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How To Get A 300% ROI With Gmail Advertising

How To Get A 300% ROI With Gmail Advertising


– [Voiceover] All right everybody, today we’re gonna show you how you can get a three to one return on ad spend
using Gmail advertising. Gmail advertising’s interesting because it’s something that Google has been taking it away, bringing it back, taking it away, bringing it back, and we think it’s here to
actually stay this time. And whenever you’re able to
achieve that three to one return using ads that’s always a
good thing for your business. We’re going to show you the
nuances of Gmail advertising and we’re gonna show you
how you can succeed with it. My name is Eric Siu, and I’m the CEO of a digital marketing
agency called Single Grain and we work with venture backed start-ups and fortune 500 companies
helping them grow their revenues online using search engine optimization or paid advertising. And that’s me teaching a skill share course on content marketing. I’m also the founder of an entrepreneurial podcast called Growth Everywhere and this is where I
interview people such as Ron Klein who invented the
magnetic credit card stripe that you see on the back
of your credit cards. Mark Organ who co-founded Eloqua, which sold to Oracle for
over a billion dollars. Jason Lemkin who co-founded EchoSign which sold to Adobe for
hundreds of millions of dollars and also the godfather of SaaS. So a lot of great content here. It’s all available for free and
that’s us paying it forward. We talk about entrepreneurship We talk about marketing. We talk about personal growth. And I’m also a contributor to
Entrepreneur Magazine, Forbes, Business Insider, Time
Magazine, Fast Company and more. But that’s enough about me. What I want to show you right now is what you’re going to
get out of this session. First things first, we’re
gonna talk about some numbers because it’s always good to know what type of return you
can expect to achieve, and just what’s possible
using Gmail advertising. Then we’re gonna show you
an introduction to Gmail ads and how you can set it up. Then we’re gonna talk
about targeting ideas where you can find out
the best targeting ideas not just for Gmail advertising but for any type of ads or
content ideas across the board. Then we’re gonna show you the
path to a winning Gmail ad. Finally, we’re gonna show you 3 crucial Steps to Gmail
Advertising Success and there’s also bonus at the
end if you stick till the end. So let’s jump into it and
let’s talk about some numbers. So this client right here, this was a client in the
lead generation space and their target cost per
acquisition was 150 dollars and that basically means they’re willing to pay 150 dollars per lead and we’re actually able to get the numbers as low as seven dollars per lead and those ranging from
seven dollars to 50 dollars and whenever you’re able to
achieve returns like this, well I like to call it
laughing your way to the bank, and that’s how you feel when you’re able to achieve returns like this. So let me just show you how it looks in the Google dashboard. You can see on the very right side, the cost per conversion, that is the CPA right there and it’s ranging from seven to 50 dollars. The click through rate, if
you look at the left side, the left column in that red box, you can see it’s ranging from 16% to 30%, the average cost per click, is give or take around nine cents and that’s a good thing. These numbers are really good but there is a caveat to that
CTR and the CPC right here but just focus on cost per conversion. Those are real. And the leads, we did
confirm with the client that the leads are high quality. So that’s a client in
the lead generation space but what I wanna focus on right now is I wanna talk about ecommerce. So ecommerce, there was a company that sells mobile cases online. It’s a very competitive space and in this space the initial testing, the initial return on ad
spend or ROAS, was -14x which is not good, it’s not exactly what we
saw in the first results. But after extensive testing, we were able to get that ROAS,
to 3.2x, which is not bad. Now this company itself,
a lot of people talk about having to have the discipline for testing. Test, test, test, right? Well this client itself, this company I should say, they took two months to achieve the returns that they needed to achieve. You can see how long it took them to actually start to
get great returns on it. So you have to have
that type of discipline. At any point, after one month, a lot of people tend to
give up after one month, or after spending initial
a set amount of budget. Just keep in mind you have to have the type of discipline for testing and this is what it takes. A lot of people talk
about test, test, test, but I don’t think a lot
of people embody it. This is showing how long it takes to actually get this thing working. Does that make sense? So Gmail ads, an introduction. Here’s how the ads look
like inside of inbox. You can see you have different tabs. You have the primary,
social, and promotions. A lot of you are probably
thinking already, I’d never go into promotions tab. I personally never go into
promotions tab either. Maybe that’s because we’re jaded marketers or jaded entrepreneurs, but you can see right
here, Uber is running ads, you can see 180Fusion,
they’re running ads too and you can see the
emails right below that. Here is what the ads look like when you see the Uber ad right here. When you click on it,
this is what happens, the ad will expand, you get another companion
ad on the right side and you can forward this
or save it to your inbox. Or if you click on a green call to action, you’ll be taken to the Uber
app, or the Uber website. So this is what it looks like on desktop. Now this is what it looks like on mobile. So you can see it’s the same type of idea. You get one ad slot and you can see Syracuse is running adds over here and you can see the ads are, other promotional emails
are right below that. Now to get started with
this, it’s very simple, all we need to do is go to the ads tab and any type of campaign that you have hit the red ad button, and then hit the ad gallery button. And then you’re gonna have
five different options and you’re gonna see
dynamic, lightbox, video ads, we can just ignore all of those, we’re selecting Gmail ads. And then you have five different
options to choose from. So you have the Gmail image ad template, you have the Gmail
single promotion template which I’ll show you what
it looks like in a second. Gmail multi-product template
which is good for ecommerce. Gmail catalog template, that
will also be good for ecommerce and then if you wanna get creative you can use a Gmail custom HTML upload. For us, we’ve tried a few
different types of templates. We haven’t tried the
custom HTML upload yet, but the fact that we’re
getting great results already just shows that there
is room to grow here. So that’s a good thing. So here’s an example of the
Gmail single promotion template. This is what it looks like, you guys saw what it looks
like inside the inbox, this is collapsed ad, this
is before you click on it, and you can see on the right side, there’s a logo and then
there is the company name and then you can put a title and you can put a subtitle as well and then you can just continue. Your objective here is to
really get people to click on it and then once people click on it, this is what happens,
you get the expanded ad, and you get a little more
real estate for the picture, you get a call to action as well, and you get more room to write more copy. We’ll come back to this when we start to talk about testing in a little bit. So how you can actually target
inside of Gmail advertising. This is actually super interesting but first things first,
go to display keywords, and then you wanna be thinking about, just for example, if I am Coca-Cola, I want to be targeting people that are opening emails from
Pepsi.com, from Redbull.com. I want to think about all
my competitors, right? Then I can think about a lot
of different targeting options. But in this case I’m only
thinking about competitors. Now in this scenario right here, this is for the podcast, I’m
targeting digitalmarketer.com. I’m targeting jeffbullas.com because I wanna be able to
siphon off that audience and get people to come to the, I know that audience is
interested in marketing and they’re interested
in entrepreneurship. It might make sense that they read the content that we have on our site. You can see when you have a
savvy audience of marketers you can see the click
through rate is 6% or 10% because marketers, first of all, they’re not prone to clicking on ads. Just to give you an idea, again let’s talk about
targeting ideas right here. The first thing is competitors, right? Coca-Cola, we’re thinking about targeting Redbull or Pepsi.com and just to backtrack a little bit when we’re thinking about targeting ideas, this doesn’t just apply
to Gmail advertising, this applies to advertising
across the board. Now we can think about blogs, while you saw me just targeting digitalmarketer.com and jeffbullas.com. Tradeshows are fantastic because the fact that you’re getting
people to shell out money to travel cross country
to go learn at something. People are very motivated
in this scenario. They’re in a different mindset. They’re in the growth mindset. So tradeshows are great to target. If you’re not sure what the top blogs are or the top tradeshows are in your niche, you can always Google it, and then find out what works best for you and what would be the best fit. And then just break these
out into different ad groups and then you can target them. Then you have magazines as well, so publications, large publications, nothing to sneeze at. Wall Street Journal
still going strong today, Entrepreneurial Magazine,
Forbes, Business insider, those are all great. Software would be applicable
to some industries, right? So if I think about the
digital marketing industry there’s a lot of software. I can target Hubspot, I can target Moz. If I’m thinking about targeting sales, I can target sales forces for example, so there are a lot of people that are using a specific software. So you have to think
about your demographics, your personas, if you have
them, and I hope you do, and just start working off of those. And you can also think about
complementary products as well. If you’re thinking about,
if you sell skateboards, well you can think about
apparel or skateboard equipment, you can target complementary products. And you can find the right people for your specific business. Is this all making sense so far? Great, so next step, we want to talk about the path to a winning Gmail ad. So this is what happens when we, this is what happened I should say when this company ran these ads. This ad right here lost money, so 600 dollars was spent and
only 35 dollars was made. So that means this one
lost basically 565 dollars. Now you can see it says
right here, sell outfitter. Protect Your Galaxy S5. So that’s the title,
that’s the company’s name, and the headline is Protect Your Galaxy S5 and you can see when it expands it says choose one Galaxy S5 tempered
glass screen protector for just $9.99 and you
can see that there’s an image over there and there’s additional copy in the image, and then there’s a call to action. So this one lost a lot of money and this one broke even so let’s just backtrack a little bit. So you can see the top right
here, it says cell outfitter and then the title is 71% Off Phonecases. Instead of Protect Your Galaxy S5, we got 71% Off Phonecases. And you can see, it says get today’s note for deal while supplies last. This one says don’t pay 30
dollars for a screen protector. So there’s a sense of urgency here and you can see the value proposition is being communicated
immediately, 71% Off Phonecases. And when you expand it, instead of saying 24 Hour Blowout, it says was 29.99, now it’s 8.97, so again, value proposition, and then you can see the
copy is very simplified. Now it’s price matched guaranteed, 90 days returns, daily
discounts for your phone. So this one right here, it’s
a little harder to understand. This ones more abstract,
Protect Your Galaxy S5, what’s the value proposition there? Choose one, I don’t wanna choose, right? You’re making me think,
don’t make me think. And then right here, it’s very clear that you’d be getting a case. So you get the deal. Instead of order here, get deal, and you can see this one, the fact that it broke even means this one performed a little better because it communicated the
value proposition faster and people weren’t
required to think as much. But you’re not in the
business to break even. And we’re not here to tell
you how to break even. Moving on here, this
is the third iteration. We adjusted the copy a little bit more, but it was basically the same results. Instead of saying, 71% Off, again it says case was 30
Dollars, now nine dollars. Same type of value proposition, you’re just getting a discount, just the title was changed and most of the copy is the same. So that’s why it broke even. The question now is, we’re not in the business to break even, what are we here to do, right? So this business, what they
did was they changed the template to the catalog template for Gmail and it got close to three
to one return on investment. So this was the smoking gun. You make these changes right here, but here’s the thing, he only had a purple
cases right here, right? That’s telling people
there aren’t many options. Not necessarily everybody
wants a purple case. But when you do something like this with the catalog template,
you’re showing multiple options. You have black, you have
pink, you have baby blue. That tells the user that there are a lot of different options available. Not just these but potentially more. Here not so much. Here it’s like oh, I guess there’s only one option, when you look at it. So this is what was the
smoking gun right here. So the average conversion
rate over four rounds. We started first iteration, this is 4%, and it jumped to 6% and then went to 5% and then went to 8%, so effectively it doubled over four rounds of testing. So again, you have to have
the discipline for testing. Now the true click through
rate over four rounds, you can see this is 5%,
5%, 6%, and jumped to 8%. So about a 60% increase and we’ll talk about what
a true click through rate over four rounds actually
means in a second. And we’re gonna talk
about that in this section which is the 3 Crucial Steps
to Gmail Advertising Success. So the first thing you want to do, when you’re doing Gmail ads is, once you have it working, you wanna switch to cost per
acquisition or CPA bidding when you’re at 15 to
20 conversions per week because Google actually
does a pretty good job of determining who they
should be showing the ads to and who is more likely to convert. So CPA bidding is a good bet, once you’re at 15 to 20 conversions. The only caveat to this I would say, I should say the only thing
that you should watch out for is that with CPA bidding sometimes Google can get a little out of control and your CPA’s will get out of whack. So sometimes you need to reset it, turn it back to manual bidding, and then maybe a few days later, switch it back to CPA bidding. So that’s something you
need to closely monitor. And number two, this is something we’ve been stressing throughout
this presentation. You have to have the appetite
and discipline for testing. So right here, this company
spends 60,000 dollars, in spend before seeing success. Not a lot of people can deal with that. You spend 60,000 dollars for two months. After the first month, a
lot of people would say, well let’s just scrap it, and let’s continue to double
down on what’s working which I think is not a bad idea, but if you’re already tapping
out all the other channels and you need another one to work, well this is one to take a look at. The good thing about this talk right here is that you’re gonna be able to sidestep the mistakes that were made
over four rounds of testing. So 60,000 dollars in spend, and two months before seeing success. Not a lot of people can take it. Think of this presentation as saving you that money, saving you that time, and hopefully you’re gonna be successful with Gmail advertising. Now the third thing
that’s very important here is to make sure that you’re calculating your true click through
rate and conversion rates to get actual insights
on your real performance. So what do I mean by that? What this true click through rate means. Here’s the thing, when
you look at Gmail ads, when you actually click on the ad itself and then you have it expand, that counts as actual click and that’s how your click
through rate is measured. That’s how your conversion rates are measured, over, based on that. That’s how your CPC is measured as well. Which is not exactly fair because even if they click on that they still need to click again to come back to your website, so in effect it does
require two actual clicks. And just because you get the first click doesn’t mean they’re gonna, you still have to convince
them to do the second click, so it’s basically two
call to actions, okay? So basically when you
go into Google Adwords, you’re gonna log into your dashboard and you’re gonna be able
to modify your columns and when you click on modify columns, go to select metrics, go to Gmail metrics, and then you wanna make sure that you are adding a column on
Gmail clicks to website. That way you’re able to
see the clicks to website and then you’re able to see
your true click through rate and your true conversion rate and you’re gonna be able
to iterate off that. It’s not fair to really just say okay, you think your CPC’s
around eight or nine cents, you think your click through rates, 30%, but it’s really not. In some cases we’re able to get the click through rates as high as 75%. But that’s not the reality here so that’s something to watch out for. The return on ad spend was 3.2x and it added 1,000 sales per month and this thing is still scaling up, there’s still room to grow. And this just shows the
potential of Gmail advertising. This part, it’s really important,
it’s constant iteration and hopefully this is
gonna give you a few ideas but because you stayed till this point, I want to show you a quick bonus, and we’re gonna talk about
some tools of the trade that are gonna help grow your business. Some of you have probably have
heard of some of these tools but I guarantee you there’s at least one that’s gonna help your business grow. So let’s talk about these tools. First and foremost, we
have SEMrush right here and SEMrush, what it does, is it shows you your website,
or a competitor’s website, what their ranking for from an
organic keyword perspective. And also shows you what
type of ads they’re running, it also shows you what types of keywords pages are ranking for. There are certain pages
that give you ranking for a couple thousand keywords and you wanna see how
your competitors are doing or how other people are doing it. You can start to craft a
paid advertising strategy or an SEO strategy based off of this. So you can see right here. This is for my site growth everywhere And you can see I’ve written
number two for sales team. I rank number 11 for cold email template. So there’s a lot of things
that I rank for, rank well. You’re really looking for the keywords that are ranking from
number five to number 30. These are the low hanging fruits and these are the ones
that you’re looking to get to the first page and
hopefully a top five ranking and that’s gonna help you build your competitive SEO
strategy, so this is SEMrush. And this tool right
here, is called BuzzSumo. And I like it a lot because 50%, I should say 80% of your efforts should be going into content promotion, at least when you’re starting out, you’re producing content,
that should be 20%, but you’re really looking
to create outreach lists. You’re looking for people that
are sharing similar content. You’re also looking for
content ideas as well. BuzzSumo is gonna show
you what’s trending. It’s gonna show you people that
are sharing similar content. So when you write a piece of content you can go to the view
shares button right here or the view back links button and start to create an outreach list and then have people reach out for you. I also like the create
alert section over here that tells me over time, new back links coming into
website on a daily basis and also new articles coming from sites that I follow or
competitors that I follow. Just to see what’s going on over time and that way you can
stay on top of trends, you can have your content
person take this over, your content promotion
person take this over, but this is gonna help you
shape your content strategy and I think it’s definitely
worth what it is. Now this tool is one
that I think a lot of you probably have not heard of. And a lot of people talk about dashboards. Dashboards, truthfully, there’s products like Domo out there which will charge you five to six figures a year. This dashboard right here will
hook in with your WordPress, it’ll hook in with your stripe, it’ll hook in with your Paypal, it’ll hook in with Google Analytics, Facebook Ads, Google AdWords, a lot of different tools
that it’ll integrate with, and you can make different dashboards just so you can get your team together and get on the same page. Why is production going up,
why is production going down? Why is traffic going up,
why is it going down? It’s worth everything, I think
it’s severely under priced. This thing, you can make as
many dashboards as you want. It’s only 20 dollars. So Cyfe is fantastic and
I definitely recommend it for any type of business that’s
serious about online growth. You can get your team together, get them on the same page, talk about why things are up or down and what to do about it. That’s probably the most important thing and you’re only paying 20 dollars a month, definitely worth it. This one right here is an
automated reporting tool. This is one we use for our clients and one that clients can use. I personally like looking at the reports, looking at the last 90 days or so and seeing exactly what is
going on with my business and then figuring out
what to do from there. So this is great and it can be automated. Last but not least, we
have SimilarWeb right here which is going to show you your website or a competitor’s websites, what the traffic breakdown looks like. Is traffic trending up or down? The trends are generally accurate but the volume is generally not accurate. But I just use the free version here and I can see my top referrals. I can see also the similar
websites to this one. I can see what category this site is in. We can also look at if a
site has mobile apps as well. So there’s a lot that
can be gleaned from this. This is just kind of scraping the surface. But hopefully one of these tools will give you what you need. Now the thing is this, we think about Gmail ads, we think about the tools
that we just talked about. The question is, it’s
worked for our clients, why shouldn’t it work for you? Now a lot of people, they
are often conflicted, they’re not sure about
what they need to do next in terms of their strategy. Should they be doing Gmail ads? What type of budget
should they be spending? Where should they focus on first? Should it be Facebook,
should it be Google? And the question is, it
really depends, right? First of all it depends on
the stage your business is at. It depends on what kind
of business you’re in and it also depends on what
you’ve done in the past. There’s so many different variables that there’s no custom type of strategy. What we’re offering right here, if you liked the talk
around Gmail advertising, if you want a free
strategy session with us and you’re not sure what
you want to do next, we can take some time. All you need to do is go
to Singlegrain.com/session and right here there’s gonna be something for you to fill out just to make sure that we’re the right fit for each other. There’s no guarantee that the free strategy session is going to happen but we need to make sure we’re a right fit for each other before it happens. Just to make sure that
we’re on the same page here. So we’re not trying to
sell you anything here. Honestly, it’s a free strategy session. We’ll talk about what potential growth strategies you can go down. What paths you can go down, and even down the line after we get, after we do this call, then we can talk about
potentially working together and helping you out and
if we can’t help you out it’s okay, we do have a rolodex
of companies that we know, of vendors that we know,
partners that we know, that we can easily say okay you should be talking to this person and we can point you
in the right direction because a lot of people they’re like, there’s so many different
things coming out, right? Snapchat’s growing. Facebook Live is getting
bigger and bigger. YouTube Live as well. There’s just so much stuff going on and we’re very attuned in what’s going on in the world of digital. If you want the free
strategy session just go to Singlegrain.com/session We’ll see if we can help you out and if you want to contact us you can always go to singlegrain.com You can see the email on the bottom it’s [email protected] Again, last but not least, we want to thank you for joining us and again, before I go,
singlegrain.com/session if you want that session. We wanna see if we can help you out, point you in the right direction and just assist you and if it makes sense, perhaps we’ll work together or at least point you in the right direction. So with that being said, this
concludes this presentation. Thanks for joining us. We are aiming to have more
like this in the future. We’re gonna try to keep it action packed, deliver as much value as we can, in a condensed amount of time, and move forward from there.

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