Platforms are increasingly launching feed-driven shoppable products to blend social media and ecommerce—and feed-driven spend is accelerating accordingly. In this session, we dive into the numerous areas that impact shoppable media—search, social strategy, display strategy, and creative assets— and how to tie them all together into a powerful feed for converting customers.

1. Conquering Q4: A Holiday
Planning Series for Marketers
DAY 1 - WEDNESDAY, AUGUST 25TH
Retail Media Madness: A Guide to an Integrated Holiday
Strategy
10-10:30am PT | 1-1:30pm ET
The Walmart Effect: Succeed Here, Succeed Everywhere
10:35-11:20am PT | 1:35-2:20pm ET
Prime Day Data Hold the Answers (but are you asking the
right questions?)
11:25am– 12:10pm PT | 2:25-3:10pm ET
Marketplace Ops: Making Sure You’re all Buttoned Up for Q4
12:15-1pm PT | 3:15-4pm ET
DAY 2 - THURSDAY, AUGUST 26TH
Building New Audiences (and Reactivating Old Ones) Before
the Holiday Season
10-10:30am PT | 1-1:30pm ET
Bringing your Shopping Feed to Life for Q4
10:35-11:20am PT | 1:35-2:20pm ET
Design Matters: Creative that Fuels the Funnel
11:25– 11:55am PT | 2:25-2:55pm ET
From Email to SMS: Overcoming Messaging Saturation
During the Holiday Season
12-12:45pm PT | 3-3:45pm ET
Upping Your Paid Search Conversions in Q4
12:50– 1:35pm PT | 3:50 – 4:35pm ET

2. Bringing your
Shopping Feed
to Life for Q4

3. Today’s Logistics
Kerry Mallett
Webinar Coordinator
Recording & slides will be sent
by the end of the week
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Submit questions for live Q&A
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Download relevant resources
Log back anytime with same link
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Join our poll questions
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4. Tinuiti is the largest independent performance
marketing agency across the Triopoly.
Employees
Media managed Award-winning culture*
$3B #1 950+
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*AdAge Best Places to Work 2019-2021

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

6. Our Speakers
EVAN KIRKPATRICK
VP, Shoppable Media
PATRICK HENTSCHEL
Senior Director, Global
Accounts

7. Agenda
● Industry Landscape and Trends for Q4
● Building a Foundation with your Data
● Making Ads More Shoppable
● Fueling the Marketing Funnel
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8. What is your biggest challenge with
shoppable media?
● Optimizing my product details across platforms
● Connecting and driving customers to local
stores
● Using video and other features to improve
shoppability
● I am not using shoppable media yet!
POLL

9. Industry Landscape and
Trends for Q4
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10. Ecommerce set for another record breaking holiday
19%
Ecommerce projected % of total
holiday season retail sales, which
would be the highest total ever
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11. Shopping starts early!
Consumers aren’t waiting until Black Friday - Pre Cyber Week had greatest YoY revenue growth in 2020
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YoY revenue growth by week (2020 holiday)
Source: SalesForce

12. Mobile traffic dominates the holiday season
Mobile made up 75% of traffic on Cyber Monday 2020
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Source: SalesForce

13. Large increase in holiday shopping on social channels
Social networks becoming ecommerce destinations
Site Traffic (YoY)
+73%
Online Orders (YoY)
+84%
Time On Site (YoY)
+50%
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Source: 2020 YoY, SalesForce

14. New feed-driven, shoppable products are launching
across media
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15. Building a Foundation
with Strong Product Data
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WEB PLATFORMS
FILE UPLOADS
CHANNEL DATA
SITE CRAWLS
HUNDREDS OF PLATFORMS
Product Syndication
Syndicate product data across media
Consolidate product and performance data to build the feeds that power & enhance Shoppable
campaigns

17. What is Feed Optimization?
Raw title: “Air Max Shoes”
Optimized title: “Nike Air Max Running Shoes,
Size 12 Black”
Feed Optimization means ensuring your
product data is:
● Clean: no rogue HTML, missing values,
and is correctly mapped to the
specifications of each channel.
● Relevant: your product titles are structured
similar to the way users search for them.
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18. Nike’s Google title:
“Nike Air Max 2017 Men's Shoe Size 12”
Nike’s website has a different title:
“Nike Air Max 2017”
Our Google search:
“Nike air max running shoes size 12 black”
What is happening between Nike and Google?
Feed optimization!
But Wait…
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Having your products listed in appropriate
categories, optimizing titles, and adding correct
variants, helps you to create more effective
product listings that show up more often.
Ensuring your products are optimized (ie, titles,
description, materials) will improve searchability,
increase click through rate, and reduce wasted
ad spend.
Optimize Your Online Listings
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Ensure that your product data is
tailored to perform well across
each particular channel.
Sometimes just having the right
keywords to show against
relevant search queries is the
most important.
Product Data Performance
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21. 21
Transformers
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22. Advanced feed optimization boosts conversion rate
and revenue across platforms
No stranger to success, Bare
Necessities came to Tinuiti in with a
clear-cut vision of how they wanted to
scale their business and grow their
brand using Google and Bing
Shopping ads.
CHALLENGE SOLUTION SUMMARY
Tinuiti’s Shoppable Media experts got to work
manipulating Bare Necessities’ product feed of over
200,000 styles and optimized them for each unique
platform within Feedonomics: Google, Bing, and Facebook.
Through these advanced tactics, the Shoppable Media
team grew Bare Necessities Revenue by over 30% and
increased conversion rate while exceeding the client’s
return on ad spend goals.
INDUSTRY: ECOMMERCE
Case Study -
Mobile clicks with
call extensions
Shopping
revenue
Conversion
rate
+30%
RESULTS
+25%

23. Key Takeaways
● Solidify your product data foundation ahead of holiday to
further prepare for the industry shift towards commerce
● Data should be clean, accurate, and relevant
● Better data = more efficient performance
● Strong titles are essential - the more differentiators you
include, the more relevant search queries you'll appear on
● Ensure that product data is tailored to perform well across
each channel
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24. Making Ads More
Shoppable
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25. Building a Multi-Channel Strategy
To drive product ad performance across media, it’s critical for retailers to understand channel nuances and create
customized strategies to drive results for each channel. Retailers should not be sending the same data to every channel.
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Search & Shopping Video & Discovery Social Commerce Dynamic Creative

26. Stand out with Shopping annotations
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Special offers:
Add promotions to products to
enable "special offers"
annotation and encourage users
to shop
Sale / Price Drop:
Activate sale price annotations
by supplying Google up-to-date
pricing data and using the
sale_price column
Product Ratings:
Generate more high
product ratings and
reviews and qualify for
the automated star
rating extension
Returns:
Add your current policies in
Google Merchant Center to
activate the returns
annotation
Shipping:
Showcase products that
ship fast or free by
providing details in Google
Merchant Center

27. Drive store sales with Local Inventory Ads (LIAs)
38%
Share of consumers surveyed who plan
to continue to use curbside pickup even
after the pandemic passes.
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Reminding customers of
the convenience value
prop
“We have what you need right
down the street.”
Promoting store pickup
(BOPIS) capabilities
“And you can have it in your
hands almost instantly.”
Source: Retail Dive / Shopify

28. Add storefronts to video ads
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Make video more Shoppable
Enhance video ads by connecting them with
product feeds - integrate product data directly
into videos to make them more interactive and
drive more conversions.
“On average, advertisers that add product feeds
to their Video action campaigns achieve over
60% more conversions at a lower cost”
Source: Google internal data, Global, March 2021 - compared 941 campaigns with
product feeds to campaigns without product feeds.

29. Integrate with Facebook & Instagram Checkout
Speed up the buying process and allow users to checkout directly from Shops on Facebook or Instagram
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30. Catalog Listing & Orders
● Important to have solution for:
○ Catalog clean-up & optimization
○ Listing and resolving errors
○ Syncing orders back to native OMS
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31. Orders are pulled from Instagram
Orders are inserted into your store
Tracking numbers are pulled from
your store
Tracking numbers are sent
to Instagram
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1
2
3
4
How Order Management
Works

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Visualize & Manage
Orders
● For example, our FeedAMP order dashboard
shows all of your marketplace orders
● Easily filter by order status and date
● See the entire order journey

33. ● Instagram requires square images at
least 600x600 px
● Fashion and apparel images are often
not square
● Be sure to turn portrait or landscape
images into square images
for Instagram
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Instagram Image
Padding

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100%
increase
In revenue from the
channel
“Instagram has played a major role in helping us build
a brand, and we love how the new shopping features
allow us to easily showcase our products in a way
that feels authentic to the community we have built.
In just a few short weeks of using the new shopping
features on Instagram, we have seen a 100%
increase in revenue from the channel and a massive
1,416% increase in Instagram referral traffic to our
website.”
Ken Natori
President of The Natori Company
Source: BigCommerce
Instagram Shopping Case Study
Natori
1,416%
increase
In Instagram referral traffic
to our website

35. Fueling the Marketing
Funnel
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36. Full Funnel Shoppable Approach
Introduce
Increase your presence on
Non-Branded queries, where
Shopping ads are prevalent.
Tip: Consider testing out lifestyle
imagery within your feed to inspire
users at the beginning of their journey.
Educate
Leverage your feed to educate users
about your products.
Include key differentiators within your
titles and descriptions to highlight
these value props across channel.
Convert
Highlight your deals and promotions
and be on the channels where your
users are.
Give them multiple purchase options
(on-site, local, direct checkout) to
ensure a smooth process.
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37. Key Takeaways
● Understand channel nuances and create customized
strategies to drive results for each channel. Do not send the
same data to every channel.
● Take advantage of Google annotations, local features, and
new enhancements to video to drive shoppability.
● Launch native checkout on social networks like Facebook
and Instagram - allow users to checkout directly in channel
● Optimize images/dimensions for better performance and
approval rate
● Bonus tip - expand the reach of your feed and use product
data to enhance efforts with Dynamic Creative Optimization
(DCO)
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38. Schedule Your
Consultation
with a Shoppable
Media Expert

39. Q&A

40. Register now at tinuiti.com/TLC21

41. Thank you!

42. Conquering Q4: A Holiday Planning
Summit for Marketers
DAY 1 - WEDNESDAY, AUGUST 25TH
Retail Media Madness: A Guide to an Integrated Holiday
Strategy
10-10:30am PT | 1-1:30pm ET
The Walmart Effect: Succeed Here, Succeed Everywhere
10:35-11:20am PT | 1:35-2:20pm ET
Prime Day Data Hold the Answers (but are you asking the
right questions?)
11:25am– 12:10pm PT | 2:25-3:10pm ET
Marketplace Ops: Making Sure You’re all Buttoned Up for Q4
12:15-1pm PT | 3:15-4pm ET
DAY 2 - THURSDAY, AUGUST 26TH
Building New Audiences (and Reactivating Old Ones) Before
the Holiday Season
10-10:30am PT | 1-1:30pm ET
Bringing your Shopping Feed to Life for Q4
10:35-11:20am PT | 1:35-2:20pm ET
Design Matters: Creative that Fuels the Funnel
11:25– 11:55am PT | 2:25-2:55pm ET
From Email to SMS: Overcoming Messaging Saturation
During the Holiday Season
12-12:45pm PT | 3-3:45pm ET
Upping Your Paid Search Conversions in Q4
12:50– 1:35pm PT | 3:50 – 4:35pm ET