Remarketing / Retargeting

Course description

Research shows that as many as 90% of the people who visit a website leave without completing any action that online marketers intend them to take, such as making a purchase. A devastating statistic like this should propel marketers to find more effective techniques for communicating with their customers online.

Remarketing, also known as retargeting, is a technology that allows marketers to show their ads to former site visitors while they surf elsewhere on the web. It sounds very simple; however, a lack of awareness around the technology has ruffled some feathers in the industry.

In this session, industry experts will share their experiences with remarketing and the impact it has had on advertisers' overall ROI. The panelists will also address the lack of awareness and the issues that have arisen as a result.

Kevin Lee explains:

• The different revenue models for retargeting.
• Success factors for your campaign.
• The window of opportunity for different products.
• The different value associated with customers.
• The danger with retargeting banners that are too focused.
• Using exchange inventory.
• Using AdWords for simple retargeting.

Andrea Fishman talks about retargeting and remarketing from an agency perspective:

• Concentrating on return.
• Educating clients on the difference between context and frequency.
• Segmentation and execution considerations.
• Campaign alignment and segmentation.
• Retargeting success.

Adam Berke discusses:

• How remarketing/retargeting can bring back shoppers.
• The effectiveness of retargeting.
• Leveraging your intent data with:
  • segmentation
  • time cohorts
  • promotions
• Remarketing and retargeting pricing models.

Instructors include:

• Kevin Lee
• Andrea Fishman
• Adam Berke

Biography

Multiple

Many ClickZ Academy e-Learning courses and How tos have multiple instructors. Check the course description for instructor names or for links to individual course modules.

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