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The Retargeting Playbook: How to Turn Web-Window Shoppers into Customers Hardcover – March 24, 2014


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Editorial Reviews

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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Product Details

  • Hardcover: 192 pages
  • Publisher: Wiley; 1 edition (March 24, 2014)
  • Language: English
  • ISBN-10: 1118832647
  • ISBN-13: 978-1118832646
  • Product Dimensions: 6.4 x 0.8 x 9.3 inches
  • Shipping Weight: 12.8 ounces (View shipping rates and policies)
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (10 customer reviews)
  • Amazon Best Sellers Rank: #229,522 in Books (See Top 100 in Books)

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Most Helpful Customer Reviews

2 of 2 people found the following review helpful By AGUSTIN ARAMBURU SIERRA on April 10, 2014
Format: Kindle Edition Verified Purchase
This is one of the very few retargeting book there are, fortunately it’s an outstanding one.

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.
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2 of 2 people found the following review helpful By Paul Isaac on July 15, 2014
Format: Kindle Edition Verified Purchase
Okay, this is a bit of a specialised subject so if I'm lucky this review will be read by up to three people. Anyway, it does what it says on the cover. Written by the guys from AdRoll, essentially a remarketing company, this lays out how to do remarketing, along with techniques, background, everything. What more can you ask?

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.
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2 of 2 people found the following review helpful By Celeste Pena on April 27, 2014
Format: Kindle Edition
This book is an awesome resource for both new and experienced marketers. It goes into just enough detail without losing you, and outlines the most important information you need to either kick-start your retargeting, or breathe life into your existing campaigns. Each author has a unique background, making this a well-rounded book for marketers looking to grow their business.
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Format: Hardcover Verified Purchase
Here's the deal: your business spends a great deal of time and money on attracting potential clients. This could happen via SEO, PPC, blogging, social media or direct mail. But guess what happens next: 97% of the people you worked ski hard to attract leave your site without opt-ing in (or making a purchase, never to return. That sucks. And now you can nurture these folks (that have been proven to be ideal clients- just not ready to get married on the first date) for pennies on the dollar with highly targeted messaging that's relevant not only to them but where they are in your buying funnel. And that totally rules.

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.

Cheers,\

Aaron
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Format: Hardcover Verified Purchase
Definitely a good guide to online retargeting. There are not many books that cover this but this is a good one. Only negative thing I would say is that since this was written by 3 Adroll employees they do push their product a tiny bit but that could have been worse. It's a quality read with good material and definite must have for anyone who wants to learn about retargeting. Likely more for a beginner but has lots of good info.
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