USER ACQUISITION MARKETING 101

AGENDA

Introductions Intro

to User Acquisition Funnel

Conversion Ad Ad

Relevance & Targeting Channels

Corinne Crockett - @corinnecrockett corinnecrockett@gmail.com

Corinne Crockett - @corinnecrockett corinnecrockett@gmail.com

Why is User Acquisitions Awesome

SAVAGE GARGDEN I WANT YOU

SAVAGE GARGDEN I WANT YOU

INTRO TO USER ACQUISITION - I WANT YOU

HOW CAN I ACQUIRE THE RIGHT CUSTOMERS AT THE RIGHT TIME IN THE MOST COST EFFECTIVE MANNER?

CONVERSION FUNNEL- I DONT KNOW IF I NEED YOU

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ACTIVITY- ACQUISITION CHANNELS- TODAY

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ACTIVITY- ACQUISITION CHANNELS

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ACTIVITY
KEY OBJECTIVE(S) Experience the conversion funnel from a users perspective. AGENDA 10 mins

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1. Divide into 4 Groups: Facebook, Twitter, Display & Search. 2. Go onto your chosen sites and notice ads. (Display you guys can go to CNN, Yahoo, MSN homepage, etc.) 3. Once you see an ad you like, click through and follow it through the conversion funnel to the final step in the acquisition process. Document every click and what was written on the link / item you click. 4. Take screenshots 5. Talk us through your funnel experience.

DELIVERABLE List of actions based on conversion funnel experience.

USER ACQUISITION 101

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WHAT ARE YOUR TOP REASONS FOR NOT CLICKING ON AN AD?

Intro to User Acquisition Marketing

I WANT YOU

AD RELEVANCE & TARGETING

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HOW CAN YOU BE RELEVANT TO EVERYONE?

INTRODUCTION TO TARGETING

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TYPES OF TARGETING: TAKE AN EDUCATED GUESS

INTRODUCTION TO TARGETING

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TYPES OF TARGETING
Sex Age Range Geography Interests Device (desktop, mobile, tablet) Keywords Time of Day Income Education Purchase Patterns Has someone been to your website before? Browser/OS

INTRODUCTION TO TARGETING

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WHY TARGETING
Right message to the right people at the right time Efficiency Varies by product and goal Put yourself in your audiences shoes- what other things do they like? Where do they go on the internet? What are they typing into the Google search bar? Targeting Buckets

INTRODUCTION TO TARGETING

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TARGETING: WHAT MARKETERS ARE TARGETING YOU

INTRODUCTION TO TARGETING

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TARGETING: WHAT MARKETERS ARE TARGETING YOU

INTRODUCTION TO TARGETING

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TARGETING: WHAT MARKETERS ARE TARGETING YOU

INTRODUCTION TO TARGETING

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TARGETING: WHAT MARKETERS ARE TARGETING YOU

Intro to User Acquisition Marketing

I DONT KNOW IF I NEED YOU

TARGETING OPTIONS BY CHANNEL

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SEARCH
Location the

keyword you typed in

[device] [time [day

of day]

of week]

TARGETING OPTIONS BY CHANNEL

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SEARCH
High High

Intent/Interest degree of control Volume- about of total digital dollars spent

Large

Efficient High High

CTRs Conversion rates (CTL: Clink to Lead)

TARGETING OPTIONS BY CHANNEL

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SEARCH
Short Tail Shoes Fat Middle Nike Shoes Long Tail Nike Airmax 2013 iD Custom

TARGETING OPTIONS BY CHANNEL

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SEARCH
Google

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

Does CPC Ad

bid- what you are bidding per click

Rank CPC Bid x Quality Score

TARGETING OPTIONS BY CHANNEL

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DISPLAY
Location

time of day day of week Browser Device [data inferred from your cookies]

TARGETING OPTIONS BY CHANNEL

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DISPLAY
Visual Creative Interactive Proven Scale Pros

from a DR perspective

(Yahoo, MSN, CNN)

of Traditional Advertising

TARGETING OPTIONS BY CHANNEL

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DISPLAY: TARGETING METHODS

Contextual Based

on the content around it- e.g. article topic

Placement Which

websites? who have already visited your site. Ads follow you. search history

Remarketing People Interest

Categories

Browsing&

Demographics

TARGETING OPTIONS BY CHANNEL

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DISPLAY: EXAMPLES

TARGETING OPTIONS BY CHANNEL

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Location

FACEBOOK

anything you've liked [time of day] [day of week]

TARGETING OPTIONS BY CHANNEL

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FACEBOOK
Most

User Data

Targeting Scale Take

advantage of users social graphs people who have already expressed interest in your brand (SS)

Target

TARGETING OPTIONS BY CHANNEL

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FACEBOOK

TARGETING OPTIONS BY CHANNEL

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FACEBOOK

TARGETING OPTIONS BY CHANNEL

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FACEBOOK

TARGETING OPTIONS BY CHANNEL

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TWITTER
Keywords Locations device type start date/time end date/time Interests @usernames

TARGETING OPTIONS BY CHANNEL

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TWITTER
Trendy Topical Timely Platform

that targets youthful/growing audience into user experience

Integrated Access

to real time information

TARGETING OPTIONS BY CHANNEL

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TWITTER: PROMOTED ACCOUNTS

Interests,

@usernames, locations, campaign length

TARGETING OPTIONS BY CHANNEL

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TWITTER: PROMOTED TWEETS

Keywords, Can

locations, devices, specific tweets, campaign length, max bid

automatically promote 5 most engaging, recent tweets

TARGETING OPTIONS BY CHANNEL

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TWITTER: PROMOTED TRENDS

Geographical

Targeting, Massive exposure

CONVERSION FUNNEL- I DONT KNOW IF I NEED YOU

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CONVERSION FUNNEL- Landing Pages, Optimization & Flow

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CONVERSION FUNNEL- Landing Pages, Optimization & Flow

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Intro to User Acquisition Marketing

ID DIE TO FIND OUT

ACTIVITY
KEY OBJECTIVE(S) Select the acquisition channel & flow that you like AGENDA 10 mins 1. Switch again? 2. Pick one company to track in each group- can be random or one of your own

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3. Come up with a pitch why this marketing channel is the best for your company 4. For fun, pretend you are pitching a potential client 5. Make it fun DELIVERABLE Client Pitch. 6. Present

WORKSHOP RECAP

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TAKEAWAYS
Getting The Ad

users to move through the conversion funnel is key to user acquisition and marketing. most effective way to acquire users is to create targeted campaigns for a specific audience. channels offer different types of targeting. By knowing your audience, you can choose the right channels in order to access them.

INTRO TO USER ACQUISITION: KEY TERMS AND CONCEPTS

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Q&A