user acquisition marketing 101
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7/28/2019 User Acquisition Marketing 101
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USER ACQUISITION
MARKETING 101
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AGENDA
‣ Introductions
‣ Intro to User Acquisition
‣ Conversion Funnel
‣ Ad Relevance & Targeting
‣ Ad Channels
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Corinne Crockett - @corinnecrockett – corinnecrockett@gmail.com
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Corinne Crockett - @corinnecrockett – corinnecrockett@gmail.com
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Why is User Acquisitions Awesome
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SAVAGE GARGDEN – I WANT YOU
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SAVAGE GARGDEN – I WANT YOU
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INTRO TO USER ACQUISITION - I WANT YOU
HOW CAN I ACQUIRE THE RIGHT CUSTOMERS AT
RIGHT TIME IN THE MOST COST EFFECTIVE MANN
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CONVERSION FUNNEL- I DON’T KNOW IF I NEED YOU
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ACTIVITY- ACQUISITION CHANNELS- TODAY
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ACTIVITY- ACQUISITION CHANNELS
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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
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USER ACQUISITION 101
WHAT ARE YOUR TOP REASONS FOR NOT CLICKI
AD?
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I WANT YOU
Intro to User Acquisition Marketing
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AD RELEVANCE & TARGETING
HOW CAN YOU BE RELEVANT TO EVERYONE?
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INTRODUCTION TO TARGETING
TYPES OF TARGETING: TAKE AN EDUCATED GUES
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INTRODUCTION TO TARGETING
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
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INTRODUCTION TO TARGETING
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
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INTRODUCTION TO TARGETING
TARGETING: WHAT MARKETERS ARE TARGETING
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INTRODUCTION TO TARGETING
TARGETING: WHAT MARKETERS ARE TARGETING
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INTRODUCTION TO TARGETING
TARGETING: WHAT MARKETERS ARE TARGETING
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INTRODUCTION TO TARGETING
TARGETING: WHAT MARKETERS ARE TARGETING
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I DON’T KNOW
IF I NEED YOU
Intro to User Acquisition Marketing
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TARGETING OPTIONS BY CHANNEL
SEARCH
‣ Location‣ the keyword you typed in
‣ [device]
‣ [time of day]
‣ [day of week]
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TARGETING OPTIONS BY CHANNEL
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)
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TARGETING OPTIONS BY CHANNEL
SEARCH
Short Tail “Shoes”Fat Middle “Nike Shoes”
Long Tail “Nike Airmax 2013 iD Custom
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TARGETING OPTIONS BY CHANNEL
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
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TARGETING OPTIONS BY CHANNEL
DISPLAY
Location
time of day
day of week
Browser
Device
[data inferrecookies]
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TARGETING OPTIONS BY CHANNEL
DISPLAY
‣ Visual‣ Creative
‣ Interactive
‣ Proven from a DR perspective
‣ Scale (Yahoo, MSN, CNN)‣ Pros of Traditional Advertising
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TARGETING OPTIONS BY CHANNEL
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
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TARGETING OPTIONS BY CHANNEL
DISPLAY: EXAMPLES
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TARGETING OPTIONS BY CHANNEL
FACEBOO
Locationanything yo
[time of day
[day of wee
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TARGETING OPTIONS BY CHANNEL
‣ Most User Data‣ Targeting
‣ Scale
‣ Take advantage of users social graphs
‣ Target people who have already expressed interest in your
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TARGETING OPTIONS BY CHANNEL
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TARGETING OPTIONS BY CHANNEL
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TARGETING OPTIONS BY CHANNEL
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TARGETING OPTIONS BY CHANNEL
KeywordsLocations
device type
start date/time
end date/timeInterests
@usernames
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TARGETING OPTIONS BY CHANNEL
‣ Trendy ‣ Topical
‣ Timely
‣ Platform that targets youthful/growing audience
‣ Integrated into user experience
‣ Access to real time information
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TARGETING OPTIONS BY CHANNEL
TWITTER: PROMOTED ACCOUNTS
‣ Interests, @usernames, locations, campaign length
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TARGETING OPTIONS BY CHANNEL
TWITTER: PROMOTED TWEETS
‣ Keywords, locations, devices, specific tweets, campaign len‣ Can automatically promote 5 most engaging, recent tweets
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TARGETING OPTIONS BY CHANNEL
TWITTER: PROMOTED TRENDS
‣ Geographical Targeting, Massive exposure
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CONVERSION FUNNEL- I DON’T KNOW IF I NEED YOU
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CONVERSION FUNNEL- Landing Pages, Optimization & Flow
CONVERSION FUNNEL L di P O i i i & Fl
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CONVERSION FUNNEL- Landing Pages, Optimization & Flow
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I’D DIE TO FIND OU
Intro to User Acquisition Marketing
ACTIVITY
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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
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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
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Q&A
INTRO TO USER ACQUISITION: KEY TERMS AND CONCEPTS
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