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Beat The Competition With
Gmail Ads: Email-less Email
Marketing
Jacob Tibbott // Novicell UK
SLIDESHARE.NET/JacobTibbott
@jrtibbott
“1.4billionmonthly
activeusers”–April 2018
The best ads don’t look like ads
“We’llstopreadingyoure-mails” 🕵🕵♂️
Google - 2017
Gmail ads are less competitive 👀
Build brand
awareness📈
In potential
customer inboxes
👍🕵
🤑
Micro-moments
“Intentrichmoments
whendecisionsare
made” 🕵
But what about
targeting? 🕵
Customer personas
for inspiration
Don’t know
which audience
to target? Google
can help
Custom intent, not
as easyas you
think
Life events
Target users going throughmajor lifeevents
Getting married or recently married
👰🕵
Moving soon or recent moved
🏠
Cats & dogs🐶🐱
Moving home 🏠
Graduating 👨🕵🎓
New pet🐶
Retirement 👴🕵
Job change 💼
Business creation💸
Home renovation🕵
Marriage💍
Layer your
audiences
Lookalikes
Competitor
brand names
Bid on your own brand
without upsetting SEOers
Smash your ad copy
Killer subject
lines🔥
Learn what works from organic e-
mails🕵
If it sucks organically🕵🕵♂️
It will suck as an ad 👎🕵
Clickbait gets clicks
not conversions
🤑
Clicks are not
clicks 😱
Report on
clicksto
website
Quality score 😡
£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%
Standard formats
HTML🕵
Feeling lazy? 😴
Responsive display 🤑
Tonnes of
placements, fast
Including Gmail!
Metrics Standard Responsive
Clicks 568 482
Avg. CPC £0.42 £0.18
CTR 0.74% 1.12%
Conv. rate 2.47% 2.35%
Key takeaways
Get creative with
HTML
Responsive display is
awesome
Micro-moments
Be smart with audience
targeting
Cheers 🕵

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