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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Using Gmail Ads to Attract, Measure, and Convert Audiences #LikeABoss
Conquering Gmail
Ads

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A Culturally Driven and Rapidly Growing Marketing Agency,
Widely Respected for Leading Clients to Integrated Strategies
and Data-DrivenTactics.

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Imagine you could look inside
anyone’s personal inbox for five
minutes…

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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

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• 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

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Email is a Proven Medium for Lead Generation
Why?

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Why Gmail Sponsored Promotions?
Agenda
1
1

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• 44% of email recipients made at least one purchase last year based on a
promotional email (ConvinceandConvert.com)
• 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

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Branding Performance Marketing
Why GSPs: Defining Objectives
GENERATE AWARENESS
INFLUENCE CONSIDERATION
DRIVE LEADS & SALES
FOSTER LOYALTY &
RETENTION
1

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• 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

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Highly Engaging Creative
1

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1

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Attract Visitors into Funnel through Variety of Targeting Tactics
Attract

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Why Gmail Sponsored Promotions?
Attract Prospects into your Sales Pipeline
Agenda
1
2

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Use Impact Visuals Above, Move Presentation Title As Needed
TITLE SLIDE ALTERNATIVE LAYOUT
w/ *EXAMPLE* IMAGE
(SWAP IN YOUR OWN AS NEEDED)

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Keyword / domain
Interests / Remarketing
Topics
Device
Language / geo
Targeting Approaches
2

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• 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

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• 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

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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

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• Narrow reach
• Add bid modifiers to
high performers
Target & Bid High Performers
Interests &
Remarketing
Keywords
+25% bid
modifier
2

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Customer Match
Use what you know
about your customers...
Customer profiles
...to drive performance on Gmail Ads
 Target customers you know
 Segment based upon data you’ve
collected
 Reach users similar to your customers
2

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Analyze the Right Metrics
MEASURE

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Why Gmail Sponsored Promotions?
Attract Prospects into your Sales Pipeline
Measure the Metrics that Matter
Agenda
1
2
3

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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

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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

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Add Gmail metrics to
reports
Measure the Right Metrics
3

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Analyze performance of segments
Measure the Right Metrics
3

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Optimizing Campaigns:
• Increase overall traffic
• Lower CPA
• Increase external CTR
Test Early. Often. Refine.
Scale
Measure the Right Metrics
3

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Retarget & Convert to Sales
Convert

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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

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• Retargeting & nurturing is
complicated
• Proper planning is required, and
lack thereof will impact
conversion rate negatively
4
Retargeting

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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

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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

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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

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Does it work?
Results

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• 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)

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• 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

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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

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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

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Did it work?
Wrap Up

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• 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

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Gmail Ads Restrictions
Bonus

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• 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

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LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU!
SEE YOU AT THE NEXT #SMX