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Shopping | 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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Shopping | New Customer Acquisition Series

  1. 1. New Customer Acquisition Series Profitable Tactics Brands Should Be Using to Find New Audiences in 2019
  2. 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. 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. 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. 5. Today’s Speakers Alison Nguyen Sr. Specialist, Shopping & Feed
  6. 6. Agenda Intro to Shopping Showcase Ads Search Term Funneling Attribution Case Study
  7. 7. Shopping for New Users June 2019
  8. 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. 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. 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. 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. 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. 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. 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. 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. 16. Are you using search term funneling tactics? Poll Question ● Nope ● Yep ● Yep, but it’s not working 100%
  17. 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. 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. 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. 20. Search Term Funneling: Hey Girl (Shirt)
  21. 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. 22. Search Term Funneling: Key Takeaways ● Review search terms for pockets of opportunity ● Create campaigns to isolate & increase traffic ● Monitor performance & test iteratively
  23. 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. 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. 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. 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. 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. 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. 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. 30. Schedule Your 1:1 Strategy Evaluation
  31. 31. Q & A Alison Nguyen Sr. Specialist, Shopping & Feed
  32. 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

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