Search | New Customer Acquisition Series

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A customer acquisition strategy is critical for the success of every business at any age or size. Companies tend to concentrate marketing effort at the bottom of the funnel but need to systematically feed the top to enable continuous growth. Our seasoned experts will unpack an integrated customer strategy for acquiring new customers – profitably – keeping in mind the customer journey and the aggregate return on a new customer. Our four back-to-back sessions will dive into our experts’ approaches on customer analysis, budget allocation, customer lifetime value, and customizing messaging in creative.

Einzelhandel

9:30 - 9:45 am PT
TINUITI PRESENTS:
MEASURING TOP FUNNEL
11 - 11:45 am PT
TINUITI PRESENTS:
FULL FUNNEL DISPLAY
Today’s Timeline
TINUITI PRESENTS:
SHOPPING FOR NEW USERS
10 - 10:45 am PT
1 - 1:45 pm PT12 - 12:45 pm PT
TINUITI PRESENTS:
IMPORTANCE OF AN
INTEGRATED MEDIA STRATEGY
TINUITI PRESENTS:
ACQUISITION-CENTRIC SEARCH
STRATEGIES

Today’s Logistics
● Session recording and slides will be sent
● Log back in anytime with same link
● Resources available as handouts
Persephanie Arellano
Webinar Coordinator

leading independent performance marketing agency

Today’s Speaker
Lewis Brannon
Sr. Strategist - Growth Media

Do you have a speciﬁc new customer
acquisition strategy for search?
● Yes
● No
● Not Sure

Content
1. content
Signal-based, in-market, generic keyword search,
research-oriented keywords
$$$ $$$

We know customer journeys are tending
to be longer, and they start on mobile.
When a user is in the mid funnel they are still in early purchase
consideration. They are performing generic category or
product type searches to ﬁnd brands and products that they
might be interested in. For growth-oriented marketing, it’s
imperative to be present at this phase, but it’s also
increasingly diﬃcult and competitive. Buying generic keyword
traﬃc requires a highly strategic approach in order to improve
your visibility on key searches in your vertical and scale your
acquisition performance proﬁtably over time.

● +bids on in-market audiences
● SKAG structure
● consistently evaluate SQ reports

Copyright 2017 - Q4 Amazon Virtual Summit
Conv. Rate
+18%
Revenue
+33%
ROAS
+22%
● Q1 2019 vs YoY - cross vertical subset of accounts - dynamic campaigns only.
● Improved functionality makes DSA much more viable for advertisers in 2019 and beyond.

ADVANCED STRATEGIES ONLY BEYOND THIS POINT.
● For generic search, Shopping/Showcase Shopping and 2-3 text ads win top of SERP
● Mobile text ads are more integrated / native looking than ever, helping CTR
● Can’t rely on overly broad keyword targeting to proﬁtably scale, need granularity
● Must use DSA + Curated COGS approach to win key visibility and create ﬂywheel
momentum

Copyright 2017 - Q4 Amazon Virtual Summit
URL
Structure
Negative
Targets
Search
Terms
Reports

Copyright 2017 - Q4 Amazon Virtual Summit
● Typically SKAGs produce
best results
● Curate top performing
search terms
● Utilize highly relevant ad
copy & extensions
● Set targets for impression
share or outranking share
and measure holistic
impact
● Pay attention to conversion
paths!

Q & A
Lewis Brannon
Sr. Strategist - Growth Media

9:30 - 9:45 am PT
TINUITI PRESENTS:
MEASURING TOP FUNNEL
11 - 11:45 am PT
TINUITI PRESENTS:
FULL FUNNEL DISPLAY
Today’s Timeline
TINUITI PRESENTS:
TOP OF FUNNEL SEARCH STRATEGIES
10 - 10:45 am PT
1 - 1:45 pm PT12 - 12:45 pm PT
TINUITI PRESENTS:
IMPORTANCE OF AN
INTEGRATED MEDIA STRATEGY
TINUITI PRESENTS:
SHOPPING FOR NEW USERS

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Digital Business Strategy - How Food Brands Compete Through Technology

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Planting Seeds of Success and of Failure.pdf

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Digital Business Strategy - How Food Brands Compete Through Technology

Search | New Customer Acquisition Series

2. 9:30 - 9:45 am PT TINUITI PRESENTS: MEASURING TOP FUNNEL 11 - 11:45 am PT TINUITI PRESENTS: FULL FUNNEL DISPLAY Today’s Timeline TINUITI PRESENTS: SHOPPING FOR NEW USERS 10 - 10:45 am PT 1 - 1:45 pm PT12 - 12:45 pm PT TINUITI PRESENTS: IMPORTANCE OF AN INTEGRATED MEDIA STRATEGY TINUITI PRESENTS: ACQUISITION-CENTRIC SEARCH STRATEGIES

3. Today’s Logistics ● Session recording and slides will be sent ● Log back in anytime with same link ● Resources available as handouts Persephanie Arellano Webinar Coordinator

4. leading independent performance marketing agency

5. Today’s Speaker Lewis Brannon Sr. Strategist - Growth Media

7. Do you have a speciﬁc new customer acquisition strategy for search? ● Yes ● No ● Not Sure

9. Content 1. content Signal-based, in-market, generic keyword search, research-oriented keywords $$$ $$$

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11. We know customer journeys are tending to be longer, and they start on mobile. When a user is in the mid funnel they are still in early purchase consideration. They are performing generic category or product type searches to find brands and products that they might be interested in. For growth-oriented marketing, it’s imperative to be present at this phase, but it’s also increasingly difficult and competitive. Buying generic keyword traffic requires a highly strategic approach in order to improve your visibility on key searches in your vertical and scale your acquisition performance profitably over time.

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13. ● +bids on in-market audiences ● SKAG structure ● consistently evaluate SQ reports

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15. Copyright 2017 - Q4 Amazon Virtual Summit Conv. Rate +18% Revenue +33% ROAS +22% ● Q1 2019 vs YoY - cross vertical subset of accounts - dynamic campaigns only. ● Improved functionality makes DSA much more viable for advertisers in 2019 and beyond.

16. ADVANCED STRATEGIES ONLY BEYOND THIS POINT. ● For generic search, Shopping/Showcase Shopping and 2-3 text ads win top of SERP ● Mobile text ads are more integrated / native looking than ever, helping CTR ● Can’t rely on overly broad keyword targeting to proﬁtably scale, need granularity ● Must use DSA + Curated COGS approach to win key visibility and create ﬂywheel momentum

18. Copyright 2017 - Q4 Amazon Virtual Summit ● Typically SKAGs produce best results ● Curate top performing search terms ● Utilize highly relevant ad copy & extensions ● Set targets for impression share or outranking share and measure holistic impact ● Pay attention to conversion paths!

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27. Q & A Lewis Brannon Sr. Strategist - Growth Media

28. 9:30 - 9:45 am PT TINUITI PRESENTS: MEASURING TOP FUNNEL 11 - 11:45 am PT TINUITI PRESENTS: FULL FUNNEL DISPLAY Today’s Timeline TINUITI PRESENTS: TOP OF FUNNEL SEARCH STRATEGIES 10 - 10:45 am PT 1 - 1:45 pm PT12 - 12:45 pm PT TINUITI PRESENTS: IMPORTANCE OF AN INTEGRATED MEDIA STRATEGY TINUITI PRESENTS: SHOPPING FOR NEW USERS

Search | New Customer Acquisition Series

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