Follow, Reach, Convert: Innovative Retargeting / Remarketing, Lauren Vaccarello

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SES case study

Company: SES

Published: 05 November 2013

Business Area: Media Buying

Format: Portable Document Format (.pdf)

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Overview:

Done correctly, retargeting is one of the most powerful tools we have. However, it's also one of the most misunderstood. If you're cookie-ing all site visitors and showing your entire retargeting audience the same ad, all day and every day, all you're really doing is annoying your audience. You have a chance to get back in front of someone who left your site for some reason—why waste it?

In this session, you'll learn how to:

  • Take full advantage of tools regardless of your budget
  • Incorporate your audience's buying cycle into your retargeting strategy.
  • Segment your audience so that you can provide the right content at the right time.
  • Test, measure, and improve campaign performance by taking multi-channel metrics into account.

You'll also find out why it makes sense to target visitors who did convert and what messaging to use.

Speaker:
Lauren Vaccarello, VP Marketing, AdRoll