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Retail Success
Through Every Part
of the Funnel
THE COMMERCE SUMMIT
Session 1
10am PT | 1pm ET
Bottom of Funnel Conversion: What Your
Brand Can Do if Sales Are Down in Q1
Session 2
10:35am PT |
1:35pm ET
Finding The New Top of Funnel: Riding The
Third Wave
Session 3
11:10am PT |
2:10pm ET
Finding The New Top of Funnel: In-Store
Physical Retail Media
Session 4
11:45am PT |
2:45pm ET
Driving Middle Funnel with
Consideration: How to take Advantage of
the Newest in Shoppable and Display
Session 5
10am PT | 1pm ET
Bottom of Funnel Conversion: Search and
Display Strategies to Jump-Start 2023
Sales
Session 6
10:35am PT |
1:35pm ET
AMC and the Amazon Sphere: What You
Did in 2020 Won’t Work in 2023
Session 7
11:10am PT |
2:10pm ET
How to Master Omnichannel Display and
Video for Amazon
Session 8
11:45am PT |
2:45pm ET
An Amazon Seller’s Guide to Operational
Success: Driving Traffic from External
Sources
DAY 1: RETAIL
Wednesday, February 15, 2023
DAY 2: AMAZON
Wednesday, February 22, 2023
Bottom of Funnel
Conversion
What Are You Going To Do When
Sales Are Down In Q1?
Today’s Logistics
Kerry Mallett
Senior Content Specialist,
Webinar
Recording & slides will be in your inbox
tomorrow morning
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!
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
RACHEL KWAK
Senior Specialist,
Commerce
MICHAEL WALTER
Director of eCom Global
Sales
8
Agenda
● Q1 Challenges and Trends
● How to Efficiently Convert
● Case Study
● Q&A
9
Who is utilizing Criteo’s newly
released keyword bidding on
sponsored products?
● I am!
● What’s that and/or when was it
released?
● I’m aware but haven’t yet
POLL
Q1 Challenges & Trends
Introduction
11
Challenges Brands Face Today
2023 Economic Concerns
● Greater scrutiny on marketing
budgets
● BUT…Tough circumstances can
breed Innovation
Retail Media Is Evolving
● Multiple platforms each with
their own nuances
● Work with an expert who is on
top of these changes
Shift Strategy & Targeting Tactics
● Narrow your targeting strategy
● Cut wasted spend
● Who is at the bottom of the funnel?
Retail media represents 10.7% of global ad spending
How to Efficiently Convert
How to Efficiently Convert When Sales are Down
15
● Identify your buyer
persona by
researching your
target demographic
and determining their
needs
● Use data - what are
your shoppers
searching for?
Keywords? Are they
using app, mobile, or
desktop?
● Determine what sets
your brand apart
from competitors
and what it is about
your product that
gives your customer
what they need and
want
● Create an informed
strategy by
evaluating your
budget and
optimizing spend in
lower funnel tactics
● Study the
competitive
landscape and
understand the
realities of your
brands ‘organic
ranking
● Examine keyword
CPCs, add
longer-tailed (often
lower CPC)
keywords, negate or
lower bids for
inefficient keywords,
optimize platform
performance with bid
multipliers
Identify your customer
Play into your brands’
competitive speciality
Develop a plan
Optimize Search
Campaigns
The Why, The How and
The Results
Case Study
16
Growing Sales & Efficiency with Target
Product Ads
Whitelisting and negating keywords to boost
conversion rates
Due to heavy prior investments in
Sponsored Products and a high
sales velocity at Target.com,
Nature’s Path had good organic
ranking.
With a reduced budget for Q4 2021,
our Retail Media team had to
determine which levers to pull on
Roundel™/Criteo to drive efficiency
with these budget constraints.
CHALLENGE SOLUTION SUMMARY
● We whitelisted longer-tailed keywords such as
“gluten-free granola,” “organic granola,” and
“vegan granola” to relevant SKUs.
● Then, our team negated broad category keyword
“granola” at exact match.
● While impressions and clicks dropped, there
was a higher conversion rate from these clicks
due to targeting longer-tailed, dietary-specific
keywords.
QoQ ROAS
+68%
RESULTS
CASE STUDY
INDUSTRY: GROCERY/CPG
+35% Increase in CTR MoM
CASE STUDY
Due to heavy prior investments and
historically slower growth in Q4 due to
seasonality, Nature’s Path had a 68%
budget reduction QoQ.
Their Retail Media campaigns did not
have enough funds to last through the
entirety of the day due to budget
restrictions, so Tinuiti was tasked with
finding areas of opportunity within
Criteo’s capabilities to drive efficiency and
stretch the ad dollars on Target.com.
CHALLENGE
Growing Sales & Efficiency with
Target Product Ads
CASE STUDY
Part 1: Whitelisting relevant, longer-tailed keywords and
negating broader category keywords to boost
conversion rates
STRATEGIC APPROACH & RESULTS
● Tinuiti’s Retail Media team conducted product and keyword
research to identity relevant, longer-tailed keywords to whitelist on
Target.com to drive incremental value at more cost-effective rates.
● Tinuiti studied the competitive landscape on Target.com and
Nature’s Path’s organic rank against broader category keywords,
negating broad category terms to cut inefficient spend.
● Tinuiti ran a week over week test to identify the best strategic
approach. Compared to the control week, there was an increase in
CTR (+34.7%) and conversion rates by using efficient keyword
targeting even though spend was reduced by 21%.
● From November to December, this resulted in greater efficiency and
the test contributed to a 85.86% increase in ROAS. Meanwhile,
spend dropped 44.95%, but sales increased by 2.26%.
RESULTS
Nov 2021-Dec 2021
INDUSTRY: GROCERY, CPG
-45% spend
+86% ROAS
+2.3% sales
CASE STUDY
● While impressions and clicks dropped month
over month using the new strategic approach,
there was a higher conversion rate from these
clicks due to targeting longer-tailed, dietary
specific keywords such as “gluten-free” and
“vegan”.
● Q4 ROAS was up 68% QoQ. While budgets were
cut by 68% QoQ, attributed sales reduced by 45%
as Tinuiti was able to drive greater efficiency.
SOLUTION SUMMARY
Growing Sales & Efficiency with Target
Product Ads
RESULTS
click-through
rate
ROAS
+35%
+68%
CASE STUDY
Q4 2021 QoQ
Recommendations
Now that Nature’s Path knows which
levers to pull to drive efficiency, they continue
to work with Tinuiti to uncover these areas of
opportunities within the Retail Media space.
The partnership to continue to invest in Retail
Media is clear to maintain strong market share
within growing channels for Grocery/CPG while
also making creative testing a priority for 2022.
Based on the fantastic results, Nature’s Path
approved a Q1 2022 budget increase of 326%
within continued increased investments through
the year.
INDUSTRY: GROCERY,CPG
Part 2: Immediate success leads to +326% budget
increase
Key Takeaways
1. To be successful in retail media digital
marketing, stay on top of the ever-
evolving landscape of each platforms’
functionalities and nuances.
2. Develop your retail media paid search
strategy by identifying your customer,
working with a realistic budget, and
tailoring your strategy to reach target
shoppers at specific points of their
buying journey.
3. Cut inefficient spend when budgets are
low and identify ways to drive efficiency
by understanding the platform’s
capabilities.
Schedule Your
Consultation
with a Conversion
Expert
Q&A
RACHEL KWAK
Specialist, Commerce
MICHAEL WALTER
Director of eCom Global
Sales
23
Stay informed
on the future of
digital marketing
Visit our content hub
➜
Thank you!
Session 1
10am PT | 1pm ET
Bottom of Funnel Conversion: What Your
Brand Can Do if Sales Are Down in Q1
Session 2
10:35am PT |
1:35pm ET
Finding The New Top of Funnel: Riding The
Third Wave
Session 3
11:10am PT |
2:10pm ET
Finding The New Top of Funnel: In-Store
Physical Retail Media
Session 4
11:45am PT |
2:45pm ET
Driving Middle Funnel with
Consideration: How to take Advantage of
the Newest in Shoppable and Display
Session 5
10am PT | 1pm ET
Bottom of Funnel Conversion: Search and
Display Strategies to Jump-Start 2023
Sales
Session 6
10:35am PT |
1:35pm ET
AMC and the Amazon Sphere: What You
Did in 2020 Won’t Work in 2023
Session 7
11:10am PT |
2:10pm ET
How to Master Omnichannel Display and
Video for Amazon
Session 8
11:45am PT |
2:45pm ET
An Amazon Seller’s Guide to Operational
Success: Driving Traffic from External
Sources
DAY 1: RETAIL
Wednesday, February 15, 2023
DAY 2: AMAZON
Wednesday, February 22, 2023

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Bottom of Funnel Conversion: What Your Brand Can Do if Sales Are Down in Q1

  • 1. Retail Success Through Every Part of the Funnel THE COMMERCE SUMMIT
  • 2. Session 1 10am PT | 1pm ET Bottom of Funnel Conversion: What Your Brand Can Do if Sales Are Down in Q1 Session 2 10:35am PT | 1:35pm ET Finding The New Top of Funnel: Riding The Third Wave Session 3 11:10am PT | 2:10pm ET Finding The New Top of Funnel: In-Store Physical Retail Media Session 4 11:45am PT | 2:45pm ET Driving Middle Funnel with Consideration: How to take Advantage of the Newest in Shoppable and Display Session 5 10am PT | 1pm ET Bottom of Funnel Conversion: Search and Display Strategies to Jump-Start 2023 Sales Session 6 10:35am PT | 1:35pm ET AMC and the Amazon Sphere: What You Did in 2020 Won’t Work in 2023 Session 7 11:10am PT | 2:10pm ET How to Master Omnichannel Display and Video for Amazon Session 8 11:45am PT | 2:45pm ET An Amazon Seller’s Guide to Operational Success: Driving Traffic from External Sources DAY 1: RETAIL Wednesday, February 15, 2023 DAY 2: AMAZON Wednesday, February 22, 2023
  • 3. Bottom of Funnel Conversion What Are You Going To Do When Sales Are Down In Q1?
  • 4. Today’s Logistics Kerry Mallett Senior Content Specialist, Webinar Recording & slides will be in your inbox tomorrow morning 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!
  • 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 RACHEL KWAK Senior Specialist, Commerce MICHAEL WALTER Director of eCom Global Sales
  • 8. 8
  • 9. Agenda ● Q1 Challenges and Trends ● How to Efficiently Convert ● Case Study ● Q&A 9
  • 10. Who is utilizing Criteo’s newly released keyword bidding on sponsored products? ● I am! ● What’s that and/or when was it released? ● I’m aware but haven’t yet POLL
  • 11. Q1 Challenges & Trends Introduction 11
  • 12. Challenges Brands Face Today 2023 Economic Concerns ● Greater scrutiny on marketing budgets ● BUT…Tough circumstances can breed Innovation Retail Media Is Evolving ● Multiple platforms each with their own nuances ● Work with an expert who is on top of these changes Shift Strategy & Targeting Tactics ● Narrow your targeting strategy ● Cut wasted spend ● Who is at the bottom of the funnel?
  • 13. Retail media represents 10.7% of global ad spending
  • 15. How to Efficiently Convert When Sales are Down 15 ● Identify your buyer persona by researching your target demographic and determining their needs ● Use data - what are your shoppers searching for? Keywords? Are they using app, mobile, or desktop? ● Determine what sets your brand apart from competitors and what it is about your product that gives your customer what they need and want ● Create an informed strategy by evaluating your budget and optimizing spend in lower funnel tactics ● Study the competitive landscape and understand the realities of your brands ‘organic ranking ● Examine keyword CPCs, add longer-tailed (often lower CPC) keywords, negate or lower bids for inefficient keywords, optimize platform performance with bid multipliers Identify your customer Play into your brands’ competitive speciality Develop a plan Optimize Search Campaigns
  • 16. The Why, The How and The Results Case Study 16
  • 17. Growing Sales & Efficiency with Target Product Ads Whitelisting and negating keywords to boost conversion rates Due to heavy prior investments in Sponsored Products and a high sales velocity at Target.com, Nature’s Path had good organic ranking. With a reduced budget for Q4 2021, our Retail Media team had to determine which levers to pull on Roundel™/Criteo to drive efficiency with these budget constraints. CHALLENGE SOLUTION SUMMARY ● We whitelisted longer-tailed keywords such as “gluten-free granola,” “organic granola,” and “vegan granola” to relevant SKUs. ● Then, our team negated broad category keyword “granola” at exact match. ● While impressions and clicks dropped, there was a higher conversion rate from these clicks due to targeting longer-tailed, dietary-specific keywords. QoQ ROAS +68% RESULTS CASE STUDY INDUSTRY: GROCERY/CPG +35% Increase in CTR MoM
  • 18. CASE STUDY Due to heavy prior investments and historically slower growth in Q4 due to seasonality, Nature’s Path had a 68% budget reduction QoQ. Their Retail Media campaigns did not have enough funds to last through the entirety of the day due to budget restrictions, so Tinuiti was tasked with finding areas of opportunity within Criteo’s capabilities to drive efficiency and stretch the ad dollars on Target.com. CHALLENGE Growing Sales & Efficiency with Target Product Ads CASE STUDY Part 1: Whitelisting relevant, longer-tailed keywords and negating broader category keywords to boost conversion rates STRATEGIC APPROACH & RESULTS ● Tinuiti’s Retail Media team conducted product and keyword research to identity relevant, longer-tailed keywords to whitelist on Target.com to drive incremental value at more cost-effective rates. ● Tinuiti studied the competitive landscape on Target.com and Nature’s Path’s organic rank against broader category keywords, negating broad category terms to cut inefficient spend. ● Tinuiti ran a week over week test to identify the best strategic approach. Compared to the control week, there was an increase in CTR (+34.7%) and conversion rates by using efficient keyword targeting even though spend was reduced by 21%. ● From November to December, this resulted in greater efficiency and the test contributed to a 85.86% increase in ROAS. Meanwhile, spend dropped 44.95%, but sales increased by 2.26%. RESULTS Nov 2021-Dec 2021 INDUSTRY: GROCERY, CPG -45% spend +86% ROAS +2.3% sales
  • 19. CASE STUDY ● While impressions and clicks dropped month over month using the new strategic approach, there was a higher conversion rate from these clicks due to targeting longer-tailed, dietary specific keywords such as “gluten-free” and “vegan”. ● Q4 ROAS was up 68% QoQ. While budgets were cut by 68% QoQ, attributed sales reduced by 45% as Tinuiti was able to drive greater efficiency. SOLUTION SUMMARY Growing Sales & Efficiency with Target Product Ads RESULTS click-through rate ROAS +35% +68% CASE STUDY Q4 2021 QoQ Recommendations Now that Nature’s Path knows which levers to pull to drive efficiency, they continue to work with Tinuiti to uncover these areas of opportunities within the Retail Media space. The partnership to continue to invest in Retail Media is clear to maintain strong market share within growing channels for Grocery/CPG while also making creative testing a priority for 2022. Based on the fantastic results, Nature’s Path approved a Q1 2022 budget increase of 326% within continued increased investments through the year. INDUSTRY: GROCERY,CPG Part 2: Immediate success leads to +326% budget increase
  • 20. Key Takeaways 1. To be successful in retail media digital marketing, stay on top of the ever- evolving landscape of each platforms’ functionalities and nuances. 2. Develop your retail media paid search strategy by identifying your customer, working with a realistic budget, and tailoring your strategy to reach target shoppers at specific points of their buying journey. 3. Cut inefficient spend when budgets are low and identify ways to drive efficiency by understanding the platform’s capabilities.
  • 22. Q&A RACHEL KWAK Specialist, Commerce MICHAEL WALTER Director of eCom Global Sales
  • 23. 23 Stay informed on the future of digital marketing Visit our content hub ➜
  • 25. Session 1 10am PT | 1pm ET Bottom of Funnel Conversion: What Your Brand Can Do if Sales Are Down in Q1 Session 2 10:35am PT | 1:35pm ET Finding The New Top of Funnel: Riding The Third Wave Session 3 11:10am PT | 2:10pm ET Finding The New Top of Funnel: In-Store Physical Retail Media Session 4 11:45am PT | 2:45pm ET Driving Middle Funnel with Consideration: How to take Advantage of the Newest in Shoppable and Display Session 5 10am PT | 1pm ET Bottom of Funnel Conversion: Search and Display Strategies to Jump-Start 2023 Sales Session 6 10:35am PT | 1:35pm ET AMC and the Amazon Sphere: What You Did in 2020 Won’t Work in 2023 Session 7 11:10am PT | 2:10pm ET How to Master Omnichannel Display and Video for Amazon Session 8 11:45am PT | 2:45pm ET An Amazon Seller’s Guide to Operational Success: Driving Traffic from External Sources DAY 1: RETAIL Wednesday, February 15, 2023 DAY 2: AMAZON Wednesday, February 22, 2023