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#SMX #11B @SpitfirePPC
Using Custom HTML Templates to Improve Lead Generation
How to Succeed
with Gmail Ads
#SMX #11B @SpitfirePPC
cmccaskell@ambergreen.co.uk
Colleen McCaskell
Paid Media Manager
at
#SMX #11B @SpitfirePPC
Gmail Ads allow you to reach your target audiences via the Google Display Network
within Gmail’s Pr...
#SMX #11B @SpitfirePPC
Gmail Image Template
All content (text and visuals) must be contained
within a single image.
Gmail ...
#SMX #11B @SpitfirePPC
(Gmail)
(An ACTUAL Email) (Qualified interaction from someone
already engaged with email content)
I...
#SMX #11B @SpitfirePPC
 Sign up for a free account
 Click “Create Template” in the
Templates section
 Choose a “Drag an...
#SMX #11B @SpitfirePPC
Simple, User-Friendly Interface
Simply drag and drop the elements that you
require from the right t...
#SMX #11B @SpitfirePPC
 Recommended Components of the Email
– High quality header / hero image with optional
text CTA
– B...
#SMX #11B @SpitfirePPC
Export as HTML
Once you have saved your email, you
can preview, duplicate and export
the template a...
#SMX #11B @SpitfirePPC
 Ensure that your folder aligns
precisely with Google’s specs
– The email itself (that you exporte...
#SMX #11B @SpitfirePPC
Create a Gmail Ads Campaign
 Create a new Display campaign
– Select the “All Features” option
– So...
#SMX #11B @SpitfirePPC
 Upload your HTML file into Adwords
– Visit the Gmail Ads section of the Ad Gallery
– Select the c...
#SMX #11B @SpitfirePPC
The Finished Product
(Ad Preview)
(Collapsed Ad)
#SMX #11B @SpitfirePPC
 I still need to find fans of capybaras!
Where do I start?
– Domain targeting (via the Keywords se...
#SMX #11B @SpitfirePPC
Target top-performing
keywords from your Search
campaigns
Targeting is based on broad match
content...
#SMX #11B @SpitfirePPC
Expand your targeting, but
keep it highly relevant.
Don’t create a message mismatch like
below!
#SMX #11B @SpitfirePPC
User signs up to our newsletter
User ticks location as “United States”
User is added to the US Mail...
#SMX #11B @SpitfirePPC
Not clicking on your emails?
You need to demand their attention!
Try a more urgent CTA:
“Our capyba...
#SMX #11B @SpitfirePPC
Bad News!
The standard CTR and CPC columns are inaccurate
in that they report all clicks on the ad ...
#SMX #11B @SpitfirePPC
How do Gmail Ads stack up against other Display campaigns?
Campaign Cost Impressions All Clicks
Cli...
#SMX #11B @SpitfirePPC
How do Gmail Ads visitors engage with the content of the website?
Campaign Bounce rate Pages / sess...
#SMX #11B @SpitfirePPC
How effective are Gmail Ads at driving conversions within a goal
CPA?
Campaign Conversions CPA Conv...
#SMX #11B @SpitfirePPC
“People aren’t clicking through to
my site!”
Embed a form directly within the ad,
removing an imped...
#SMX #11B @SpitfirePPC
Design expertise isn’t
necessary
HTML / CSS knowledge isn’t
necessary
Capybaras aren’t necessary
(u...
#SMX #11B @SpitfirePPC
LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU!
SEE YOU AT THE NEXT #SMX
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How to Succeed with Gmail Ads

My presentation from SMX London 2016 about using Mailchimp to build Custom HTML email templates that are compatible with Adwords Gmail Ads and effective at lead generation.

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How to Succeed with Gmail Ads

  1. 1. #SMX #11B @SpitfirePPC Using Custom HTML Templates to Improve Lead Generation How to Succeed with Gmail Ads
  2. 2. #SMX #11B @SpitfirePPC cmccaskell@ambergreen.co.uk Colleen McCaskell Paid Media Manager at
  3. 3. #SMX #11B @SpitfirePPC Gmail Ads allow you to reach your target audiences via the Google Display Network within Gmail’s Promotions tab. You are charged on a cost-per-click basis when somebody clicks to expand the teaser and view the full ad. What are Gmail Ads?
  4. 4. #SMX #11B @SpitfirePPC Gmail Image Template All content (text and visuals) must be contained within a single image. Gmail Single Promotion Template The brand’s logo is featured separately alongside a smaller image, text description with headline, and a CTA button.
  5. 5. #SMX #11B @SpitfirePPC (Gmail) (An ACTUAL Email) (Qualified interaction from someone already engaged with email content) I want to promote my capybara rescue and rehoming service. How can I leverage Gmail Ads towards driving more adoptions? The Challenge
  6. 6. #SMX #11B @SpitfirePPC  Sign up for a free account  Click “Create Template” in the Templates section  Choose a “Drag and Drop” template from the “Basic” selection  Be sure to select a layout that suits your content – How many columns do you require for your text? – How many images will you be using? Create a Template in MailChimp to Get Started
  7. 7. #SMX #11B @SpitfirePPC Simple, User-Friendly Interface Simply drag and drop the elements that you require from the right to the left.
  8. 8. #SMX #11B @SpitfirePPC  Recommended Components of the Email – High quality header / hero image with optional text CTA – Business logo incorporated into the header – Engaging, informative, descriptive ad copy with headings as appropriate – Images to break up blocks of text – A call-to-action button – Ensure that your email does not exceed the limits of 650 x 1,000 px / 1.25 MB!
  9. 9. #SMX #11B @SpitfirePPC Export as HTML Once you have saved your email, you can preview, duplicate and export the template as an HTML file to be uploaded directly into Adwords. Tidy Up Your Email in Mailchimp Remove any extraneous components from the email such as the standard Mailchimp footer which enables people to update their preferences or unsubscribe. Click the trash bin icon to delete.
  10. 10. #SMX #11B @SpitfirePPC  Ensure that your folder aligns precisely with Google’s specs – The email itself (that you exported as HTML) should be saved as “index.html” – All images in the body of the email should be saved to a folder entitled “images” – The logo should be saved to the main folder as “logo.png” – The teaser should be saved as “teaser.txt” – Compress your folder and you’re ready to go! Organise Your Gmail Ads Assets
  11. 11. #SMX #11B @SpitfirePPC Create a Gmail Ads Campaign  Create a new Display campaign – Select the “All Features” option – Sort out the basics: budget, location targeting, scheduling, etc. – Add Gmail as the only placement. Easy peasy!
  12. 12. #SMX #11B @SpitfirePPC  Upload your HTML file into Adwords – Visit the Gmail Ads section of the Ad Gallery – Select the custom HTML upload option – Remove any unnecessary components of the email (or modify the HTML directly) Create a Gmail Ads Campaign
  13. 13. #SMX #11B @SpitfirePPC The Finished Product (Ad Preview) (Collapsed Ad)
  14. 14. #SMX #11B @SpitfirePPC  I still need to find fans of capybaras! Where do I start? – Domain targeting (via the Keywords section) – Keyword targeting – Customer Match lists – Topics – Demographics – Similar Audiences – You can also exclude audiences based on all of the targeting listed above Cool! But how do I reach the right Gmail users with my ad?
  15. 15. #SMX #11B @SpitfirePPC Target top-performing keywords from your Search campaigns Targeting is based on broad match content in the users’ last 300 received emails (inbox and archive). (And don’t forget to “retarget” your own domain, as well!) Target specific domains from the Keyword targeting section If you add a domain as a keyword, you’ll be able to reach people who are on the mailing lists of your direct competitors or partners!
  16. 16. #SMX #11B @SpitfirePPC Expand your targeting, but keep it highly relevant. Don’t create a message mismatch like below!
  17. 17. #SMX #11B @SpitfirePPC User signs up to our newsletter User ticks location as “United States” User is added to the US Mailchimp list The Mailchimp list is used to create a Customer Match audience in Adwords Distribute a Gmail ad about American capybaras to this audience Customer Match: Geo-targeting
  18. 18. #SMX #11B @SpitfirePPC Not clicking on your emails? You need to demand their attention! Try a more urgent CTA: “Our capybaras need your help urgently. Save a capybara’s life today!” User signs up to our newsletter User doesn’t open up any emails from our drip campaign User is added to a “low engagement” Mailchimp list The Mailchimp list is used to create a Customer Match audience in Adwords Distribute a Gmail ad to this audience with a more urgent CTA or even a special offer Customer Match: Engagement
  19. 19. #SMX #11B @SpitfirePPC Bad News! The standard CTR and CPC columns are inaccurate in that they report all clicks on the ad unit itself rather than clicks through to the website. Evaluating the Performance of your Gmail Ads Calculate Your CTR and CPC CTR = Gmail clicks to website / Impressions Avg. CPC = Cost / Gmail clicks to website 0.02% £1.76
  20. 20. #SMX #11B @SpitfirePPC How do Gmail Ads stack up against other Display campaigns? Campaign Cost Impressions All Clicks Clicks to Website CTR Avg. CPC Gmail Ads £4,085.73 1,151,076 37,082 2,321 0.2% £1.76 Custom Affinity Audiences £1,889.01 2,453,966 12,907 12,907 0.5% £0.15 In-Market Audiences £2,284.44 6,276,910 13,335 13,335 0.2% £0.17 Similar Audiences £1,474.19 2,266,869 15,163 15,163 0.7% £0.10
  21. 21. #SMX #11B @SpitfirePPC How do Gmail Ads visitors engage with the content of the website? Campaign Bounce rate Pages / session Avg. session duration (seconds) Gmail Ads 51% 2.5 149 Custom Affinity Audiences 91% 1.1 10 In-Market Audiences 91% 1.2 17 Similar Audiences 93% 1.1 11
  22. 22. #SMX #11B @SpitfirePPC How effective are Gmail Ads at driving conversions within a goal CPA? Campaign Conversions CPA Conv. rate Application Forms Gmail Ads 159 £25.70 0.43% 27 Custom Affinity Audiences 49 £38.55 0.38% 7 In-Market Audiences 43 £53.13 0.32% 8 Similar Audiences 32 £46.07 0.21% 5
  23. 23. #SMX #11B @SpitfirePPC “People aren’t clicking through to my site!” Embed a form directly within the ad, removing an impediment to capturing the lead data. “People aren’t engaging with my content!” Embed a video within the ad, improving clarity on more complex processes or services.
  24. 24. #SMX #11B @SpitfirePPC Design expertise isn’t necessary HTML / CSS knowledge isn’t necessary Capybaras aren’t necessary (unfortunately) So what’s stopping you? Take Gmail Ads out for a test drive in your account. They may just become one of your top-performing Display campaigns!
  25. 25. #SMX #11B @SpitfirePPC LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX

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