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BrightonSEO 2019 - Jacob Tibbott - Get Your Ticket Beat The Competition With Gmail Ads: Email-less Email Marketing

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About this Session Learn how we beat the competition and boosted brand engagement through the use of highly targeted gmail ads. We ran a number of studies to assess the effectiveness of gmail ads, great for those who took a hit to their list after GDPR.

Marketing
1 de 54
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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