LEADER 05152nam 2200649 450 001 9910830988703321 005 20230803201948.0 010 $a1-119-20414-3 010 $a1-118-88116-8 010 $a1-118-88101-X 035 $a(CKB)3710000000092616 035 $a(EBL)1645616 035 $a(SSID)ssj0001134631 035 $a(PQKBManifestationID)11702154 035 $a(PQKBTitleCode)TC0001134631 035 $a(PQKBWorkID)11183834 035 $a(PQKB)10390855 035 $a(MiAaPQ)EBC1645616 035 $a(DLC) 2013047047 035 $a(EXLCZ)993710000000092616 100 $a20140324h20142014 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 14$aThe retargeting playbook $ehow to turn web-window shoppers into customers /$fAdam Berke, Greg Fulton, and Lauren Vaccarello 210 1$aHoboken, New Jersey :$cJohn Wiley & Sons,$d2014. 210 4$dİ2014 215 $a1 online resource (192 p.) 300 $aIncludes index. 311 $a1-118-83264-7 327 $aThe 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 Advantage 327 $aChapter 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? 327 $aHow 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 Segmentation 327 $aAdvanced 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 Creative 327 $aConclusionChapter 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 Dilemma 327 $aRecruiting, Retargeting, and Building Your Employer Brand 330 $aHow 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 large 606 $aInternet marketing 606 $aTarget marketing 606 $aCustomer relations 615 0$aInternet marketing. 615 0$aTarget marketing. 615 0$aCustomer relations. 676 $a658.8/72 676 $a658.872 700 $aBerke$b Adam$01716232 702 $aFulton$b Greg 702 $aVaccarello$b Lauren 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910830988703321 996 $aThe retargeting playbook$94111439 997 $aUNINA