As digital touchpoints continue to grow, the customer path to purchase grows alongside it. It’s imperative that businesses continue to expand their presence on these various touchpoints. Equally important is a business’s ability to map out its most valuable customers and construct advertising strategies to reach the right people, at the right time.
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4 Strategies To Optimize Your Digital Touchpoints Using Customer Data
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4 Strategies To Optimize Your Digital
Touchpoints Using Customer Data
2. ● Session Recording + Slides Will Be Sent Out
● Join in the Poll Questions!
● Submit Questions to Our Panelists
Today’s Logistics
3. Overview
Founded in 2007
Google Premier Partner
400+ Active Retail Clients
Top 50 Fastest Growing Company San Diego
D E L I V E R I N G
L A S T I N G
R E S U L T S F O R O U R
C L I E N T S
Solutions
Retail-focused PPC & Shopping
Amazon Sales Acceleration
Facebook Performance Marketing
Creative Services
About CPC Strategy
8. Today’s Agenda
● Present Day - Customer Path to Purchase
● Why Audience Tools are a Necessity
● Google’s Push Towards a CLV Approach in
Advertising
● 4 Strategies To Maximize Campaigns
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12. The Impact of Digital Touchpoints
Why is this important?
● # of digital touchpoints are
up 20% annually
● Greater digital capability
converts sales at a rate 2.5
times greater
Source: https://www.mckinsey.com/industries/high-tech/our-insights/brand-success-in-an-era-of-digital-darwinism
13. Today’s Complex Customer Journey
What a “typical” conversion path looks like:
Source: https://risnews.com/new-report-says-digital-touchpoints-impacted-almost-half-us-retail-sales
● The majority of conversion paths
involve multiple touchpoints
● Touchpoints span across the online &
offline ecosystem
● Digital touchpoints impacted 49% of all
US retail sales (includes B&M)
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STACK TEXT ROW 2Why Audience Tools Are A Necessity
15. Two Paths To Reaching Customers
AdTech
MarTech
MarTech and AdTech used to be worlds
apart.
MarTech was based on PII (email, mailing address) and 1st
party data.
AdTech was based on cookies and 3rd party data.
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What’s driving the convergence?
Market pressures,
innovation, and
environment
● Rising CPCs and market saturation
● The emergence of technology
platforms to clean, store, and make
sense of first-party data
● Regulatory environment and
privacy concerns
18. Precision and performance
– More efficient marketing spend
– Stronger ROAS
– Closed-loop, cross-channel reporting
– Alignment with specific marketing goals (e.g., nurture
1-2x buyers, retain high-value customers)
Benefits to Marketers
19. Relevance and personalization
– Tailored offers, messages, and products across a
variety of platforms
– Deeper brand relationships
– More consistent brand experiences
Benefits to Customers
23. Tactics To Adopt a CLV Approach
● Incorporate CLV into advertising goals for first-time buyers
● Target & Bid on past purchasers
● Create repeat customer lists
● Consistently update your audience lists and have a custom bid strategy for
those people
○ + bid modifiers
○ Target & bid
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STACK TEXT ROW 24 Strategies To Maximize Campaigns
25. Audience Insights Report
What can you do with
Audience Insights?
● Gather demographic data
● Collect directional info for
prospecting campaigns
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Optimizing customer acquisition
Leveraging first-party insights
Similar audiences enables brands to optimize prospecting and
customer acquisition around:
● High-value customers
● Strategic segments (e.g., fashionistas, full-price customers)
● Likelihood to engage with key events (e.g, promotions, new
arrivals)
2-4x boost in
ROAS
Similar Audiences
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Amplifying customer retention
Leveraging first-party insights
Customer match enables brands to amplify the impact of
retention campaigns designed to:
● Convert 1-2x buyers
● Nurture high-value loyalists
● Win back churning or lost customers
25% lift in
customer
retention
Customer Match
30. ISO Strategy - Intent Tiers
● Align Budgets with Funnel Strategy
● Target Click Share for Low Funnel
● View Path Reports to See Visualize Funnel Strategy - Execs Love This
31. ISO Strategy - Intent Tiers in Action
Upper Funnel Campaign
● high priority setting
● key brand / manufacturer /
product category terms added as
negatives
● universal negatives
cell phone charge case
mophie battery pack
Mid Funnel Campaign
● medium priority setting
● key product identifiers like product
name or ID / SKU or other low funnel
indicators
● universal negatives
Low Funnel Campaign
● low priority setting
● universal negatives
● most aggressive bids
mophie 3781 juice pack
negative keyword
“mophie”
negative keyword
“mophie”
negative keyword
“juice pack”
32. Today’s Recap
● Present Day - Customer Path to Purchase
● Why Audience Tools Are A Necessity
● Google’s Push Towards a CLV Approach In
Advertising
● 4 Strategies To Maximize Campaigns
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What Now?
bit.ly/Google-Shopping-Evaluation
Schedule Your 1-1
Retail Search Evaluation
CPC Strategy’s Retail Search Evaluation is an in-depth 60-minute analysis and assessment of a
retailer’s existing Google Shopping campaign architecture, targeting settings, product feed,
product pages, and profitability metrics.
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What Now?
SCHEDULE MY SESSION
Schedule Your Free Strategy Session:
Ways You Can Leverage Your Customer Data
Custora sessions focus on practical ways to leverage insights and maximize tools in order to
increase customer acquisition and improve customer retention.
35. Questions For Today’s Speakers?
Lewis Brannon
Sr. Retail Search Manager
Jordan Elkind
Head of Product Management
Adam Harms
Sr. Retail Search Manager
Notas do Editor
With DDA and machine-learning, Google is trying to determine which of these touchpoints was most valuable and will distibute conversions in a way that assigns the proper value to each one
T&B past purchasers, consistently update your audience lists within your current and a have a custom bid strategy for those people (+ bid modifiers, target & bid).
Bake CLV into CPA goal for first-time buyers
Good starting point for audience segmentation
Useful if you don’t have a 3rd party agency or platform
Maybe start with a past buyers list ---- we want to make as few assumptions as possible
Take this with a grain of salt….
Now I’ll pass it over to Jordan to give us some more exacting strategies...
CPC bids are up to manager, depending on strategy for acquisition and size of budget. Generally lowest bids on upper funnel but could be different depending on the business goal.
bit.ly/Google-Shopping-Evaluation
CPC Strategy’s Retail Search Evaluation is an in-depth
60-minute analysis and assessment of a retailer's existing
Google Shopping campaign architecture, targeting settings,
product feed, product pages, and profitability metrics.