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

by Adam Berke

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.

Genres: Business

192 pages, Kindle Edition

First published January 1, 2014

Reviews

[Nura Yusof]

Written by operators of a retargeting platform, this book is an inside view into a marketing activity that has very recently grown in importance. Expect ad media jargons defined and explained. Expect also countless useful tips for effective ad creation, retargeting on other platforms aside from websites such as social media spaces, mobile, even email. They do promote their platform but at a minimum, so as to not leave the reader feeling like she's been sold to. But I think this book has a sell-by-date as the technology described could very well change quickly over the next few months.

Overall, a very useful primer to retargeting, loaded with lots of useful tips.

[Daniel]

Great overview of retargeting, what the brief history of the ad tech world looks like, and successful tips.

[Martin]

Great introduction into topic with few useful tips.

[Elizabeth]

Decent intro to the subject, written in breathless, adverb-heavy prose.