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Conquering Gmail Ads By Dan Morrison

From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Conquering Google Display & Gmail Ad Targeting. PRESENTATION: Conquering Gmail Ads - Given by Daniel Morrison, @danimalshouse - AimClear, Client Services Director. #SMX #24B

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Conquering Gmail Ads By Dan Morrison

  1. 1. #SMX #24B @danimalshouse Using Gmail Ads to Attract, Measure, and Convert Audiences #LikeABoss Conquering Gmail Ads
  2. 2. #SMX #24B @danimalshouse A Culturally Driven and Rapidly Growing Marketing Agency, Widely Respected for Leading Clients to Integrated Strategies and Data-DrivenTactics.
  3. 3. #SMX #24B @danimalshouse
  4. 4. #SMX #24B @danimalshouse
  5. 5. #SMX #24B @danimalshouse Imagine you could look inside anyone’s personal inbox for five minutes…
  6. 6. #SMX #24B @danimalshouse
  7. 7. #SMX #24B @danimalshouse
  8. 8. #SMX #24B @danimalshouse Why Gmail Sponsored Promotions? Attract Prospects into your Sales Pipeline Measure the Metrics that Matter Engage & Convert Opportunities to Sales Agenda 1 2 3 4
  9. 9. #SMX #24B @danimalshouse • Attract potential customers through a variety of targeting tactics • Engage prospects with sequenced messaging & creative • Remarket to highly engaged prospects • Convert users into the sale Map the Customer Journey ATTRACT CONVERT CLOSE DELIGHT
  10. 10. #SMX #24B @danimalshouse Email is a Proven Medium for Lead Generation Why?
  11. 11. #SMX #24B @danimalshouse Why Gmail Sponsored Promotions? Agenda 1 1
  12. 12. #SMX #24B @danimalshouse • 44% of email recipients made at least one purchase last year based on a promotional email ( • 75% of Gmail users access their email on a mobile device (TechCrunch) • 320% more revenue generated with automated emails (Campaign Monitor) • 72% of B2B buyers are most likely to share useful content via email (Earnest Agency) Number of Active Users in Gmail Continues to Grow 425mm 2012 900mm 2014 1 billion+ 2016 1
  13. 13. #SMX #24B @danimalshouse Branding Performance Marketing Why GSPs: Defining Objectives GENERATE AWARENESS INFLUENCE CONSIDERATION DRIVE LEADS & SALES FOSTER LOYALTY & RETENTION 1
  14. 14. #SMX #24B @danimalshouse • Users shown teaser creative • Expanded ad appears upon click of teaser • Full landing page experience directly in Gmail interface • Advertisers charged for click on the teaser How Do GSPs Work? 1
  15. 15. #SMX #24B @danimalshouse Highly Engaging Creative 1
  16. 16. #SMX #24B @danimalshouse 1
  17. 17. #SMX #24B @danimalshouse Attract Visitors into Funnel through Variety of Targeting Tactics Attract
  18. 18. #SMX #24B @danimalshouse Why Gmail Sponsored Promotions? Attract Prospects into your Sales Pipeline Agenda 1 2
  19. 19. #SMX #24B @danimalshouse Use Impact Visuals Above, Move Presentation Title As Needed TITLE SLIDE ALTERNATIVE LAYOUT w/ *EXAMPLE* IMAGE (SWAP IN YOUR OWN AS NEEDED)
  20. 20. #SMX #24B @danimalshouse Keyword / domain Interests / Remarketing Topics Device Language / geo Targeting Approaches 2
  21. 21. #SMX #24B @danimalshouse • Single category target • Targeting single categories limit potential reach • Adding assets to categories (more keywords, more interests etc) grows the overall potential reach Single Category Targeting 1 Interest 5 Interests 20 Interests 2
  22. 22. #SMX #24B @danimalshouse • Put your ad in the right place, at the right time • Layer categories to narrow segment and reach more relevant audiences • Save $$$ that is going to waste, and reduce spend on non- converting segments • Decrease CPA Multiple Category Targeting Interests & Remarketing Keywords 2
  23. 23. #SMX #24B @danimalshouse TARGET AND BID: Only target users who are part of the selected interest audience AND who also search for your keywords in this ad group. TARGET & BID Interests Keywords BID ONLY: Only target users who search for your keywords OR who are part of your audience. Create an overlapping layer to adjust bids for these users. Interests Keywords 2
  24. 24. #SMX #24B @danimalshouse • Narrow reach • Add bid modifiers to high performers Target & Bid High Performers Interests & Remarketing Keywords +25% bid modifier 2
  25. 25. #SMX #24B @danimalshouse Customer Match Use what you know about your customers... Customer profiles drive performance on Gmail Ads  Target customers you know  Segment based upon data you’ve collected  Reach users similar to your customers 2
  26. 26. #SMX #24B @danimalshouse Analyze the Right Metrics MEASURE
  27. 27. #SMX #24B @danimalshouse Why Gmail Sponsored Promotions? Attract Prospects into your Sales Pipeline Measure the Metrics that Matter Agenda 1 2 3
  28. 28. #SMX #24B @danimalshouse Understand Attribution & Funnel Performance PRIMARY GOAL KPI EXAMPLES • Impressions • Clicks • Web Visits • Video Views • Web Visits • Content Engagement • New Names • Web Responses • Web Leads/Marketing Qualified Leads • Sales Qualified Leads • Opportunities • Marketing Contribution to Sales • E-Commerce Contribution • Return on Investment • Revenue Contribution LINK TO COMPANY REVENUE GOALSLow High ATTRACTION CONVERSIONENGAGEMENT 3
  29. 29. #SMX #24B @danimalshouse Important to focus on external actions or in-ad actions, not just teaser clicks Metrics specific to GSPs • Saves • Forwards • Clicks to website Measure the Right Metrics 3
  30. 30. #SMX #24B @danimalshouse Add Gmail metrics to reports Measure the Right Metrics 3
  31. 31. #SMX #24B @danimalshouse Analyze performance of segments Measure the Right Metrics 3
  32. 32. #SMX #24B @danimalshouse Optimizing Campaigns: • Increase overall traffic • Lower CPA • Increase external CTR Test Early. Often. Refine. Scale Measure the Right Metrics 3
  33. 33. #SMX #24B @danimalshouse Retarget & Convert to Sales Convert
  34. 34. #SMX #24B @danimalshouse Why Gmail Sponsored Promotions? Attract Prospects into your Sales Pipeline Measure the Metrics that Matter Engage & Convert Opportunities to Sales Agenda 1 2 3 4
  35. 35. #SMX #24B @danimalshouse • Retargeting & nurturing is complicated • Proper planning is required, and lack thereof will impact conversion rate negatively 4 Retargeting
  36. 36. #SMX #24B @danimalshouse Develop an Asset Library Map Assets to Buying Cycle Organize Triggers & Messaging Test. Optimize. Test. Establish a Process to Map out the Nurture Flow 4
  37. 37. #SMX #24B @danimalshouse Map Assets to Buying Cycle ASSET PRIMARY KPIs 10Tips for Stellar Subject Lines EBook Download Email CallTo Action that Converts EBook Download CRMTips for SMBs Blog Post ASSet PRIMARY KPIs Growth Marketing for SMBs Webinar Attendance 10 Experts Share Lead Gen Email Secrets Contacts Product / Service Comparison Visit to Pricing Page Searches with mid-funnel keyword Visited website Converts from Prospect to Opp Conversion TRIGGER PRIMARY KPIs FreeTrial Registers for ProductTrial Live Demo Registers for Live Demo 4 ATTRACT CONVERT CLOSE DELIGHT
  38. 38. #SMX #24B @danimalshouse Organize Triggers & Messaging Whitepaper 10Tips for Stellar Subject Lines OPEN? No Yes Video EBook: Experts Share Email Secrets OPEN? OPEN? No Yes Yes No Off Nurture List: Remove Unengaged Prospects EBook: Provide Content for Deeper Analysis on Products / Services Video: Provide Lighter, More Engaging Content Demo: Schedule Meeting to Review Product 4
  39. 39. #SMX #24B @danimalshouse Does it work? Results
  40. 40. #SMX #24B @danimalshouse • Approach: • Targeting: customer match, competitor names as keywords, similar • Conversion event: eBook download • Results compared to display: • Gmail Ads comprised 32% of conversions on just 7.5% of spend • 13x higher CTR 4 Case Study #1: Services Company Adds GSPs as Major Component of Lead Gen Efforts 13x CTR Increase (compared to display) 53% Decrease in CPA (compared to display) 63% More Leads @ Lower Spend (compared to display)
  41. 41. #SMX #24B @danimalshouse • Strategy: Attract top of funnel audiences by promoting gated content • Tactics • Display Keywords • Display Remarketing • Gmail Sponsored Promotions (GSP) • Goals • Primary: generate leads from EBook downloads • Secondary: drive bottom of funnel conversions Case Study #2: Software Company Targets Competitor Names in GSPs 4
  42. 42. #SMX #24B @danimalshouse First Touch Converters End Goal Asset#1 TOFUeBook Download Asset#2 MOFULearnMore Asset#1 MOFULearnMore Asset#2 BOFULearnMore Case Study #2: Software Company Targets Competitor Names in GSPs 4
  43. 43. #SMX #24B @danimalshouse Case Study #2: Results Client | Content Promotions 4 Gmail Ads = 31% of Total Conversions Gmail Ads = 3x Higher Conv Rate Gmail Ads = 7% Higher CTR
  44. 44. #SMX #24B @danimalshouse Did it work? Wrap Up
  45. 45. #SMX #24B @danimalshouse • Gmail ads can enhance your marketing automation & nurture efforts • Use customer match and layered targeting for optimal customer segmentation • Optimize the metrics that matter • Effective retargeting requires proper planning to deliver success Takeaways
  46. 46. #SMX #24B @danimalshouse Gmail Ads Restrictions Bonus
  47. 47. #SMX #24B @danimalshouse • Prohibited Categories: • Alcohol • Gambling • Clinical trial • Users under 13 • Restricted drug terms • Health conditions • Negative financial status • Abuse / trauma • Relationships • Imposing negativity Gmail Ads Does Not Support Advertising These Services • Identity & Belief: • Sexual orientation • Political affiliation • Political content • Trade union membership • Race & ethnicity • Religious belief • Marginalized groups • Transgender identification • Sexual Interests: • Partial nudity • Birth control • Family Status