Last year Google released Gmail ads (formerly known as Gmail Sponsored Promotions) to all AdWords advertisers. Ads in Gmail are advertisements placed on top of Gmail users’ inboxes. To many users these can seem no different to standard emails.
The ad is comprised of 2 creative elements: a teaser ad and an expanded ad unit. The teaser has a 25 character text headline and 100 characters of body text. There is also a 50×50 image in the ad and the “Company Name” as a field. For people using the Gmail “Rich Promotions” beta, the teaser drops the body text and instead shows a (customisable) 580×400 preview of your expanded ad.
Once clicked on, the header will expand into a full page ad enabling advertisers to display as much relevant information as needed.
The value of Gmail ads for advertisers comes from the sophisticated targeting methods available. Similarly to ads on the Google Display Network, Gmail ads can target by device type, user interests, demographics, geography etc. This is in addition to the main targeting method of being able to target Gmail users via contextual keywords.
This means that advertisers are able to show ads to users who have shown a potential interest in services the advertiser provides via their email activity. Once further targeting parameters such as user demographics and geographical locations have been set, the ad can become highly targeted, maximising ROI.
Like other AdWords products, advertisers are charged on a cost-per-click basis with Gmail ads. However, a lot of advertisers are not utilising Gmail ads; it can be complex to set up and is still somewhat new. This means that competition for clicks and impressions on Gmail is relatively low, especially when compared to the Google Search Network. Therefore it provides one of the best platforms for advertisers to gain an edge on their competition.
Looking at the image above of Broadplace’s own Google AdWords account, the lower CPC rates that can be achieved by ads shown on Gmail inboxes are clear. This makes Gmail ads a great idea for advertisers wanting to diversify their marketing platforms without negatively affecting their budget: Gmail ads can deliver a great level of highly targeted visibility with minimal levels of investment.
What makes Gmail ads special?
Google gives advertisers the ability to target email domains. This means that advertisers can show Gmail ads to users who are clients of their competitors.
For example, competitors of Broadplace Advertising could show their Gmail ads to users who have received emails from @Broadplace.com. This capability means that advertisers can literally only show ads to users who are known to be using certain services/goods. As a result, wasted budgets/clicks can be entirely avoided when utilising Gmail ads.
The potential for Gmail ads to help companies gain additional market share as well as visibility is apparent. This is especially true if you are an SME or a startup who offer an exceptional USP but just need clients to be aware of who you are.
If you would like to take advantage of Gmail ads, get in touch with your account manager who will be able to implement Gmail ads to your online marketing campaigns.
Want to learn more about how Gmail Ads could work for your business? Give us a call on 0800 533 5655