SlideShare a Scribd company logo
www.bestppt.com
1
THANK YOU FOR JOINING US. WE WILL BEGIN PROMPTLY AT
10:00 AM PT / 1:00 PM ET.

YOU MUST USE WEBEX AUDIO VIA PHONE – RECEIVE A CALL
BACK OR DIAL-IN OPTIONS IN COMMUNICATE TAB.

ALL LINES ARE MUTED. PLEASE USE THE CHAT PANEL FOR
QUESTIONS.
TACTICS TO

EXTEND YOUR CAMPAIGN
REACH & PERFORMANCE
NOVEMBER 6, 2018
www.bestppt.com
2
WHAT DO WE KNOW ABOUT THE VISITOR?
HOW DO WE USE THAT INFORMATION?
KNOW YOUR VISITOR
Confidential & Proprietary | www.tg.marketing
HOW IT WORKS
Bring the content that inspired
the visitor into the rest of the
customer experience.
EXTEND
Your ad or promotional
channel inspired someone to
engage.
ATTRACT
Use what you know about
the visitor from the ad
campaign to tailor the
experience.
PERSONALIZE
Confidential & Proprietary | www.tg.marketing
TYPICAL EXPERIENCE
DISPLAY ADS
GOOGLE SEARCH AD
Yelp	promo
Twitter	organic
Direct	mail
Facebook	paid	ad
Organic	search
Email	campaign
Influencer	referrals
UX	&	UI	design
Forms
Site	search
FAQs
Knowledge	base
WELCOME MESSAGE
LIVE CHAT OFFER
Free	shipping
YOUR WEB SITE
Confidential & Proprietary | www.tg.marketing
MESSAGE-FOCUSED EXPERIENCE
YOUR WEB SITE
DISPLAY ADS
GOOGLE SEARCH AD
Yelp	promo
Twitter	organic
Direct	mail
Facebook	paid	ad
Organic	search
Email	campaign
Influencer	referrals
UX	&	UI	design
Forms
Site	search
FAQs
Knowledge	base
WELCOME MESSAGE
LIVE CHAT OFFER
Free	shipping
www.bestppt.com
6
MESSAGE 

MATCHING
RULE OF CONSISTENCY
Confidential & Proprietary | www.tg.marketing
MESSAGE MATCHING - AD NETWORKS
Content is written to match the
ad for higher relevancy and/or
quality score to maximize ad
spend
LANDING PAGE
Content is written for the target
audience
FACEBOOK AD
Confidential & Proprietary | www.tg.marketing
MESSAGE MATCHING - AD NETWORKS
Match the welcome back
message to the ad content that
originally resonated with the
visitor.
WELCOME BACK MESSAGE
Content is written to match the
ad for higher relevancy and/or
quality score to maximize ad
spend
LANDING PAGE
Content is written for the target
audience
FACEBOOK AD
Confidential & Proprietary | www.tg.marketing
EXAMPLE OF MESSAGE-MATCHING
SAMANTHA SMITH
• Clicked on a Facebook paid ad
• Mom from New York with elementary aged
kids
• 30-50 years old
• Has visited the site at least once before in
the past 30 days
SIMON BLUTH
• Clicked on a Facebook paid ad
• Dad from Minnesota with elementary aged
kids
• 30-50 years old
• Has visited the site at least once before in
the past 30 days
?
JANE DOE
• Direct visitor (not from a paid campaign)
• Has visited the site at least once before in
the past 30 days
• Viewed the kids’ coats page at some point
Confidential & Proprietary | www.tg.marketing
Welcome back! Don’t be caught off
guard this winter.
Order your winter coat today.
SAMANTHA SMITH
• Clicked on a Facebook paid ad
• Mom from New York with elementary aged
kids
• 30-50 years old
• Has visited the site at least once before in
the past 30 days
SIMON BLUTH
• Clicked on a Facebook paid ad
• Dad from Minnesota with elementary aged
kids
• 30-50 years old
• Has visited the site at least once before in
the past 30 days
EXAMPLE OF MESSAGE-MATCHING | WELCOME BACK MESSAGE
JANE DOE
• Direct visitor (not from a paid campaign)
• Has visited the site at least once before in
the past 30 days
• Viewed the kids’ coats page at some point
Confidential & Proprietary | www.tg.marketing
EXAMPLE OF MESSAGE-MATCHING | WELCOME BACK MESSAGE
Welcome back! Don’t be caught off
guard this winter.
Order your winter coat today.
It’s brick outside and your kids are
growing like weeds.
We have your back…and your kids’
backs. Order your winter jackets before
winter break.
SAMANTHA SMITH
• Clicked on a Facebook paid ad
• Mom from New York with elementary aged
kids
• 30-50 years old
• Has visited the site at least once before in
the past 30 days
SIMON BLUTH
• Clicked on a Facebook paid ad
• Dad from Minnesota with elementary aged
kids
• 30-50 years old
• Has visited the site at least once before in
the past 30 days
JANE DOE
• Direct visitor (not from a paid campaign)
• Has visited the site at least once before in
the past 30 days
• Viewed the kids’ coats page at some point
Confidential & Proprietary | www.tg.marketing
Welcome back! Don’t be caught off
guard this winter.
Order your winter coat today.
It’s brick outside and your kids are
growing like weeds.
We have your back…and your kids’
backs. Order your winter jackets before
winter break.
Welcome back! It might not be that cold
yet, but we’re expecting a bit of snow
soon!
Get ready for some winter fun and order
winter jackets for the whole family.
SAMANTHA SMITH
• Clicked on a Facebook paid ad
• Mom from New York with elementary aged
kids
• 30-50 years old
• Has visited the site at least once before in
the past 30 days
SIMON BLUTH
• Clicked on a Facebook paid ad
• Dad from Minnesota with elementary aged
kids
• 30-50 years old
• Has visited the site at least once before in
the past 30 days
EXAMPLE OF MESSAGE-MATCHING | WELCOME BACK MESSAGE
JANE DOE
• Direct visitor (not from a paid campaign)
• Has visited the site at least once before in
the past 30 days
• Viewed the kids’ coats page at some point
www.bestppt.com
13
CAMPAIGN-CENTERED

APPROACH
FLIPPING THE TRACKING MATRIX
Confidential & Proprietary | www.tg.marketing
TYPICAL APPROACH
PAID SOCIAL
FACEBOOK
TWITTER
LINKEDIN
WINTER KIDS’ COAT 19
WOMEN’S FALL SHOES
WINTER KIDS’ COAT 19
WOMEN’S FALL SHOES
WINTER KIDS’ COAT 19
WOMEN’S FALL SHOES
CHANNEL/MEDIUM NETWORK/SOURCE CAMPAIGN
Confidential & Proprietary | www.tg.marketing
CAMPAIGN-CENTERED APPROACH
WINTER KIDS’ COAT 19
PAID SOCIAL
ORGANIC SOCIAL
PAID SEARCH
FACEBOOK
TWITTER
GOOGLE
BING
GOOGLE
BING
CAMPAIGN CHANNEL/MEDIUM NETWORK/SOURCE
Confidential & Proprietary | www.tg.marketing
TRADITIONAL APPROACH
Channel CTR Conversion Rate Cost per Conversion
Paid	Social 3.21% 4.05% $10.50
Facebook 1.43% 7.45% $0
Winter	Kids’	Coat	19 3.21% 4.05% $10.50
Women’s	Fall	Shoes 1.43% 7.45% $0
Men’s	Fall	Jackets 3.21% 4.05% $10.50
LinkedIn 1.43% 7.45% $0
Winter	Kids’	Coat	19 3.21% 4.05% $10.50
Women’s	Fall	Shoes 1.43% 7.45% $0
Men’s	Fall	Jackets 3.21% 4.05% $10.50
Twitter 1.43% 7.45% $0
Winter	Kids’	Coat	19 3.21% 4.05% $10.50
Women’s	Fall	Shoes 1.43% 7.45% $0
Men’s	Fall	Jackets 3.21% 4.05% $10.50
CHANNEL/MEDIUM
NETWORK/SOURCE
CAMPAIGNCAMPAIGNCAMPAIGN
NETWORK/SOURCE
NETWORK/SOURCE
Confidential & Proprietary | www.tg.marketing
CAMPAIGN-CENTERED APPROACH
Channel CTR Conversion Rate Cost per Conversion
Winter	Kids’	Coat	19 1.43% 7.45% $0
Paid	Social 3.21% 4.05% $10.50
Facebook 1.43% 7.45% $0
Twitter 3.21% 4.05% $10.50
Organic	Social 1.43% 7.45% $0
Facebook 3.21% 4.05% $10.50
Twitter 1.43% 7.45% $0
Organic	Search 3.21% 4.05% $10.50
Google 1.43% 7.45% $0
Bing 3.21% 4.05% $10.50
Yahoo 1.43% 7.45% $0
Paid	Search 3.21% 4.05% $10.50
… 1.43% 7.45% $0
CAMPAIGN
CHANNEL/MEDIUM
CHANNEL/MEDIUM
CHANNEL/MEDIUM
CHANNEL/MEDIUM
NETWORK/
SOURCE
NETWORK/
SOURCE
NETWORK/
SOURCE
NETWORK/
SOURCE
Confidential & Proprietary | www.tg.marketing
WINTER KIDS’ COAT CAMPAIGN
YOUR WEB SITE
DISPLAY ADS
GOOGLE SEARCH AD
Yelp	promo
Twitter	organic
Direct	mail
Facebook	paid	ad
Organic	search
Email	campaign
Influencer	referrals
UX	&	UI	design
Forms
Site	search
FAQs
Knowledge	base
WELCOME MESSAGE
LIVE CHAT OFFER
Free	shipping
CUSTOMER JOURNEY
PROMOTIONALCHANNELS
www.bestppt.com
19
EXTEND REACH 

WITH TECHNOLOGY
Confidential & Proprietary | www.tg.marketing
TECHNOLOGY CONSIDERATIONS
What core competencies
does your staff have?
AUDIT YOUR SKILL
SETS
What tools and functionality
do you already have in
place?
AUDIT YOUR MARCOM
TECH STACK
Tech changes constantly.
Stay informed.
KEEP 

EXPLORING
Confidential & Proprietary | www.tg.marketing
TECHNOLOGY CONSIDERATIONS
YOUR WEB SITE
DISPLAY ADS
GOOGLE SEARCH AD
Yelp	promo
Twitter	organic
Direct	mail
Facebook	paid	ad
Organic	search
Email	campaign
Influencer	referrals
UX	&	UI	design
Forms
Site	search
FAQs
Knowledge	base
WELCOME MESSAGE
LIVE CHAT OFFER
Free	shipping
www.bestppt.com
22
DAILY 

OPTIMIZATION
DO NOT SET-IT-AND-FORGET-IT
Confidential & Proprietary | www.tg.marketing
MANAGING
OPTIMIZATION
THE DAY TO DAY
Look at your visitor data by campaign and channel
(for example, Winter Kids’ Coat and Paid Facebook).
SEGMENT YOUR VISITORS
How can we further engage with this audience
based on how they navigate the site?
Do they need more information about a product?
Are there any trends in their purchasing behavior
compared to the other channel visitors for this
campaign?
ENGAGE
Document your efforts to iterate for the next
campaign!
RINSE AND REPEAT
DISPLAY ADS
GOOGLE SEARCH AD
Yelp	promo
Twitter	organic
Direct	mail
Facebook	paid	ad
Organic	search
Email	campaign
Influencer	referrals
YOUR WEB SIT
www.bestppt.com
24
IN 

SHORT
Confidential & Proprietary | www.tg.marketing
STEPS TO GET STARTED
How can we use that
information to extend the
message through the rest of
the site experience?
EXTEND THROUGH
THE JOURNEY
What do we know about the
audience based on PPC
targeting?
KNOW YOUR
SEGMENTS
Integrate these tactics into
your overall campaign
planning - don’t stop when
the traffic hits the site.
Extend your campaign!
CONTINUE 

OPTIMIZING
www.bestppt.com
26
HOW TO

PLAN YOUR 

ENGAGEMENTS
WINTER COAT CAMPAIGN EXAMPLE
Confidential & Proprietary
YOU’VE COMPLETED YOUR TYPICAL
CAMPAIGN
DEVELOPMENT:
You know who you are targeting.
SEGMENTED AUDIENCE
You have crafted messaging to
resonate with each ad group/segment.
CRAFTED MESSAGE
You know which channels to use for
each audience segment and message.
SELECTED CHANNELS
DISPLAY ADS
GOOGLE SEARCH AD
Yelp	promo
Twitter	organic
Direct	mail
Facebook	paid	ad
Organic	search
Email	campaign
Influencer	referrals
YOUR WEB SIT
Confidential & Proprietary
Kids’ Winter Coats 2019
https://goretail.gomoxie.com/
wintercoats
Campaign channels include
paid social, ppc, and email
• Past paid social, ppc,
email campaigns have x%
conversion rates
• Aggregate paid social,
ppc, email campaigns
have cart abandonment
rates at x%
• Arrive at landing page,
average bounce rates on
product category pages
are x%
• Maintain campaign
audience in the winter
coats section on website
and add to their shopping
cart
• Create welcome message
based on campaign
channel origin
• Build retarget messaging
on-site for those that leave
winter coats pages without
adding to cart
• Give coupon code for cart
values that exceed $xx
Campaign Identification Engagement Campaign Analysis
Campaign Name Analytics
What behavior do you see? What
does your analytics show is
happening?
Location where campaign occurs:
Inquiries
Where do visitors diverge from the
optimal path? What common
challenges are they experiencing?
Resolution
What are the appropriate campaign
types? How can you extend the life of
the campaign to conversion?
*Not actual metrics. For demonstration purposes only.
EXTEND YOUR CAMPAIGN ENGAGEMENT PLANNER
www.bestppt.com
ENGAGEMENT PLANNING
EXTENDING THE CAMPAIGN
www.bestppt.com
30
SESSION RECORDING AND SLIDES WILL BE EMAILED TOMORROW. 

ASK QUESTIONS THROUGH THE CHAT PANEL.
TACTICS TO EXTEND
YOUR CAMPAIGN REACH
& PERFORMANCE

Q&A CONTACT MOXIE
INFO@GOMOXIE.COM
YOUR ACCOUNT MANAGER
CONTACT TRESEMER GROUP
MICHELLE@TG.MARKETING
WWW.TG.MARKETING

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Extending Campaign Reach and Performance

  • 1. www.bestppt.com 1 THANK YOU FOR JOINING US. WE WILL BEGIN PROMPTLY AT 10:00 AM PT / 1:00 PM ET.
 YOU MUST USE WEBEX AUDIO VIA PHONE – RECEIVE A CALL BACK OR DIAL-IN OPTIONS IN COMMUNICATE TAB.
 ALL LINES ARE MUTED. PLEASE USE THE CHAT PANEL FOR QUESTIONS. TACTICS TO
 EXTEND YOUR CAMPAIGN REACH & PERFORMANCE NOVEMBER 6, 2018
  • 2. www.bestppt.com 2 WHAT DO WE KNOW ABOUT THE VISITOR? HOW DO WE USE THAT INFORMATION? KNOW YOUR VISITOR
  • 3. Confidential & Proprietary | www.tg.marketing HOW IT WORKS Bring the content that inspired the visitor into the rest of the customer experience. EXTEND Your ad or promotional channel inspired someone to engage. ATTRACT Use what you know about the visitor from the ad campaign to tailor the experience. PERSONALIZE
  • 4. Confidential & Proprietary | www.tg.marketing TYPICAL EXPERIENCE DISPLAY ADS GOOGLE SEARCH AD Yelp promo Twitter organic Direct mail Facebook paid ad Organic search Email campaign Influencer referrals UX & UI design Forms Site search FAQs Knowledge base WELCOME MESSAGE LIVE CHAT OFFER Free shipping YOUR WEB SITE
  • 5. Confidential & Proprietary | www.tg.marketing MESSAGE-FOCUSED EXPERIENCE YOUR WEB SITE DISPLAY ADS GOOGLE SEARCH AD Yelp promo Twitter organic Direct mail Facebook paid ad Organic search Email campaign Influencer referrals UX & UI design Forms Site search FAQs Knowledge base WELCOME MESSAGE LIVE CHAT OFFER Free shipping
  • 7. Confidential & Proprietary | www.tg.marketing MESSAGE MATCHING - AD NETWORKS Content is written to match the ad for higher relevancy and/or quality score to maximize ad spend LANDING PAGE Content is written for the target audience FACEBOOK AD
  • 8. Confidential & Proprietary | www.tg.marketing MESSAGE MATCHING - AD NETWORKS Match the welcome back message to the ad content that originally resonated with the visitor. WELCOME BACK MESSAGE Content is written to match the ad for higher relevancy and/or quality score to maximize ad spend LANDING PAGE Content is written for the target audience FACEBOOK AD
  • 9. Confidential & Proprietary | www.tg.marketing EXAMPLE OF MESSAGE-MATCHING SAMANTHA SMITH • Clicked on a Facebook paid ad • Mom from New York with elementary aged kids • 30-50 years old • Has visited the site at least once before in the past 30 days SIMON BLUTH • Clicked on a Facebook paid ad • Dad from Minnesota with elementary aged kids • 30-50 years old • Has visited the site at least once before in the past 30 days ? JANE DOE • Direct visitor (not from a paid campaign) • Has visited the site at least once before in the past 30 days • Viewed the kids’ coats page at some point
  • 10. Confidential & Proprietary | www.tg.marketing Welcome back! Don’t be caught off guard this winter. Order your winter coat today. SAMANTHA SMITH • Clicked on a Facebook paid ad • Mom from New York with elementary aged kids • 30-50 years old • Has visited the site at least once before in the past 30 days SIMON BLUTH • Clicked on a Facebook paid ad • Dad from Minnesota with elementary aged kids • 30-50 years old • Has visited the site at least once before in the past 30 days EXAMPLE OF MESSAGE-MATCHING | WELCOME BACK MESSAGE JANE DOE • Direct visitor (not from a paid campaign) • Has visited the site at least once before in the past 30 days • Viewed the kids’ coats page at some point
  • 11. Confidential & Proprietary | www.tg.marketing EXAMPLE OF MESSAGE-MATCHING | WELCOME BACK MESSAGE Welcome back! Don’t be caught off guard this winter. Order your winter coat today. It’s brick outside and your kids are growing like weeds. We have your back…and your kids’ backs. Order your winter jackets before winter break. SAMANTHA SMITH • Clicked on a Facebook paid ad • Mom from New York with elementary aged kids • 30-50 years old • Has visited the site at least once before in the past 30 days SIMON BLUTH • Clicked on a Facebook paid ad • Dad from Minnesota with elementary aged kids • 30-50 years old • Has visited the site at least once before in the past 30 days JANE DOE • Direct visitor (not from a paid campaign) • Has visited the site at least once before in the past 30 days • Viewed the kids’ coats page at some point
  • 12. Confidential & Proprietary | www.tg.marketing Welcome back! Don’t be caught off guard this winter. Order your winter coat today. It’s brick outside and your kids are growing like weeds. We have your back…and your kids’ backs. Order your winter jackets before winter break. Welcome back! It might not be that cold yet, but we’re expecting a bit of snow soon! Get ready for some winter fun and order winter jackets for the whole family. SAMANTHA SMITH • Clicked on a Facebook paid ad • Mom from New York with elementary aged kids • 30-50 years old • Has visited the site at least once before in the past 30 days SIMON BLUTH • Clicked on a Facebook paid ad • Dad from Minnesota with elementary aged kids • 30-50 years old • Has visited the site at least once before in the past 30 days EXAMPLE OF MESSAGE-MATCHING | WELCOME BACK MESSAGE JANE DOE • Direct visitor (not from a paid campaign) • Has visited the site at least once before in the past 30 days • Viewed the kids’ coats page at some point
  • 14. Confidential & Proprietary | www.tg.marketing TYPICAL APPROACH PAID SOCIAL FACEBOOK TWITTER LINKEDIN WINTER KIDS’ COAT 19 WOMEN’S FALL SHOES WINTER KIDS’ COAT 19 WOMEN’S FALL SHOES WINTER KIDS’ COAT 19 WOMEN’S FALL SHOES CHANNEL/MEDIUM NETWORK/SOURCE CAMPAIGN
  • 15. Confidential & Proprietary | www.tg.marketing CAMPAIGN-CENTERED APPROACH WINTER KIDS’ COAT 19 PAID SOCIAL ORGANIC SOCIAL PAID SEARCH FACEBOOK TWITTER GOOGLE BING GOOGLE BING CAMPAIGN CHANNEL/MEDIUM NETWORK/SOURCE
  • 16. Confidential & Proprietary | www.tg.marketing TRADITIONAL APPROACH Channel CTR Conversion Rate Cost per Conversion Paid Social 3.21% 4.05% $10.50 Facebook 1.43% 7.45% $0 Winter Kids’ Coat 19 3.21% 4.05% $10.50 Women’s Fall Shoes 1.43% 7.45% $0 Men’s Fall Jackets 3.21% 4.05% $10.50 LinkedIn 1.43% 7.45% $0 Winter Kids’ Coat 19 3.21% 4.05% $10.50 Women’s Fall Shoes 1.43% 7.45% $0 Men’s Fall Jackets 3.21% 4.05% $10.50 Twitter 1.43% 7.45% $0 Winter Kids’ Coat 19 3.21% 4.05% $10.50 Women’s Fall Shoes 1.43% 7.45% $0 Men’s Fall Jackets 3.21% 4.05% $10.50 CHANNEL/MEDIUM NETWORK/SOURCE CAMPAIGNCAMPAIGNCAMPAIGN NETWORK/SOURCE NETWORK/SOURCE
  • 17. Confidential & Proprietary | www.tg.marketing CAMPAIGN-CENTERED APPROACH Channel CTR Conversion Rate Cost per Conversion Winter Kids’ Coat 19 1.43% 7.45% $0 Paid Social 3.21% 4.05% $10.50 Facebook 1.43% 7.45% $0 Twitter 3.21% 4.05% $10.50 Organic Social 1.43% 7.45% $0 Facebook 3.21% 4.05% $10.50 Twitter 1.43% 7.45% $0 Organic Search 3.21% 4.05% $10.50 Google 1.43% 7.45% $0 Bing 3.21% 4.05% $10.50 Yahoo 1.43% 7.45% $0 Paid Search 3.21% 4.05% $10.50 … 1.43% 7.45% $0 CAMPAIGN CHANNEL/MEDIUM CHANNEL/MEDIUM CHANNEL/MEDIUM CHANNEL/MEDIUM NETWORK/ SOURCE NETWORK/ SOURCE NETWORK/ SOURCE NETWORK/ SOURCE
  • 18. Confidential & Proprietary | www.tg.marketing WINTER KIDS’ COAT CAMPAIGN YOUR WEB SITE DISPLAY ADS GOOGLE SEARCH AD Yelp promo Twitter organic Direct mail Facebook paid ad Organic search Email campaign Influencer referrals UX & UI design Forms Site search FAQs Knowledge base WELCOME MESSAGE LIVE CHAT OFFER Free shipping CUSTOMER JOURNEY PROMOTIONALCHANNELS
  • 20. Confidential & Proprietary | www.tg.marketing TECHNOLOGY CONSIDERATIONS What core competencies does your staff have? AUDIT YOUR SKILL SETS What tools and functionality do you already have in place? AUDIT YOUR MARCOM TECH STACK Tech changes constantly. Stay informed. KEEP 
 EXPLORING
  • 21. Confidential & Proprietary | www.tg.marketing TECHNOLOGY CONSIDERATIONS YOUR WEB SITE DISPLAY ADS GOOGLE SEARCH AD Yelp promo Twitter organic Direct mail Facebook paid ad Organic search Email campaign Influencer referrals UX & UI design Forms Site search FAQs Knowledge base WELCOME MESSAGE LIVE CHAT OFFER Free shipping
  • 23. Confidential & Proprietary | www.tg.marketing MANAGING OPTIMIZATION THE DAY TO DAY Look at your visitor data by campaign and channel (for example, Winter Kids’ Coat and Paid Facebook). SEGMENT YOUR VISITORS How can we further engage with this audience based on how they navigate the site? Do they need more information about a product? Are there any trends in their purchasing behavior compared to the other channel visitors for this campaign? ENGAGE Document your efforts to iterate for the next campaign! RINSE AND REPEAT DISPLAY ADS GOOGLE SEARCH AD Yelp promo Twitter organic Direct mail Facebook paid ad Organic search Email campaign Influencer referrals YOUR WEB SIT
  • 25. Confidential & Proprietary | www.tg.marketing STEPS TO GET STARTED How can we use that information to extend the message through the rest of the site experience? EXTEND THROUGH THE JOURNEY What do we know about the audience based on PPC targeting? KNOW YOUR SEGMENTS Integrate these tactics into your overall campaign planning - don’t stop when the traffic hits the site. Extend your campaign! CONTINUE 
 OPTIMIZING
  • 26. www.bestppt.com 26 HOW TO
 PLAN YOUR 
 ENGAGEMENTS WINTER COAT CAMPAIGN EXAMPLE
  • 27. Confidential & Proprietary YOU’VE COMPLETED YOUR TYPICAL CAMPAIGN DEVELOPMENT: You know who you are targeting. SEGMENTED AUDIENCE You have crafted messaging to resonate with each ad group/segment. CRAFTED MESSAGE You know which channels to use for each audience segment and message. SELECTED CHANNELS DISPLAY ADS GOOGLE SEARCH AD Yelp promo Twitter organic Direct mail Facebook paid ad Organic search Email campaign Influencer referrals YOUR WEB SIT
  • 28. Confidential & Proprietary Kids’ Winter Coats 2019 https://goretail.gomoxie.com/ wintercoats Campaign channels include paid social, ppc, and email • Past paid social, ppc, email campaigns have x% conversion rates • Aggregate paid social, ppc, email campaigns have cart abandonment rates at x% • Arrive at landing page, average bounce rates on product category pages are x% • Maintain campaign audience in the winter coats section on website and add to their shopping cart • Create welcome message based on campaign channel origin • Build retarget messaging on-site for those that leave winter coats pages without adding to cart • Give coupon code for cart values that exceed $xx Campaign Identification Engagement Campaign Analysis Campaign Name Analytics What behavior do you see? What does your analytics show is happening? Location where campaign occurs: Inquiries Where do visitors diverge from the optimal path? What common challenges are they experiencing? Resolution What are the appropriate campaign types? How can you extend the life of the campaign to conversion? *Not actual metrics. For demonstration purposes only. EXTEND YOUR CAMPAIGN ENGAGEMENT PLANNER
  • 30. www.bestppt.com 30 SESSION RECORDING AND SLIDES WILL BE EMAILED TOMORROW. 
 ASK QUESTIONS THROUGH THE CHAT PANEL. TACTICS TO EXTEND YOUR CAMPAIGN REACH & PERFORMANCE
 Q&A CONTACT MOXIE INFO@GOMOXIE.COM YOUR ACCOUNT MANAGER CONTACT TRESEMER GROUP MICHELLE@TG.MARKETING WWW.TG.MARKETING