In today’s rapidly evolving digital landscape, it’s crucial to be where your audience is, and we’re here to show you how. Join us in this transformative session. We’ll explore essential tactics for building awareness from the channels normally thought of as bottom of the funnel. Discover how to implement diverse approaches across conversion-driven channels and critically position your brand to capture audiences higher up in the funnel. Uncover where your audience actively seeks information and lean into awareness-building campaigns there. Seize this opportunity to drive your brand’s awareness and make this holiday season one for the books. Don’t miss out!

1. 2023 Playbook
for Q4 and
Holiday Success

2. Session 1
10am PT | 1pm ET
Be Where Your Audience Is: Using
Conversion- Driven Channels to Move Up
the Funnel
Session 2
11am PT | 2pm ET
Leveraging Measurement for Effective
Audience Targeting and Optimization
Session 3
12pm PT | 3pm ET
Q4 Success Secrets: The Essential
Elements of Operations and Fulfillment
in the Holiday Rush
Session 4
10am PT | 1pm ET
Bridging the Gap Between Engagement
and Post-Click Conversions
Session 5
11am PT | 2pm ET
Conquering Amazon in Q4: Winning
Strategies for Maximizing Search,
Display, and Sponsored Products
Session 6
12pm PT | 3pm ET
Optimize Holiday Conversions by
Leveraging First-Party Data Across
the Funnel
Wednesday, August 16, 2023 Wednesday, August 23, 2023
P A R T 1 P A R T 2

3. Be Where Your
Audience Is:
Using Conversion- Driven Channels
to Move Up the Funnel

4. Today’s Logistics
Recording & slides will be in your inbox
tomorrow
Download relevant resources
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Join our poll questions - including if you want to talk to
our teams after!
Katherine Bishop
Marketing Coordinator

5. WE’VE MASTERED THE
MEDIA THAT
MATTERS MOST
Tinuiti is the largest independent performance
marketing firm across Streaming TV and the
Triopoly of Google, Facebook, Amazon.
Employees
Media managed
Award-winning
culture*
$3B
#1
1000+

6. Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future

7. Our Speakers
AARON LEVY
Vice President, Paid
Search
EVAN KIRKPATRICK
Vice President, Shoppable
Media
KRIS WONG
Senior Director, SEO

8. Agenda
● Intro - Be Where Your Audience Is
● Building Momentum (SEO & SERP)
● Full Funnel Placements
● Key Takeaways
● Q & A
8

9. What is your biggest concern going into
the holiday season?
● Economic conditions affecting consumer
spending
● Ensuring sufficient inventory
● Standing out in a crowded marketplace during
the holiday rush
● Ad campaign effectiveness
● Adapting to changing consumer behavior
POLL

10. What is your biggest challenge right now
when building awareness for your brand?
● Allocating sufficient funds to marketing and advertising efforts
to reach a wider audience.
● Defining and understanding the specific demographics and
preferences of the ideal customers.
● Standing out in a saturated market with numerous competing
brands offering similar products or services.
● Generating consistent and engaging content that resonates
with the audience across various platforms.
POLL

11. AWARENESS
Search Lived In The Bottom of The Funnel for Far Too Long
evaluation
most effort, most time, most competition.
we have tiers of “evaluation,” as deployed
by a normal waterfall strategy.
conversion
search as an acquisition channel rather
than as a messaging channel. Brand Terms
live here, as do most retargeting efforts, ad
copy tests, extensions et al.
research
our version of TOFU. Limited direct
response, limited influence on decision
path, limited spend, limited… marketing.
INTEREST
CONVERSION
awareness + interest
when someone searches, they’re already
aware. Something usually precedes search,
but there’s a few tactics that can reinforce
interest
RESEARCH
EVALUATION
RE-ACTIVATION
reactivation
we (and our competitive set) oft miss out
on lapsed customers and an opportunity to
re-build loyalty.
11

12. AWARENESS
Search Lived In The Bottom of The Funnel for Far Too Long
evaluation
most effort, most time, most competition.
we have tiers of “evaluation,” as deployed
by a normal waterfall strategy.
conversion
search as an acquisition channel rather
than as a messaging channel. Brand Terms
live here, as do most retargeting efforts, ad
copy tests, extensions et al.
research
our version of TOFU. Limited direct
response, limited influence on decision
path, limited spend, limited… marketing.
INTEREST
CONVERSION
awareness + interest
when someone searches, they’re already
aware. Something usually precedes search,
but there’s a few tactics that can reinforce
interest
RESEARCH
EVALUATION
RE-ACTIVATION
reactivation
we (and our competitive set) oft miss out
on lapsed customers and an opportunity to
re-build loyalty.
12
🎁
🎁
🎁

13. SEO
13

14. Start SEO Holiday Planning ASAP
Technical
In order for other SEO pillars to
work, a site needs a solid
place to start.
Content
Stay laser-focused on how to
build awareness for your brand,
promos, and products through
relevant content.
Off-Page
There are a lot of off-page
techniques; understanding
which can help you move the
needle ahead of the holiday
season is key.

15. Ensure A Solid Technical Foundation
Technical
Resolve:
✓ Major indexation issues &
inconsistencies (e.g. 404 errors,
blocked content, XML sitemaps)
Consider:
✓ Structured data (e.g. local
business schema, product
schema, review schema)
✓ Site architecture (e.g. internal
links, navigation menus)

16. Focus Your Content Efforts
Technical
Resolve:
✓ Major indexation issues &
inconsistencies (e.g. 404 errors,
blocked content, XML sitemaps)
Consider:
✓ Structured data (e.g. local
business schema, product
schema, review schema)
✓ Site architecture (e.g. internal
links, navigation menus)
Content
Awareness:
✓ Promo pages
✓ Gift guides
✓ Long-tail & question-based
content (e.g. holiday gifts for my
husband, what are the top toy
trends this holiday season)
Consideration:
✓ Shipping & return content
✓ Comparison content
✓ FAQs

17. Prioritize Where You Can Win Off-Page
Off-Page
Local SEO:
✓ GBP (holiday hours)
✓ Location pages
✓ Directories
✓ Maps
Other:
✓ Reviews
✓ Organic social (e.g. links,
bio optimization)
✓ Outreach
Technical
Resolve:
✓ Major indexation issues &
inconsistencies (e.g. 404 errors,
blocked content, XML sitemaps)
Consider:
✓ Structured data (e.g. local
business schema, product
schema, review schema)
✓ Site architecture (e.g. internal
links, navigation menus)
Content
Awareness:
✓ Promo pages
✓ Gift guides
✓ Long-tail & question-based
content (e.g. holiday gifts for my
husband, what are the top toy
trends this holiday season)
Consideration:
✓ Shipping & return content
✓ Comparison content
✓ FAQs

18. Think Beyond Traditional SEO
Search is everywhere. With the end-to-end consumer journey evolving to be more visual and bite-sized, we must go
where they are searching to ensure brand visibility within other platforms, especially those that are heavily pulled into
organic search results and SERP features.

19. Amplify Across Channels
SEO is just one spoke in the wheel for
your holiday planning. Utilize other
channels to build trust, improve content
reach, and amplify engagement.
PAID SEARCH
SHOPPABLE MEDIA
PAID SOCIAL
AFFILIATE
DISPLAY
CRO
CRM & EMAIL
MOBILE APP
AMAZON
INFLUENCER
Keyword
Research
Local Landing
Page SEO
Customer
Reviews
Competitive
Review
Existing Content
Updates
Internal Linking &
Backlink Outreach

20. SEM
Every search is a question
20

21. Google’s visual ad offerings (Discover, GDA, and to a
lesser extent Image Extensions) present an opportunity
for upper funnel customers to experience your products.
Similarly, testing into Microsoft Audience Network is a
productive way to expose potential customers to your
offerings before they’re even ready to search.
Will these generate the same ROAS? Generally, no. But,
that doesn’t mean they’re ineffective.
Remember, we’re filling the top of the funnel so the
bottom can close the deal!
No, it’s not the broad of yesteryear.
Nowadays it’s the only match type
that factors in audience behavior
When paired with automated bidding,
broad match has proven an effective
way to move up funnel. We’ve seen
healthy performance increases as
well.
As an added bonus, we’ll gather and
garner new insights on queries and
customers.
The Robots Need Room To
Responsibly Roam
We’ll have to let go of some old SEM adages in order
to effectively move up funnel
Test Into Broad Match Embrace Visual Ad Units

22. Beware The “Searchy” View Of Holiday Audiences
1st Party:
Follow until they love you!
retargeting + custom audiences
layered over existing campaigns
3rd Party:
Layer on “holiday gift buyer”
audiences onto existing campaigns
and let the algorithms take care of
the rest
Zero Party:
Why even bother?
People are going to tell us what they
want with their searches anyway

23. Feed The Top Of The Funnel With Audience Driven Queries
Gifting queries can work en masse if you
have products that reach everybody…
…but if you don’t, who is your holiday buyer? 🎅
how do they differ from your everyday customer?

24. Reactivate Holiday
Buyers With A Little
Contrarian Creativity
Remember, your holiday buyers (usually) won’t look the
same as your normal customers.
Leverage 1st party data to identify customers who buy
during the holidays.
Test very loose campaigns with very precise audiences to
help your customers solve the hardest problem of the
season.

25. Shoppable Media
25

26. Using Your Product Feed To Guide Holiday Performance
And Awareness Across Media
26
The industry is constantly evolving and has embraced more algorithmic targeting and ad types. Your feed is one of
the largest levers remaining to guide performance across media. Ensure you’re adding in all relevant data,
optimizing it for algorithmic learning, and customizing feeds for each platform to stay competitive this holiday.
Titles & Descriptions
Expand query coverage,
tapping into terms that drive
customer interest &
exploration
Pricing & Promotions
Layer in sales extensions or
labels to target promotional
products
Lifestyle Imagery
Utilize lifestyle image
columns where applicable to
build brand awareness and
showcase products on upper
funnel formats
Inventory Control
During the busy holiday
period, set inventory caps
based on size inventory
availability, increase hourly
imports from once per day to
once per hour

27. Unlock Upper-Funnel Placement Inventory With
Performance Max
27
Performance Max provides brands with an efficient way to reach a broad audience. With new ways to discover, research, and
purchase, customers are engaging across an ever-growing number of channels. Performance Max combines the strength of
Shopping, Display, Discovery and YouTube to unlock additional placement inventory.

28. Get The Most Out Of Upper-Funnel Placements With A
Robust Audience Strategy
28
Performance Max uses your audience signals to look for new people with similar or stronger intent across their rich placement
inventory. Steer the algorithm in the right direction by using an audience-centric approach that prioritizes the needs and
preferences of your target audience.
3
2
1
In-Market & Affinity
Audiences
Add relevant broad audiences to expand
reach through Performance Max.
Custom Segments &
Demographics
Search activity, downloaded applications, or
websites your target audience has visited
that aren’t client owned.
First-Party Audiences
Prioritizing your own customer insights
through first-party data like Customer
Match (most important) and Remarketing.

29. Engage Consumers And Drive Brand Awareness With
Strong Creative
Optimize Performance Max creative to appeal to new users who
haven’t purchased from you previously and implement a blend of
creative to guide them along their shopping journey using both in-feed
creative and standard creative
INCLUDE:
✔ Images (Landscape, Square, Portrait)
✔ Logo (Landscape, Square)
✔ Video
✔ Text (Headlines, Descriptions, Call-to-Action, etc)
✔ Extensions (Sitelinks, Promotion, Image, etc)
Advertisers who have used horizontal, vertical, and square video
assets in their Performance Max campaign as opposed to just
horizontal saw +20% more conversions on YouTube.*
29
*Google

30. Key Takeaways
1. By combining an audience-first
approach with strong creative, you can
better unlock upper-funnel gains with
Performance Max
2. It’s not too late to start SEO efforts for
the holiday season, but you need to
narrow your focus and begin NOW.
3. Look at the person searching, not just
the language they’re using. Getting
creative will be key to taking your SEM
efforts to the next level this holiday
season.
…and remember

31. Aim For Stability, Expect Volatility
So much of SEM and Shopping nowadays is based on machine learning and
algorithms.
While the machines are (very) smart, the worst thing we can do is to confuse
them with large swings and changes.
REMEMBER:
✔ Get your infrastructure in place before the busy time
✔ Keep a close eye on inventory
✔ Aim for longer term targets
✔ Don’t panic + resist impulsive decisions
✔ Have a backup plan (or seven) for when volatility comes

32. Schedule Your
Consultation
with a Digital
Marketing Expert

33. Q & A
AARON LEVY
Vice President, Paid
Search
EVAN KIRKPATRICK
Vice President, Shoppable
Media
KRIS WONG
Senior Director, SEO

34. The Q2 2023
Digital Ads
Benchmark
Report
VIEW TINUITI’S LATEST RESEARCH

35. Session 1
10am PT | 1pm ET
Be Where Your Audience Is: Using
Conversion- Driven Channels to Move Up
the Funnel
Session 2
11am PT | 2pm ET
Leveraging Measurement for Effective
Audience Targeting and Optimization
Session 3
12pm PT | 3pm ET
Q4 Success Secrets: The Essential
Elements of Operations and Fulfillment
in the Holiday Rush
Session 4
10am PT | 1pm ET
Bridging the Gap Between Engagement
and Post-Click Conversions
Session 5
11am PT | 2pm ET
Conquering Amazon in Q4: Winning
Strategies for Maximizing Search,
Display, and Sponsored Products
Session 6
12pm PT | 3pm ET
Optimize Holiday Conversions by
Leveraging First-Party Data Across
the Funnel
Wednesday, August 16, 2023 Wednesday, August 23, 2023
P A R T 1 P A R T 2

36. Thank you!