visitor. Ad platforms use this data to serve ads to those visitors elsewhere on the web.
List-based retargeting: Upload email lists or CRM contacts to ad platforms. The platform matches against their user base and serves ads to matched users.
Server-side tracking: Send conversion and behavior events from your server to ad platforms directly — more reliable than client-side pixels with ad blockers.

重定向是向已与品牌产生互动的用户投放广告 — 包括访问过网站、浏览过商品、添加商品到购物车或参与过内容互动的用户。其实现方式包括：

基于像素的重定向：网站上的JavaScript像素会在每位访客设备上留下Cookie（或使用第一方数据），广告平台利用这些数据在全网其他位置向这些访客投放广告。
基于列表的重定向：将电子邮件列表或CRM联系人上传至广告平台，平台会与自身用户库进行匹配，并向匹配成功的用户投放广告。
服务器端追踪：将转化数据和行为事件从你的服务器直接发送至广告平台 — 比受广告拦截器影响的客户端像素更可靠。

Step 3 — Retargeting reference

步骤3 — 重定向参考资料

Read
references/platform-guide.md
for detailed funnel frameworks, audience segmentation, frequency capping, creative strategy, platform-specific guidance, and budget allocation.

You no longer need the platform guide details — focus on the user's specific situation.

阅读
references/platform-guide.md
获取详细的漏斗框架、受众细分、频次上限、创意策略、平台专属指导以及预算分配内容。

你无需关注平台指南的细节 — 重点聚焦用户的具体场景。

Step 4 — Actionable guidance

步骤4 — 可落地指导

Quick-start: First retargeting campaign

快速入门：首个重定向广告活动

Install tracking — pixel on your website + server-side tracking if available
Wait for data — let 1-2 weeks of visitor data accumulate (aim for 1,000+ unique visitors in your retargeting pool)
Segment audiences — create at least 3 segments: cart abandoners, product viewers, all visitors
Create ads — 3-5 creative variants per segment. Dynamic product ads for cart/product viewers, brand ads for general visitors.
Set budget — allocate 40-50% to cart abandoners, 30% to product viewers, 20% to general visitors
Launch and monitor — check daily for first week. Watch ROAS, frequency, and conversion rate by segment.
Optimize — after 7-14 days, cut underperforming segments, increase budget on high-ROAS segments, refresh creative.

安装追踪工具 — 在网站上部署像素 + 若有条件则启用服务器端追踪
等待数据积累 — 积累1-2周的访客数据（重定向受众池目标为1000+独立访客）
细分受众 — 至少创建3个细分群体：弃购购物车用户、商品浏览用户、所有访客
制作广告素材 — 每个细分群体准备3-5种创意变体。为购物车/商品浏览用户投放动态商品广告，为普通访客投放品牌广告。
设置预算 — 40-50%预算分配给弃购购物车用户，30%分配给商品浏览用户，20%分配给普通访客
启动并监控 — 第一周每日查看数据，关注各细分群体的ROAS、频次和转化率。
优化调整 — 7-14天后，砍掉表现不佳的细分群体，为高ROAS群体增加预算，更新广告创意。

Gotchas

常见误区

Retargeting without fresh creative = ad fatigue — the #1 mistake. Rotate creative every 2-3 weeks. If frequency is high and CTR is declining, your audience has tuned out your ads.
Don't retarget everyone the same way — a cart abandoner with $500 in their cart needs a different message than someone who bounced from your homepage in 3 seconds. Segment by behavior and value.
iOS tracking limitations — Apple's ATT framework (iOS 14.5+) significantly reduced pixel-based tracking accuracy for Safari/iOS users. Use server-side tracking (Meta CAPI, Google Enhanced Conversions, AdRoll S2S) to fill the gap.
View-through attribution inflates ROAS — platforms count conversions that happen after someone saw your ad, even if they didn't click. View-through is real but weaker than click-through. Compare click-through-only ROAS for a conservative measure.
Retargeting cannibalizes organic conversions — some retargeted users would have converted anyway. Run incrementality tests (holdout groups) to measure true lift. Typical true lift is 40-60% of reported retargeting conversions.
Cookie deprecation — third-party cookies are being phased out. Shift toward first-party data (email lists, logged-in users, server-side tracking) and contextual targeting. Platforms with strong first-party identity graphs (Meta, Google) will maintain better targeting.

Self-improving: If you discover something not covered here, append it to
```
references/learnings.md
```
with today's date.

重定向使用陈旧创意 = 广告疲劳 — 这是头号错误。每2-3周轮换一次广告创意。若频次高但CTR下降，说明受众已对广告产生免疫。
不要对所有用户采用相同的重定向方式 — 购物车内商品价值500美元的弃购用户，与仅浏览主页3秒就离开的用户，需要不同的广告信息。需根据行为和价值进行细分。
iOS追踪限制 — Apple的ATT框架（iOS 14.5+）大幅降低了Safari/iOS用户的基于像素追踪的准确性。使用服务器端追踪（Meta CAPI、Google Enhanced Conversions、AdRoll S2S）来弥补这一缺口。
浏览归因会夸大ROAS — 平台会将用户看到广告后发生的转化计入统计，即使用户并未点击广告。浏览归因有效，但效果弱于点击归因。对比仅点击归因的ROAS可得到更保守的衡量结果。
重定向会蚕食自然转化 — 部分被重定向的用户原本就会完成转化。进行增量测试（对照组）来衡量真实提升效果。典型的真实提升效果为报告的重定向转化量的40-60%。
Cookie淘汰 — 第三方Cookie正逐步被淘汰。转向第一方数据（电子邮件列表、登录用户、服务器端追踪）和上下文定向。拥有强大第一方身份图谱的平台（Meta、Google）将保持更好的定向能力。

自我优化：若发现此处未涵盖的内容，请将其添加到
```
references/learnings.md
```
中，并标注日期。

Before recommending a specific platform skill

Related skills

Examples

示例

Example 1: Ecommerce cart recovery

示例1：电商购物车挽回

User says: "We're losing 70% of carts. How do I set up retargeting to recover them?" Skill does: Designs a multi-channel cart recovery strategy: email sequence (1hr, 24hr, 72hr), display retargeting with dynamic product ads (AdRoll or Google), social retargeting with carousel ads (Meta). Provides timing, messaging, and budget allocation. Recommends starting with email (free) then layering paid channels. Result: User has a complete cart recovery playbook across email and paid retargeting.

用户提问：“我们的购物车弃购率达70%，如何设置重定向来挽回这些用户？” 技能操作：设计多渠道购物车挽回策略：邮件序列（1小时、24小时、72小时）、动态商品广告展示重定向（AdRoll或Google）、轮播广告社交重定向（Meta）。提供时间安排、信息内容和预算分配建议。建议先从免费的邮件渠道开始，再逐步增加付费渠道。结果：用户获得涵盖邮件和付费重定向的完整购物车挽回方案。

Example 2: B2B website visitor retargeting

示例2：B2B网站访客重定向

User says: "We get 10,000 monthly visitors to our SaaS site but only 2% convert. How do I retarget the rest?" Skill does: Recommends LinkedIn retargeting (professional audience), Google RLSA (capture search intent from past visitors), and display retargeting. Segments by page: pricing page viewers get demo CTA ads, blog readers get lead magnet ads, homepage bouncers get brand awareness. Budgets accordingly. Result: User has a segmented B2B retargeting strategy with channel and budget recommendations.

用户提问：“我们的SaaS网站每月有10000名访客，但转化率仅2%，如何重定向其余用户？” 技能操作：推荐LinkedIn重定向（专业受众）、Google RLSA（捕捉过往访客的搜索意图）和展示重定向。按页面进行细分：定价页浏览用户投放演示CTA广告，博客读者投放引流磁铁广告，主页跳出用户投放品牌认知广告，并相应分配预算。结果：用户获得细分的B2B重定向策略，包含渠道和预算建议。

Example 3: Choosing a retargeting platform

示例3：选择重定向平台

User says: "I'm choosing between AdRoll, Criteo, and just using Google/Meta directly for retargeting. What should I pick?" Skill does: Compares platforms by use case: Google/Meta direct for teams already advertising there (simpler, no extra vendor), AdRoll for cross-channel retargeting in one platform (good for ecommerce, supports Shopify), Criteo for large-scale ecommerce with budget for premium dynamic creative. Recommends based on the user's budget, business type, and existing ad stack. Result: User has a platform recommendation with clear trade-offs.

用户提问：“我正在AdRoll、Criteo和直接使用Google/Meta进行重定向之间做选择，应该选哪个？” 技能操作：按使用场景对比平台：若已在Google/Meta投放广告，直接使用它们更简单，无需额外供应商；AdRoll适合在单一平台进行跨渠道重定向（适合电商，支持Shopify）；Criteo适合有预算使用高级动态创意的大规模电商。根据用户的预算、业务类型和现有广告栈给出推荐。结果：用户获得带有明确权衡的平台推荐。

Troubleshooting

故障排查

Retargeting audiences are too small

重定向受众规模过小

Symptom: Platform says audience is below minimum threshold (e.g., <100 users) Cause: Low website traffic, pixel not installed on all pages, or audience window too narrow Solution: Extend the lookback window (7 days → 30 days → 90 days). Ensure pixel is on ALL pages. Combine segments (product viewers + cart abandoners). For B2B with low traffic, use list-based retargeting (email uploads) instead of pixel-based.

症状：平台提示受众低于最低阈值（例如<100用户）原因：网站流量低、像素未部署在所有页面、或受众窗口期过窄 解决方案：延长回溯窗口（7天→30天→90天）。确保像素部署在所有页面。合并细分群体（商品浏览用户+弃购购物车用户）。对于低流量的B2B业务，使用基于列表的重定向（上传电子邮件）替代基于像素的重定向。

High frequency but low conversions

频次高但转化率低

Symptom: Users see your ads 10+ times but aren't converting Cause: Creative fatigue, wrong audience segment, or the user isn't going to buy regardless Solution: Cap frequency at 3-5/day. Rotate creative. Move high-frequency non-converters to a "suppress" list after 14 days. Consider that some visitors were never qualified — narrow your retargeting segments to higher-intent behaviors.

症状：用户看到广告10+次但未转化原因：广告疲劳、受众细分错误、或用户原本就不会购买 解决方案：将频次上限设置为每日3-5次。轮换广告创意。14天后将高频次未转化用户加入“排除”列表。考虑部分访客原本就不符合转化条件 — 将重定向细分群体缩小到高意向行为用户。

ROAS declining over time

ROAS随时间下降

Symptom: Retargeting ROAS was strong initially but has dropped Cause: You've converted the easy wins and are now retargeting lower-intent users, or creative has gone stale Solution: Refresh all creative. Narrow audiences to higher-intent segments. Test new channels (add email if only using display, or vice versa). Run an incrementality test to check true lift — you may need to accept a lower but more accurate ROAS figure.

症状：重定向ROAS初期表现良好，但随后下降原因：已转化高意向用户，现在重定向的是低意向用户，或广告创意已过时 解决方案：更新所有广告创意。缩小受众范围至更高意向的细分群体。测试新渠道（若仅使用展示广告则添加邮件渠道，反之亦然）。进行增量测试以检查真实提升效果 — 你可能需要接受更低但更准确的ROAS数值。