The Retargeting Playbook E-Book

Adam Berke

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 221

Veröffentlichungsjahr: 2014

Beschreibung

How 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, sophisticated brands and agencies don't have a strong grasp of this evolving channel, and there are few good neutral sources on the topic. Meanwhile, retargeting is the cornerstone of any holistic digital advertising strategy since it improves the results of every other channel if implemented correctly. Unfortunately, most marketers are only utilizing the most rudimentary retargeting tactics and barely scratch the surface of its potential. * Explains how to stay in front of potential customers and convince them to come back and close the deal This book will be required reading for media buyers at digital agencies, in-house marketing managers at companies in any vertical, performance marketers, and ecommerce managers.

Leseprobe

Contents

Acknowledgments

Chapter 1: Why We’re Writing This Book

What is Retargeting and why Does it Work?

Flavors of 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

Chapter 3: Getting Started

You Have a Website, Now What?

How to Choose a Retargeting Platform

Setting up Your Retargeting Campaign

Kicking off Your Retargeting Campaign

Selling Retargeting Internally

Tips to Win Budget

Getting Started with B2C Retargeting and the Shopping Cart

How to Set up a Shopping Cart Abandonment Retargeting Campaign

Use a Multistage Retargeting Campaign

Retargeting for B2B

Form Abandoners

Creating Form-Abandoner Segments

Test Messaging

Retarget Responsibly

Chapter 4: Smart Targeting

Know Your Customers

Identifying Intent Signals

Funnel-Based Segmentation

Category-Based Segmentation

Product-Based Segmentation

Advanced Segmentation Techniques

Crm Segments

Chapter 5: Taking Your Retargeting to the Next Level

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

Conclusion

Chapter 6: Creative Best Practices

What Size Should I Start With?

Creating Compelling Creatives

Combatting AD Fatigue

How to Scale your Creative Efforts

Creative Best Practices for Retail

Creative Best Practices for FBX

Basics of ADS on FBX

FBX at a Glance

How to Get the Most out of Facebook Creatives

Chapter 7: Advanced Retargeting Strategies

Retargeting To Solve Freemium

How to use Retargeting to Solve the Freemium Dilemma

Recruiting, Retargeting, and Building your Employer Brand

Building Community Through Retargeting

Using Retargeting to Drive Awareness

Holiday Retargeting Strategies

Keep the Lights on after the Holidays

Geotargeting to Drive in-Store Sales

Conclusion

Chapter 8: Introduction to Measurement and Attribution

A Bad or Vague Marketing Objective: Increase Sales

A Good Marketing Objective: Increase Sales by Improving Customer-Lifetime Value (LTV) and Retention

Last-Click Attribution and its Pitfalls

Conversion Types: Click-Through Versus View-Through Conversions

Alternatives to Last-Click Attribution

How Incrementality Impacts Retargeting

Time Cohorts

On-Site Behavioral Patterns

Creative Designed for Lift, Not Clicks

Frequency Caps

Conclusion

Chapter 9: Business Model Evolution

Business Model Overview