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.

ADAM BERKE (@adamberke) is an online advertising industry
expert and President of AdRoll. He is part of AdRoll's
founding team and is passionate about performance, advertising, and
marketing analytics. Adam is a guest author for ClickZ and
AdExchanger, as well as a frequent speaker at industry events such
as SES, SMX, OMMA, South by Southwest and ad:tech. Prior to AdRoll,
Adam helped to launch the CPL network at Aptimus, a publicly-traded
ad network acquired by the Apollo Group. Outside of work, Adam is
an avid surfer, kiteboarder, and barefoot runner. He lives in San
Francisco.

GREGORY FULTON (@gregfulton) creates cutting-edge display
products that are simple, scalable and effective as AdRoll's
Head of Product. During AdRoll's earlier days, Greg was
tasked with building an advertising operations department able to
service thousands of advertisers. In doing so, he gained intimate
knowledge about what truly successful retargeting campaigns can do
for clients. Prior to AdRoll, Greg managed marketing communications
at TechTribe, a career networking portal. Greg lives in San
Francisco and has three passions outside of online advertising:
surfing, mountain biking, and skiing.

LAUREN VACCARELLO (@laurenv) is a digital marketing
thought leader, author, and AdRoll's Vice President of
Marketing. Well-versed in running both online and offline marketing
campaigns, Lauren also coauthored the highly-regarded book
Complete B2B Online Marketing. Prior to AdRoll, Lauren led
online marketing at Salesforce, the market and technology leader in
enterprise cloud computing. She was a member of the Google Tech
Advisory Council and is a popular speaker at industry events such
as ad:tech, South by Southwest, ClickZ Live, eMetrics and the
Online Marketing Summit. She lives in San Francisco and enjoys
boxing, pilates, and swordfighting.

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