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Crash Course to GMail Funbox Targeting – How to Steal Competitors Customers


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I have a handful of useful methods that I call ‘ninja tricks’ – they all fall under this definition:

Ninja trick: simple tweaks, hacks, or methods that get results nearly every time

Did you know that you can setup AdWords campaigns to show your ads when competitors emails are being read by their customers? This is known as “funbox targeting” and is one of my favorite ninja tricks. It’s never not worked for me.

If you’ve never heard of the GMail funbox, this is what it looks like:

targeting-the-gmail-funbox-adwords-ppc

You can use the funbox for all kinds of stuff like targeting keywords, but my favorite method is targeting competitors brand terms.

How to Setup GMail Funbox Targeting

In this example, I’m going to show you exactly how we setup a competitor targeted funbox campaign for Crazy Egg and some of the reasoning behind why this method is so powerful.

The first step is to login to the AdWords interface.

Once you’re logged in click the + Campaign button then Display Network only.

targeting-the-gmail-funbox-new-campaign

Choose your basic campaign settings like geo-targeting and budget then click through to the ad group creation page.

Once you get to the ad group page choose the ‘display keywords’ option then enter your competitors brand terms.

targeting-the-gmail-funbox-competitor-keywords

Pro tip: subscribe to your competitors email list so you can see the verbiage and wording they use in their emails. This will help you reach more of their customers.

Next, click the +narrow your targeting underneath the display keywords box, this will let us add in the GMail display placements. If you leave these out, Google will place your ads anywhere on the Internet that mentions the keywords with display inventory available.

gmail-targeting-narrow-ad-targets

Add these 2 placements to the display placements box:

  • mail.google.com::Inbox,Top center
  • mail.google.com

targeting-the-gmail-funbox-gmail-placements

Click Save and Continue.

save-and-continue-adwords

Now it’s time to write your ad copy. Remember that you’re doing this to get in front of people in your competitors funnel – they might be early stage prospects, middle stage prospects (MoFU), or existing customers. The key here is to succinctly explain why they should do business with you instead of the competitor.

 

I highly recommend using the ad copy to highlight your competitive advantage over the competitor. In this case we’re targeting Clicktale which is a major competitor of CrazyEgg. The biggest competitive advantage CrazyEgg has over Clicktale is the price: CrazyEgg is about 80% less expensive with similar functionality.

adwords-competitor-campaign-creative

If you were a Clicktale customer, wouldn’t this ad pique your curiosity enough to investigate the claim? Who wants to pay 80% more for a tool that has the same functionality?

Depending on your offer and what your product or service does it might make sense to create a comparison page for your landing page. The comparison page should show the features & benefits of each company and illustrate the major advantages of choosing your solution over the competitor. GetResponse has a comparison page you can model that does a great job of this.

Now click ‘Save ads’ and you’re done!

adwords-save-ad

 

Now that this campaign is up, whenever an email being read in gmail contains the word ‘Clicktale’ my ad will be eligible to show up.

 

The funbox doesn’t only work for targeting competitors though – there’s all kinds of ways you can leverage the ad slot like:

  • Targeting competitors
  • Targeting research based keywords (top of funnel)
  • Targeting buyer keywords (high intent – middle to lower funnel)
  • Targeting industry terms & jargon (conferences, slang, etc.)

Be creative and give it a shot. Let me know how it works for you.

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