26 lines
1.2 KiB
Markdown
26 lines
1.2 KiB
Markdown
---
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title: "Audience Engineering"
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type: concept
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tags: [advertising, audience, targeting, paid-media]
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last_updated: 2026-04-20
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---
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## Definition
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受众工程（Audience Engineering）是基于数据构建精准定向策略的过程，包括自定义受众创建、相似受众扩展和受众分层。
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## Key Techniques
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- **Pixel-based Custom Audiences**：基于网站 Pixel 的用户行为数据构建
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- **CRM List Uploads**：上传 CRM 客户列表进行定向
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- **Engagement Audiences**：基于互动行为（视频观看、页面访问、表单开启）的受众
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- **Exclusion Strategy**：排除已转化用户，避免浪费预算
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- **Audience Overlap Analysis**：分析跨平台受众重叠，避免频次超限
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## Audience Types
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- 自定义受众（Custom Audience）：基于种子用户的精确定向
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- 相似受众（Lookalike Audience）：基于种子用户扩展的相似受众
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- 兴趣定向受众（Interest Audience）：基于平台兴趣分类的泛定向
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## Connections
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- [[Audience Engineering]] ← requires ← [[Custom Audience]]
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- [[Audience Engineering]] ← extends ← [[Lookalike Audience]]
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- [[Full-Funnel Advertising]] ← uses ← [[Audience Engineering]] |