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The Retargeting Playbook: How to Turn Web-Window Shoppers into Customers Hardcover – March 24, 2014
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From the Inside Flap
Getting customers to your website is only half the battle. The question is, are they converting? In The Retargeting Playbook: How to Turn Web-Window Shoppers into Customers, industry thought leaders Adam Berke, Greg Fulton, and Lauren Vaccarello discuss how retargeting (or remarketing as it is sometimes called) can be used to increase conversions and win customers that would have otherwise been lost. Many people visit a website but only comparison shop or get distracted instead of buying. Advertisers can gauge buying intent from the visit, but can they use that information in an intelligent way to increase the likelihood of a conversion? By learning the technology of retargeting and the best practices for using this marketing strategy, advertisers can bring these people back and close the deal.
Based on hundreds of thousands of retargeting campaigns across all industry vehicles, The Retargeting Playbook pulls together real-world case studies from leading brands to discuss proper use of the technology and make it accessible to marketers at companies of all sizes. It is more than just showing ads to people who have already visited your website; it is using the right skills and knowledge to unlock the opportunities that make retargeting an effective marketing practice. Retargeting is the cornerstone of any holistic digital advertising strategy.
Historically only available to large brands and agencies, retargeting can improve the results of every other marketing channel if it is implemented correctly. But marketers who currently use it are often employing rudimentary tactics that barely scratch the surface of its potential. Berke, Fulton, and Vaccarello want to share the retargeting secrets that have been locked up for years with technology vendors and a few savvy ad agencies. Built on decades of experience, The Retargeting Playbook is the only neutral, authoritative resource on the market to explain how retargeting technology works and how to properly use it to positively impact your bottom line.
From the Back Cover
PRAISE FOR THE RETARGETING PLAYBOOK
“I LOVE this book. Do you like destroying your competition? Well I do. And to do that it’s helps to have some sophisticated arsenal in your weaponry. Let them bring their pea shooter to the battle. I bring the big guns. If you enjoy topics like bottom funnel segmented nurturing via retargeting then this book is for you. Or if you just like to make more revenue then this book is for you. Lauren, Adam, and Greg are experts on the topic and give you the knowledge you need to dominate.”
—Bill Macaitis, CMO, Zendesk
“How do you focus on 100 percent of your prospects? You get fantastic at identifying those that don’t convert right away, and deliver timely and relevant ads that remind them of your value. Still don’t know how? Let Lauren, Gregory, and Adam help you out with this excellent how to guide!”
—Avinash Kaushik, Digital Evangelist, Google
“Anyone looking to grow a business should read this immediately. Retargeting is now an essential online channel and this book teaches you everything you need to know to run successful online campaigns. I highly recommend it!”
—Kraig Swensrud, Founder, GetFeedback
“The Retargeting Playbook teaches must-have marketing tactics–basics to advanced–for anyone doing business online. It’s a comprehensive overview of retargeting from experts with authority, and should be required reading for any digital marketer.”
—Jared Kopf, Entrepreneur, CEO and Angel Investor
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Top Customer Reviews
I'd already done remarketing through Google, but I didn't have the perspective on what I was really doing. The Retargeting Playbook filled in the gaps.
All Digital Marketers spend heavily to bring valued prospects to our sites. One proven method to bring a valued prospect back is retargeting, and this book explains how to do it right.
The first few chapters cover the basics; the middle chapter cover advanced retargeting strategies; and the last few chapters cover specialized topics such as measurement and attribution, retargeting and mobile/social media, and aligning E-mail and retargeting strategies.
Chapter 9 on Business Model Evolution discusses how different pricing models create distinct incentives for retargeting vendors; this chapter alone is worth buying the book.
As a digital marketer in a large international company, I found the book very valuable and its helping us to improve our retargeting practice.
One final note, the authors work for retargeting company Adroll, so they have a legitimate interest in presenting retargeting’s best face; I find they make a pretty good and unbiased case.
Congratulations and thanks for writing a fabulous book.
Read this book now
I found this book extremely informative and well laid out. The book starts out with a great crash course on the history and mechanics of display advertising and digital media buying, from individual sites to ad networks and exchanges, providing a great primer for newbies.
The book quickly switched gears to cover cutting-edge FBX (Facebook Exchange), Facebook Marketplace and Twitter's new remarking offering, as well as best practices, strategies and METRICS.
And this is where the book really shines- breaking down simple but powerful frameworks for measuring your marketing ("when you know you can spend $1.00 and get $2.50 in return, you can scale and out-buy your competition (paraphrase).
Of course the book is littered with Ad-Roll NLP Jedi tricks, but so is Inbound Marketing, ReWork or any other book published by start founders. ARroll is one of few companies with their own RTB logic and Facebook FBX approval.
Read the book Your business will be stoked and your competitors will cry.
Most Recent Customer Reviews
I found this book really useful for beginners like me. It is quite comprehensivePublished 13 months ago by M. K.
This is a very elegant way to approach what's vastly beginning to be a requirement in online marketing ; the authors did a great job of going from 30000 feet to the specific... Read morePublished 15 months ago by catmando
Amazing book for those not familiar with re targeting and internet adds. It gives many examples on how increase internet sales and is fun to read !Published 21 months ago by Gabzen