PT

Okay, here's the translation of the sentence "Facebook Ads: How to use Audience Segmentation (Increase ROAS)" into Portuguese, sentence by sentence: **Facebook Ads:** Anúncios do Facebook: **How to use Audience Segmentation:** Como usar a segmentação de público (ou Como utilizar a segmentação de audiência): **(Increase ROAS):** (Aumentar o ROAS).

#Marketing de Mídias Sociais
2025-08-07 21:3651 min de leitura

Introdução ao Conteúdo

Aqui está a tradução do artigo, frase por frase:* **This video explains incrementality and audience segmentation in Meta ads.** Este vídeo explica a incrementalidade e a segmentação de público nos anúncios do Meta.* **It emphasizes that Meta often takes credit for sales that would have occurred organically.** Ele enfatiza que o Meta frequentemente leva o crédito por vendas que teriam ocorrido organicamente.* **The video outlines how to set up audience segments in Ads Manager, including new audiences, engaged audiences, and existing customers.** O vídeo descreve como configurar segmentos de público no Gerenciador de Anúncios, incluindo novos públicos, públicos engajados e clientes existentes.* **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.** Ele mostra como uma empresa pode identificar se está desperdiçando dinheiro queimando orçamento com clientes que comprariam de qualquer maneira e tomar medidas como interromper os esforços de retargeting se os segmentos engajados e existentes estiverem com baixo desempenho.

Informações-chave

  • É importante investigar mais a fundo as métricas de desempenho dos anúncios do Facebook, como ROAS e custo por resultado, porque a Meta pode estar a reivindicar crédito por vendas que teriam acontecido de qualquer maneira.
  • Compreender a incrementalidade é crucial: determinar se uma campanha realmente causou uma venda ou apenas recebeu crédito por ela, e direcionar os gastos para resultados incrementais.
  • A Meta oferece a capacidade de marcar e rastrear três segmentos de público dentro de campanhas: novos públicos, públicos engajados e clientes existentes.
  • Analisar o gasto com anúncios por segmento de público-alvo ajuda a diagnosticar para onde o orçamento está indo e se ele está sendo desperdiçado em clientes que comprariam de qualquer maneira.
  • As recomendações incluem visitantes do site, não compradores de listas de e-mail, visualizadores de catálogos e visualizadores de lojas do Facebook e Instagram para públicos engajados.*E*Para compras no site, compradores de listas de e-mail, compras no Facebook, na loja do Instagram para clientes existentes.
  • Ações específicas a serem tomadas incluem configurar públicos personalizados no Gerenciador de Anúncios, segmentar campanhas por segmentos e comparar o desempenho para identificar desalinhamentos.

Análise da Linha do Tempo

Palavras-chave do Conteúdo

Okay, I will translate "Facebook Ads Performance" sentence by sentence into Portuguese, without omitting any sentences.**Facebook Ads Performance*** **Desempenho dos Anúncios do Facebook.**

Antes de celebrar um ROAS alto e um bom custo por resultado em anúncios do Facebook, os anunciantes devem investigar mais a fundo para abordar um ponto cego comum: a Meta frequentemente leva o crédito por vendas que teriam acontecido de qualquer maneira. Rastrear ativamente e usar segmentos de público pode evitar o desperdício de gastos com anúncios em clientes que teriam comprado sem ver o anúncio.

Absolutely! Here's the translation of the title and the article, sentence by sentence, into Portuguese:**Título:** Incrementality and Audience Segmentation**Tradução:** Incrementalidade e Segmentação de PúblicoNow, please provide the text of the article you want me to translate. I'm ready to translate it sentence by sentence, ensuring no sentence is omitted.

Aqui está a tradução do artigo frase por frase:**Incrementality in Meta ads refers to determining if a campaign caused a sale or just took credit for it.**A incrementalidade nos anúncios da Meta se refere a determinar se uma campanha causou uma venda ou apenas recebeu o crédito por ela.**Audience segmentation involves tagging and tracking new, engaged, and existing customer audiences.**A segmentação de público envolve marcar e rastrear públicos de clientes novos, engajados e existentes.**Understanding these concepts can prevent wasted ad spend.**Entender esses conceitos pode evitar o desperdício de gastos com anúncios.

Configuração da Segmentação de Público.

Para configurar segmentos de público, crie públicos personalizados no Gerenciador de Anúncios. Os públicos engajados recomendados incluem visitantes do site, não compradores de listas de e-mail e visualizadores de catálogo dos últimos 90 dias. Para clientes existentes, crie segmentos para compras no site dos últimos 180 dias e compradores da lista de e-mail.

Analisando o Gasto com Anúncios com Segmentos de Público.

Aqui está a tradução do artigo em português, frase por frase:* Analyze ad spend by breaking down campaigns by audience segments (found under demographics in Ads Manager). **Analise o gasto com anúncios dividindo as campanhas por segmentos de público (encontrado em dados demográficos no Gerenciador de Anúncios).*** This helps identify if spend is misaligned with actual results. **Isso ajuda a identificar se o gasto está desalinhado com os resultados reais.*** Adjust engagement windows and retargeting strategies based on segment performance to optimize ad spend and growth. **Ajuste as janelas de engajamento e as estratégias de retargeting com base no desempenho do segmento para otimizar o gasto com anúncios e o crescimento.**

Perguntas e respostas relacionadas

Before celebrating Facebook Ads performance, consider these factors:* **Attribution Window:** Understand the time frame in which conversions are being attributed to your ads. A 1-day click or 7-day click attribution window will paint a very different picture than a 28-day click or view-through attribution window.* **Overall Business Goals:** Ensure that ad performance aligns with your overarching business objectives. Are you aiming for leads, sales, brand awareness, or something else? Positive ad metrics that don't contribute to the bottom line might not be worth celebrating.* **Seasonality and External Factors:** Have there been any external influences like holidays, promotions, or changes in the market that might have impacted performance? A spike in sales during Black Friday might not be solely attributable to your ads.* **Statistical Significance:** Is the performance change statistically significant, or could it be due to random chance? Avoid drawing conclusions from small sample sizes.* **Cost vs. Value:** Evaluate the return on ad spend (ROAS). Are you spending more to acquire customers than they're worth? Consider customer lifetime value (CLTV) for a more comprehensive view.* **Data Accuracy:** Confirm the accuracy of your data. Are your tracking pixels properly implemented? Are you excluding bot traffic? Inaccurate data can lead to misleading conclusions.* **Incrementality:** Determine if the conversions driven by your ads were incremental or organic. Did your ads simply capture sales that would have happened anyway?* **Audience Quality:** Are you reaching the right audience with your ads? High engagement from an irrelevant audience might not translate into business results.* **Landing Page Experience:** Evaluate the landing page experience. Is the landing page relevant to the ad, and is it optimized for conversions? Poor landing page performance can mask the true potential of your ads.* **Benchmarking:** Compare your ad performance against industry benchmarks and historical data. This will give you a realistic perspective on how well your ads are performing.In summary, don't just celebrate surface-level metrics. Dig deeper, analyze the context, and ensure that your ad performance contributes to your overall business success.

Aprofunde-se na incrementalidade e na segmentação de público, mesmo que o ROAS (Retorno sobre o Gasto com Publicidade) e o custo por resultado pareçam bons.

According to marketing expert Mark Ritson, the biggest blind spot that most advertisers and brand owners miss is **"the power and importance of the existing customer base."**He argues that many focus excessively on acquiring new customers, often at a much higher cost, while neglecting the potential for increased loyalty, repeat purchases, and advocacy from their current customer base. They fail to understand that focusing on retaining and growing relationships with existing customers can be a more efficient and profitable strategy.

Não rastrear ativamente tudo ou não usar segmentos de público, levando a um potencial desperdício de orçamento em clientes que comprariam de qualquer maneira.

Incrementality in the context of Meta ads (and advertising in general) refers to the **additional sales, conversions, or other desired outcomes that are *directly caused* by your Meta ad campaigns, *above and beyond* what would have happened anyway.**Here's a breakdown:* **"Additional sales, conversions, etc."**: It's about the *extra* value you're getting. Are people buying more products because of your ads? Are more people signing up for your newsletter than they would have without the ads?* **"Directly caused by"**: This is key. It's not just correlation (where two things happen at the same time). It's *causation* – your ads are the reason for the increase.* **"Above and beyond what would have happened anyway"**: This is crucial. Some people would have bought your product or signed up for your service regardless of whether they saw your ad. They might have found you through organic search, word-of-mouth, or other marketing efforts. Incrementality aims to isolate the impact specifically of your Meta ads.**In simpler terms:** If you stopped running your Meta ads, how much less revenue or how many fewer conversions would you have? That's a measure of incrementality.**Why is incrementality important?*** **Accurate ROI Measurement:** Traditional metrics like click-through rate (CTR) and conversion rate can be misleading. They don't tell you if the conversions were truly incremental or would have happened organically. Incrementality helps you understand the *real* return on your ad spend.* **Optimized Budget Allocation:** Knowing which campaigns are truly driving incremental results allows you to focus your budget on the most effective channels and tactics. You can cut back on campaigns that aren't adding significant value.* **Improved Targeting and Creative:** Incrementality testing helps you learn which targeting parameters and ad creatives are most effective at reaching new customers or influencing those who were on the fence.* **Better understanding of customer behavior:** Provides insights into how your ads influence people's decisions to interact with your brand or make a purchase.**How is incrementality measured?**Incrementality is often measured using techniques like:* **A/B testing:** Showing ads to one group (the test group) and not showing ads to a similar group (the control group). Then comparing the outcomes (sales, conversions, etc.) between the two groups.* **Geo-based testing:** Turning ads on in one geographic area and off in another, then comparing the outcomes.* **Holdout audiences:** Excluding a random segment of your target audience from seeing your ads and comparing their behavior to those who do see your ads.* **Meta's Conversion Lift Studies:** Meta offers tools like Conversion Lift to help advertisers run incrementality tests and get reliable measurements. These tools attempt to account for biases.By focusing on incrementality, advertisers can make data-driven decisions and ensure that their Meta ad campaigns are actually driving meaningful business results, rather than just claiming credit for things that would have happened anyway.

Determinar se uma campanha causou uma venda ou apenas levou o crédito por uma venda que teria acontecido organicamente.

The three types of user audiences that can be tracked inside Meta campaigns are:* **Core Audiences:** These are defined based on demographics, interests, and behaviors.* **Custom Audiences:** These are created from your existing customer data (e.g., website visitors, email lists, app users).* **Lookalike Audiences:** These are generated by Meta to find new people who are similar to your existing customers or high-value audiences.

Novos públicos, públicos engajados e clientes existentes.

Segmenting engaged audiences can be powerful for tailoring your messaging and maximizing the effectiveness of your campaigns. Here are some recommended segments based on engagement, along with the rationale behind them:**1. By Engagement Level (Frequency & Recency):*** **Highly Engaged (Champions/Evangelists):** * **Criteria:** Frequent interactions (opens, clicks, shares, comments) within a short period. Might have high purchase frequency or regularly contribute to your community. * **Rationale:** These are your biggest fans. Reward them with exclusive content, early access, beta programs, or personalized thank you notes. Encourage advocacy and referrals. They are crucial for word-of-mouth marketing. * **Examples:** Top 10% of users by opens in the last 30 days, users who have commented on 3+ social media posts in the last week, customers with 5+ purchases in the last year.* **Moderately Engaged (Loyal/Interested):** * **Criteria:** Consistent interactions, but not as frequent as the "highly engaged." Regular readers, shoppers, or users. * **Rationale:** Nurture their interest and move them towards becoming champions. Provide relevant content, special offers, and personalized recommendations. * **Examples:** Users who open emails regularly but don't click, customers who make occasional purchases, users who visit certain website sections frequently.* **Lapsing Engaged (At Risk):** * **Criteria:** Used to be highly engaged but their interaction has dropped off recently. * **Rationale:** Identify the reasons for the drop in engagement. Re-engage them with win-back offers, reminder content, or surveys to understand their needs. * **Examples:** Users who haven't opened an email in 60 days after being regular openers, customers who haven't purchased in 6 months after frequent purchases.**2. By Engagement Type (Channel-Specific):*** **Email Engagement:** * **Opened Recent Emails:** Target those who have opened recent emails (e.g., last 7 days). Send them time-sensitive offers or breaking news. * **Clicked Specific Links:** Target users who clicked on a particular link within an email (e.g., a product page). Follow up with more detailed information or a special offer related to that product. * **Did Not Open Specific Emails:** Resend the email with a different subject line or offer. Consider removing them from the mailing list if they consistently don't engage.* **Social Media Engagement:** * **Post Engagers:** Target users who like, comment on, or share your posts. Encourage them to participate in contests, ask for feedback, or invite them to join a community group. * **Video Viewers:** Those who viewed a certain percentage of a video. Send them related content, product demos, or behind-the-scenes footage. * **Link Clickers:** Users who clicked on links shared on your social platforms. Provide relevant landing pages or dedicated follow-up content.* **Website Engagement:** * **High-Value Page Visitors:** Individuals who have spent time on key pages like pricing, product details, or contact us. * **Abandoned Cart Users:** Target those who added items to their cart but didn't complete the purchase. Send them reminder emails with incentives to complete the order. * **Form Submitters:** Users who filled out a form (e.g., lead generation, contact). Qualify and nurture these leads with personalized content.**3. By Content Engagement:*** **Topic Interested:** Segment by the topics or categories of content they engage with most frequently.* **Product Interested:** Segment by the specific products or services they have shown interest in.* **Problem/Solution Interested:** Segment by the problem or solution that the content addresses.**4. By Buyer Journey Stage:*** **Awareness Stage:** Engaged with top-of-funnel content (blog posts, educational videos). Offer introductory content or free resources.* **Consideration Stage:** Engaged with middle-of-funnel content (case studies, webinars, product comparisons). Provide more in-depth information and demos.* **Decision Stage:** Engaged with bottom-of-funnel content (pricing pages, testimonials, trial offers). Offer personalized consultations or special deals.**5. Demographic & Psychographic Overlay on Engaged Segments:*** Combine demographic data (age, location, gender, income) and psychographic data (interests, values, lifestyle) with engagement data for even more precise targeting. For example, you might want to target "Highly Engaged Millennial Women" or "Interested Parents".**Important Considerations:*** **Data Privacy:** Always respect privacy laws and regulations when collecting and using engagement data. Obtain consent and allow users to opt out.* **Platform Limitations:** Different platforms offer varying data and segmentation capabilities. Understand the limitations of your tools.* **Segment Size:** Aim for segments that are large enough to be meaningful but small enough to be relevant.* **Testing and Iteration:** Continuously test different segments and refine your strategies based on performance. What works today might not work tomorrow, so it's important to stay agile.* **Automation:** Automate the process of segmenting and targeting engaged audiences with tools like marketing automation platforms or customer relationship management (CRM) systems.By utilizing these segmentation recommendations, you can create more targeted and effective campaigns that resonate with your audience and drive meaningful results. Remember to constantly analyze and refine your approach based on the data you collect.

Visitantes do site dos últimos 90 dias, não compradores da sua lista de e-mail, visualizadores de catálogo dos últimos 90 dias e visualizadores da loja do Facebook e Instagram.

Okay, let's break down audience segments for existing customers. The segmentation strategies you use will depend heavily on your business goals, the data you collect, and what you want to achieve with each segment. Here's a comprehensive overview of common and effective ways to segment your existing customer base:**I. Behavioral Segmentation (Based on Actions)*** **Purchase Frequency:** * **Loyal/High-Value Customers:** Frequent purchasers, consistently buying your products/services. These are your VIPs. * **Regular Customers:** Make purchases periodically. They are a solid base. * **Occasional Customers:** Purchase infrequently. May only buy during sales or special occasions. * **Lapsed Customers (At-Risk):** Past customers who haven't purchased in a while (define "a while" based on your typical buying cycle). These are crucial to re-engage. * **One-Time Buyers:** Only made a single purchase. Opportunity to convert them into repeat customers.* **Purchase Value (Monetary Value):** * **High-Spenders:** Customers who spend the most money overall. * **Medium-Spenders:** Average spending per order or over time. * **Low-Spenders:** Customers with the lowest average order value.* **Product/Service Usage:** * **Heavy Users:** Utilize your product/service extensively. * **Light Users:** Use your product/service sparingly. * **Feature-Specific Users:** Primarily use specific features or aspects of your offering. This is vital for understanding product engagement. * **Non-Users (of certain features):** Customers who have access to features but don't use them. Opportunity to educate or improve adoption.* **Engagement Level:** * **Highly Engaged:** Interact frequently with your brand (website visits, email opens/clicks, social media interactions, app usage). * **Moderately Engaged:** Some interaction, but not consistently. * **Low Engagement:** Minimal interaction. * **Inactive:** No interaction at all. Big red flag.* **Channel Preference:** * **Email-Focused:** Primarily interact through email. * **Social Media Users:** Engage primarily on social platforms. * **App Users:** Prefer using your mobile app. * **Website Visitors:** Primarily browse your website. * **Phone/Customer Service Users:** Prefer direct communication.* **Time Since Last Purchase (Recency):** * **Recent Buyers:** Purchased very recently. * **Mid-Range Buyers:** Purchased within an average timeframe. * **Distant Buyers:** Last purchase was a long time ago. Critical for win-back campaigns.**II. Demographic Segmentation (Based on Characteristics)*** **Age:** Group customers by age ranges.* **Gender:** Male, female, non-binary.* **Location:** Geographic segmentation (country, region, city).* **Income:** Household income levels.* **Education:** Education level attained.* **Occupation:** Job title or industry.* **Family Status:** Married, single, children, etc.**III. Psychographic Segmentation (Based on Attitudes & Values)*** **Lifestyle:** Interests, hobbies, activities.* **Values:** What's important to them (e.g., sustainability, family, innovation).* **Attitudes:** Opinions and beliefs about your brand, industry, or products.* **Personality:** Traits and characteristics.* **Motivations:** What drives their purchasing decisions.* **Pain Points:** What problems are they trying to solve with your product or service?**IV. Needs-Based Segmentation:*** **Segment by the specific need your product/service fulfills for them.** For example: * **Value Seekers:** Primarily looking for the best price. * **Convenience Seekers:** Prioritize ease of use and speed. * **Quality Seekers:** Focus on premium products and high quality. * **Problem Solvers:** Are seeking functional solutions to specific problems**V. RFM (Recency, Frequency, Monetary Value) Segmentation:*** A classic and powerful method that combines three key behavioral factors: * **Recency:** How recently did the customer make a purchase? * **Frequency:** How often does the customer purchase? * **Monetary Value:** How much money has the customer spent overall? * You assign scores to each customer for each factor (e.g., 1-5, with 5 being the best) and then segment them based on their combined scores. This allows you to identify your best customers (high scores in all three areas) and those who need more attention.**VI. Customer Lifecycle Stage:*** **New Customers:** Recently acquired customers.* **Active Customers:** Regularly purchasing and engaged.* **At-Risk Customers:** Showing signs of disengagement.* **Churned Customers:** No longer purchasing or interacting with your brand. (Technically *former* customers, but important to track).**Examples of How to Use These Segments:*** **Loyal Customers:** Reward programs, exclusive offers, early access to new products.* **Lapsed Customers:** Win-back campaigns with personalized offers and reminders of the value you provide.* **High-Spenders:** Personalized recommendations, premium support.* **Low-Spenders:** Promote value-priced options, cross-selling opportunities.* **Feature-Specific Users:** Help them to maximize their usage regarding their preferable feature* **New Customers:** Onboarding sequences, educational content.**Key Considerations for Effective Segmentation:*** **Data Collection:** You need accurate and comprehensive data to create meaningful segments. Invest in data collection and analysis tools.* **Actionability:** Segments should be actionable. You need to be able to target them with specific marketing campaigns.* **Measurability:** Track the performance of your campaigns for each segment to see what's working and what's not.* **Relevance:** Ensure your segments are relevant to your business goals.* **Dynamic Segmentation:** Customer behavior changes, so your segments should be dynamic and updated regularly. Automate this process if possible.* **Privacy:** Always be mindful of data privacy regulations (e.g., GDPR, CCPA) and obtain consent where necessary.* **Start Simple:** Don't try to create too many segments at once. Start with a few key segments and gradually expand as you learn more.To give you the *best* recommendations, I'd need to know more about your specific business, industry, and the data you have available. But the above provides a solid framework!

Compras no site nos últimos 180 dias, compradores da lista de e-mail, compras na loja do Facebook/Instagram.

Aqui está a tradução do artigo frase por frase:* **How can you diagnose where your ad spend is going in Ads Manager?** - Como você pode diagnosticar para onde está indo o seu gasto com anúncios no Gerenciador de Anúncios?

Ao usar o recurso de "detalhamento" frequentemente encontrado em "dados demográficos" e selecionar "segmentos de público" para ver como seu orçamento está distribuído.

If most of your ad spend is going to existing audiences, it generally means the following:* **Focus on Retention and Increased Customer Value:** Your strategy is heavily focused on nurturing and engaging with customers you already have. You are likely prioritizing repeat purchases, increasing order value, or improving brand loyalty.* **Potential for Low ROI on Acquisition:** You might be struggling to efficiently acquire new customers. The cost to acquire new customers (CAC) might be too high, or your targeting is not effective enough to find new prospects at a sustainable cost.* **Limited Growth Potential:** While retaining existing customers is crucial, relying almost exclusively on them can limit your long-term growth. Eventually, your existing audience will be saturated, and you might need to find new revenue streams.* **Strong Brand Loyalty (Potentially):** If your existing audience is highly responsive, it could indicate strong brand loyalty. This is a positive sign, but it shouldn't be taken for granted.* **Risk of Stagnation:** Over time, without new customers, your existing audience can shrink due to churn. This can lead to a decline in revenue and overall business growth.* **Possible Missed Opportunities:** You might be missing out on opportunities to reach new market segments or expand your brand awareness.**Here's a more detailed breakdown of what this scenario could mean for your business:*** **Positive Aspects:** * **Higher Conversion Rates:** Existing audiences are more likely to convert because they already know and trust your brand. * **Lower Cost Per Conversion:** It's often cheaper to convert an existing customer than to acquire a new one. * **Increased Customer Lifetime Value (CLTV):** By focusing on existing customers, you can increase their lifetime value to your business. * **Stronger Brand Advocacy:** Loyal customers are more likely to recommend your brand to others.* **Negative Aspects:** * **Limited Reach:** You are not exposing your brand to new audiences. * **Potential for Burnout:** Over-targeting existing audiences can lead to ad fatigue and decreased engagement. * **Dependence on a Shrinking Pool:** As customers churn, your reliance is still on a smaller and smaller pool. * **Missed Market Opportunities:** Other, larger markets, could be missing for you.**What to Consider:*** **Analyze your data:** Review your ad performance metrics, including conversion rates, cost per acquisition (CPA), customer lifetime value (CLTV), and audience demographics.* **Explore new audiences:** Experiment with different targeting options, such as lookalike audiences, interest-based targeting, and demographic targeting.* **Refine your messaging:** Tailor your ad copy and creative to resonate with new audiences.* **Evaluate your budget allocation:** Determine if you need to shift some of your ad spend from existing audiences to new audiences.* **Consider your business goals:** Your ad budget should support your overall business goals. If your goal is growth, you need to invest in new customer acquisition.**In conclusion, while focusing on existing audiences can be beneficial, it's crucial to maintain a balance between retention and acquisition to ensure long-term growth and success.** You should be constantly experimenting and optimizing your ad campaigns to reach new potential customers while nurturing your existing customer base. It's likely a sign that you should increase investment in prospecting and testing new customer acquisition channels.

A Meta pode estar segmentando principalmente pessoas que já interagiram com você, sugerindo que configurar uma campanha de remarketing separada pode ser benéfico.

Okay, here's a breakdown of what to do if engaged and existing customer segments are underperforming. I'll provide options covering potential issues and solutions:**Understanding the Problem:*** **Define "Underperforming":** First, get specific. What metrics are below expectations? Is it revenue, frequency of purchase, average order value, customer lifetime value, referrals, or something else? Quantify the gap between current performance and desired performance.* **Investigate the "Why":** Don't jump to solutions without understanding the root cause. Consider these possibilities: * **Change in Customer Needs/Preferences:** Have their needs evolved? Is your product/service still relevant to them? Are there new competitors offering better solutions? * **Poor Customer Experience:** Are there friction points in their journey (e.g., difficult ordering process, slow support, confusing website)? Look at customer feedback, reviews, and support tickets. * **Lack of Personalization:** Are you treating all engaged/existing customers the same, when they might have diverse needs and preferences? * **Ineffective Communication:** Are you communicating the right messages, through the right channels, at the right time? Are your marketing efforts resonating? * **Pricing Issues:** Is your pricing still competitive and aligned with the value you provide? * **Product/Service Quality Issues:** Has the quality of your product or service declined? * **External Factors:** Economic downturn, seasonal changes, or industry-specific challenges could be impacting their behavior.**Actionable Steps & Solutions:**Here's a structured approach to address the underperformance:1. **Data Analysis & Segmentation Refinement:** * **Dig Deeper into Data:** Analyze your customer data by segment to identify patterns and trends. Look at purchase history, website activity, engagement with marketing campaigns, support interactions, and demographic data. * **Refine Segmentation:** Perhaps your current segmentation is too broad. Consider breaking down your "engaged" and "existing" segments further based on behavior, demographics, needs, or value. For example: * **High-Value vs. Medium-Value Customers:** Tailor strategies based on their spending habits. * **Product-Specific Segments:** Different product lines might have different engagement levels. * **Usage Frequency Segments:** Frequent users vs. infrequent users. * **Identify "At-Risk" Customers:** Develop a system to identify customers who are showing signs of disengagement (e.g., decreased purchase frequency, unsubscribes, negative feedback).2. **Voice of the Customer (VOC) Programs:** * **Surveys:** Use targeted surveys to gather feedback on specific aspects of the customer experience, product satisfaction, and unmet needs. * **Interviews:** Conduct in-depth interviews with a subset of customers to gain qualitative insights. * **Focus Groups:** Gather small groups of customers to discuss their experiences and opinions. * **Monitor Social Media & Online Reviews:** Pay attention to what customers are saying about your brand online.3. **Personalization & Targeted Campaigns:** * **Tailored Offers & Incentives:** Offer personalized discounts, promotions, and loyalty rewards based on their past behavior and preferences. * **Personalized Email Marketing:** Send targeted emails with relevant content and offers. Use dynamic content to personalize emails based on customer data. * **Personalized Website Experience:** Customize the website experience based on customer segments. Show different content, products, and offers to different groups. * **Behavioral Triggered Campaigns:** Set up automated campaigns that are triggered by specific customer behaviors (e.g., abandoned cart emails, welcome series for new customers).4. **Improve Customer Experience:** * **Streamline the Purchase Process:** Make it easier for customers to buy your products or services. Reduce friction points in the online checkout process. * **Enhance Customer Support:** Provide excellent customer support through multiple channels (e.g., phone, email, chat). Train your support team to handle customer inquiries efficiently and effectively. * **Proactive Customer Service:** Reach out to customers proactively to offer assistance or resolve potential issues before they escalate. * **Optimize Website & Mobile App:** Ensure your website and mobile app are user-friendly and provide a seamless experience.5. **Product/Service Improvements:** * **Address Quality Issues:** If you've identified quality problems, take immediate steps to fix them. * **Develop New Features & Products:** Innovate and develop new features and products that meet the evolving needs of your customers. * **Gather Feedback on New Offerings:** Get feedback on new products and features before launching them to the wider market.6. **Pricing Strategy Review:** * **Competitive Analysis:** Analyze your pricing against competitors. * **Value-Based Pricing:** Ensure your pricing reflects the value you provide to customers. * **Consider Discounts & Promotions:** Offer strategic discounts and promotions to incentivize purchases.7. **Re-engagement Campaigns:** * **Identify Inactive Customers:** Define what "inactive" means for your business (e.g., haven't purchased in X months). * **Targeted Re-engagement Emails:** Send targeted emails with special offers, reminders of the value you provide, or requests for feedback. * **Consider Different Channels:** Explore other channels like SMS or direct mail to reach inactive customers.8. **Monitor & Measure Results:** * **Track Key Metrics:** Continuously track your key performance indicators (KPIs) to measure the effectiveness of your strategies. * **A/B Testing:** Use A/B testing to experiment with different approaches and optimize your campaigns. * **Regular Reporting:** Create regular reports to track progress and identify areas for improvement.**Example Scenario:**Let's say your "engaged" customer segment (those who regularly interact with your content and have purchased before) is showing a decline in average order value (AOV).1. **Investigate:** You might find that a recent change in your pricing structure made some items less appealing or that a competitor launched a similar product at a lower price point.2. **Action:** You could then run an A/B test with different pricing strategies, offer personalized discounts on specific items, or highlight the unique benefits of your product compared to the competitor.**Key Takeaway:** Turning around underperforming engaged and existing customer segments requires a data-driven, customer-centric approach. Focus on understanding *why* they are underperforming and then implementing tailored strategies to address those issues. Continuously monitor and optimize your efforts to ensure you're maximizing customer value and loyalty.

O retargeting pode não ser eficaz para o seu negócio e você deve considerar excluir esses segmentos para se concentrar na aquisição fria.

I am an AI and don't have the ability to watch videos. Therefore, I can't tell you what action you should take after watching a video. You'll need to tell me about the video's content for me to give you relevant advice.

Configure públicos personalizados, segmente suas campanhas e compare o desempenho para identificar desalinhamentos entre gastos e resultados.

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