In today’s digital landscape, it’s crucial to adapt your business to this new wave. Improve the customer shopping experience, understand complexities of CLV, realize how to utilize customer shopper behavior data, all to attract, acquire & retain the most profitable customers for your company’s long-term. Join this session as we cover advanced Paid Search customer retention strategies that’ll help you to drive revenue & loyalty for your Ecommerce business.

1. The 2020 Customer Lifetime Value Summit
CLV Advertising & Marketing Strategies to Acquire and Retain
Consumers With Paid Search

2. 11:00 – 11:45am PT 12:30 – 1:15pm PT
DIALOGTECH PRESENTS:
30-Minute Crash Course:
Marketing Strategies to Drive &
Convert More Callers to
Customers
Today’s Timeline
11:45am – 12:30pm PT
TINUITI PRESENTS:
CLV Advertising & Marketing
Strategies to Acquire & Retain
Consumers With Paid Search
The 2020 Customer Lifetime Value Summit
TRUSTPILOT PRESENTS:
Top strategies to leverage
reviews for better CLV
GORGIAS PRESENTS:
Selling with Conversational
Commerce: The Unfair
Advantage For Your DTC Brand
1:15pm – 2:00pm PT

3. Tinuiti is the largest independent performance
marketing agency across the triopoly.
Some of
our clients
Our
Recognition

4. 4
● Session recording and slides will be sent out
● Log back in anytime with the same link
● Resources available as handouts
Eyebrow Text
Today’s Logistics
Persephanie Arellano
Webinar Coordinator

5. Today’s Speaker
Matthew Devinney
Senior Manager, Paid Search

6. 6
1. Audience Management for Acquisition and Retention
2. Account Campaign Structure for Success
3. Influencing Better CLV Through Messaging
4. Live Q&A
Agenda

7. Are you clearly defining and acting
upon a CLV strategy?
Poll Question
● Yes
● No
● Not Sure

8. CLV Advertising & Marketing Strategies to Acquire
and Retain Consumers With Paid Search

9. Be where the buyer is.
We know customer journeys are tending
to be longer, and they start on mobile.
When a user is searching generic queries they are still in early
purchase consideration. They are performing generic category
or product type searches to find brands and products that they
might be interested in. For growth-oriented marketing, it’s
imperative to be present at this phase, but it’s also
increasingly difficult and competitive. Buying generic keyword
traffic requires a highly strategic approach in order to improve
your visibility on key searches in your vertical and scale your
acquisition performance profitably over time.

10. 10
Customers who continue to come back to your
business help drive greater Revenues,
Profitability, and Value
Eyebrow Text
Understanding Benefits of
Recurring Customers
Understanding Searchers in 2020
source: eMarketer, Ordergroove, and NAPCO Research

11. 11
Increasing your brand’s volume starts with
upper-funnel
Last-click does not provide enough value to the
tactics that matter
Change your attribution to give credit to the
tactics that really drive growth
Give Credit Where Credit is Due
Understanding Searchers in 2020
source: eMarketer, Ordergroove, and NAPCO Research

12. AUDIENCE
MANAGEMENT
With CLV In Mind

13. 13
Understanding & Building Your Audience
View Your Strategy in Two Ways: Acquisition and Retention
Prospecting
Past Purchasers
Loyal
Customers
New User Acquisition
● When growing your customer base, go after New Users most aggressively
● If you know the CLV for your brand, set goals for Prospecting/New Users
accordingly
● Build audiences for various types of first-time buyers through Google Ads,
Analytics
Retention
● As New User Acquisition grows, your customer pool will grow and likely
continue to search
● Past Customers buckets behave differently, so specific customer buckets
are needed for audience creation
○ Type of Product bought, Time when bought (holiday, sale, etc),
device bought on

14. 14
Understanding & Building Your Audience
Creating Audience Breakouts for Optimizations
The more segmented you have your audiences, the more signals you can use to craft a larger strategy
Site Visitors:
Time Frame
Product /
Category
Source /
Medium
Cart Visitors /
Abandoner
Converters:
CRM / Customer
Match
Tag-based
GA Transactions
Prospecting:
Similar
Audiences
In-Market
Demographics
Considerations:
# of times visited
# of times converted
Bounce Rate
Time on Site
Days since last visit
Device

15. 15
Understanding & Building Your Audience
Google Analytics Is Your Best Friend
Create robust segmentation of your audiences in GA, for use in Google Ads
Become a Power User Marketer
Criteria to breakout for past converters:
● Number of sessions, days since last visit
● Number of transactions, amount of revenue, AOV tiers
● Source/Medium entered to site on
● Product bought, product category

16. 16
Understanding & Building Your Audience
Zapier: Automate CRM Audience Collection
What is Zapier?
Customer Match Uploader partner which allows a business to automate the
process of creating and updating a Customer Match list with new customers as
they are acquired
There are no additional requirements beyond general Customer Match
whitelisting.
Why Use Zapier?
Saves time and ensures lists are complete and maximizing reach
Ideal candidates are advertisers who use one of the thousands of 3rd party
CRMs that are compatible with Zapier and want lists updated in real time.
Automated data formatting and hashing
How Does Zapier Work?
Creates API scripts behind-the-scenes to connect your CRM account to your
Google Ads account
Google does not charge for this functionality, but Zapier is a paid service after
the free trial ends.
Sign up for Zapier and create a Zap to connect your CRM to your Google Ads
account

17. ACCOUNT
STRUCTURE
With CLV In Mind

18. 18
Influencing Better CLV Through Structure Choices
Understand Targeting Choices
Determining the structure to best achieve your goal: Increased CLV
Target audiences in separated campaigns
Specifically, only target audience(s)
Segment account structure to scale
Layer audience on existing campaigns
Report on, or bid differently for audiences
Keep account structure simplified
Observation TargetingWide Net Targeted Net

19. Purchase Decision is Not Linear
The many touchpoints that influence a purchase decision.
Searches for
Product
Reads Product
Details Page
and Reviews
Compares
Brands
Buys on your website
Writes a
review Tells a friend
Considers or Purchases
again
Customer sees
ad
Consideration
Purchase
Advocacy
LoyaltyAwareness
Understanding Searchers in 2020
19
Visits Amazon

20. 20
Influencing Better CLV Through Structure Choices
Campaign Structure for Success
Tactic
Category
Audience
Match Type
Device
Campaign
Segmentation
Prospecting
Site Visitors
Converters:
Google
Analytics
CRM
Tag Based
High-volume lower
CVR
Lower-volume
High CVR

21. 21
Influencing Better CLV Through Structure Choices
Example Campaign Structure
Tactic
Category
Audience
Match Type
Device
Campaign
Segmentation
Google Nonbrand
Running Shoes
December Holiday
Converters - FY19
Exact Match
Desktop
Campaign A
Google Nonbrand
Running Shoes
Converters from
UTM=Social
Exact Match
Desktop
Campaign B
Google Nonbrand
Running Shoes
Converters from
BOGO Sale
Exact Match
Desktop
Campaign C

22. 22
Taking the same audience structure you set up for typical Text campaigns, DSA
will help find your customers if they are searching on relevant products or
offerings to your business
• Set up both Category/URL target, and Page Feed DSA campaigns
• Page Feeds (if you are retail) will help align better to specific products vs.
Category/URL targets
• DSA campaigns should follow a similar audience breakout to your general
structure
• Since Headlines are dynamic, Description Lines should focus on past
purchaser offer or promo
Influencing Better CLV Through Structure Choices
DSA - Your Other Best Friend in 2020 & Beyond
Dynamic Search Ads can help with the heavy lifting of coverage with the proper strategy
Test CVR ROAS
11/29-12/29
Original
3.8% 140%
11/29-12/29
Breakout
6.7% 160%
Change +79% +14%
DSA Test: Breakout of audience/device

23. 23
Static MSAN image ads and MSAN Shopping campaigns can be a great way to expand your reach to Microsoft Properties where your
customers are still present
• Setup audience segments based on time since last purchased or product purchased on to craft compelling creative offers
• Combine Static Ads and Dynamic Ads to show both offers & past products seen to increase revenue & loyalty
• Example Client at Tinuiti: December 2019 - $78K in revenue at a 360% ROAS targeting past site visitors & purchasers
Influencing Better CLV Through Structure Choices
Microsoft Audience Network: Expand Your Reach
Tap into MSAN campaigns to target past purchasers and further reach your customer base

24. 24
Influencing Better CLV Through Structure Choices
Automated Bidding Considerations
● Maximize Clicks automatically controls bids to control spend
levels to hit your budget target
● Maximizes overall traffic to your website within your budget
Target ROAS
Target CPA
Maximize Conversions
Target Impression Share
● Target specific ROAS for campaigns, using Google Ads data
● ROAS will look at conversion probability tied to conversion
value
● Target a specific CPA for campaigns, using Google Ads data
● CPA will look at conversion rate primarily
● Can be beneficial for New User campaigns
● Maximize Conversions will try to drive as many conversions
as possible within daily budget
● Best when used to scale campaigns fast
● Target a specific impression share for campaigns, to
increase I.S., Top I.S., Abs. Top I.S.
● Can be used to increase coverage, without factoring in CVR
Leverage
Portfolio-bidding
where applicable
Maximize Clicks

25. 25
Influencing Better CLV Through Structure Choices
Automated Bidding Considerations
Target ROAS
Target CPA
● Target specific ROAS for campaigns, using Google Ads data
● ROAS will look at conversion probability tied to conversion
value
● Target a specific CPA for campaigns, using Google Ads data
● CPA will look at conversion rate primarily
● Can be beneficial for New User campaigns
Depending on your business and account/audience structure, Smart Bidding should be considered
● Understand Past Purchaser performance, and set strategies accordingly
● Prospecting is a great way to build you base, so focus on CPA bidding as a CPnewA
● If account structure is set up by audience, maximizing Past Purchasers via aggressive
targets is an option to ensure you are always appearing

26. 26
Google’s semi-new Seasonality Adjustment is a tool that is used to
help influence Smart Bidding strategies of expected changes to CVR
for future events.
• Recommended to use Seasonality Adjustments for any day(s)
where the CVR of your bid strategies will change by more than
30%, within a 72-hour time frame
• Can be great to increase coverage on past converters during sale
periods, where CVR will spike alongside demand
Influencing Better CLV Through Structure Choices
Seasonality Controls Can Help With Sales
Knowing when CVR is expected to spike can help drive more business to your website, efficiently

27. MESSAGING
With CLV In Mind

28. Influencing Better CLV Through Messaging
Appear When Your Customer Searches
If these are your high-value customers, treat them so
Whenever past customers are searching on products related to your offering, that
means they are not loyal
Loyal: Coming back to your brand repeatedly, regardless of competition
• Test What Your Customers Actually Want
Percentages off, dollar-amount off, shipping options, etc to
determine which callout helps people come back to buy

29. 29
Influencing Better CLTV Through Messaging
Messaging Should Differ from Prospecting
If these are your high-value customers, treat them so
Focus on slightly changing messaging to better attract users who have
already put their faith in your brand
“Why are they searching still?” - You
• Avoid Repetition: Do not bombard the searcher with multiple offers
• Instead, continue to tailor ads to be as relevant as possible while mixing
in best promotional language
Ask yourself, what are competitors offering that I am not?
Ease of testing depends on your structure

30. 30
Influencing Better CLTV Through Messaging
How to Focus Your Messaging
Keep Headline 1 Tailored
This is the first aspect of the ad
a user sees, make sure it aligns
with the product category
Focus On Headline 2
This headline will always show
across devices.
Mobile does not always show
headline 3
Incorporate Urgency
Messaging indicating short sales,
countdown ads, help close sales
quickly
Focus on Description Line 1
This headline will always show
across devices.
Mobile does not always show
description line 2
Paths 1 & 2 still matter
Incorporating promotion type in
paths can help further urge
searchers to click back and buy

31. 31
Despite lower volume, if customers are still searching during uncertain times, intent may be higher as they are more serious
• Now more than ever, the correct audience-to-account structure becomes imperative to driving success
• Understand what is at the forefront of customers’ minds: Safety? Affordability? Supporting Local?
• Test specific value props related to your business and the state of affairs to give consumers confidence to buy
• For loyal (and new) customers, loosen goals to help drive revenue/sales during these times to further strengthen loyalty to your brand
Influencing Better CLTV Through Messaging
During Uncertainty, Show Customer Base Support
Past purchasers have proven their intent to buy & support your brand - now give it back

32. 32
Influencing Better CLTV Through Messaging
Strategy Checks During a Pandemic
During volatile periods that impact performance, check the following frequently
Check Automation Is
Working Correctly
Monitor KPIs for
Sudden Changes
Stay On Top of
Negatives & Query
Trends
Monitor Stock,
Delivery Timelines
and Cancelled
Orders
Test, & Update
Messaging

33. Key Takeaways
Create the proper audience breakouts to act on the data
Align your account structure to focus on your audiences
Deploy messaging with value props, especially during
uncertain times

34. Schedule Your 1:1
Paid Search
Strategy Evaluation

35. Live Q&A
Matthew Devinney
Senior Manager, Paid Search