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## Essential Units for Masterclass Certificate in Programmatic Advertising Retargeting
**Introduction:**
* **Retargeting Fundamentals:** Define retargeting, its importance, and the different types of retargeting.
* **Anatomy of a Retargeting Campaign:** Explore the various components of a retargeting campaign, including targeting, bidding, and optimization.
**Targeting Strategies:**
* **Defining Retargeting Audiences:** Learn how to identify and define ideal retargeting audiences based on demographics, interests, and behavior.
* **Advanced Audiencing Techniques:** Explore advanced targeting options such as lookalike audiences and affinity scoring.
**Bidding Strategies:**
* **Understanding Different Bidding Methods:** Explore various bidding methods, including cost-per-click (CPC), cost-per-acquisition (CPA), and cost-per-impression (CPM).
* **Dynamic Bidding and Optimization:** Learn how to optimize bids in real-time based on performance metrics.
**Campaign Management and Optimization:**
* **Campaign Setup and Configuration:** Set up and configure basic retargeting campaigns from scratch.
* **Campaign Monitoring and Analysis:** Understand key metrics and analytics for monitoring and optimizing retargeting campaigns.
**Case Studies and Best Practices:**
* **Real-World Retargeting Success Stories:** Analyze successful retargeting campaigns from various industries.
* **Best Practices for Retargeting Success:** Implement proven strategies and best practices for maximizing retargeting performance.
**Advanced Retargeting Techniques:**
* **Remarketing with Google Ads:** Explore the nuances of retargeting within the Google Ads platform.
* **Retargeting across Devices and Platforms:** Learn how to retarget across multiple devices and platforms.
**Conclusion:**
* **The Power of Retargeting:** Emphasize the impact of retargeting on driving conversions and revenue.
* **Future Trends in Retargeting:** Discuss emerging trends and best practices in programmatic advertising retargeting.