Eric siu gmail and-yt-ads-12-5-2016
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Transcript of Eric siu gmail and-yt-ads-12-5-2016
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1 1.800.701.0793 www.singlegrain.com [email protected] #growthmarketingconf
1.800.701.0793 www.singlegrain.com [email protected]
By: Eric Siu, CEO, Single Grain
Advanced Social Media Advertising & Content Marketing
How to Win with Gmail and YouTube Advertising
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2 1.800.701.0793 www.singlegrain.com [email protected] #growthmarketingconf
Eric Siu, CEO of Single Grain
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3 1.800.701.0793 www.singlegrain.com [email protected] #growthmarketingconf
Also have a podcast called ‘Marketing School’ with
Neil Patel.
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4 1.800.701.0793 www.singlegrain.com [email protected] #growthmarketingconf
One more: Growth Everywhere.
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5 1.800.701.0793 www.singlegrain.com [email protected] #growthmarketingconf
But enough about me.
Let’s talk about what YOU’RE going to get out of this.
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6 1.800.701.0793 www.singlegrain.com [email protected] #growthmarketingconf
• YouTube ads
• Do’s and Don’ts of YouTube ads
• Our success with Gmail advertising
• How to set up Gmail advertising
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7 1.800.701.0793 www.singlegrain.com [email protected] #growthmarketingconf
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8 1.800.701.0793 www.singlegrain.com [email protected] #growthmarketingconf
YouTube has over
6 billion hours viewed a month.
It’s the #2 search engine in the world.
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9 1.800.701.0793 www.singlegrain.com [email protected] #growthmarketingconf
2 BILLION HOURS of video are
monetized on YouTube every week.
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10 1.800.701.0793 www.singlegrain.com [email protected] #growthmarketingconf
Online video viewers are expected to
DOUBLE to 1.5 billion in 2016.
The opportunity for business growth using
YouTube advertising is incredible.
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11 1.800.701.0793 www.singlegrain.com [email protected] #growthmarketingconf
So Why Should You Give YouTube Ads A Shot?
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14 1.800.701.0793 www.singlegrain.com [email protected] #growthmarketingconf
Not Just For Branding.
Can Actually Generate Sales.
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15 1.800.701.0793 www.singlegrain.com [email protected] #growthmarketingconf
Excellent Targeting Capabilities.
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16 1.800.701.0793 www.singlegrain.com [email protected] #growthmarketingconf
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17 1.800.701.0793 www.singlegrain.com [email protected] #growthmarketingconf
Excellent Targeting Capabilities.
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18 1.800.701.0793 www.singlegrain.com [email protected] #growthmarketingconf
What’s a good creative?
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19 1.800.701.0793 www.singlegrain.com [email protected] #growthmarketingconf
WHERE TO FIND VIDEO CREATIVES
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20 1.800.701.0793 www.singlegrain.com [email protected] #growthmarketingconf
ON A BUDGET? VIDEO BREWERY
Starts at around ~$500
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21 1.800.701.0793 www.singlegrain.com [email protected] #growthmarketingconf
A LITTLE MORE WIGGLE ROOM? DEMO DUCK Starts at around ~$10,000+
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22 1.800.701.0793 www.singlegrain.com [email protected] #growthmarketingconf
WORLD CLASS PRODUCTION? SANDWICH VIDEO Videos can be $100,000+
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23 1.800.701.0793 www.singlegrain.com [email protected] #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.
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24 1.800.701.0793 www.singlegrain.com [email protected] #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.
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26 1.800.701.0793 www.singlegrain.com [email protected] #growthmarketingconf
How The Ads Look In Inboxes:
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27 1.800.701.0793 www.singlegrain.com [email protected] #growthmarketingconf
How The Ads Look In Inboxes:
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29 1.800.701.0793 www.singlegrain.com [email protected] #growthmarketingconf
So we did a small test…
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30 1.800.701.0793 www.singlegrain.com [email protected] #growthmarketingconf
To get started, go to the ‘Ads’ tab in any campaign…
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31 1.800.701.0793 www.singlegrain.com [email protected] #growthmarketingconf
Next, select ‘Gmail ads’
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32 1.800.701.0793 www.singlegrain.com [email protected] #growthmarketingconf
Then you have 5 options to choose from…
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34 1.800.701.0793 www.singlegrain.com [email protected] #growthmarketingconf
Here’s a bigger example:
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35 1.800.701.0793 www.singlegrain.com [email protected] #growthmarketingconf
How To Target In Gmail Ads:
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36 1.800.701.0793 www.singlegrain.com [email protected] #growthmarketingconf
The Path To A Winning Gmail Ad
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37 1.800.701.0793 www.singlegrain.com [email protected] #growthmarketingconf
This lost money (spent $600 to make $35):
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39 1.800.701.0793 www.singlegrain.com [email protected] #growthmarketingconf
The copy was adjusted but it was still basically the same result:
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40 1.800.701.0793 www.singlegrain.com [email protected] #growthmarketingconf
Changing to the ‘Catalog Template’ got it close to a 3:1 ROI:
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41 1.800.701.0793 www.singlegrain.com [email protected] #growthmarketingconf
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42 1.800.701.0793 www.singlegrain.com [email protected] #growthmarketingconf
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43 1.800.701.0793 www.singlegrain.com [email protected] #growthmarketingconf
3 Crucial Steps To Gmail Ads Success
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44 1.800.701.0793 www.singlegrain.com [email protected] #growthmarketingconf
1. Use CPA bidding when you’re at 15-20 conversions per week.
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45 1.800.701.0793 www.singlegrain.com [email protected] #growthmarketingconf
2. Have the appetite and discipline for testing ($60k in spend before seeing success)
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46 1.800.701.0793 www.singlegrain.com [email protected] #growthmarketingconf
3. Calculate your ‘True’ CTR and conversion rates to get actual insights on true performance
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48 1.800.701.0793 www.singlegrain.com [email protected] #growthmarketingconf
ROAS: 3.2x
+1,000 sales/mo
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49 1.800.701.0793 www.singlegrain.com [email protected] #growthmarketingconf
ERIC SIU
www.singlegrain.com
@ericosiu