As marketers head into the third straight anomalous Q4 holiday season, you can no longer call it “unprecedented.” With anxiety about the economy, inflation, and supply chain challenges, this Q4 promises to be yet another period that will bring unique challenges and be hard to plan for. Our experts have been collecting data-driven insights on how to navigate these challenges in order to see a successful Q4. In our Q4 Playbook, we'll cover everything you need to know, from Retail Media planning and holistic Marketplace operations to using Influencer, Affiliate and Lifecycle Marketing to reach and activate your ideal customers.

1. 2022 Playbook for Q4
and Holiday Success
DAY 1 - WEDNESDAY, AUGUST 24TH
Trends & Good Tidings: How to Maximize the Holiday
Season with Google
10am PT | 1pm ET
May Your Data be Measurable and Right
10:35am PT | 1:35pm ET
Sleigh Your Affiliate Strategy: How to Strategize for Q4
11:10am PT | 2:10pm ET
Bah Humbug! Getting Creative With Email Marketing
Content in the Age of Supply Chain Issues
11:45 am PT | 2:45 pm ET
DAY 2 - WEDNESDAY, AUGUST 31st
Deck the Halls of Retail Media: Creating Your Q4
Plan
10am PT | 1pm ET
How to Use Prime Day Data to Prepare for the Q4
Season
10:35am PT | 1:35pm ET
Unwrap a New Q4 Walmart Strategy
11:10am PT | 2:10pm ET
Ho Ho Ho(listic) Operations Panel: Strategy,
Fulfillment, and Forecasting for the Holiday Season
11:45 am PT | 2:45 pm ET

2. Trends & Good
Tidings
How to Maximize the Holiday
Season with Google

3. Today’s Logistics
Kerry Mallett
Senior Content Specialist,
Webinar
Recording & slides from today will be in your inbox
tomorrow
Download relevant resources
Join our chat and submit questions for live Q&A
Log back anytime with same link
Join our poll questions - including if you want to talk to
our teams after!

4. WE’VE MASTERED THE
MEDIA THAT
MATTERS MOST
Tinuiti is the largest independent performance
marketing firm across Streaming TV and the
Triopoly of Google, Facebook, Amazon.
Employees
Media managed
Award-winning
culture*
$3B
#1
1000+

5. Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future

6. Our Speaker
CONNOR GREEN
Account Executive,
Commerce

7. What are you most concerned about
this holiday season for your business?
● Consumer unpredictability around category
interest
● The longer holiday shopping season making it
difficult to forecast and plan
● Inflation affecting consumer spending
POLL

9. ➔ “Due to inflation practical folks may
need to cut back on gifts”
➔ “I think people will continue to shop
mostly online”
➔ “I always try to get an early start by
Halloween every year”

10. Proprietary + Confidential
Source: Bank of America 2022
Consumer Unpredictability
Earlier Shopping
EconomicHeadwinds
Trends Defining the 2022 Holidays
$705B
Retail inventory rose in May to the
highest levels on record as consumers
alter behavior

11. MEET THE HOLIDAY MOMENT
WITH MACHINE LEARNING

12. Proprietary + Confidential
Leverage Automation to respond to changes in
consumer behavior
Adve isers that upgrade their exact match keywords
to broad match in campaigns that use a target ROAS
can see an average of
Drive efficient sales with
Shopping Automation
- SA360 users: Drive sales through Smart
Shopping Campaigns
- Google Ads users: Drive sales through
Performance Max for Online Sales
Strategically expand
reach with
Broad Match
Be ready for your consumers at the right time and
place with automated shopping campaigns.
+20%
conversion
value
Google internal data, Global, 7/10/2021 - 7/19/2021

13. Proprietary + Confidential
Utilize Optiscore to ensure all quick wins are addressed
before holiday demand picks up
Be Insightful
by leveraging real time signals
generated through statistical models,
industry trends and unique market data
Be Effective
by prioritizing channels and
activities that will drive most value
to your business
Be Efficient
by helping you execute across
multiple activities at scale by
automating manual tasks

14. Proprietary + Confidential
Google-IPSOS COVID Pulse Tracker, US, Retail, June 2022.
Consumer Unpredictability
Earlier Shopping
EconomicHeadwinds
Trends Defining the 2022 Holidays
48%
US Holiday shoppers who said they plan
to start their holiday shopping earlier this
year

15. From a personal standpoint, when do you
plan to start your holiday shopping?
● I’ve already started :)
● I’ll start before Halloween
● I’ll start before Thanksgiving
● Black Friday / Cyber Five are when I start
● I’m a last minute shopper
POLL

16. CAPTURE EARLY
HOLIDAY INTENT

17. Proprietary + Confidential
Source: Google data, Global, Aug 2020 - Jan 2021, 911 advertisers with a minimum of 1 campaign following best practices and 1 not following best practices, delivering a minimum of 10 conversions per campaign
Ensure your creative is set up to connect with shoppers and
drive early sales
ABCD Principles for Action in Retail
Direct with an enticing ask
Sustain attention through interest, clarity
Make the product the brand
Connect through a benefit-driven story
Advertisers who follow
ABCDs see a
30% lift in short term
sales

18. Proprietary + Confidential
Fill your holiday funnel by generating demand early & often
Expand reach by bundling formats with
Video Reach Campaigns
Create demand by reaching new
customers through the living room with
YouTube on CTV
Engage with prospective customers as
they scroll through feeds via Discovery
Campaigns

19. Proprietary + Confidential
Capture early sales with Product Feed-Powered Solutions
Open beta launching to all customers with a GMC
Product Feed in September!
Discovery +
Product Feeds
Video Action +
Product Feeds
Adding product feeds to Video Action Campaigns
helps advertisers achieve 60% more conversions at
a lower cost
Google data, Global, March - April 2021. Compared 941 campaigns that added product feeds versus without product feeds.

20. Proprietary + Confidential
Google-IPSOS COVID Pulse Tracker, US, Retail, July 2022
Consumer Unpredictability
Earlier Shopping
EconomicHeadwinds
Trends Defining the 2022 Holidays
71%
of shoppers are concerned about the
rising costs of items they need or want
to buy

21. AMPLIFY YOUR DIFFERENTIATED
HOLIDAY OFFERINGS

22. Proprietary + Confidential
Opportunity to Showcase Deals: Merchant Promotions
Overview: This promotions feature is ideal for
promotions like “% off” or BOGO (rather than a price
strikethrough).
When to use: When the sale or promotion is applied at
checkout (i.e. a promo code or automatically applied at
checkout).
How to use: Four setup options
1. Use the promotion builder tool
2. Create a promotion feed
3. Use the Content API for promotions
4. Use promotions from third party partners Search Shopping search

23. Proprietary + Confidential
Drive shoppers in-store by leveraging Local formats
Promote store
inventory with
Local
Inventory Ads
Performance Max
for store goals

24. Proprietary + Confidential
Holiday Checklist
CTV & YouTube for Reach Opportunities
Discovery + Feed Opportunities
Video Action + Feed Opportunities
Meet the Moment with Machine Learning
Capture Early Holiday Intent
Amplify Your Differentiated Holiday Offerings
Local Inventory Ads
Local Campaigns → PMax for Store Goals
Broad Match
Shopping Automation
Optimization Score

25. Q&A
CONNOR GREEN
Account Executive,
Commerce

26. 26
Stay informed
on the future of
digital marketing
Visit our new content hub
➜

27. Thank you!

28. 2022 Playbook for Q4
and Holiday Success
DAY 1 - WEDNESDAY, AUGUST 24TH
Trends & Good Tidings: How to Maximize the Holiday
Season with Google
10am PT | 1pm ET
May Your Data be Measurable and Right
10:35am PT | 1:35pm ET
Sleigh Your Affiliate Strategy: How to Strategize for Q4
11:10am PT | 2:10pm ET
Bah Humbug! Getting Creative With Email Marketing
Content in the Age of Supply Chain Issues
11:45 am PT | 2:45 pm ET
DAY 2 - WEDNESDAY, AUGUST 31st
Deck the Halls of Retail Media: Creating Your Q4
Plan
10am PT | 1pm ET
How to Use Prime Day Data to Prepare for the Q4
Season
10:35am PT | 1:35pm ET
Unwrap a New Q4 Walmart Strategy
11:10am PT | 2:10pm ET
Ho Ho Ho(listic) Operations Panel: Strategy,
Fulfillment, and Forecasting for the Holiday Season
11:45 am PT | 2:45 pm ET