Tune is as our experts cover everything you need to know in order to prep for Q4. We’ll review consumer trends, budget allocation and definitive KPIs unique to your holiday goals. Learn from our seasoned experts how a holistic integrated media strategy including search, shopping, social, display can help your brand conquer its Q4 goals across multiple channels this holiday season. While the digital era has created many powerful new opportunities, it also poses challenges when tracking, analyzing and optimizing marketing and advertising performance. Hear from our seasoned marketing experts about specific holiday challenges top brands are facing, followed with the preparation and steps they are taking to address them. Tune in as our four expert speakers provide you with actionable takeaways to accelerate your ecommerce strategy in search, shopping, social, display.

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Persephanie Arellano
Webinar Coordinator

3. leading independent performance marketing agency

4. Austin Wisner

5. 3.

6. Poll Question
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8. shopping planning

9. sales data

10. ●
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13. Ensure you are reserving some of
your Q4 budget to pre-holiday
campaigns:
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14. ●

16. Goals Will Determine Ad Group
Differentiation
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19. ●
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“low hanging fruit.”
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21. Brand Messaging
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Product Messaging
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23. Are You Prepared for this Year’s Holiday Season?

25. Austin Wisner

27. ●
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Persephanie Arellano
Webinar Coordinator

28. Aaron Levy Ashley Silva Suzie Chudzik Carson Hicks

29. Poll Question
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30. 3.

32. Christmas is the same day every year - Thanksgiving,
Black Friday, Cyber Monday + shipping cutoff are not
2019 will have a shorter “crunch time” than 2018, but a longer
“last second shopper” period thanks to an additional weekend
Cyber Monday falls in December in 2019 vs. November in 2018
Expect a more competitive Black Friday from those who
budgeted based on last year
Paid Search

33. Paid Search
Smart Bidding
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34. Differentiators only count when they’re different
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Load ads early + keep evergreen live

35. Christmas Trees are evergreen after all!
Search engines aren’t quite sure what to do with new ads - they go with what
they know and tend to favor historical winners
Don’t Bother:
“Sale ending soon” or “4 Hour Flash Sale” urgency copy
Small/niche sales that aren’t really sales
Do:
Put a strong message out for strong deals
Leverage promotion extensions for smaller sales
Create a set of “promotional” responsive search ads
Paid Search

36. 66% of Deal Seekers say they were shopping
for themselves
Source: Google/Ipsos, Omnichannel Holiday Study, U.S., Holiday Shoppers 18+
Paid Search

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38. If you slacked last year, you’re going to slack this year!
Take advantage of those who wait until the last second, and get to them
before anyone else does!
Layer an audience of last years Q4 buyers over some nice generic gifting
terms - bid big, message convenience and make holidays easy!
Paid Search
Customer habits don’t change - customers (usually)
shop for the same people year in and year out.

39. Key Takeaways

41. Shopping

42. Shopping
Stand out among competitors
Utilize Merchant Promotions to feature
compelling offers on top products or
categories
Tip: Google automatically promotes free
shipping and price drops
Tip: For a range of discounts, be sure to
include lowest to highest percentage off
or “Up to” messaging due to GMC policy
restrictions

43. Shopping
Highlight your brand and products earlier in the
purchasing journey
Utilize Showcase Ads to promote brand awareness through
creative lifestyle images/videos. You can even highlight
promotional deals within the ad descriptions for a stronger
conversion rate

44. Shopping
Run Pinterest Shopping ads & expand into a new user
base of potential customers.
Help users plan for the holiday by dynamically targeting
audiences with top sellers, holiday deals or gifting products.
Why Pinterest ?
● Top of funnel/brand awareness (caveat: not the best last click channel)
● Either lifestyle or high quality product images
● Curated sections dedicated to specific product categories

45. Shopping

46. Shopping

47. Key Takeaways

49. Social

50. Social

51. Social
Pre-Holiday Prospecting Peak Holiday Retargeting

53. Social
56% of consumers say a brand’s video on social
media influenced a holiday purchase decision.
● Framed for Mobile
● Grab & Retain Attention
● Design for Sound Off
Tip:

54. Social
68% of people say they come to Instagram to
interact with creators.

55. Social
● promotional messaging
● limited time offers
shipping deadlines
● Buy Online Pickup In Store
●
Tip:

56. Key Takeaways

58. Display
Goal
Measurement
Inventory
Bid
Audience Creative

59. Display

60. ● Aggressive Bids prior to peak days to ensure visibility
● Secure Inventory to guarantee availability
● Slate your holiday budget to spend on ALL peak
shopping days and days prior
● Cyber Monday was the heaviest online spending day in
history, with a reported $7.87 billion. Meanwhile,
Thanksgiving and Black Friday both continue to
experience significantly above-average growth rates as
they become more important shopping days for
ecommerce.
Display

61. Display
Audience Segmentation
Holiday Shoppers
Sale Seekers
Brand Loyalist
Competitor- Frequent
visitors
CRM Data- Previous
Holiday Shoppers
Site Visitors

62. Build your creative around key selling point- Free Shipping, Convenience, Promo Offer
Display

63. ● Start your creative strategy
early to leverage emerging,
outside the box creative
formats
● Beat banner blindness by
leveraging engaging ads
units
Display

64. Key Takeaways

66. Aaron Levy Ashley Silva Suzie Chudzik Carson Hicks

67. Please Hold For Our Final Session @ 11:30am PT/ 2:30pm ET

69. Tinuiti.com/addiego

70. July
The ROI Of People-Based
Marketing: How to Leverage
Customer Data For Successful
Paid Media Campaigns
How the Best Beauty Brands
Find Success On Amazon:
Growing Your Brand and
Revenue
August
3 DAY SERIES
Q4 Preparation Series: How to
Invest Paid Media Dollars For
Success This Holiday Season
3 DAY SERIES
Q4 Amazon Advertising and
Operations Summit: Strategies
to Reach Maximum Profit
3 DAY SERIES
Q4 Amazon Advertising and
Operations Summit: Strategies
to Reach Maximum Profit
Make The Most From Offline
Marketing: Leveraging
Traditional Media in Digital
Strategy
Inside Look: How Top Brands
Are Driving Revenue from
Instagram
https://tinuiti.com/content/

72. Please Hold For Our Final Session @ 11:30am PT/ 2:30pm ET