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 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

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
Riley Spicer
Sr. Specialist, Paid Social

6. Agenda
Expand Your Targeting
Leverage DPA Prospecting
Monitor the KPIs that Matter
Rethink Your Prospecting Structure

7. How familiar are you with prospecting
campaigns on Facebook?
Poll Question
● A lot - prospecting is a majority of my
social budget
● Some - I invest a little bit in prospecting
● A little - I’ve tested it
● None

8. Top Funnel Strategies for Social

9. Expand Your Targeting
5% LAL
10% LAL
1% LAL
7% LAL
Seed
Target broader audiences with
lookalikes, Interest, and
Behaviors.

10. What Size lookalike Audiences do you
typically use for Prospecting on
Facebook?
Poll Question
● 1% - 3%
● 4% - 6%
● 7% - 9%
● 10%

11. Expand Your Targeting
5% LAL
10% LAL
1% LAL
7% LALWhy? One of our ecomm
client saw a 15% lower CPM
and 19% Higher ROAS when
they tested 10% LAL audiences
against 1% LAL.
Seed

12. Use DPA for Prospecting
Reach people who've expressed interest in similar products to yours,
even if they haven't visited your website yet.
Average CPA
improvement of
24%
Average ROAS
increase of
76%
Jane is in your
target audience
She has been
searching for
shoes on FB
and around the
internet
Your dynamic
product ads will
display shoes
from your catalog
to match her
intent

13. What is the Primary KPI for your
prospecting campaigns?
Poll Question
● Clicks/CPC
● Landing Page View
● CPA/ROAS

14. Copyright 2017 - Q4 Amazon Virtual Summit
Upper funnel ad campaign metrics
● Optimizing toward Purchase

15. Copyright 2017 - Q4 Amazon Virtual Summit
Upper funnel ad campaign metrics
● Optimizing toward a higher funnel metric (view
content, add to cart, initiate checkout)

16. Monitor the KPIs that Matter
● View Content, Add to Cart
Mid Funnel
Top Funnel
Low Funnel
● Add to Cart
● Purchases
● Purchases

17. Rethink Your Prospecting Structure
Single Optimization
Support
Purchase
Conversion
Optimization
Typical DR
Prospecting Structure
Suggested DR
Prospecting Structure
Multi Optimization
Support
Higher Funnel Conversion
Optimization
Purchase Conversion
Optimization

18. Rethink Your Prospecting Structure
Structure
Higher Funnel Conversion
Optimization
Purchase Conversion
Optimization
Budget
20% of Prospecting
Budget
80% of Prospecting
Budget
Optimization
Add To Cart
Purchase

19. Pro Tips
Expand Your Targeting: Don’t be afraid to go broader with audience testing
Leverage DPA for Prospecting: Take advantage of the tools you already
have and leverage new features as they hit the marketi
Monitor the KPIs that Matter: Align the metrics you are monitoring to the
funnel tactic you are supporting.
Rethink Your Prospecting Structure: Fuel bottom funnel while
simultaneously acquiring new customers at the top by rethinking your
prospecting structure.

20. Schedule Your 1:1
Strategy Evaluation

21. Q & A
Riley Spicer
Sr. Specialist, Paid Social

22. 9:30 - 9:45 am PT
TINUITI PRESENTS:
MEASURING TOP FUNNEL
11 - 11:45 am PT
TINUITI PRESENTS:
TOP OF FUNNEL SEARCH STRATEGIES
Today’s Timeline
TINUITI PRESENTS:
FULL FUNNEL DISPLAY
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