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.

1. New Customer Acquisition Series
Profitable Tactics Brands Should Be Using to Find New Audiences in 2019

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:
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

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. Experts-Only Approach
Strategic acquisitions have positioned us as the
leading independent performance marketing agency
Search • Social • Amazon • Email • Display • Shopping & Data Feed • SEO • Affiliate •
Conversion Rate Optimization • Creative Services • Analytics & Marketing Science

5. Today’s Speakers
Alison Nguyen
Sr. Specialist, Shopping & Feed

6. Agenda
Intro to Shopping
Showcase Ads
Search Term Funneling
Attribution Case Study

7. Shopping for New Users
June 2019

8. Copyright 2017 - Q4 Amazon Virtual Summit
Shopping Ads 101
Content Content
Content
Content
An Unfair Advantage
Designed to drive New Users
Qualified leads - customers already see an
image of product & price before clicking
through
Top of page placement - primed to attract
browsing customers
Broad Presence - multiple shopping ads can
appear, sometimes alongside paid search ads
Apparel Client: Shopping Ads over-index in
New Users, second only to direct to site*
Source: Google Analytics H1 2019

9. Driving New Customer Acquisition
Being a Nonbrand forward tactic, Shopping campaigns are
generally considered ‘mid-funnel’ ROI tactics as compared to
other channels.
Unlike Search, Shopping campaigns have more limited audience
targeting capabilities, but there are other advantages when
looking to strategically target & funnel new customers.
Shopping Ads for New Customers

10. Fix Your Face
The power of a “top seller” product campaign
● Make your brand as attractive as possible to New Users
● Create a brand “window display” by bidding up on top selling products
● Consider factors such as color, size, or margin when choosing products
● Feedback Loop: Performance informs relevancy which informs
performance which informs relevancy...
Shopping Ads: First Impressions

11. How would you describe your
Showcase Ad program?
Poll Question
● We’re curious but not running any yet
● We have some “evergreen” ads running
● We’re testing new creative/copy regularly

12. 12
Source: Google Analytics YTD 2019
Drive engagement from shoppers in the consideration phase,
using a unique mobile forward ad format.
A Showcase Shopping ad appears on Google when someone
searches with a more general term, such as “backpacks”.
Showcase Shopping ads show relevant products together with
lifestyle images that you choose to represent your brand or
business.
Poll: Showcase Ad Campaigns are top driver of New Users as
compared to other campaigns.
Showcase Ads 101
Help people discover & explore your brand
67-86%
of Showcase traffic
are New Users*

13. 13
Video: Will show in both the collapsed and expanded
unit. In the collapsed ad, an animated preview of the video may
show as the thumbnail.
Local: Drive additional store visits by displaying nearest store
address, distance to store, and map, to qualified mobile traffic.
Home Goods Client: Max Clicks bidding strategy increased
showcase ads impression volume 154% at a 41% cheaper CPM*
Showcase Ads Betas
Tell your brand story with enriched content
Source: Google Ads H2 2018

14. Tagless remarketing lists are generated automatically through your Showcase Shopping ads and cannot be manually created.
To utilize these lists for other campaigns, you first need to be participating in Showcase Shopping ads.
These lists are created up to 48 hours after your Showcase Shopping ads have at least 1000 interactions. Once the lists are
generated, the list name will start with “Users who interacted with Showcase Ads”.
You can leverage tagless remarketing lists to capture these upper funnel shoppers, and re-engage with them as they get closer
to making a purchase.
● Reach valuable customers: Using tagless remarketing, you can find new users who have been searching for upper
funnel terms and viewing Showcase ads, and re-engage them as they get closer to making a purchase.
● Smart bidding compatibility: These lists are fully compatible with Smart Bidding.
14
Showcase Ads Audiences
https://support.google.com/google-ads/answer/9231851?hl=en
Tagless Remarketing Lists

15. Showcase: Key Takeaways
● Top driving ad format for New Users
● Maximize traffic w/rich context
● Create new audiences to re-engage New Users

16. Are you using search term
funneling tactics?
Poll Question
● Nope
● Yep
● Yep, but it’s not working 100%

17. 17
Search Term Funneling 101
NB
Campaigns
Negate Your Brand
& Search Term
Brand
Campaigns
Your Brand Only
(Search Term negated)
Search Term
Campaigns
Search Term Only
(Brand negated)

18. Copyright 2017 - Q4 Amazon Virtual Summit
Your CPCs are low and
CVR is high enough to
support increased
investment
You’ve already maxed
out profitability of
regular NB & B tactics
You’re seeing
efficiency
opportunities in your
search query reports
Search Term Funneling: When it Makes Sense

19. 19
Search Term Funneling: Examples
Positive Phrases
Brand - Adjacent terms
Competitor Terms
● Competitor brand
● Competitor slogan
● “Top 5…”
● “Best of…”
● “#1 Rated…”
● Trademarked products
● Company slogans/taglines
● Marketing campaigns
Key Modifiers
● “Customize”
● “Basics”
● “Vintage”

20. Search Term Funneling: Hey Girl (Shirt)

21. Copyright 2017 - Q4 Amazon Virtual Summit
Negatives may
decrease overall
impression traffic to
search terms
Google could stop
serving your
products for these
terms
Competitors could
also target these
terms, driving up
CPCs
Search Term Funneling: Potential Risks
Negatives may
decrease overall
impression traffic to
search terms
Google could stop
serving your products
for these terms
Competitors could
also target these
terms, driving up CPCs

22. Search Term Funneling: Key Takeaways
● Review search terms for pockets of opportunity
● Create campaigns to isolate & increase traffic
● Monitor performance & test iteratively

23. What attribution model are you
using primarily?
Poll Question
● Last Click
● First Click
● U-Shaped
● Using different models for different goals
● None of the above

24. Proving Out the Value of
Mid-Funnel Paid Media
Campaigns
Goal: Prove a higher revenue value for
mid-funnel campaigns
Test: Incremental funding in paid media
to drive more site visits and revenue
Case Study: Beyond Last Click GA Data

25. Copyright 2017 - Q4 Amazon Virtual Summit
Showcase channels
responsible for
driving a converting
customer’s very first
interaction with
Brand
Case Study: GA First Click Attribution
Showcase channels
responsible for driving
a converting
customer’s very first
interaction with Brand
Drive high quality new
prospective shoppers
to site & track
captured conversions

26. Case Study: Execution
Client Approved
Budget
Client approved incremental
budget for 1 month test
period
2
Analysis Shared
Once month was
completed, shared first and
last touch analysis with
client
31
Budget & Forecasting
Provided client with
multiple tiered budget and
performance forecasting
scenarios

27. Case Study: Results
Using incremental spend, NB Shopping was able to
increase “first engagement” traffic while still maintaining a
profitable ROAS.
This was extremely valuable to the Brand, as this test
captured potential shoppers who were not actively seeking
the brand specifically. This also demonstrated the quality of
traffic that the Shopping channel drove, as these new users
ultimately converted further down the funnel.
Note: while we saw some lift in brand shopping, it wasn't as
incrementally impactful.
Source: Google Analytics 2018
First Click Google Analytics Revenue*
(Google PLA NB Campaigns)

28. Case Study: Key Takeaways
● Used first click revenue analysis to prove value of engaging new customers
● Drive incremental conversions by engaging mid-funnel campaigns
● Use attribution models to educate leadership & inform budgeting decisions

29. 29
● Shopping Ads 101
● Showcase Campaigns
○ Create new audiences to re-engage New Users
○ Maximize traffic w/rich context
○ Create new audiences to re-engage New Users
● Search Term Funneling
○ Review search terms for pockets of opportunity
○ Create campaigns to isolate & increase traffic
○ Monitor performance & test iteratively
● First Click Attribution
○ Used first click revenue analysis to prove value of
engaging new customers
○ Drive incremental conversions by engaging
mid-funnel campaigns
○ Use attribution models to educate leadership &
inform budgeting decisions
Recapping the Recaps

30. Schedule Your 1:1
Strategy Evaluation

31. Q & A
Alison Nguyen
Sr. Specialist, Shopping & Feed

32. 9:30 - 9:45 am PT 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:
MEASURING TOP FUNNEL
TINUITI PRESENTS:
SHOPPING FOR NEW USERS