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Miss Cleo Sees the Future of Email Marketing By Cleo Hage


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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 By Cleo Hage

  1. 1. #SMX #13B2 @TheRealMissCleo Miss Cleo Sees the Future of Email Marketing
  2. 2. #SMX #13B2 @TheRealMissCleo Besides a TV Psychic from the 90s Who in the World am I?
  3. 3. #SMX #13B2 @TheRealMissCleo
  4. 4. #SMX #13B2 @TheRealMissCleo I was “great” at traveling & taking pictures as a kid…
  5. 5. #SMX #13B2 @TheRealMissCleo So when I got older I traveled again & learned to smile!
  6. 6. #SMX #13B2 @TheRealMissCleo I plan the all the Fun stuff!
  7. 7. #SMX #13B2 @TheRealMissCleo 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…?
  8. 8. #SMX #13B2 @TheRealMissCleo 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
  9. 9. #SMX #13B2 @TheRealMissCleo Email is the #1 Marketing channel Used by Business
  10. 10. #SMX #13B2 @TheRealMissCleo But There are BIG Problems with That
  11. 11. #SMX #13B2 @TheRealMissCleo The average business user will receive 96 emails per day *source Radicati Group Emails are CLUTTERED!!
  12. 12. #SMX #13B2 @TheRealMissCleo
  13. 13. #SMX #13B2 @TheRealMissCleo 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!
  14. 14. #SMX #13B2 @TheRealMissCleo 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!
  15. 15. #SMX #13B2 @TheRealMissCleo 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!
  16. 16. #SMX #13B2 @TheRealMissCleo But even good email campaigns have an opening rate of 20% Email Marketing Campaigns?
  17. 17. #SMX #13B2 @TheRealMissCleo This is you... This is your boss...
  18. 18. #SMX #13B2 @TheRealMissCleo Even More Disappointing…
  19. 19. #SMX #13B2 @TheRealMissCleo So Disappointing…
  20. 20. #SMX #13B2 @TheRealMissCleo On 80% of Unopened Email & 95% Lost Leads
  21. 21. #SMX #13B2 @TheRealMissCleo The Answer is: Customer Match How do I cure the FOMO? All Hail Customer Match
  22. 22. #SMX #13B2 @TheRealMissCleo 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!
  23. 23. #SMX #13B2 @TheRealMissCleo Precision Targeting
  24. 24. #SMX #13B2 @TheRealMissCleo It works like a remarketing list. But you get to pick your exact audience, down to the person! Tell me more…
  25. 25. #SMX #13B2 @TheRealMissCleo Is it only Gmail? – Nope!  All Email platforms are accepted Tell me more…
  26. 26. #SMX #13B2 @TheRealMissCleo 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…
  27. 27. #SMX #13B2 @TheRealMissCleo  Search  YouTube  Gmail Where can you serve Customer Match Audiences
  28. 28. #SMX #13B2 @TheRealMissCleo The Unicorn Scenario Why Should I Use Customer Match?
  29. 29. #SMX #13B2 @TheRealMissCleo This is my boss Larry Kim – Founder of WordStream – 2015 Search Marketer of the Year – has a ton of Twitter followers The Unicorn Scenario
  30. 30. #SMX #13B2 @TheRealMissCleo 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
  31. 31. #SMX #13B2 @TheRealMissCleo 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
  32. 32. #SMX #13B2 @TheRealMissCleo 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 
  33. 33. #SMX #13B2 @TheRealMissCleo
  34. 34. #SMX #13B2 @TheRealMissCleo Basic Setup Teach Me How to Customer Match!
  35. 35. #SMX #13B2 @TheRealMissCleo  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
  36. 36. #SMX #13B2 @TheRealMissCleo  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!
  37. 37. #SMX #13B2 @TheRealMissCleo
  38. 38. #SMX #13B2 @TheRealMissCleo Tell Me the Strategy Miss Cleo!
  39. 39. #SMX #13B2 @TheRealMissCleo 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!
  40. 40. #SMX #13B2 @TheRealMissCleo 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!
  41. 41. #SMX #13B2 @TheRealMissCleo Lowest 15% more than branded 75% more than branded 50% more than branded 3 x the Conversion Rate of a Non-Targeted campaign
  42. 42. #SMX #13B2 @TheRealMissCleo Lowest 15% more than branded 75% more than branded 50% more than branded Increase Bids for more valuable target audience
  43. 43. #SMX #13B2 @TheRealMissCleo Own the Space!!! High Position for a higher converting audience
  44. 44. #SMX #13B2 @TheRealMissCleo Lowest 15% more than branded 75% more than branded 50% more than branded Serve to allAudiences Volume can be lower for Customer Match
  45. 45. #SMX #13B2 @TheRealMissCleo Be Amazing – Be on Target
  46. 46. #SMX #13B2 @TheRealMissCleo 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!?
  47. 47. #SMX #13B2 @TheRealMissCleo If they know your brand treat them like they do Treat this differently Treat this differently Treat this differently Treat this differently
  48. 48. #SMX #13B2 @TheRealMissCleo Different Ad Copy! How is ROI so much higher!? Non-Customer Match Audience Customer Match Audience
  49. 49. #SMX #13B2 @TheRealMissCleo 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
  50. 50. #SMX #13B2 @TheRealMissCleo Gmail is your friend too!
  51. 51. #SMX #13B2 @TheRealMissCleo 91% check their email daily! Lets talk EMAIL!
  52. 52. #SMX #13B2 @TheRealMissCleo CPC’s are cheap Impressions are high Top on the inbox Gmail is your friend too
  53. 53. #SMX #13B2 @TheRealMissCleo 66% of people made a purchases as a result of an email Lets talk EMAIL!
  54. 54. #SMX #13B2 @TheRealMissCleo Gmail Ads will bring you to the Top! ClickThrough Rate!With Low CPC’s
  55. 55. #SMX #13B2 @TheRealMissCleo 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
  56. 56. #SMX #13B2 @TheRealMissCleo Shopping + YouTube = a Great Pair
  57. 57. #SMX #13B2 @TheRealMissCleo YouTube Shopping – Use it!
  58. 58. #SMX #13B2 @TheRealMissCleo YouTube Shopping – Use it!
  59. 59. #SMX #13B2 @TheRealMissCleo Shopping and YouTube had a baby and it rocked AdWords It Works Wonders
  60. 60. #SMX #13B2 @TheRealMissCleo Engagement!! It Works Wonders
  61. 61. #SMX #13B2 @TheRealMissCleo Don’t worry Lead Gen people we’re getting to you
  62. 62. #SMX #13B2 @TheRealMissCleo The Future of Lead Generation
  63. 63. #SMX #13B2 @TheRealMissCleo Lead Gen = Can I Get Yo’ Email
  64. 64. #SMX #13B2 @TheRealMissCleo 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
  65. 65. #SMX #13B2 @TheRealMissCleo Push them down the funnel Serve them something different at every level of the funnel!
  66. 66. #SMX #13B2 @TheRealMissCleo Nothing in AdWords has ever been more precise! Segment out your audiences based on their position in the funnel The Ultimate Targeting
  67. 67. #SMX #13B2 @TheRealMissCleo Keep Your Brand  Top of Mind  Top of the SERP  Top of the Inbox Are you keeping your leads engaged?
  68. 68. #SMX #13B2 @TheRealMissCleo YouTube is everything…
  69. 69. #SMX #13B2 @TheRealMissCleo 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!
  70. 70. #SMX #13B2 @TheRealMissCleo Don’t let them forget you! Change up your Call-to-Action Tell me Miss Cleo, what do I DO!?
  71. 71. #SMX #13B2 @TheRealMissCleo 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
  72. 72. #SMX #13B2 @TheRealMissCleo 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
  73. 73. #SMX #13B2 @TheRealMissCleo Make Yourself Stick Out
  74. 74. #SMX #13B2 @TheRealMissCleo Make yourself stick out Inboxes can get flushed out quickly There's a way to make it to the top! Remember that 70%
  75. 75. #SMX #13B2 @TheRealMissCleo 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
  76. 76. #SMX #13B2 @TheRealMissCleo Crush the Ad Game
  77. 77. #SMX #13B2 @TheRealMissCleo Create a ‘Target and Bid’ Customer Match campaign & Boost those CPC’s Exclusive Targeting
  78. 78. #SMX #13B2 @TheRealMissCleo Own the Space! Top of SERP
  79. 79. #SMX #13B2 @TheRealMissCleo Bid on generic terms Create Different ad copy Take them to an engaging landing page! Show them something they haven’t seen before
  80. 80. #SMX #13B2 @TheRealMissCleo
  81. 81. #SMX #13B2 @TheRealMissCleo SEE YOU AT THE NEXT #SMX THANK YOU! Tweet me for more Customer Match Tips & How Tos 