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 Advantage -- Chapter 3: Getting Started: Who Should Use Retargeting and for What -- You 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 Campaign -- Segment 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 -- Advanced Segmentation Techniques -- CRM 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 -- Conclusion -- Chapter 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 -- Recruiting, Retargeting, and Building Your Employer Brand -- Building Community Through Retargeting -- Using Retargeting to Drive Awareness -- Holiday Retargeting Strategies -- Prepare for Increased Competition -- Use Holiday Creatives to Promote Holiday Deals -- Target Past Purchasers -- Expand Your Cookie Pool -- Think about the Customer Journey -- Reengage across All Platforms -- 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 -- How Pricing Models Drive Vendor Incentives -- Programmatic Premium -- Chapter 10: Retargeting Meets Social Media: The Facebook Exchange -- Facebook Marketplace Versus FBX -- Facebook News Feed Explained -- Social Elements -- Comparing FBX to the Rest of the Web -- Twitter Enters the Retargeting Game -- Getting Started Using Retargeting Across Social Channels -- Retarget across Inventory Sources for Better Results -- Rotate Creatives Often to Drive Results -- Use LiquidAds Whenever There Is a Product Feed -- Engage Your Audience in the Newsfeed -- Conclusion -- Chapter 11: Mobile Retargeting: Opportunities and Challenges -- Optimize Your Mobile Experience -- Mobile Payments -- Mobile as the Point of Intent -- Capturing Intent on Mobile Devices -- Mobile-Web to Mobile-Web Retargeting -- App-to-App Retargeting -- Retargeting Between Browsers and Apps -- Cross-Device Retargeting -- Retargeting Tactics in Mobile -- Chapter 12: Aligning Your E-mail and Retargeting Strategies -- CRM Retargeting -- Re-Engage Past Purchasers -- Reactivate Dormant Users -- Lead Nurturing -- Holiday Promotions -- E-Mail Retargeting -- Marketing Automation -- Chapter 13: Privacy Matters: Providing Transparency and Control -- Why is Privacy Important? -- Who Regulates the Industry? -- How to Remain Compliant -- Do Not Track Explained -- Global Privacy -- Chapter 14: Conclusion: A Look to the Future -- New Environments and New Formats -- What's Next for the Retargeting Industry? -- Glossary -- Index.