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Social | 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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Social | 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 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. 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 Riley Spicer Sr. Specialist, Paid Social
  6. 6. Agenda Expand Your Targeting Leverage DPA Prospecting Monitor the KPIs that Matter Rethink Your Prospecting Structure
  7. 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. 8. Top Funnel Strategies for Social
  9. 9. Expand Your Targeting 5% LAL 10% LAL 1% LAL 7% LAL Seed Target broader audiences with lookalikes, Interest, and Behaviors.
  10. 10. What Size lookalike Audiences do you typically use for Prospecting on Facebook? Poll Question ● 1% - 3% ● 4% - 6% ● 7% - 9% ● 10%
  11. 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. 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. 13. What is the Primary KPI for your prospecting campaigns? Poll Question ● Clicks/CPC ● Landing Page View ● CPA/ROAS
  14. 14. Copyright 2017 - Q4 Amazon Virtual Summit Upper funnel ad campaign metrics ● Optimizing toward Purchase
  15. 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. 16. Monitor the KPIs that Matter ● View Content, Add to Cart Mid Funnel Top Funnel Low Funnel ● Add to Cart ● Purchases ● Purchases
  17. 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. 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. 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. 20. Schedule Your 1:1 Strategy Evaluation
  21. 21. Q & A Riley Spicer Sr. Specialist, Paid Social
  22. 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

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