{"id":801325,"date":"2025-07-28T09:31:55","date_gmt":"2025-07-28T08:31:55","guid":{"rendered":"https:\/\/www.artefact.com\/?post_type=cases&#038;p=801325"},"modified":"2026-02-24T13:19:22","modified_gmt":"2026-02-24T13:19:22","slug":"from-awareness-to-action-with-ai-how-ghd-scaled-conversions-with-performance","status":"publish","type":"cases","link":"https:\/\/www.artefact.com\/zh\/cases\/from-awareness-to-action-with-ai-how-ghd-scaled-conversions-with-performance\/","title":{"rendered":"<span class=\"highlight\">GHD\uff08\u597d\u53d1\u65e5\uff09<\/span> AI \u4ece\u8ba4\u77e5\u5230\u884c\u52a8\uff1aGHD \u5982\u4f55\u5229\u7528 Performance+ \u63d0\u9ad8\u8f6c\u5316\u7387"},"content":{"rendered":"<p style=\"text-align: center;\"><iframe title=\"YouTube \u89c6\u9891\u64ad\u653e\u5668\" src=\"https:\/\/www.youtube.com\/embed\/3xDfh_nH9Ps?si=yfVW_VTlSWLyd6nV\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<blockquote><p>\u201c\u4e9a\u9a6c\u900a\u5bf9\u6211\u4eec\u6765\u8bf4\u4e0d\u4ec5\u4ec5\u662f\u4e00\u4e2a\u9500\u552e\u6e20\u9053\u3002\u5b83\u662f\u53d1\u73b0\u548c\u8f6c\u5316\u7684\u7ed3\u5408\u70b9\u3002\u6709\u4e86 Performance+\uff0c\u6211\u4eec\u5c06 AI \u53d8\u6210\u4e86\u589e\u957f\u5f15\u64ce\uff0c\u800c\u4e0d\u4ec5\u4ec5\u662f\u4e00\u4e2a\u53e3\u53f7\u201d\u3002\u201d<br \/>\n<a href=\"https:\/\/www.linkedin.com\/in\/julien-roussel-3a77904b\/\" target=\"_blank\" rel=\"noopener\">\u6731\u5229\u5b89-\u9c81\u585e\u5c14<\/a>, GHD \u6cd5\u56fd\u548c\u6bd4\u8377\u5362\u7535\u5b50\u5546\u52a1\u603b\u76d1<\/p><\/blockquote>\n<p>\u5bf9\u4e8e <a href=\"https:\/\/www.ghdhair.com\/\" target=\"_blank\" rel=\"noopener\">\u6392\u96f7\u884c\u52a8<\/a>\u5bf9\u4e8e\u4ee5\u9ad8\u6027\u80fd\u521b\u65b0\u8457\u79f0\u7684\u9ad8\u7aef\u7f8e\u53d1\u54c1\u724c GHD \u6765\u8bf4\uff0c\u6311\u6218\u662f\u663e\u800c\u6613\u89c1\u7684\uff1a\u5982\u4f55\u5728\u63d0\u9ad8\u4e1a\u7ee9\u7684\u540c\u65f6\u4fdd\u6301\u4e9a\u9a6c\u900a\u4e0a\u7684\u5962\u4f88\u54c1\u724c\u4f53\u9a8c\u3002\u968f\u7740\u5a92\u4f53\u6210\u672c\u7684\u4e0a\u5347\u548c\u7ade\u4e89\u7684\u52a0\u5267\uff0cGHD \u9700\u8981\u4e00\u4e2a\u65b0\u7684\u6218\u7565\uff0c\u5c06\u77e5\u540d\u5ea6\u8f6c\u5316\u4e3a\u6709\u610f\u4e49\u7684\u884c\u52a8\uff0c\u540c\u65f6\u4fdd\u6301\u5bf9\u54c1\u724c\u53d9\u4e8b\u7684\u63a7\u5236\u3002.<\/p>\n<p>\u8fd9\u5c31\u662f <a href=\"https:\/\/www.artefact.com\/zh\/\">Artefact<\/a> \u548c <a href=\"https:\/\/www.amazon.com\/\" target=\"_blank\" rel=\"noopener\">\u4e9a\u9a6c\u900a<\/a> \u8fdb\u6765\u4e86.<\/p>\n<h2>\u6311\u6218\uff1a\u6269\u5927\u8f6c\u5316\u7387\uff0c\u540c\u65f6\u4fdd\u6301\u4e9a\u9a6c\u900a\u54c1\u724c\u7684\u5353\u8d8a\u6027<\/h2>\n<p>\u957f\u671f\u4ee5\u6765\uff0cGHD\uff08\u597d\u53d1\u65e5\uff09\u4e00\u76f4\u662f\u7f8e\u5bb9\u548c\u9020\u578b\u884c\u4e1a\u7684\u6807\u6746\u3002\u8be5\u54c1\u724c\u56e0\u5176\u65f6\u5c1a\u7684\u9ad8\u79d1\u6280\u5de5\u5177\u548c\u7cbe\u5fc3\u8bbe\u8ba1\u7684\u9ad8\u7aef\u5f62\u8c61\u800c\u5907\u53d7\u9752\u7750\u3002.<br \/>\n\u5728\u4e9a\u9a6c\u900a\u4e0a\uff0cGHD \u5bf9\u4f18\u8d28\u5185\u5bb9\u8fdb\u884c\u4e86\u6295\u8d44\uff0c\u5305\u62ec A+ \u9875\u9762\u3001\u54c1\u724c\u5546\u5e97\u548c Prime Video \u5e7f\u544a\u3002\u8fd9\u4e9b\u52aa\u529b\u5e26\u6765\u4e86\u5f3a\u5927\u7684\u6d41\u91cf\u548c\u77e5\u540d\u5ea6\u3002\u7136\u800c\uff0c\u8be5\u54c1\u724c\u9762\u4e34\u7740\u4e00\u4e2a\u5171\u540c\u7684\u6311\u6218\uff1a\u5982\u4f55\u5728\u77e5\u540d\u5ea6\u548c\u8f6c\u5316\u7387\u4e4b\u95f4\u5b9e\u73b0\u95ed\u73af\uff0c\u5c24\u5176\u662f\u5728\u4e00\u4e2a\u62e5\u6324\u7684\u7f8e\u5bb9\u73af\u5883\u4e2d\u3002.<\/p>\n<blockquote><p>\u201c\u6211\u4eec\u5728\u63a8\u52a8\u6d41\u91cf\u65b9\u9762\u505a\u5f97\u5f88\u597d\uff0c\u4f46\u8f6c\u5316\u7387\u5374\u4e0d\u5c3d\u5982\u4eba\u610f\u3002\u6211\u4eec\u9700\u8981\u6bd4\u4f20\u7edf DSP retargeting \u66f4\u667a\u80fd\u7684\u4ea7\u54c1\u3002\u201d<br \/>\n\u6731\u5229\u5b89-\u9c81\u585e\u5c14\uff0cGHD<\/p><\/blockquote>\n<h2>\u89e3\u51b3\u65b9\u6848\uff1a\u5229\u7528\u6027\u80fd+\u6fc0\u6d3b AI \u9a71\u52a8\u7684 retargeting<\/h2>\n<p>Artefact \u4e0e GHD \u4e00\u8d77\u5229\u7528\u4e86\u4e9a\u9a6c\u900a DSP \u7684 Performance+\uff0c\u8fd9\u662f\u4e00\u79cd\u7531 AI \u652f\u6301\u7684\u5168\u65b0\u8425\u9500\u6d3b\u52a8\u5f62\u5f0f\uff0c\u4f7f\u7528\u9884\u6d4b\u5efa\u6a21\u6765\u5927\u89c4\u6a21\u63d0\u9ad8\u8f6c\u5316\u7387\u3002\u901a\u8fc7\u5c06 GHD \u7684 first-party \u8f6c\u6362\u4e8b\u4ef6\u4e0e\u4e9a\u9a6c\u900a\u7684\u4e13\u6709\u4fe1\u53f7\u8fdb\u884c\u6574\u5408\uff0cPerformance+ \u5efa\u7acb\u4e86\u6700\u6709\u53ef\u80fd\u5b9e\u73b0\u8f6c\u6362\u7684\u52a8\u6001 audiences \u5e76\u5c06\u5176\u5b9a\u4f4d\u5728\u4e9a\u9a6c\u900a\u548c\u66f4\u5e7f\u6cdb\u7684\u7f51\u7edc\u4e0a\u3002.<\/p>\n<blockquote>\n<div>\u201c\u4f20\u7edf\u7684 DSP retargeting \u6269\u5c55\u6027\u4e0d\u591f\u3002Performance+ \u8ba9\u6211\u4eec\u80fd\u591f\u66f4\u667a\u80fd\u3001\u66f4\u5feb\u901f\u5730\u8fdb\u884c\u6d4b\u8bd5\uff0c\u540c\u65f6\u8fd8\u80fd\u63a7\u5236\u5e93\u5b58\u3001\u9ed1\u540d\u5355\u548c\u54c1\u724c\u5b89\u5168\uff0c\u8fd9\u5bf9 GHD \u8fd9\u6837\u7684\u9ad8\u7aef\u54c1\u724c\u6765\u8bf4\u81f3\u5173\u91cd\u8981\u3002\u201d<br \/>\n<a href=\"https:\/\/www.linkedin.com\/in\/julie-p-195aa2151\/\" target=\"_blank\" rel=\"noopener\">\u6731\u8389-\u666e\u83b1\u5ef7<\/a>, Artefact \u9ad8\u7ea7\u7535\u5b50\u96f6\u552e\u987e\u95ee<\/div>\n<\/blockquote>\n<p>\u4e3a\u4e86\u5bf9\u89e3\u51b3\u65b9\u6848\u8fdb\u884c\u8bc4\u4f30\uff0cArtefact \u548c GHD \u53d1\u8d77\u4e86\u4e00\u9879\u4e25\u683c\u7684 A\/B \u6d4b\u8bd5\uff0c\u5728\u4e24\u4e2a\u6708\u7684\u65f6\u95f4\u5185\uff0c\u4f7f\u7528\u5c11\u91cf\u7684\u521d\u59cb\u9884\u7b97\u5bf9 Performance+ \u548c\u4eba\u5de5 retargeting \u8fdb\u884c\u4e86\u6bd4\u8f83\u3002.<\/p>\n<p>\u7ed3\u679c\u662f<\/p>\n<ul>\n<li>\u4e0e\u4f20\u7edf\u6570\u5b57\u4fe1\u53f7\u5904\u7406\u5668\u76f8\u6bd4\uff0c\u6bcf\u6b21\u83b7\u53d6\u6210\u672c\u964d\u4f4e 69% retargeting<\/li>\n<li>19% \u8f6c\u6362\u7387\u6bd4\u624b\u52a8 audience \u9ad8<\/li>\n<li>\u5728\u77ed\u77ed\u4e09\u4e2a\u6708\u5185\uff0c\u6574\u4f53\u8f6c\u6362\u7387\u589e\u957f\u4e86 31%<\/li>\n<\/ul>\n<p>\u66f4\u5999\u7684\u662f\uff0c\u8bbe\u7f6e\u65f6\u95f4\u4ece 70 \u6b21\u70b9\u51fb\u51cf\u5c11\u5230\u4ec5 4 \u6b21\uff0c\u4ece\u800c\u817e\u51fa\u5b9d\u8d35\u7684\u65f6\u95f4\u7528\u4e8e\u6218\u7565\u3001\u521b\u610f\u548c\u4f18\u5316\u3002.<\/p>\n<h2>\u5408\u4f5c\u4e0e\u5fc3\u6001\uff1a\u8ba9 AI \u8d1f\u8d23\u4efb\u5730\u638c\u8235<\/h2>\n<p>\u5408\u4f5c\u4e2d\u6700\u96be\u80fd\u53ef\u8d35\u7684\u4e00\u70b9\u662f\uff0cGHD \u5bf9\u6d4b\u8bd5\u6301\u5f00\u653e\u6001\u5ea6\uff0c\u5373\u4f7f\u5728\u9700\u8981\u653e\u5f03\u90e8\u5206\u4eba\u5de5\u63a7\u5236\u7684\u9886\u57df\u4e5f\u662f\u5982\u6b64\u3002.<\/p>\n<blockquote>\n<div>\u201c\u7ee9\u6548\u8425\u9500\u4eba\u5458\u559c\u6b22\u63a7\u5236\u3002\u4f46\u5728\u8fd9\u91cc\uff0c\u6211\u4eec\u770b\u5230\u4e86\u8ba9 AI \u5904\u7406\u590d\u6742\u95ee\u9898\u7684\u597d\u5904\u3002\u6709\u4e86 Artefact\uff0c\u6211\u4eec\u7684\u5e7f\u544a\u5728\u54ea\u91cc\u663e\u793a\u5b8c\u5168\u900f\u660e\u3002\u8fd9\u4e0d\u662f\u4e00\u4e2a\u9ed1\u76d2\u5b50\u3002\u201d<br \/>\n\u6731\u5229\u5b89-\u9c81\u585e\u5c14\uff0cGHD<\/div>\n<\/blockquote>\n<p>Artefact \u5728 AI \u65b9\u9762\u7684\u4e13\u4e1a\u77e5\u8bc6\u4f7f GHD \u80fd\u591f\u4fdd\u6301\u7075\u6d3b\u6027\uff0c\u540c\u65f6\u5bf9\u8d28\u91cf\u548c\u54c1\u724c\u4e00\u81f4\u6027\u5145\u6ee1\u4fe1\u5fc3\u3002.<\/p>\n<h2>\u4e0b\u4e00\u6b65\uff1a\u5229\u7528\u7ee9\u6548+\u548c\u54c1\u724c+\u63d0\u5347\u6f0f\u6597\u6548\u5e94<\/h2>\n<p>\u5728\u4ee5\u8f6c\u6362\u4e3a\u91cd\u70b9\u7684\u8bd5\u70b9\u53d6\u5f97\u6210\u529f\u540e\uff0cGHD \u5c06\u5728\u6574\u4e2a\u4e9a\u9a6c\u900a\u6f0f\u6597\u4e2d\u63a8\u5e7f\u4f7f\u7528 AI\u3002\u8be5\u54c1\u724c\u76ee\u524d\u6b63\u5728\u4f7f\u7528 Performance+ \u6d4b\u8bd5\u83b7\u53d6\u548c\u4fdd\u7559\u7b56\u7565\uff0c\u5e76\u63a2\u7d22\u4e9a\u9a6c\u900a DSP \u9488\u5bf9\u89c6\u9891\u548c\u6d41\u5a92\u4f53\u7535\u89c6\u7684\u65b0\u89e3\u51b3\u65b9\u6848 Brand+\u3002.<\/p>\n<blockquote>\n<div>\u201cAI \u4e0d\u4f1a\u53d6\u4ee3\u8425\u9500\u4eba\u5458\u3002\u5b83\u589e\u5f3a\u4e86\u8425\u9500\u4eba\u5458\u7684\u80fd\u529b\u3002\u6211\u4eec\u73b0\u5728\u4e0d\u592a\u6ce8\u91cd\u624b\u52a8\u6784\u5efa audience\uff0c\u800c\u662f\u66f4\u6ce8\u91cd\u5efa\u7acb\u5f71\u54cd\u529b\u201d\u3002\u201d<br \/>\n\u6731\u8389-\u666e\u83b1\u5ef7\uff0cArtefact<\/div>\n<\/blockquote>\n<h2>\u7ed3\u8bba\u76f8\u4fe1\u6d4b\u8bd5\uff0cdata \u5c06\u5f15\u9886\u6f6e\u6d41<\/h2>\n<p>GHD\u3001Artefact \u548c\u4e9a\u9a6c\u900a DSP \u4e4b\u95f4\u7684\u5408\u4f5c\u8bc1\u660e\u4e86\u4e00\u4ef6\u4e8b\uff1a\u5982\u679c\u6218\u7565\u6027\u5730\u4f7f\u7528 AI\uff0c\u5b83\u5c31\u4e0d\u4ec5\u4ec5\u662f\u7092\u4f5c\u3002\u5b83\u662f\u4f18\u8d28\u54c1\u724c\u7684\u6027\u80fd\u6760\u6746\u3002.<\/p>\n<blockquote>\n<div>\u201c\u5bf9\u4e8e\u4efb\u4f55\u5bf9 AI \u8fd8\u72b9\u8c6b\u4e0d\u51b3\u7684\u7f8e\u5bb9\u6216\u9ad8\u7aef\u54c1\u724c\u6765\u8bf4\uff1a\u53ea\u9700\u8fdb\u884c\u6d4b\u8bd5\u3002\u786e\u5b9a\u5173\u952e\u7ee9\u6548\u6307\u6807\uff0c\u4ece\u5c0f\u89c4\u6a21\u5f00\u59cb\uff0c\u8ba9\u7ee9\u6548\u8bf4\u8bdd\u3002CPA \u4e0b\u964d 70%\uff0c\u8f6c\u5316\u7387\u63d0\u9ad8 20%\uff1f\u8fd9\u4e0d\u662f\u8d8b\u52bf\u3002\u8fd9\u5c31\u662f\u7ade\u4e89\u4f18\u52bf\u3002\u201d<br \/>\n\u6731\u5229\u5b89-\u9c81\u585e\u5c14\uff0cGHD<\/div>\n<\/blockquote>\n<p>\u4ece\u621b\u7eb3\u7535\u5f71\u8282\u5230\u70b9\u51fb\u7387\uff0cGHD \u5c06 AI \u9a71\u52a8\u7684\u5a92\u4f53\u8f6c\u5316\u4e3a\u7cbe\u7f8e\u7684\u6548\u679c\u3002.<\/p>\n<p><strong><em>\u60a8\u60f3\u77e5\u9053\u50cf Performance+ \u8fd9\u6837\u7684 AI \u89e3\u51b3\u65b9\u6848\u5982\u4f55\u63d0\u5347\u60a8\u5728\u4e9a\u9a6c\u900a\u4e0a\u7684\u54c1\u724c\u5f62\u8c61\u5417\uff1f<\/em><\/strong><br \/>\n<em>\u4e86\u89e3\u9884\u6d4b\u6027 targeting\u3001\u5b9e\u65f6\u4f18\u5316\u548c\u5168\u6e20\u9053\u6218\u7565\u5982\u4f55\u8865\u5145\u60a8\u5f53\u524d\u7684\u65b9\u6cd5\u3002.<\/em><\/p>\n<p><em><strong>\u8bf7\u901a\u8fc7\u4ee5\u4e0b\u65b9\u5f0f\u76f4\u63a5\u8054\u7cfb\u6211\u4eec\u7684\u7535\u5b50\u96f6\u552e\u56e2\u961f <a href=\"\/zh\/&\/#109;&#x61;i&#108;&#x74;o&#58;&#x65;-&#114;&#x65;t&#97;&#x69;l&#45;&#x66;r&#64;&#x61;r&#116;&#x65;f&#97;&#x63;t&#46;&#x63;o&#109;\">e-retail-fr@artefact.com<\/a><\/strong> \u4e86\u89e3\u6211\u4eec\u5982\u4f55\u5e2e\u52a9\u60a8\u5728\u5f53\u4eca\u7ade\u4e89\u6fc0\u70c8\u7684\u96f6\u552e\u4e1a\u4e2d\u66f4\u667a\u80fd\u5730\u6269\u5927\u89c4\u6a21\u3001\u66f4\u5feb\u5730\u5b9e\u73b0\u8f6c\u5316\u5e76\u4fdd\u6301\u9886\u5148\u5730\u4f4d\u3002.<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>\u5bf9\u4e8e\u4ee5\u9ad8\u6027\u80fd\u521b\u65b0\u8457\u79f0\u7684\u9ad8\u7aef\u7f8e\u53d1\u54c1\u724c GHD 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