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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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
Gregory Fulton
Lauren Vaccarello
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