The Retargeting Playbook. How to Turn Web–Window Shoppers into Customers

  • ID: 2674315
  • Book
  • 192 Pages
  • John Wiley and Sons Ltd
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PRAISE FOR THE RETARGETING PLAYBOOK

I LOVE this book. Do you like destroying your competition? Well I do. And to do that it s helps to have some sophisticated arsenal in your weaponry. Let them bring their pea shooter to the battle. I bring the big guns. If you enjoy topics like bottom funnel segmented nurturing via retargeting then this book is for you. Or if you just like to make more revenue then this book is for you. Lauren, Adam, and Greg are experts on the topic and give you the knowledge you need to dominate.
Bill Macaitis, CMO, Zendesk

How do you focus on 100 percent of your prospects? You get fantastic at identifying those that don t convert right away, and deliver timely and relevant ads that remind them of your value. Still don t know how? Let Lauren, Gregory, and Adam help you out with this excellent how to guide!
Avinash Kaushik, Digital Evangelist, Google

Anyone looking to grow a business should read this immediately. Retargeting is now an essential online channel and this book teaches you everything you need to know to run successful online campaigns. I highly recommend it!
Kraig Swensrud, Founder, GetFeedback

The Retargeting Playbook teaches must–have marketing tactics basics to advanced for anyone doing business online. It s a comprehensive overview of retargeting from experts with authority, and should be required reading for any digital marketer.
Jared Kopf, Entrepreneur, CEO and Angel Investor

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Acknowledgments xi

1 Why We re Writing This Book 1

2 The Evolution of Display Advertising 11

3 Getting Started: Who Should Use Retargeting and for What 21

4 Smart Targeting: Reach the Right People at the Right Time 39

5 Taking Your Retargeting to the Next Level: Optimization Strategies that Work 51

6 Creative Best Practices 61

7 Advanced Retargeting Strategies 77

8 Introduction to Measurement and Attribution 93

9 Business Model Evolution 105

10 Retargeting Meets Social Media: The Facebook Exchange 113

11 Mobile Retargeting: Opportunities and Challenges 127

12 Aligning your E–mail and Retargeting Strategies 141

13 Privacy Matters: Providing Transparency and Control 149

14 Conclusion: A Look to the Future 157

Glossary 163

Index 165 

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ADAM BERKE (@adamberke) is an online advertising industry expert and President of AdRoll. He is part of AdRoll s founding team and is passionate about performance, advertising, and marketing analytics. Adam is a guest author for ClickZ and AdExchanger, as well as a frequent speaker at industry events such as SES, SMX, OMMA, South by Southwest and ad:tech. Prior to AdRoll, Adam helped to launch the CPL network at Aptimus, a publicly–traded ad network acquired by the Apollo Group. Outside of work, Adam is an avid surfer, kiteboarder, and barefoot runner. He lives in San Francisco.

GREGORY FULTON (@gregfulton) creates cutting–edge display products that are simple, scalable and effective as AdRoll s Head of Product. During AdRoll s earlier days, Greg was tasked with building an advertising operations department able to service thousands of advertisers. In doing so, he gained intimate knowledge about what truly successful retargeting campaigns can do for clients. Prior to AdRoll, Greg managed marketing communications at TechTribe, a career networking portal. Greg lives in San Francisco and has three passions outside of online advertising: surfing, mountain biking, and skiing.

LAUREN VACCARELLO (@laurenv) is a digital marketing thought leader, author, and AdRoll s Vice President of Marketing. Well–versed in running both online and offline marketing campaigns, Lauren also coauthored the highly–regarded book Complete B2B Online Marketing. Prior to AdRoll, Lauren led online marketing at Salesforce, the market and technology leader in enterprise cloud computing. She was a member of the Google Tech Advisory Council and is a popular speaker at industry events such as ad:tech, South by Southwest, ClickZ Live, eMetrics and the Online Marketing Summit. She lives in San Francisco and enjoys boxing, pilates, and swordfighting.

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