Retargeting Playbook
Adam Berke
- 07 mei 2014
- 9781118832646
Samenvatting:
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.