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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.

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Search | New Customer Acquisition Series

  1. 1. 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
  2. 2. 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
  3. 3. leading independent performance marketing agency
  4. 4. Today’s Speaker Lewis Brannon Sr. Strategist - Growth Media
  5. 5. Do you have a specific new customer acquisition strategy for search? ● Yes ● No ● Not Sure
  6. 6. Content 1. content Signal-based, in-market, generic keyword search, research-oriented keywords $$$ $$$
  7. 7. 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.
  8. 8. ● +bids on in-market audiences ● SKAG structure ● consistently evaluate SQ reports
  9. 9. 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.
  10. 10. 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
  11. 11. Copyright 2017 - Q4 Amazon Virtual Summit URL Structure Negative Targets Search Terms Reports
  12. 12. 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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  18. 18. Q & A Lewis Brannon Sr. Strategist - Growth Media
  19. 19. 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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