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

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


Eric Siu, CEO of Single Grain


Also have a podcast called ‘Marketing School’ with

Neil Patel.


One more: Growth Everywhere.


But enough about me.

Let’s talk about what YOU’RE going to get out of this.


• YouTube ads

• Do’s and Don’ts of YouTube ads

• Our success with Gmail advertising

• How to set up Gmail advertising


YouTube has over

6 billion hours viewed a month.

It’s the #2 search engine in the world.


2 BILLION HOURS of video are

monetized on YouTube every week.


Online video viewers are expected to

DOUBLE to 1.5 billion in 2016.

The opportunity for business growth using

YouTube advertising is incredible.


So Why Should You Give YouTube Ads A Shot?


CHEAP VIEWS.


Not Saturated Yet.


Not Just For Branding.

Can Actually Generate Sales.


Excellent Targeting Capabilities.


What’s a good creative?


WHERE TO FIND VIDEO CREATIVES


ON A BUDGET? VIDEO BREWERY

Starts at around ~$500


A LITTLE MORE WIGGLE ROOM? DEMO DUCK Starts at around ~$10,000+


WORLD CLASS PRODUCTION? SANDWICH VIDEO Videos can be $100,000+


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.


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.


GMAIL ADS


How The Ads Look In Inboxes:


On Mobile:


So we did a small test…


To get started, go to the ‘Ads’ tab in any campaign…


Next, select ‘Gmail ads’


Then you have 5 options to choose from…


Here’s an example:


Here’s a bigger example:


How To Target In Gmail Ads:


The Path To A Winning Gmail Ad


This lost money (spent $600 to make $35):


This broke even:


The copy was adjusted but it was still basically the same result:


Changing to the ‘Catalog Template’ got it close to a 3:1 ROI:


3 Crucial Steps To Gmail Ads Success


1. Use CPA bidding when you’re at 15-20 conversions per week.


2. Have the appetite and discipline for testing ($60k in spend before seeing success)


3. Calculate your ‘True’ CTR and conversion rates to get actual insights on true performance


Huh? ‘True’ CTR?


ROAS: 3.2x

+1,000 sales/mo


ERIC SIU

[email protected]

www.singlegrain.com

@ericosiu

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

Social Media

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