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The Retargeting Playbook: How to Turn Web-Window Shoppers into Customers



The Retargeting Playbook: How to Turn Web-Window Shoppers into Customers

Adam Berke, Gregory Fulton, Lauren Vaccarello

ISBN: 978-1-118-88116-3 March 2014 192 Pages


How to reach the 98 percent of people who leave your website without converting sales

The Retargeting Playbook is a complete guide for digital marketers about how to reach the 95 to 98 percent of people who leave a brand's website without converting. Retargeting gives advertisers the ability to stay in front of those people to bring them back and close the deal. For that reason, retargeting has emerged as a must have marketing channel, yet there is a lack of content that explains how the technology actually works and best practices for using it. Even marketing managers at large, sophisticated brands and agencies don’t have a strong grasp of this evolving channel, and there are few good neutral sources on the topic. Meanwhile, retargeting is the cornerstone of any holistic digital advertising strategy since it improves the results of every other channel if implemented correctly. Unfortunately, most marketers are only utilizing the most rudimentary retargeting tactics and barely scratch the surface of its potential.

  • Explains how to stay in front of potential customers and convince them to come back and close the deal

This book will be required reading for media buyers at digital agencies, in-house marketing managers at companies in any vertical, performance marketers, and ecommerce managers.

Acknowledgments xi

1 Why We’re Writing This Book 1

2 The Evolution of Display Advertising 11

3 Getting Started: Who Should Use Retargeting and for What 21

4 Smart Targeting: Reach the Right People at the Right Time 39

5 Taking Your Retargeting to the Next Level: Optimization Strategies that Work 51

6 Creative Best Practices 61

7 Advanced Retargeting Strategies 77

8 Introduction to Measurement and Attribution 93

9 Business Model Evolution 105

10 Retargeting Meets Social Media: The Facebook Exchange 113

11 Mobile Retargeting: Opportunities and Challenges 127

12 Aligning your E-mail and Retargeting Strategies 141

13 Privacy Matters: Providing Transparency and Control 149

14 Conclusion: A Look to the Future 157

Glossary 163

Index 165