From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: How Email Marketing Is Revolutionizing Paid Search. PRESENTATION: Miss Cleo Sees the Future of Email Marketing - Given by Cleo Hage, @therealmisscleo - WordStream Inc, Paid Search Strategist. #SMX #13B2

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Miss Cleo Sees
the Future of
Email Marketing

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Besides a TV Psychic from the 90s
Who in the World am I?

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I was “great” at traveling & taking pictures as a kid…

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So when I got older I traveled again & learned to smile!

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I plan the all
the Fun stuff!

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Manage 30 accounts with a totally monthly spend of $500K+
Lead Gen & E-Commerce, SMB’s, Name an industry I’ve done it…
Blogs… webinars… I’m here aren’t I?
Why should you listen to me…?

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I’m Cleo Hage and I’m going to talk to you
about the future of Email Marketing
And no you are not in the wrong room this
is still a SEM focused presentation

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Email is the #1 Marketing channel Used by Business

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But There are BIG Problems with That

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The average business user
will receive 96 emails per day
*source Radicati Group
Emails are CLUTTERED!!

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In 2015, the number of emails
sent and received per day total
over 205 billion.
*source the Radicati Group Inc.
And yeah its growing too!
That’s HUGE!

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This figure is expected to grow
at an average annual rate of 3%
over the next 4 years, reaching
over 246 billion by the end of
2019.
*source the Radicati Group Inc.
And yeah its growing too!

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How would you log into things?
How would you receive update?
How would you know when your package is
arriving!?
No emails are not going anywhere!

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But even good
email campaigns
have an opening
rate of 20%
Email Marketing Campaigns?

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This is you... This is your boss...

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Even More Disappointing…

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So Disappointing…

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On 80% of Unopened Email &
95% Lost Leads

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The Answer is:
Customer
Match
How do I cure the
FOMO?
All Hail Customer Match

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The internet things is a gam of darts…
What is Customer Match?
The ability to upload lists of email into AdWords to
create audiences for Precision Targeting!

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Precision Targeting

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It works like a remarketing
list.
But you get to pick your
exact audience, down to the
person!
Tell me more…

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Is it only Gmail? – Nope!
 All Email platforms are
accepted
Tell me more…

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How does it work?
 Emails are linked to “google
id’s”
 Those “google id’s” are turned
into a remarketing list
 Acts just like a remarketing list
Tell me more…

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 Search
 YouTube
 Gmail
Where can you serve Customer Match Audiences

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The Unicorn Scenario
Why Should I Use Customer Match?

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This is my boss
Larry Kim –
Founder of
WordStream –
2015 Search
Marketer of the
Year – has a ton of
Twitter followers
The Unicorn Scenario

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His kinda a big deal in PPC &
loves unicorns so he struts into
conferences on a unicorn
Here is Larry when he came to
SMX last year 
The Unicorn Scenario

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You meet Larry & his
unicorn at a conference
then exchange business
cards
The Unicorn Scenario You send Larry an email
as part of your
campaign but he
doesn’t open it cause
he’s playing with his 3
year old son #ppckid
But you were smart
and put Larry’s email in
a customer match
audience

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One day Larry is
watching YouTube
Video's of Unicorns
The Unicorn Scenario
And since he is on your
customer match list
that you are targeting
on YouTube he sees you
Ad!!!
Larry clicks through to
your site because he
remembers meeting you
at the conference 

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Basic Setup
Teach Me How to Customer Match!

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 Customer Match Audiences live in your Shared Library just like
normal remarketing lists
 Create a Remarketing List and select ‘Customer emails’
Time to Build an Audience

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 Upload a CSV. file of all your
emails
 Google will not serve lists
under 100 – bigger is better
 You can always create
multiple list and update
existing lists with more emails
Upload those hard earned email list!

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Tell Me the Strategy Miss Cleo!

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This is a client of mine Best Bully
Sticks – They sell dog chews
called bully sticks
First Let me Tell you how awesome Customer Match is!

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Lowest
15% more than
branded
75% more than
branded
50% more than
branded
$9.43 ROI targeting only Customer Match!!
That’s a 59% higher ROI than its equivalent
campaign not targeting remarketing & 41%
higher than RLSA!

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Lowest
15% more
than branded
75% more
than branded
50% more
than branded
3 x the Conversion Rate of a
Non-Targeted campaign

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Lowest
15% more
than branded
75% more
than branded
50% more
than branded
Increase Bids for more valuable
target audience

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Own the Space!!!
High Position for a
higher converting
audience

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Lowest
15% more
than branded
75% more
than branded
50% more
than branded
Serve to allAudiences
Volume can be lower for
Customer Match

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Be Amazing – Be on Target

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Conversion Rate goes up with
familiarity to the brand
You worked hard for them to
know your brand! Target them!
How is ROI so much higher!?

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If they know your brand treat them like they do
Treat this differently
Treat this differently
Treat this differently
Treat this differently

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Different Ad Copy!
How is ROI so much higher!?
Non-Customer Match Audience
Customer Match Audience

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Different offers!
How is ROI so much higher!?
Non-Customer Match Audience
Give them a better offer
Earn their trust
Non-
Customer MatchAudience
Offer with a higher threshold
You already have their trust

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Gmail is your friend too!

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91% check their email daily!
Lets talk EMAIL!

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CPC’s are cheap
Impressions are high
Top on the inbox
Gmail is your friend too

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66% of people made a
purchases as a result of an
email
Lets talk EMAIL!

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Gmail Ads will bring you to the Top!
ClickThrough Rate!With Low CPC’s

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Don’t forget about Similar Audiences!
Branch out! Make new friends, they will like you
I promise…
*list size above 5,000 & gmail and youtube only

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Shopping + YouTube = a Great Pair

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YouTube Shopping – Use it!

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YouTube Shopping – Use it!

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Shopping and YouTube had a baby and it rocked AdWords
It Works Wonders

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Engagement!!
It Works Wonders

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Don’t worry Lead Gen people we’re getting to you

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The Future of Lead Generation

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Lead Gen = Can I Get Yo’ Email

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Your already matched!
Stop asking for their email!
You already have it!
Use Customer match to
start treating them
differently than a new user!
Ryan Gosling

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Push them down the funnel
Serve them
something different
at every level of the
funnel!

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Nothing in AdWords has ever
been more precise!
Segment out your audiences
based on their position in the
funnel
The Ultimate Targeting

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Keep Your Brand
 Top of Mind
 Top of the SERP
 Top of the Inbox
Are you keeping your leads engaged?

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YouTube is everything…

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Top of Mind
What I
Want
Your
Brand
YouTube overall, and even YouTube on
mobile alone, reaches more 18-49 year-
olds than any cable network in the U.S!
YouTube processes more than 3 Billion
search a month!

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Don’t let them forget you!
Change up your Call-to-Action
Tell me Miss Cleo, what do I DO!?

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In-Stream is great
In-Stream Ads show up before a video that your
watching
• Get at least 5 seconds of branding FREE!
• But still get high engagement from Customer
Match

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In-Display ads show in the search results and suggestion column
• It can be hard to get traffic with low volume 
• Try regular remarketing audiences
In-Display is a bit tricky

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Make Yourself Stick Out

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Make yourself stick out
Inboxes can get flushed
out quickly
There's a way to make it
to the top!
Remember that 70%

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Top of the Inbox
Ha!They thought I had
someone to go to
Valentines day dinner with!
Proud of myself for not
falling victim to the sales!
I really do love shoes
tho…
I think they are profiling
me…
Only one email opened

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Crush the Ad Game

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Create a ‘Target and
Bid’ Customer Match
campaign & Boost
those CPC’s
Exclusive Targeting

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Own the Space!
Top of SERP

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Bid on generic terms
Create Different ad copy
Take them to an engaging
landing page!
Show them something they haven’t seen before

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SEE YOU AT THE NEXT #SMX
THANK YOU!
Tweet me for more Customer Match Tips &
How Tos 