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BrightonSEO 2019 - Jacob Tibbott - Get Your Ticket Beat The Competition With Gmail Ads: Email-less Email Marketing

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About this Session Learn how we beat the competition and boosted brand engagement through the use of highly targeted gmail ads. We ran a number of studies to assess the effectiveness of gmail ads, great for those who took a hit to their list after GDPR.

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BrightonSEO 2019 - Jacob Tibbott - Get Your Ticket Beat The Competition With Gmail Ads: Email-less Email Marketing

  1. 1. Beat The Competition With Gmail Ads: Email-less Email Marketing Jacob Tibbott // Novicell UK SLIDESHARE.NET/JacobTibbott @jrtibbott
  2. 2. “1.4billionmonthly activeusers”–April 2018
  3. 3. The best ads don’t look like ads
  4. 4. “We’llstopreadingyoure-mails” 🕵🕵♂️ Google - 2017
  5. 5. Gmail ads are less competitive 👀
  6. 6. Build brand awareness📈
  7. 7. In potential customer inboxes 👍🕵
  8. 8. 🤑
  9. 9. Micro-moments
  10. 10. “Intentrichmoments whendecisionsare made” 🕵
  11. 11. But what about targeting? 🕵
  12. 12. Customer personas for inspiration
  13. 13. Don’t know which audience to target? Google can help
  14. 14. Custom intent, not as easyas you think
  15. 15. Life events Target users going throughmajor lifeevents
  16. 16. Getting married or recently married 👰🕵
  17. 17. Moving soon or recent moved 🏠
  18. 18. Cats & dogs🐶🐱
  19. 19. Moving home 🏠 Graduating 👨🕵🎓 New pet🐶 Retirement 👴🕵 Job change 💼 Business creation💸 Home renovation🕵 Marriage💍
  20. 20. Layer your audiences
  21. 21. Lookalikes
  22. 22. Competitor brand names
  23. 23. Bid on your own brand without upsetting SEOers
  24. 24. Smash your ad copy
  25. 25. Killer subject lines🔥
  26. 26. Learn what works from organic e- mails🕵
  27. 27. If it sucks organically🕵🕵♂️
  28. 28. It will suck as an ad 👎🕵
  29. 29. Clickbait gets clicks not conversions 🤑
  30. 30. Clicks are not clicks 😱
  31. 31. Report on clicksto website
  32. 32. Quality score 😡
  33. 33. £0.00 £0.20 £0.40 £0.60 £0.80 £1.00 £1.20 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00%
  34. 34. Standard formats
  35. 35. HTML🕵
  36. 36. Feeling lazy? 😴
  37. 37. Responsive display 🤑
  38. 38. Tonnes of placements, fast
  39. 39. Including Gmail!
  40. 40. Metrics Standard Responsive Clicks 568 482 Avg. CPC £0.42 £0.18 CTR 0.74% 1.12% Conv. rate 2.47% 2.35%
  41. 41. Key takeaways
  42. 42. Get creative with HTML
  43. 43. Responsive display is awesome
  44. 44. Micro-moments
  45. 45. Be smart with audience targeting
  46. 46. Cheers 🕵

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