05152nam 2200649 450 991083098870332120230803201948.01-119-20414-31-118-88116-81-118-88101-X(CKB)3710000000092616(EBL)1645616(SSID)ssj0001134631(PQKBManifestationID)11702154(PQKBTitleCode)TC0001134631(PQKBWorkID)11183834(PQKB)10390855(MiAaPQ)EBC1645616(DLC) 2013047047(EXLCZ)99371000000009261620140324h20142014 uy 0engur|n|---|||||txtccrThe retargeting playbook how to turn web-window shoppers into customers /Adam Berke, Greg Fulton, and Lauren VaccarelloHoboken, New Jersey :John Wiley & Sons,2014.©20141 online resource (192 p.)Includes index.1-118-83264-7 The Retargeting Playbook: How to Turn Web-Window Shoppers into Customers; Copyright; Contents; Acknowledgments; Chapter 1: Why We're Writing This Book; What is Retargeting and Why Does it Work?; Flavors of Retargeting; Search Retargeting; Social Retargeting; E-mail Retargeting; Understanding the Customer Journey; Typical Stats and Roi; Let's Get Rolling!; Chapter 2: The Evolution of Display Advertising; How Display Works; History of Display; The Emergence of Ad Exchanges; Real-Time Bidding Explained; Cookies; The Real-Time AdvantageChapter 3: Getting Started: Who Should Use Retargeting and for WhatYou Have a Website, Now What?; How to Choose a Retargeting Platform; Setting Up Your Retargeting Campaign; Before You Get Started, Have a Privacy Policy on Your Website; Kicking Off Your Retargeting Campaign; Tag Your Website; Set Your Targets!; Track Your Conversions; Upload Your Retargeting Ads; Launch Your Retargeting Campaign!; Selling Retargeting Internally; Tips to Win Budget; Getting Started with B2C Retargeting and the Shopping Cart; Why Do People Abandon Their Carts?How to Set Up a Shopping Cart Abandonment Retargeting CampaignSegment Shopping Cart Abandoners; Determine How Long to Target Cart Abandoners; Static Creative versus Personalized Creative; Shipping Promotions; Discount; Use a Multistage Retargeting Campaign; Retargeting for B2B; Form Abandoners; Creating Form-Abandoner Segments; Test Messaging; Retarget Responsibly; Chapter 4: Smart Targeting: Reach the Right People at the Right Time; Know Your Customers; Identifying Intent Signals; Funnel-Based Segmentation; Category-Based Segmentation; Product-Based SegmentationAdvanced Segmentation TechniquesCRM Segments; Chapter 5: Taking Your Retargeting to the Next Level: Optimization Strategies That Work; Frequency Caps; Audience Duration; Segment Prioritization; Creative Testing; Inventory Management; Retargeting Tips for Travel and Back to School; Tips for Maximizing Back-to-School Marketing; A Quick Trip to Successful Travel Retargeting; Tip 1: The Buying Window for Large-Ticket Items Is Longer Than You Think; Tip 2: Follow Up Your Contextual Display Campaigns with Retargeting; Tip 3: Keep Retargeting On in the Off Season; Tip 4: Keep Testing CreativeConclusionChapter 6: Creative Best Practices; What Size Should I Start With?; Creating Compelling Creatives; Combatting Ad Fatigue; First-Party Data and Creative; How to Scale Your Creative Efforts; Creative Best Practices for Retail; Creative Best Practices for FBX; Basics of Ads on FBX; Right-Hand Side Ads; News Feed Page Post-Link Ads; How to Get the Most Out of Facebook Creatives; Tips for News Feed Ad Performance; Chapter 7: Advanced Retargeting Strategies; Retargeting to Solve Freemium; How to Use Retargeting to Solve the Freemium DilemmaRecruiting, Retargeting, and Building Your Employer BrandHow to reach the 98 percent of people who leave your website without converting sales The Retargeting Playbook is a complete guide for digital marketers about how to reach the 95 to 98 percent of people who leave a brand's website without converting. Retargeting gives advertisers the ability to stay in front of those people to bring them back and close the deal. For that reason, retargeting has emerged as a must have marketing channel, yet there is a lack of content that explains how the technology actually works and best practices for using it. Even marketing managers at largeInternet marketingTarget marketingCustomer relationsInternet marketing.Target marketing.Customer relations.658.8/72658.872Berke Adam1716232Fulton GregVaccarello LaurenMiAaPQMiAaPQMiAaPQBOOK9910830988703321The retargeting playbook4111439UNINA