THE TSA WAY MAY Our strategic vision.

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1 Subject: A Focus on Audience, SpaceX Drops By, and Updated Services in the TSA Newsle=er! Date: Thursday, May 17, 2018 at 11:30:07 AM Pacific Daylight Time From: The Search Agency To: Kareem Cervantes THE TSA WAY MAY 2018 Our strategic vision. We launched a new social series this month highlighting ways we identify, segment, and target valuable audiences for our partners. Follow us on Facebook and LinkedIn and check out the series and receive weekly updates from our digital experts. Don't forget to like, share, comment, and follow!

2 TSA THOUGHT LEADERSHIP Best ideas and practices in the world of digital marketing. In their article for the TSA Blog, Creative Services and CRO team members Marley Groskind, Ben Zitney, Alena McLucas, and Cailyn Steinhardt walk us through the different ways to optimize your landing page based on your audience. Below is an excerpt from the article: When executing paid campaigns, there are, unfortunately, limits to what you can do to increase conversion rates. You can update ads and bid down on under-performing keywords and audiences, but these basic optimizations can reach a point of diminishing returns. Your media may become more efficient, but reach declines. Or you may grow volume, but become less efficient. If you ve hit a performance plateau, try looking beyond the click to the landing page experience. Are the calls-to-action and content as relevant as possible for users clicking on ads? One way to generate increased campaign efficiency without sacrificing volume is to serve a personalized landing page experience to the various audiences you re targeting with paid search advertising. To read their full article, click HERE. TSA NEWS What's new at The Search Agency?

3 Bret Johnsen, CFO & President of Strategic Acquisitions Group at SpaceX SpaceX Pays a Visit to TSA! We were honored to have the CFO of SpaceX drop by our office as part of our monthly Guest Speaker Series. We learned about his journey to SpaceX and some exciting new ideas they have in the works. Click here to learn more about SpaceX and what they have coming down the pipeline.

4 We've Updated Our Services on the TSA Website! Check out our new Feeds Services and B2B Account-Based Marketing (ABM) pages highlighting our strategy and experience in these services. See how our three-pillar strategy guides our integrated ABM vision and see all the creative ways you can utilize a data feed to power highly relevant and timely advertising across most marketing platforms. Click here to check out the B2B services page. Click here to check out the Feeds services page. Good Morning Baltimore! We round out our global office site update with one that is a little closer to home. Our East Coast office might be small, but it is comprised of some amazing, hardworking talent. TSA Baltimore specializes in Paid Media and boasts a close-knit, veteran staff with an average 9+ years experience working across a variety of verticals. Click here to check out the Baltimore office page. TSA TUTORIAL Learn from the best in the game! Senior Paid Search Manager Steven Cassettari and Lead, SEM Products & Optimization Sean Cohen answer your questions around DoubleClick and Data Driven Attribution in our TSA Q&A series.

5 TSA PROFILE Who's Who at The Search Agency? MARLEY GROSKIND CRO/Creative Services Associate Director Marley Groskind is an associate director for CRO and Creative Services at The Search Agency, where she has worked since 2015 helping lead the agency's creative and conversion efforts for all of its performance channels. Q: What is the latest in Conversion Rate Optimization? A: Designing and providing functional and robust experiences for mobile! According to Statista, in 2018, 52.2 percent of all website traffic generated worldwide was generated through mobile phones. If clients do not focus on their mobile experiences, they are leaving sales and leads on the table. Q: What do you think is causing the shift in focus to mobile? A: Smartphone ownership has increased. According to the Pew Research Center, 77 percent of Americans now own a smartphone. Adoption and reliance of the smartphone acting as a fullservice devise (internet, photos, apps, social platforms) has changed the way users interact with the world, and each other. Now everything is literally at the touch of a button, or a swipe. This on the go mentality means that the focus of website experiences on mobile devices is key to business growth. Statistically as mentioned, it is more likely that a user will access your website from a mobile devise so it is our responsibility as conversion rate optimization experts to help adapt their experiences to keep up.

6 Q: What should companies know in order to keep up-to-date with this trend? A: There are many options to keep up-to-date with the shift to providing a better mobile experience for users. A few simple but effective modifications for effective mobile website experiences are: Tap Friendly make sure all buttons, icons, links, click to call and other functional call to actions are tap friendly, and large enough for fingers to prevent frustration or tap errors. Design for fingers not cursors. Click to Call Make sure users can access your phone number simply with click to call functionality Sticky Navigation if the mobile page experience has significant content, and has multiple finger scrolls - consider utilizing a sticky header so the user can always access the menu. Don t hide your content, it doesn t matter how cool your content is if users have to work hard to find it. Input Modes when asking users to input information, make sure that the phone keyboard reflects the entry - if numerical, automatically provide the number keyboard, if alphabetical provide the letter based keyboard. Condense Content/Remove Items Don t be afraid to shorten content on mobile, we are looking to cater specifically to the on the go experience, and some of the items that would be provided to a user on desktop don t apply for mobile. Remove anything that is not absolutely necessary. Create a Micro Experience to conversion If applicable, break up the experience (forms, check out) into bite sized chunks so user effort is reduced. If possible, keep the actual conversion experience isolated to the min screen without needing the user to scroll down. Q: What is something unique about you most people wouldn t know? A: I was a camp kid (overnight camp for 6 weeks every summer from the age of 6 until the age of 15) and I can light a one match fire. To learn more from Marley, check out her other work below: Case Study Blog Tip TSA SOCIAL Join our social community. If you're not already following us on social media, check out a quick preview of our content and click the icons below to follow us on all of our platforms.

7 THE TSA BLOG

8 Tips and perspective from our very own crew. Marketing Mix: Cross-Channel Reporting and Executive Dashboards One of the most important aspects of reporting is the ability to see and analyze an aggregated view of your marketing data across all channels. With the continually expanding marketing mix, it can be easy for your data, and therefore your marketing teams, to become... Why You Need Brand and Non-Brand Segments for

9 Your Shopping Campaigns Ask any digital marketer worth their salt and they ll tell you that creating separate campaigns for brand and non-brand media is critical. Doing so will improve your conversion rates, lower your costs-per-click, improve brand awareness and ensure those critical last click conversions go to you... 5 Ways You Can Benefit from Automated Alerts and Reminders My day typically starts with the sound of my alarm clock ringing, prompting me to shut it down and check my phone. Reminders show up, regarding my meetings for the day. I get ready and drive down to work. Google Maps alerts me about traffic... WHAT WE'RE READING Articles and think pieces from our friends.

10 Breaking News: Amazon Stops Advertising on Google PLAs Throughout the past year, Amazon has drastically increased their paid media investment across Google Shopping, driving up CPCs and controlling impression share across the SERP until this past week. How Facebook s Shutdown of Third-Party Data Affects Advertisers Agencies and marketers are scrambling to make sense of the latest Facebook move to drop thirdparty data. Google Announces Ads Updates for App Developers at Google I/O Google says 94 billion apps were downloaded from Google Play last year. Share this Manage your preferences Opt out using TrueRemove Got this as a forward? Sign up to receive our future s. View this online. 801 N Brand Blvd #1020 Glendale, CA US This was sent to kareem.cervantes@thesearchagency.com. To continue receiving our s, add us to your address book.