User Acquisition Marketing 101

7/28/2019 User Acquisition Marketing 101

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USER ACQUISITION

MARKETING 101



AGENDA

‣ Introductions

‣ Intro to User Acquisition

‣ Conversion Funnel

‣ Ad Relevance & Targeting

‣ Ad Channels



Corinne Crockett - @corinnecrockett – [email protected]



Why is User Acquisitions Awesome



SAVAGE GARGDEN – I WANT YOU



INTRO TO USER ACQUISITION - I WANT YOU

HOW CAN I ACQUIRE THE RIGHT CUSTOMERS AT

RIGHT TIME IN THE MOST COST EFFECTIVE MANN



CONVERSION FUNNEL- I DON’T KNOW IF I NEED YOU



ACTIVITY- ACQUISITION CHANNELS- TODAY



ACTIVITY- ACQUISITION CHANNELS



KEY OBJECTIVE(S) AGENDA

DELIVERABLE

ACTIVITY

Experience the conversionfunnel from a user ’sperspective.

10 mins

List of actions based onconversion funnel experience.

1. Divide into 4 Groups: Facebook, TwSearch.

2. Go onto your chosen sites and noti you guys can go to CNN, Yahoo, Metc.)

3. Once you see an ad you like, click tfollow it through the conversion fustep in the acquisition process. Doclick and what was written on the click.

4. Take screenshots

5. Talk us through your funnel exper



USER ACQUISITION 101

WHAT ARE YOUR TOP REASONS FOR NOT CLICKI

AD?



I WANT YOU

Intro to User Acquisition Marketing



AD RELEVANCE & TARGETING

HOW CAN YOU BE RELEVANT TO EVERYONE?



INTRODUCTION TO TARGETING

TYPES OF TARGETING: TAKE AN EDUCATED GUES




TYPES OF TARGETINGSex

Age Range

Geography

Interests

Device (desktop, mobile, tablet)

Keywords

Time of Day

Income

Education

Purchase Patterns

Has someone been tobefore?

Browser/OS




WHY TARGETINGRight message to the right people at the right time

Efficiency

Varies by product and goal

Put yourself in your audience’s shoes- what other things do

Where do they go on the internet?

What are they typing into the Google search bar?

Targeting Buckets




TARGETING: WHAT MARKETERS ARE TARGETING



I DON’T KNOW

IF I NEED YOU




TARGETING OPTIONS BY CHANNEL

SEARCH

‣ Location‣ the keyword you typed in

‣ [device]

‣ [time of day]

‣ [day of week]




SEARCH

‣ High Intent/Interest‣ High degree of control

‣ Large Volume- about ½ of total digital dollars spent

‣ Efficient

‣ High CTRs‣ High Conversion rates (CTL: Clink to Lead)




SEARCH

Short Tail “Shoes”Fat Middle “Nike Shoes”

Long Tail “Nike Airmax 2013 iD Custom




SEARCH

‣ Google Quality Score (basically your CTR)‣ Does your keyword/ad match their intent?

‣ CPC bid- what you are bidding per click

‣ Ad Rank – CPC Bid x Quality Score




DISPLAY

Location

time of day

day of week

Browser

Device

[data inferrecookies]




DISPLAY

‣ Visual‣ Creative

‣ Interactive

‣ Proven from a DR perspective

‣ Scale (Yahoo, MSN, CNN)‣ Pros of Traditional Advertising




DISPLAY: TARGETING METHODS

‣ Contextual‣ Based on the content around it- e.g. article topic

‣ Placement

‣ Which websites?

‣ Remarketing‣ People who have already visited your site. Ads follow you

‣ Interest Categories

‣ Browsing& search history

‣ Demographics




DISPLAY: EXAMPLES




FACEBOO

Locationanything yo

[time of day

[day of wee




FACEBOOK

‣ Most User Data‣ Targeting

‣ Scale

‣ Take advantage of users social graphs

‣ Target people who have already expressed interest in your




FACEBOOK




TWITTER

KeywordsLocations

device type

start date/time

end date/timeInterests

@usernames




TWITTER

‣ Trendy ‣ Topical

‣ Timely

‣ Platform that targets youthful/growing audience

‣ Integrated into user experience

‣ Access to real time information




TWITTER: PROMOTED ACCOUNTS

‣ Interests, @usernames, locations, campaign length




TWITTER: PROMOTED TWEETS

‣ Keywords, locations, devices, specific tweets, campaign len‣ Can automatically promote 5 most engaging, recent tweets




TWITTER: PROMOTED TRENDS

‣ Geographical Targeting, Massive exposure



CONVERSION FUNNEL- I DON’T KNOW IF I NEED YOU



CONVERSION FUNNEL- Landing Pages, Optimization & Flow

CONVERSION FUNNEL L di P O i i i & Fl



CONVERSION FUNNEL- Landing Pages, Optimization & Flow



I’D DIE TO FIND OU


ACTIVITY



KEY OBJECTIVE(S) AGENDA

DELIVERABLE

ACTIVITY

Select the acquisition channel &flow that you like

10 mins

Client Pitch.

1. Switch again?

2. Pick one company to track in eachrandom or one of your own

3. Come up with a pitch why this maris the best for your company

4. For fun, pretend you are pitching a

5. Make it fun

6. Present

WORKSHOP RECAP



WORKSHOP RECAP

TAKEAWAYS

‣ Getting users to move through the conversion funnel is keyacquisition and marketing.

‣ The most effective way to acquire users is to create targetecampaigns for a specific audience.

‣ Ad channels offer different types of targeting. By knowing yaudience, you can choose the right channels in order to acc

INTRO TO USER ACQUISITION KEY TERMS AND CONCEPTS



Q&A

INTRO TO USER ACQUISITION: KEY TERMS AND CONCEPTS

User Acquisition Marketing 101

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