Digital Marketers are responsible for all inbound marketing.
Note: Some of the following labels only exist on the Digital Marketing Programs project level.
#digital-marketing: General digital marketing conversation and questions
#dmpteam: Discussion for DMP team members
DMPs can recommend specific types based on your campaign goals. The most common type is Paid Social based on robust targeting criteria and successful performance in reach and lead volume.
Paid search are text ads on Google and/or Bing search engines to drive people to specific GitLab landing pages as they are looking for information on search engines. We do this by bidding on targeted keywords and phrases based on the assumed intent of the person and matching that intent with a related landing page.
Display ads are banner ads that we mostly run are through the Google Display Network. Banner ads will show on websites that have Google Adsense set-up on their website. There are no specific websites we show banner ads on - we earn the ad space by bidding on placements based on specific targeting criteria such as demographics, topics, and interests. On occassion, we run banner ads on websites through direct buys. This is handled more in the publisher program.
Paid social ads are ads that we show on social platforms. The three social media platforms that we primarily advertise on are Facebook/Instagram, LinkedIn (this includes LinkedIn InMail), and Twitter.
Publisher sponsorships are when we engage a specific publisher in order to purchase placement on their web properties. Generally, we make sure the publisher's website(s) and audience closely match the profile of who we want to advertise to before engaging with the publisher. Additionally, we want to make sure the programs that are offered by the publisher align with our goals.
Each paid channel has its own unique design specifications and recommendations for their ad types to ensure ads can run at their optimal performance. If you do not yet have creative assets secured for your campaign, the design team can use this section as their guide when producing your creative.
If you would like to request a paid digital marketing promotion in paid search, paid social, paid sponsorships or other paid marketing to support your event, content marketing, or webcast, asset, etc. create an issue in the Digital Marketing Programs Repo and the follow Paid Digital Request template.
If you request a digital marketing promotion you probably also need a marketing campaign and should consult with the Marketing Program Managers.
utm_campaignname in reporting (minus spaces, underscores, and special characters)
1. Paid Ads (Search, Social, Display)
2. Publisher Engagements (Content Syndication, Hosted Webinars, Lead Generation Packages, and Sponsorships)
LinkedIn InMail campaigns are a good way to reach people at specific companies, industries, and more. They work best for inviting people to events and webinars if you do not have specific people in mind (unlike a Marketo campaign). If you are requesting InMail, create an issue in the general Paid Digital Request template. InMail campaigns must send messages on behalf of a GitLab team member, usually an SDR. Although Digital Marketing can generate copy, we highly recommend that the sender or another member of the sales team generate the copy to be used in messages since they have more insight & context around targeted accounts. InMail Best Practices:
Best performing subject lines often use some of the following keywords:
Additional ways that we can test with message tone of voice:
All URLs that are promoted on external sites and through email must use UTM URL tagging to increase the data cleanliness in Google Analytics and ensure marketing campaigns are correctly attributed.
We don't use UTMs for internal links. UTM data sets attribution for visitors, so if we use UTMs on internal links it resets everything when the clicked URL loads. This breaks reporting for paid advertising and organic visitors.
You can access our internal URL tagging tool in Google Sheets. You will also find details in this spreadsheet on what "Campaign Medium" to use for each URL. If you need a new campaign medium, please check with the Digital Marketing Programs team as new mediums will not automatically be attributed correctly.
If you are not sure if a link needs a UTM, please speak with the marketer who is managing your campaign to ensure you are not interrupting the reporting structure they have in place.
UTM construction best practices:
We run digital ads on the following channels:
Because everyone at GitLab works remotely, it makes it difficult to restrict ads from being shown to GitLabbers. In a brick and mortar environment, we can easily block IP addresses to accomplish this. Because everyone at GitLab has a different IP address, and even dynamic IP addresses, there is no way to implement an exclusion rule that would block all GitLab ads to GitLabbers.
If you would not like to see GitLab ads, you are able to opt-out of ads as you see them. Below is the process to remove GitLab ads. Please note that if you use both your personal and work accounts on your devices, you will need to exclude from both your personal and work accounts.
Google Paid Search: When you see a GitLab text ad in Google search engine results
Google Display: When you see a GitLab ad on a third-party website
Facebook: When you see a GitLab ad on Facebook
LinkedIn: When you see a GitLab ad on LinkedIn
Twitter: When you see a GitLab ad on Twitter