Eric siu gmail and-yt-ads-12-5-2016

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Vasil Azarov

Advanced Social Media Advertising & Content Marketing

Social Media

11.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf
1.800.701.0793 www.singlegrain.com sales@singlegrain.com
By: Eric Siu, CEO, Single Grain
Advanced Social Media Advertising & Content Marketing
How to Win with Gmail and YouTube Advertising

21.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf
Eric Siu, CEO of Single Grain

31.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf
Also have a podcast called
‘Marketing School’ with
Neil Patel.

41.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf
One more: Growth Everywhere.

51.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf
But enough about me.
Let’s talk about what YOU’RE going to get out of this.

61.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf
• YouTube ads
• Do’s and Don’ts of YouTube ads
• Our success with Gmail advertising
• How to set up Gmail advertising

71.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf

81.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf
YouTube has over
6 billion hours viewed a month.
It’s the #2 search engine in the world.

91.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf
2 BILLION HOURS of video are
monetized on YouTube every week.

101.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf
Online video viewers are expected to
DOUBLE to 1.5 billion in 2016.
The opportunity for business growth using
YouTube advertising is incredible.

111.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf
So Why Should You Give YouTube Ads A Shot?

121.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf
CHEAP VIEWS.

131.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf
Not Saturated Yet.

141.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf
Not Just For Branding.
Can Actually Generate Sales.

151.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf
Excellent Targeting Capabilities.

161.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf

171.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf
Excellent Targeting Capabilities.

181.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf
What’s a good creative?

191.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf
WHERE TO FIND VIDEO CREATIVES

201.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf
ON A BUDGET? VIDEO BREWERY
Starts at around ~$500

211.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf
A LITTLE MORE WIGGLE ROOM?
DEMO DUCK
Starts at around ~$10,000+

221.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf
WORLD CLASS PRODUCTION?
SANDWICH VIDEO
Videos can be $100,000+

231.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf
Do’s:
• Set a frequency cap.
• Retarget your visitors with video ads.
• Have tightly focused targeting groups.
• Experiment with new ad creatives constantly.
• Understand that it takes time to get going and if there’s traction, you might be on the cusp of
something special.
• Set custom columns so you have a dashboard that
will help you make more money.
• Add a call to action overlay.
• Add a companion banner.
• Experiment with different ad formats.

241.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf
Don’ts:
• Spam your viewers with video retargeting ads
• Assume that you can just let your campaign sit. Optimization never ends.
• Try to hit multiple ad formats in the same ad group. Split them up.
• Give up too quickly.
• Show your ads too quickly if you have a small budget.
Show it more evenly over time.
• Neglect A/B testing.
• Forget to target other countries using different ad groups if applicable. You’d be surprised at what it
can do for you.
• Forget to explore wacky ideas. Wacky ideas might become your best performers sometimes.

251.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf
GMAIL ADS

261.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf
How The Ads Look In Inboxes:

271.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf
How The Ads Look In Inboxes:

281.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf
On Mobile:

291.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf
So we did a small test…

301.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf
To get started, go to the ‘Ads’ tab in any campaign…

311.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf
Next, select ‘Gmail ads’

321.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf
Then you have 5 options to choose from…

331.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf
Here’s an example:

341.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf
Here’s a bigger example:

351.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf
How To Target In Gmail Ads:

361.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf
The Path To A Winning Gmail Ad

371.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf
This lost money (spent $600 to make $35):

381.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf
This broke even:

391.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf
The copy was
adjusted but it was
still basically the
same result:

401.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf
Changing to the ‘Catalog
Template’ got it close to
a 3:1 ROI:

411.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf

421.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf

431.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf
3 Crucial Steps To Gmail Ads Success

441.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf
1. Use CPA bidding when you’re at 15-20 conversions per week.

451.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf
2. Have the appetite and discipline for testing
($60k in spend before seeing success)

461.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf
3. Calculate your ‘True’ CTR and conversion rates to
get actual insights on true performance

471.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf
Huh? ‘True’ CTR?

481.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf
ROAS: 3.2x
+1,000 sales/mo

491.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf
ERIC SIU
eric@singlegrain.com
www.singlegrain.com
@ericosiu

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1. 11.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf 1.800.701.0793 www.singlegrain.com sales@singlegrain.com By: Eric Siu, CEO, Single Grain Advanced Social Media Advertising & Content Marketing How to Win with Gmail and YouTube Advertising

2. 21.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf Eric Siu, CEO of Single Grain

3. 31.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf Also have a podcast called ‘Marketing School’ with Neil Patel.

4. 41.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf One more: Growth Everywhere.

5. 51.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf But enough about me. Let’s talk about what YOU’RE going to get out of this.

6. 61.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf • YouTube ads • Do’s and Don’ts of YouTube ads • Our success with Gmail advertising • How to set up Gmail advertising

7. 71.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf

8. 81.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf YouTube has over 6 billion hours viewed a month. It’s the #2 search engine in the world.

9. 91.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf 2 BILLION HOURS of video are monetized on YouTube every week.

10. 101.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf Online video viewers are expected to DOUBLE to 1.5 billion in 2016. The opportunity for business growth using YouTube advertising is incredible.

11. 111.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf So Why Should You Give YouTube Ads A Shot?

12. 121.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf CHEAP VIEWS.

13. 131.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf Not Saturated Yet.

14. 141.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf Not Just For Branding. Can Actually Generate Sales.

15. 151.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf Excellent Targeting Capabilities.

16. 161.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf

17. 171.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf Excellent Targeting Capabilities.

18. 181.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf What’s a good creative?

19. 191.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf WHERE TO FIND VIDEO CREATIVES

20. 201.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf ON A BUDGET? VIDEO BREWERY Starts at around ~$500

21. 211.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf A LITTLE MORE WIGGLE ROOM? DEMO DUCK Starts at around ~$10,000+

22. 221.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf WORLD CLASS PRODUCTION? SANDWICH VIDEO Videos can be $100,000+

23. 231.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf Do’s: • Set a frequency cap. • Retarget your visitors with video ads. • Have tightly focused targeting groups. • Experiment with new ad creatives constantly. • Understand that it takes time to get going and if there’s traction, you might be on the cusp of something special. • Set custom columns so you have a dashboard that will help you make more money. • Add a call to action overlay. • Add a companion banner. • Experiment with different ad formats.

24. 241.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf Don’ts: • Spam your viewers with video retargeting ads • Assume that you can just let your campaign sit. Optimization never ends. • Try to hit multiple ad formats in the same ad group. Split them up. • Give up too quickly. • Show your ads too quickly if you have a small budget. Show it more evenly over time. • Neglect A/B testing. • Forget to target other countries using different ad groups if applicable. You’d be surprised at what it can do for you. • Forget to explore wacky ideas. Wacky ideas might become your best performers sometimes.

25. 251.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf GMAIL ADS

26. 261.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf How The Ads Look In Inboxes:

27. 271.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf How The Ads Look In Inboxes:

28. 281.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf On Mobile:

29. 291.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf So we did a small test…

30. 301.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf To get started, go to the ‘Ads’ tab in any campaign…

31. 311.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf Next, select ‘Gmail ads’

32. 321.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf Then you have 5 options to choose from…

33. 331.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf Here’s an example:

34. 341.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf Here’s a bigger example:

35. 351.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf How To Target In Gmail Ads:

36. 361.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf The Path To A Winning Gmail Ad

37. 371.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf This lost money (spent $600 to make $35):

38. 381.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf This broke even:

39. 391.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf The copy was adjusted but it was still basically the same result:

40. 401.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf Changing to the ‘Catalog Template’ got it close to a 3:1 ROI:

41. 411.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf

42. 421.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf

43. 431.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf 3 Crucial Steps To Gmail Ads Success

44. 441.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf 1. Use CPA bidding when you’re at 15-20 conversions per week.

45. 451.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf 2. Have the appetite and discipline for testing ($60k in spend before seeing success)

46. 461.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf 3. Calculate your ‘True’ CTR and conversion rates to get actual insights on true performance

47. 471.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf Huh? ‘True’ CTR?

48. 481.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf ROAS: 3.2x +1,000 sales/mo

49. 491.800.701.0793 www.singlegrain.com sales@singlegrain.com #growthmarketingconf ERIC SIU eric@singlegrain.com www.singlegrain.com @ericosiu

Eric siu gmail and-yt-ads-12-5-2016

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Eric siu gmail and-yt-ads-12-5-2016