In today’s rapidly evolving digital landscape, it’s crucial to be where your audience is, and we’re here to show you how.
Join us in this transformative session. We’ll explore essential tactics for building awareness from the channels normally thought of as bottom of the funnel. Discover how to implement diverse approaches across conversion-driven channels and critically position your brand to capture audiences higher up in the funnel. Uncover where your audience actively seeks information and lean into awareness-building campaigns there. Seize this opportunity to drive your brand’s awareness and make this holiday season one for the books. Don’t miss out!
Content marketing is the process of planning, creating, sharing, and publishing the content through channels such as social media, blogs, websites, podcasts, apps, print publications, and more. The goal is to reach your target audience and increase brand awareness, sales, engagement, and loyalty.
From Click Consult's Benchmark Search Conference 2015, Bridgewater Hall, 30th June. Presented by Colin Woon, O2 UK, @colindwoon - Beyond fundamentals in SEO for large corporates. #benchmarksearchconf
Bridging the Gap Between Engagement and Post-Click ConversionsTinuiti
To get a big picture view of sales, marketers need to weld two parts of the funnel that are often separated – ad engagement and website conversion.
So how do we get audiences to convert after clicking on an ad rather than wait and put off action for later – or never? Tune in as Jon Oberlander, EVP, Social at Tinuiti, and Vansh Talwar, VP, Growth at Starz walk you through proven strategies for connecting ad content and post-click engagement to accelerate sales.
Overview on Marketing: Inbound Marketing vs. Outbound Marketing. Presentation details the best methods to use for marketing to today's social, connected business community and consumer.
The Ultimate Customer Acquisition Checklist Dozen Digital
Customer acquisition changes every single day. One of the most difficult (but rewarding) parts of doing digital marketing is keeping up with the latest tactics, techniques and strategies. Dozen Digital put together our Ultimate Customer Acquisition Checklist to organize and share over 300 of these tactics, techniques and strategies. Take a look and let us know what you think!
The marketing trend of the year is content marketing, so you’ve probably been busting your hump to push out blog posts and other content as fast as possible. Now you have an inventory of content, but for some reason, it just won’t take off.
You aren’t alone. Start with an objective review of what content working and what is not. But before you audit your own activities, make sure you know what to look for.
Conquering Amazon in Q4: Winning Strategies for Maximizing Search, Display, a...Tinuiti
For marketers, the holidays are already here. Learn the top strategies to start preparing early to effectively drive traffic to your store, create brand awareness, and position your brand for a successful shopping season in this competitive environment.
Tinuiti’s Strategic Marketplaces expert will give you all the insights into how data-driven decision-making is pivotal in shaping successful Amazon strategies.
Content marketing is the process of planning, creating, sharing, and publishing the content through channels such as social media, blogs, websites, podcasts, apps, print publications, and more. The goal is to reach your target audience and increase brand awareness, sales, engagement, and loyalty.
From Click Consult's Benchmark Search Conference 2015, Bridgewater Hall, 30th June. Presented by Colin Woon, O2 UK, @colindwoon - Beyond fundamentals in SEO for large corporates. #benchmarksearchconf
Bridging the Gap Between Engagement and Post-Click ConversionsTinuiti
To get a big picture view of sales, marketers need to weld two parts of the funnel that are often separated – ad engagement and website conversion.
So how do we get audiences to convert after clicking on an ad rather than wait and put off action for later – or never? Tune in as Jon Oberlander, EVP, Social at Tinuiti, and Vansh Talwar, VP, Growth at Starz walk you through proven strategies for connecting ad content and post-click engagement to accelerate sales.
Overview on Marketing: Inbound Marketing vs. Outbound Marketing. Presentation details the best methods to use for marketing to today's social, connected business community and consumer.
The Ultimate Customer Acquisition Checklist Dozen Digital
Customer acquisition changes every single day. One of the most difficult (but rewarding) parts of doing digital marketing is keeping up with the latest tactics, techniques and strategies. Dozen Digital put together our Ultimate Customer Acquisition Checklist to organize and share over 300 of these tactics, techniques and strategies. Take a look and let us know what you think!
The marketing trend of the year is content marketing, so you’ve probably been busting your hump to push out blog posts and other content as fast as possible. Now you have an inventory of content, but for some reason, it just won’t take off.
You aren’t alone. Start with an objective review of what content working and what is not. But before you audit your own activities, make sure you know what to look for.
Conquering Amazon in Q4: Winning Strategies for Maximizing Search, Display, a...Tinuiti
For marketers, the holidays are already here. Learn the top strategies to start preparing early to effectively drive traffic to your store, create brand awareness, and position your brand for a successful shopping season in this competitive environment.
Tinuiti’s Strategic Marketplaces expert will give you all the insights into how data-driven decision-making is pivotal in shaping successful Amazon strategies.
Affiliate marketing has become a lucrative opportunity for individuals and businesses alike, offering a pathway to generate passive income and establish profitable partnerships. As an affiliate marketer, your success hinges on your ability to convert potential customers into actual buyers, maximizing your earnings and achieving your desired goals. This is where conversion hacks come into play.
In this guide, we will explore the essential strategies and techniques to boost your affiliate success through effective conversion optimization. Whether you're a beginner looking to enter the world of affiliate marketing or an experienced marketer seeking to enhance your existing campaigns, this resource will provide you with valuable insights and actionable tips to increase your conversions and maximize your affiliate revenue.
In the first chapter, we will delve into understanding your target audience. By identifying who your ideal customers are, conducting thorough market research, and creating detailed buyer personas, you will gain a deep understanding of their needs, preferences, and pain points. This knowledge will serve as the foundation for crafting compelling marketing messages that resonate with your audience and drive them to take action.
The next chapter focuses on selecting the right affiliate products. We will guide you through the process of researching and evaluating various products, considering factors such as demand, relevance, and quality. Choosing the right products to promote is crucial for generating interest and trust among your audience, ultimately leading to higher conversion rates.
A high-converting website or landing page is essential for successful affiliate marketing. In chapter three, we will explore the key elements of designing an attractive and user-friendly website. We will also discuss optimization techniques for landing pages, including persuasive copywriting strategies that compel visitors to convert into customers.
Chapter four centers around effective content marketing strategies. Compelling content is a powerful tool for engaging your audience and building trust. We will provide insights on developing creative content ideas, creating engaging blog posts, articles, and videos, and leveraging search engine optimization (SEO) techniques to increase visibility and drive organic traffic.
The fifth chapter delves into harnessing the power of social media. With the right approach, social media platforms can become valuable assets for promoting affiliate products. We will guide you in selecting the appropriate platforms for your niche, building a strong social media presence, and leveraging social media advertising and influencer marketing to maximize your conversions.
Email marketing remains a highly effective channel for conversion optimization, and that's the focus of chapter seven. We will explore strategies for building an engaged email list, crafting effective email campaigns and newsletters, a
Using Predictive Marketing to Improve Results Across Digital ChannelsTinuiti
Audience behavior informed marketing creates better results – and ROI for your marketing spend. In this session, AI experts Faraday discuss how to use predictive marketing to get in front of your ideal customer.
Best digital marketing Services | Brandbay social
If you're a business owner, you understand the importance of having a strong online presence. In today's digital age, the success of your business is largely dependent on your ability to reach and engage with your target audience online. That's where digital marketing comes in.
Digital marketing refers to any marketing efforts that use electronic devices or the internet. It's an umbrella term that includes a range of strategies and tactics, such as search engine optimization (SEO), social media marketing, email marketing, content marketing, wen design, branding and more. When executed effectively, digital marketing can help you reach more potential customers, build brand awareness, and drive conversions.
If you're looking for the best digital marketing services in, look no further than Brandbay social. Here are just a few of the reasons why we're the top choice for businesses in the area.
Design Matters: Creative that Fuels the FunnelTinuiti
In this webinar, our creative experts discuss how to use the latest consumer preference data to inform your creative strategy. It’s time to inject some holiday spirit into your creative using an insights-based strategy!
What Does The Shift To Digital PR Mean For Your BrandDigital Vidya
Explore 'What Does The Shift To Digital PR Mean For Your Brand'. Gain insights from the webinar led by Vedanarayanan Vedantham, Digital Marketing Visiting Faculty, S.P. Jain Institute of Management & Research.
Leveraging Micro-Moments: Using PPC When It Matters MostHanapin Marketing
As a marketer, your biggest opportunities are in the smallest moments. Reaching your customers in moments that matter, in a way that is relevant to their intent and context is not only needed, it’s absolutely essential to your brand. You should understand this new behavior (micro-moments) and take action to address it, as hearts, minds and dollars are won or lost in these moments.
Join experts from Google and Hanapin Marketing as they set the foundation of understanding these important micro-moments and discuss actionable PPC tactics, like remarketing for search and display and bid strategies, to boost your account’s performance during these moments.
You’ll get expert-level PPC tips like:
How to segment and reach your customers at any point in their purchase journey
Targeting bottom of the funnel customers with long tail keywords
Using remarketing lists to bring in new visitors
How to build a powerful online presence and grow your business for companies in the radon mitigation and home inspection industry. Visit http://scmmarkets.com/marketing-radon-business/ to learn more.
Introduction To Paid Search Dave Chaffey For SesDave Chaffey
I was asked by the Search Engine Strategies programming team to deliver this 1 hour intro to paid search for the many attendees who are new to search engine marketing. As well as covering the key areas important to success it also introduces some of the latest developments in paid search
Facebook advertising has been around for just over 10 years. Do you know how to build out a successful Facebook and Instagram ad campaign? Let’s simplify this with expert strategies as we walk through a campaign build-out.
Want to scale your customer acquisition? We will show you where to gather your customer data, how to create accurate buyer persona types and how to triumphantly target new audiences.
Keywords, Keywords, Everywhere! Discovery, Analysis, and Strategies in Keywor...Dana Todd
Live replay available at SEMPO: http://bit.ly/80bvL2 (registration required)
One of the most critical skills a search marketer learns is keyword analysis – it’s how we “listen” to the search demand and semantic nuances of the digital population. While this free webinar focuses primarily on keyword strategy for SEO, the lessons are applicable to social media, PR and search advertising. We cover the basics of how to do a simple keyword analysis for websites, as well as how to prepare a seasonal keyword calendar for public relations activities and link building. All skill levels.
Many organizations struggle with content—the surprising volume needed, the lack of a central strategy, the huge investment in time and resources, inconsistent quality or voice, cross-silo logistics, new channel paralysis, or the seeming lack of attributable ROI. When harnessed correctly, however, and successfully connecting content to business and brand goals, content can be a valuable working asset build relevancy and grow your business.
Is Your Brand Creating Valuable Content? Mat Zucker
Many organizations struggle with content. Prophet and Altimeter believe in setting a content strategy first. Here are five questions to jumpstart a strategy towards valuable content.
A 6 step process on how to create a content creation engine for an organisation - Research, plan, create & extract, schedule, execute & engage, measure. It will give the viewer a few hints and tips generally about the keys to creating content as well as a process to follow.
All You Need to Know About Content Marketingsangerarayal
As more and more marketers have begun to realize the power of digital marketing, content marketing has quickly become the name of the game.
While many may be under the mistaken impression that it all comes down to posting content on your business website, it is much more.
The 2024 Prime Day Panel: From Preparation to ProfitTinuiti
Are you prepared to expand your brand’s reach and attract new customers during the biggest shopping event of the year? Prime Day isn’t just about discounts and deals; it’s an opportunity for brands to stand out amidst the digital frenzy. At Tinuiti, we understand the challenges you face in reaching and engaging with a broader audience on Amazon. From the need to boost brand visibility to streamlining operational efficiency, we’ve heard your concerns loud and clear.
With Prime Day 2024 on the horizon and the economy showing no signs of slowing down, now is the time to seize the opportunity. In 2023 alone, shoppers splurged nearly $13 billion during Prime Day—a testament to the event’s monumental impact.
Our panel of seasoned experts is here to guide you through the maze of Prime Day prep. Learn the art of tailoring your messaging and what kind of offers are most likely to re-engage customers and drive unparalleled sales. We’ll dive into strategies that have shown the greatest success for business growth, sharing insights on what works (and what doesn’t) when it comes to navigating Prime Day madness.
The 15 Minute Breakdown: 2024 Beauty Marketing StudyTinuiti
Are you ready to paint the town red with your beauty marketing expertise? Get ready to shake up your strategies and dive deep into the world of beauty marketing. From the rise of influencer marketing to the growing prominence of digital platforms, staying ahead of the curve is essential for marketers seeking to make an impact.
Join Tinuiti’s Director of Research as he navigates through a treasure trove of data derived from our extensive 2024 Beauty Study. From decoding the shopping habits of different generations to uncovering the digital hotspots for beauty buffs, don’t miss your chance to join the beauty elite and make waves in the industry. Grab your front-row seat now for Tinuiti’s glam-packed webinar where you’ll be the first to receive Tinuiti’s Beauty Study.
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Affiliate marketing has become a lucrative opportunity for individuals and businesses alike, offering a pathway to generate passive income and establish profitable partnerships. As an affiliate marketer, your success hinges on your ability to convert potential customers into actual buyers, maximizing your earnings and achieving your desired goals. This is where conversion hacks come into play.
In this guide, we will explore the essential strategies and techniques to boost your affiliate success through effective conversion optimization. Whether you're a beginner looking to enter the world of affiliate marketing or an experienced marketer seeking to enhance your existing campaigns, this resource will provide you with valuable insights and actionable tips to increase your conversions and maximize your affiliate revenue.
In the first chapter, we will delve into understanding your target audience. By identifying who your ideal customers are, conducting thorough market research, and creating detailed buyer personas, you will gain a deep understanding of their needs, preferences, and pain points. This knowledge will serve as the foundation for crafting compelling marketing messages that resonate with your audience and drive them to take action.
The next chapter focuses on selecting the right affiliate products. We will guide you through the process of researching and evaluating various products, considering factors such as demand, relevance, and quality. Choosing the right products to promote is crucial for generating interest and trust among your audience, ultimately leading to higher conversion rates.
A high-converting website or landing page is essential for successful affiliate marketing. In chapter three, we will explore the key elements of designing an attractive and user-friendly website. We will also discuss optimization techniques for landing pages, including persuasive copywriting strategies that compel visitors to convert into customers.
Chapter four centers around effective content marketing strategies. Compelling content is a powerful tool for engaging your audience and building trust. We will provide insights on developing creative content ideas, creating engaging blog posts, articles, and videos, and leveraging search engine optimization (SEO) techniques to increase visibility and drive organic traffic.
The fifth chapter delves into harnessing the power of social media. With the right approach, social media platforms can become valuable assets for promoting affiliate products. We will guide you in selecting the appropriate platforms for your niche, building a strong social media presence, and leveraging social media advertising and influencer marketing to maximize your conversions.
Email marketing remains a highly effective channel for conversion optimization, and that's the focus of chapter seven. We will explore strategies for building an engaged email list, crafting effective email campaigns and newsletters, a
Using Predictive Marketing to Improve Results Across Digital ChannelsTinuiti
Audience behavior informed marketing creates better results – and ROI for your marketing spend. In this session, AI experts Faraday discuss how to use predictive marketing to get in front of your ideal customer.
Best digital marketing Services | Brandbay social
If you're a business owner, you understand the importance of having a strong online presence. In today's digital age, the success of your business is largely dependent on your ability to reach and engage with your target audience online. That's where digital marketing comes in.
Digital marketing refers to any marketing efforts that use electronic devices or the internet. It's an umbrella term that includes a range of strategies and tactics, such as search engine optimization (SEO), social media marketing, email marketing, content marketing, wen design, branding and more. When executed effectively, digital marketing can help you reach more potential customers, build brand awareness, and drive conversions.
If you're looking for the best digital marketing services in, look no further than Brandbay social. Here are just a few of the reasons why we're the top choice for businesses in the area.
Design Matters: Creative that Fuels the FunnelTinuiti
In this webinar, our creative experts discuss how to use the latest consumer preference data to inform your creative strategy. It’s time to inject some holiday spirit into your creative using an insights-based strategy!
What Does The Shift To Digital PR Mean For Your BrandDigital Vidya
Explore 'What Does The Shift To Digital PR Mean For Your Brand'. Gain insights from the webinar led by Vedanarayanan Vedantham, Digital Marketing Visiting Faculty, S.P. Jain Institute of Management & Research.
Leveraging Micro-Moments: Using PPC When It Matters MostHanapin Marketing
As a marketer, your biggest opportunities are in the smallest moments. Reaching your customers in moments that matter, in a way that is relevant to their intent and context is not only needed, it’s absolutely essential to your brand. You should understand this new behavior (micro-moments) and take action to address it, as hearts, minds and dollars are won or lost in these moments.
Join experts from Google and Hanapin Marketing as they set the foundation of understanding these important micro-moments and discuss actionable PPC tactics, like remarketing for search and display and bid strategies, to boost your account’s performance during these moments.
You’ll get expert-level PPC tips like:
How to segment and reach your customers at any point in their purchase journey
Targeting bottom of the funnel customers with long tail keywords
Using remarketing lists to bring in new visitors
How to build a powerful online presence and grow your business for companies in the radon mitigation and home inspection industry. Visit http://scmmarkets.com/marketing-radon-business/ to learn more.
Introduction To Paid Search Dave Chaffey For SesDave Chaffey
I was asked by the Search Engine Strategies programming team to deliver this 1 hour intro to paid search for the many attendees who are new to search engine marketing. As well as covering the key areas important to success it also introduces some of the latest developments in paid search
Facebook advertising has been around for just over 10 years. Do you know how to build out a successful Facebook and Instagram ad campaign? Let’s simplify this with expert strategies as we walk through a campaign build-out.
Want to scale your customer acquisition? We will show you where to gather your customer data, how to create accurate buyer persona types and how to triumphantly target new audiences.
Keywords, Keywords, Everywhere! Discovery, Analysis, and Strategies in Keywor...Dana Todd
Live replay available at SEMPO: http://bit.ly/80bvL2 (registration required)
One of the most critical skills a search marketer learns is keyword analysis – it’s how we “listen” to the search demand and semantic nuances of the digital population. While this free webinar focuses primarily on keyword strategy for SEO, the lessons are applicable to social media, PR and search advertising. We cover the basics of how to do a simple keyword analysis for websites, as well as how to prepare a seasonal keyword calendar for public relations activities and link building. All skill levels.
Many organizations struggle with content—the surprising volume needed, the lack of a central strategy, the huge investment in time and resources, inconsistent quality or voice, cross-silo logistics, new channel paralysis, or the seeming lack of attributable ROI. When harnessed correctly, however, and successfully connecting content to business and brand goals, content can be a valuable working asset build relevancy and grow your business.
Is Your Brand Creating Valuable Content? Mat Zucker
Many organizations struggle with content. Prophet and Altimeter believe in setting a content strategy first. Here are five questions to jumpstart a strategy towards valuable content.
A 6 step process on how to create a content creation engine for an organisation - Research, plan, create & extract, schedule, execute & engage, measure. It will give the viewer a few hints and tips generally about the keys to creating content as well as a process to follow.
All You Need to Know About Content Marketingsangerarayal
As more and more marketers have begun to realize the power of digital marketing, content marketing has quickly become the name of the game.
While many may be under the mistaken impression that it all comes down to posting content on your business website, it is much more.
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Are you prepared to expand your brand’s reach and attract new customers during the biggest shopping event of the year? Prime Day isn’t just about discounts and deals; it’s an opportunity for brands to stand out amidst the digital frenzy. At Tinuiti, we understand the challenges you face in reaching and engaging with a broader audience on Amazon. From the need to boost brand visibility to streamlining operational efficiency, we’ve heard your concerns loud and clear.
With Prime Day 2024 on the horizon and the economy showing no signs of slowing down, now is the time to seize the opportunity. In 2023 alone, shoppers splurged nearly $13 billion during Prime Day—a testament to the event’s monumental impact.
Our panel of seasoned experts is here to guide you through the maze of Prime Day prep. Learn the art of tailoring your messaging and what kind of offers are most likely to re-engage customers and drive unparalleled sales. We’ll dive into strategies that have shown the greatest success for business growth, sharing insights on what works (and what doesn’t) when it comes to navigating Prime Day madness.
The 15 Minute Breakdown: 2024 Beauty Marketing StudyTinuiti
Are you ready to paint the town red with your beauty marketing expertise? Get ready to shake up your strategies and dive deep into the world of beauty marketing. From the rise of influencer marketing to the growing prominence of digital platforms, staying ahead of the curve is essential for marketers seeking to make an impact.
Join Tinuiti’s Director of Research as he navigates through a treasure trove of data derived from our extensive 2024 Beauty Study. From decoding the shopping habits of different generations to uncovering the digital hotspots for beauty buffs, don’t miss your chance to join the beauty elite and make waves in the industry. Grab your front-row seat now for Tinuiti’s glam-packed webinar where you’ll be the first to receive Tinuiti’s Beauty Study.
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2. Session 1
10am PT | 1pm ET
Be Where Your Audience Is: Using
Conversion- Driven Channels to Move Up
the Funnel
Session 2
11am PT | 2pm ET
Leveraging Measurement for Effective
Audience Targeting and Optimization
Session 3
12pm PT | 3pm ET
Q4 Success Secrets: The Essential
Elements of Operations and Fulfillment
in the Holiday Rush
Session 4
10am PT | 1pm ET
Bridging the Gap Between Engagement
and Post-Click Conversions
Session 5
11am PT | 2pm ET
Conquering Amazon in Q4: Winning
Strategies for Maximizing Search,
Display, and Sponsored Products
Session 6
12pm PT | 3pm ET
Optimize Holiday Conversions by
Leveraging First-Party Data Across
the Funnel
Wednesday, August 16, 2023 Wednesday, August 23, 2023
P A R T 1 P A R T 2
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Katherine Bishop
Marketing Coordinator
5. 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+
7. Our Speakers
AARON LEVY
Vice President, Paid
Search
EVAN KIRKPATRICK
Vice President, Shoppable
Media
KRIS WONG
Senior Director, SEO
8. Agenda
● Intro - Be Where Your Audience Is
● Building Momentum (SEO & SERP)
● Full Funnel Placements
● Key Takeaways
● Q & A
8
9. What is your biggest concern going into
the holiday season?
● Economic conditions affecting consumer
spending
● Ensuring sufficient inventory
● Standing out in a crowded marketplace during
the holiday rush
● Ad campaign effectiveness
● Adapting to changing consumer behavior
POLL
10. What is your biggest challenge right now
when building awareness for your brand?
● Allocating sufficient funds to marketing and advertising efforts
to reach a wider audience.
● Defining and understanding the specific demographics and
preferences of the ideal customers.
● Standing out in a saturated market with numerous competing
brands offering similar products or services.
● Generating consistent and engaging content that resonates
with the audience across various platforms.
POLL
11. AWARENESS
Search Lived In The Bottom of The Funnel for Far Too Long
evaluation
most effort, most time, most competition.
we have tiers of “evaluation,” as deployed
by a normal waterfall strategy.
conversion
search as an acquisition channel rather
than as a messaging channel. Brand Terms
live here, as do most retargeting efforts, ad
copy tests, extensions et al.
research
our version of TOFU. Limited direct
response, limited influence on decision
path, limited spend, limited… marketing.
INTEREST
CONVERSION
awareness + interest
when someone searches, they’re already
aware. Something usually precedes search,
but there’s a few tactics that can reinforce
interest
RESEARCH
EVALUATION
RE-ACTIVATION
reactivation
we (and our competitive set) oft miss out
on lapsed customers and an opportunity to
re-build loyalty.
11
12. AWARENESS
Search Lived In The Bottom of The Funnel for Far Too Long
evaluation
most effort, most time, most competition.
we have tiers of “evaluation,” as deployed
by a normal waterfall strategy.
conversion
search as an acquisition channel rather
than as a messaging channel. Brand Terms
live here, as do most retargeting efforts, ad
copy tests, extensions et al.
research
our version of TOFU. Limited direct
response, limited influence on decision
path, limited spend, limited… marketing.
INTEREST
CONVERSION
awareness + interest
when someone searches, they’re already
aware. Something usually precedes search,
but there’s a few tactics that can reinforce
interest
RESEARCH
EVALUATION
RE-ACTIVATION
reactivation
we (and our competitive set) oft miss out
on lapsed customers and an opportunity to
re-build loyalty.
12
🎁
🎁
🎁
14. Start SEO Holiday Planning ASAP
Technical
In order for other SEO pillars to
work, a site needs a solid
place to start.
Content
Stay laser-focused on how to
build awareness for your brand,
promos, and products through
relevant content.
Off-Page
There are a lot of off-page
techniques; understanding
which can help you move the
needle ahead of the holiday
season is key.
15. Ensure A Solid Technical Foundation
Technical
Resolve:
✓ Major indexation issues &
inconsistencies (e.g. 404 errors,
blocked content, XML sitemaps)
Consider:
✓ Structured data (e.g. local
business schema, product
schema, review schema)
✓ Site architecture (e.g. internal
links, navigation menus)
16. Focus Your Content Efforts
Technical
Resolve:
✓ Major indexation issues &
inconsistencies (e.g. 404 errors,
blocked content, XML sitemaps)
Consider:
✓ Structured data (e.g. local
business schema, product
schema, review schema)
✓ Site architecture (e.g. internal
links, navigation menus)
Content
Awareness:
✓ Promo pages
✓ Gift guides
✓ Long-tail & question-based
content (e.g. holiday gifts for my
husband, what are the top toy
trends this holiday season)
Consideration:
✓ Shipping & return content
✓ Comparison content
✓ FAQs
17. Prioritize Where You Can Win Off-Page
Off-Page
Local SEO:
✓ GBP (holiday hours)
✓ Location pages
✓ Directories
✓ Maps
Other:
✓ Reviews
✓ Organic social (e.g. links,
bio optimization)
✓ Outreach
Technical
Resolve:
✓ Major indexation issues &
inconsistencies (e.g. 404 errors,
blocked content, XML sitemaps)
Consider:
✓ Structured data (e.g. local
business schema, product
schema, review schema)
✓ Site architecture (e.g. internal
links, navigation menus)
Content
Awareness:
✓ Promo pages
✓ Gift guides
✓ Long-tail & question-based
content (e.g. holiday gifts for my
husband, what are the top toy
trends this holiday season)
Consideration:
✓ Shipping & return content
✓ Comparison content
✓ FAQs
18. Think Beyond Traditional SEO
Search is everywhere. With the end-to-end consumer journey evolving to be more visual and bite-sized, we must go
where they are searching to ensure brand visibility within other platforms, especially those that are heavily pulled into
organic search results and SERP features.
19. Amplify Across Channels
SEO is just one spoke in the wheel for
your holiday planning. Utilize other
channels to build trust, improve content
reach, and amplify engagement.
PAID SEARCH
SHOPPABLE MEDIA
PAID SOCIAL
AFFILIATE
DISPLAY
CRO
CRM & EMAIL
MOBILE APP
AMAZON
INFLUENCER
Keyword
Research
Local Landing
Page SEO
Customer
Reviews
Competitive
Review
Existing Content
Updates
Internal Linking &
Backlink Outreach
21. Google’s visual ad offerings (Discover, GDA, and to a
lesser extent Image Extensions) present an opportunity
for upper funnel customers to experience your products.
Similarly, testing into Microsoft Audience Network is a
productive way to expose potential customers to your
offerings before they’re even ready to search.
Will these generate the same ROAS? Generally, no. But,
that doesn’t mean they’re ineffective.
Remember, we’re filling the top of the funnel so the
bottom can close the deal!
No, it’s not the broad of yesteryear.
Nowadays it’s the only match type
that factors in audience behavior
When paired with automated bidding,
broad match has proven an effective
way to move up funnel. We’ve seen
healthy performance increases as
well.
As an added bonus, we’ll gather and
garner new insights on queries and
customers.
The Robots Need Room To
Responsibly Roam
We’ll have to let go of some old SEM adages in order
to effectively move up funnel
Test Into Broad Match Embrace Visual Ad Units
22. Beware The “Searchy” View Of Holiday Audiences
1st Party:
Follow until they love you!
retargeting + custom audiences
layered over existing campaigns
3rd Party:
Layer on “holiday gift buyer”
audiences onto existing campaigns
and let the algorithms take care of
the rest
Zero Party:
Why even bother?
People are going to tell us what they
want with their searches anyway
23. Feed The Top Of The Funnel With Audience Driven Queries
Gifting queries can work en masse if you
have products that reach everybody…
…but if you don’t, who is your holiday buyer? 🎅
how do they differ from your everyday customer?
24. Reactivate Holiday
Buyers With A Little
Contrarian Creativity
Remember, your holiday buyers (usually) won’t look the
same as your normal customers.
Leverage 1st party data to identify customers who buy
during the holidays.
Test very loose campaigns with very precise audiences to
help your customers solve the hardest problem of the
season.
26. Using Your Product Feed To Guide Holiday Performance
And Awareness Across Media
26
The industry is constantly evolving and has embraced more algorithmic targeting and ad types. Your feed is one of
the largest levers remaining to guide performance across media. Ensure you’re adding in all relevant data,
optimizing it for algorithmic learning, and customizing feeds for each platform to stay competitive this holiday.
Titles & Descriptions
Expand query coverage,
tapping into terms that drive
customer interest &
exploration
Pricing & Promotions
Layer in sales extensions or
labels to target promotional
products
Lifestyle Imagery
Utilize lifestyle image
columns where applicable to
build brand awareness and
showcase products on upper
funnel formats
Inventory Control
During the busy holiday
period, set inventory caps
based on size inventory
availability, increase hourly
imports from once per day to
once per hour
27. Unlock Upper-Funnel Placement Inventory With
Performance Max
27
Performance Max provides brands with an efficient way to reach a broad audience. With new ways to discover, research, and
purchase, customers are engaging across an ever-growing number of channels. Performance Max combines the strength of
Shopping, Display, Discovery and YouTube to unlock additional placement inventory.
28. Get The Most Out Of Upper-Funnel Placements With A
Robust Audience Strategy
28
Performance Max uses your audience signals to look for new people with similar or stronger intent across their rich placement
inventory. Steer the algorithm in the right direction by using an audience-centric approach that prioritizes the needs and
preferences of your target audience.
3
2
1
In-Market & Affinity
Audiences
Add relevant broad audiences to expand
reach through Performance Max.
Custom Segments &
Demographics
Search activity, downloaded applications, or
websites your target audience has visited
that aren’t client owned.
First-Party Audiences
Prioritizing your own customer insights
through first-party data like Customer
Match (most important) and Remarketing.
29. Engage Consumers And Drive Brand Awareness With
Strong Creative
Optimize Performance Max creative to appeal to new users who
haven’t purchased from you previously and implement a blend of
creative to guide them along their shopping journey using both in-feed
creative and standard creative
INCLUDE:
✔ Images (Landscape, Square, Portrait)
✔ Logo (Landscape, Square)
✔ Video
✔ Text (Headlines, Descriptions, Call-to-Action, etc)
✔ Extensions (Sitelinks, Promotion, Image, etc)
Advertisers who have used horizontal, vertical, and square video
assets in their Performance Max campaign as opposed to just
horizontal saw +20% more conversions on YouTube.*
29
*Google
30. Key Takeaways
1. By combining an audience-first
approach with strong creative, you can
better unlock upper-funnel gains with
Performance Max
2. It’s not too late to start SEO efforts for
the holiday season, but you need to
narrow your focus and begin NOW.
3. Look at the person searching, not just
the language they’re using. Getting
creative will be key to taking your SEM
efforts to the next level this holiday
season.
…and remember
31. Aim For Stability, Expect Volatility
So much of SEM and Shopping nowadays is based on machine learning and
algorithms.
While the machines are (very) smart, the worst thing we can do is to confuse
them with large swings and changes.
REMEMBER:
✔ Get your infrastructure in place before the busy time
✔ Keep a close eye on inventory
✔ Aim for longer term targets
✔ Don’t panic + resist impulsive decisions
✔ Have a backup plan (or seven) for when volatility comes
35. Session 1
10am PT | 1pm ET
Be Where Your Audience Is: Using
Conversion- Driven Channels to Move Up
the Funnel
Session 2
11am PT | 2pm ET
Leveraging Measurement for Effective
Audience Targeting and Optimization
Session 3
12pm PT | 3pm ET
Q4 Success Secrets: The Essential
Elements of Operations and Fulfillment
in the Holiday Rush
Session 4
10am PT | 1pm ET
Bridging the Gap Between Engagement
and Post-Click Conversions
Session 5
11am PT | 2pm ET
Conquering Amazon in Q4: Winning
Strategies for Maximizing Search,
Display, and Sponsored Products
Session 6
12pm PT | 3pm ET
Optimize Holiday Conversions by
Leveraging First-Party Data Across
the Funnel
Wednesday, August 16, 2023 Wednesday, August 23, 2023
P A R T 1 P A R T 2