SlideShare a Scribd company logo
1 of 36
Download to read offline
2023 Playbook
for Q4 and
Holiday Success
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
Be Where Your
Audience Is:
Using Conversion- Driven Channels
to Move Up the Funnel
Today’s Logistics
Recording & slides will be in your inbox
tomorrow
Download relevant resources
Join our chat and submit questions for live Q&A
Log back anytime with same link
Join our poll questions - including if you want to talk to
our teams after!
Katherine Bishop
Marketing Coordinator
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+
Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future
Our Speakers
AARON LEVY
Vice President, Paid
Search
EVAN KIRKPATRICK
Vice President, Shoppable
Media
KRIS WONG
Senior Director, SEO
Agenda
● Intro - Be Where Your Audience Is
● Building Momentum (SEO & SERP)
● Full Funnel Placements
● Key Takeaways
● Q & A
8
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
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
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
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
🎁
🎁
🎁
SEO
13
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.
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)
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
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
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.
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
SEM
Every search is a question
20
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
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
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?
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.
Shoppable Media
25
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
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.
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.
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
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
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
Schedule Your
Consultation
with a Digital
Marketing Expert
Q & A
AARON LEVY
Vice President, Paid
Search
EVAN KIRKPATRICK
Vice President, Shoppable
Media
KRIS WONG
Senior Director, SEO
The Q2 2023
Digital Ads
Benchmark
Report
VIEW TINUITI’S LATEST RESEARCH
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
Thank you!

More Related Content

Similar to Be Where Your Audience Is: Using Conversion- Driven Channels to Move Up the Funnel

Beginners guide to data driven SEO
Beginners guide to data driven SEOBeginners guide to data driven SEO
Beginners guide to data driven SEO
Lee Mason
 
Conversion Hacks for Affiliate Success
Conversion Hacks for Affiliate SuccessConversion Hacks for Affiliate Success
Conversion Hacks for Affiliate Success
Nola58
 

Similar to Be Where Your Audience Is: Using Conversion- Driven Channels to Move Up the Funnel (20)

Beginners guide to data driven SEO
Beginners guide to data driven SEOBeginners guide to data driven SEO
Beginners guide to data driven SEO
 
10 Content Marketing Tips
10 Content Marketing Tips10 Content Marketing Tips
10 Content Marketing Tips
 
10 Content Marketing Tips
10 Content Marketing Tips10 Content Marketing Tips
10 Content Marketing Tips
 
Business Plan Presentation
Business Plan PresentationBusiness Plan Presentation
Business Plan Presentation
 
Conversion Hacks for Affiliate Success
Conversion Hacks for Affiliate SuccessConversion Hacks for Affiliate Success
Conversion Hacks for Affiliate Success
 
Using Predictive Marketing to Improve Results Across Digital Channels
Using Predictive Marketing to Improve Results Across Digital ChannelsUsing Predictive Marketing to Improve Results Across Digital Channels
Using Predictive Marketing to Improve Results Across Digital Channels
 
Marketing On A Shoestring Budget 5 14 09 Final
Marketing On A Shoestring Budget 5 14 09 FinalMarketing On A Shoestring Budget 5 14 09 Final
Marketing On A Shoestring Budget 5 14 09 Final
 
brandbay social bbspptx.pdf
brandbay social bbspptx.pdfbrandbay social bbspptx.pdf
brandbay social bbspptx.pdf
 
Design Matters: Creative that Fuels the Funnel
Design Matters: Creative that Fuels the FunnelDesign Matters: Creative that Fuels the Funnel
Design Matters: Creative that Fuels the Funnel
 
What Does The Shift To Digital PR Mean For Your Brand
What Does The Shift To Digital PR Mean For Your BrandWhat Does The Shift To Digital PR Mean For Your Brand
What Does The Shift To Digital PR Mean For Your Brand
 
Leveraging Micro-Moments: Using PPC When It Matters Most
Leveraging Micro-Moments: Using PPC When It Matters MostLeveraging Micro-Moments: Using PPC When It Matters Most
Leveraging Micro-Moments: Using PPC When It Matters Most
 
Marketing Your Radon Business
Marketing Your Radon BusinessMarketing Your Radon Business
Marketing Your Radon Business
 
Introduction To Paid Search Dave Chaffey For Ses
Introduction To Paid Search   Dave Chaffey For SesIntroduction To Paid Search   Dave Chaffey For Ses
Introduction To Paid Search Dave Chaffey For Ses
 
Facebook & Instagram Audience Optimization Crash Course
Facebook & Instagram Audience Optimization Crash CourseFacebook & Instagram Audience Optimization Crash Course
Facebook & Instagram Audience Optimization Crash Course
 
Keywords, Keywords, Everywhere! Discovery, Analysis, and Strategies in Keywor...
Keywords, Keywords, Everywhere! Discovery, Analysis, and Strategies in Keywor...Keywords, Keywords, Everywhere! Discovery, Analysis, and Strategies in Keywor...
Keywords, Keywords, Everywhere! Discovery, Analysis, and Strategies in Keywor...
 
Is Your Brand Creating Valuable Content?
Is Your Brand Creating Valuable Content?Is Your Brand Creating Valuable Content?
Is Your Brand Creating Valuable Content?
 
Is Your Brand Creating Valuable Content?
Is Your Brand Creating Valuable Content? Is Your Brand Creating Valuable Content?
Is Your Brand Creating Valuable Content?
 
How to build a content creation engine
How to build a content creation engineHow to build a content creation engine
How to build a content creation engine
 
All You Need to Know About Content Marketing
All You Need to Know About Content MarketingAll You Need to Know About Content Marketing
All You Need to Know About Content Marketing
 
Business Plan Templates
Business Plan TemplatesBusiness Plan Templates
Business Plan Templates
 

More from Tinuiti

More from Tinuiti (20)

The 2024 Prime Day Panel: From Preparation to Profit
The 2024 Prime Day Panel: From Preparation to ProfitThe 2024 Prime Day Panel: From Preparation to Profit
The 2024 Prime Day Panel: From Preparation to Profit
 
The 15 Minute Breakdown: 2024 Beauty Marketing Study
The 15 Minute Breakdown: 2024 Beauty Marketing StudyThe 15 Minute Breakdown: 2024 Beauty Marketing Study
The 15 Minute Breakdown: 2024 Beauty Marketing Study
 
Media Buying In An Election Year: Strategies, Insights, And Trends
Media Buying In An Election Year: Strategies, Insights, And TrendsMedia Buying In An Election Year: Strategies, Insights, And Trends
Media Buying In An Election Year: Strategies, Insights, And Trends
 
The Power Of Podcast: Driving Full-Funnel Growth
The Power Of Podcast: Driving Full-Funnel GrowthThe Power Of Podcast: Driving Full-Funnel Growth
The Power Of Podcast: Driving Full-Funnel Growth
 
Measuring Brand Equity: Navigating Video’s New Terrain
Measuring Brand Equity: Navigating Video’s New TerrainMeasuring Brand Equity: Navigating Video’s New Terrain
Measuring Brand Equity: Navigating Video’s New Terrain
 
Navigating The Cookieless Era: Maximizing 1P Data In Streaming
Navigating The Cookieless Era: Maximizing 1P Data In StreamingNavigating The Cookieless Era: Maximizing 1P Data In Streaming
Navigating The Cookieless Era: Maximizing 1P Data In Streaming
 
State Of The Union: The Past, Present & Future Of Digital Media
State Of The Union: The Past, Present & Future Of Digital MediaState Of The Union: The Past, Present & Future Of Digital Media
State Of The Union: The Past, Present & Future Of Digital Media
 
The 15-Minute Breakdown: Home Services Marketing Study: How Homeowners Plan t...
The 15-Minute Breakdown: Home Services Marketing Study: How Homeowners Plan t...The 15-Minute Breakdown: Home Services Marketing Study: How Homeowners Plan t...
The 15-Minute Breakdown: Home Services Marketing Study: How Homeowners Plan t...
 
Can Amazon be Used as a Brand Builder???
Can Amazon be Used as a Brand Builder???Can Amazon be Used as a Brand Builder???
Can Amazon be Used as a Brand Builder???
 
How to use Curated Deals to Drive Programmatic Success
How to use Curated Deals to Drive Programmatic SuccessHow to use Curated Deals to Drive Programmatic Success
How to use Curated Deals to Drive Programmatic Success
 
Your Map to Navigating the Future of Amazon and Retail Media
Your Map to Navigating the Future of Amazon and Retail MediaYour Map to Navigating the Future of Amazon and Retail Media
Your Map to Navigating the Future of Amazon and Retail Media
 
Why is Omnichannel Measurement the New Gold Standard for Brand Growth?
Why is Omnichannel Measurement the New Gold Standard for Brand Growth?Why is Omnichannel Measurement the New Gold Standard for Brand Growth?
Why is Omnichannel Measurement the New Gold Standard for Brand Growth?
 
How Can I Reach Custom Audience Segments on Amazon?
How Can I Reach Custom Audience Segments on Amazon?How Can I Reach Custom Audience Segments on Amazon?
How Can I Reach Custom Audience Segments on Amazon?
 
Amazon and Retail Media State of the Union: Charting the Course
Amazon and Retail Media State of the Union: Charting the CourseAmazon and Retail Media State of the Union: Charting the Course
Amazon and Retail Media State of the Union: Charting the Course
 
How do I effectively personalize messaging to my audiences?
How do I effectively personalize messaging to my audiences?How do I effectively personalize messaging to my audiences?
How do I effectively personalize messaging to my audiences?
 
How do I ensure my marketing building blocks are 2024 ready?
How do I ensure my marketing building blocks are 2024 ready?How do I ensure my marketing building blocks are 2024 ready?
How do I ensure my marketing building blocks are 2024 ready?
 
How do I break down barriers between channels?
How do I break down barriers between channels?How do I break down barriers between channels?
How do I break down barriers between channels?
 
How do I make bold (yet strategic) bets to improve future performance?
How do I make bold (yet strategic) bets to improve future performance?How do I make bold (yet strategic) bets to improve future performance?
How do I make bold (yet strategic) bets to improve future performance?
 
How do I reach the optimal level of investment for maximum impact and efficie...
How do I reach the optimal level of investment for maximum impact and efficie...How do I reach the optimal level of investment for maximum impact and efficie...
How do I reach the optimal level of investment for maximum impact and efficie...
 
How do I ensure both my media and creative is data-driven?
How do I ensure both my media and creative is data-driven?How do I ensure both my media and creative is data-driven?
How do I ensure both my media and creative is data-driven?
 

Be Where Your Audience Is: Using Conversion- Driven Channels to Move Up the Funnel

  • 1. 2023 Playbook for Q4 and Holiday Success
  • 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
  • 3. Be Where Your Audience Is: Using Conversion- Driven Channels to Move Up the Funnel
  • 4. Today’s Logistics Recording & slides will be in your inbox tomorrow Download relevant resources Join our chat and submit questions for live Q&A Log back anytime with same link Join our poll questions - including if you want to talk to our teams after! 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+
  • 6. Some of Our Clients Our Recognition For commerce leaders of today and the future
  • 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
  • 20. SEM Every search is a question 20
  • 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
  • 32. Schedule Your Consultation with a Digital Marketing Expert
  • 33. Q & A AARON LEVY Vice President, Paid Search EVAN KIRKPATRICK Vice President, Shoppable Media KRIS WONG Senior Director, SEO
  • 34. The Q2 2023 Digital Ads Benchmark Report VIEW TINUITI’S LATEST RESEARCH
  • 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