Gmail Ads are performing well for Broadplace customers and we are huge advocates of this method of advertising. It’s highly targeted and relevant advertising that reaches your audience where they spend a lot of their time. The process uses sophisticated signals to indicate if someone would be a good match for your advert. The aim is to only be seen by carefully selected end users. But how can you make Gmail Ads that work and are more effective (and save yourself some money in the process)?
As with all things Google-related, they are most interested in providing the best experience for the user. So as an example: if someone has received messages about shoes, it is more like that the person will be shown an offer from a local shoe retailer. But, if the person marked those messages about shoes as spam.. it’s very unlikely that they will see the shoe ad.
In a word, no. The system is fully automated. There isn’t a team of people somewhere trawling through your inbox and reading emails. It’s all done with incredibly clever algorithms. There is always the option to opt out of personalised ads.
But they don’t show you what it is, unlike with search ads. We know it’s there, however, because your cost per click is effected by clickthrough rate. In other words, if your ads are being clicked on, they are deemed good quality and therefore you pay less for clicks. The key, as always, is your opening line… quite literally. The email subject line must entice people to click.
Even if you’ve done no advertising on email before, the chances are that you have looked at open rates for emails you’ve sent out to clients before. So raid MailChimp, SendGrid or whichever email platform you’ve used to find out what’s worked in the past for your particular audience. Sort that data by open rate and then
Love them, or hate them, they exist, they work. Even for business. If used carefully. An image says a thousand words and emojis (as the name suggests) can convey emotion – this allows you to show the tone of the message. You can also use pictorial emojis – such as food – to save all-important space in the email subject line
Some suggest that using an emoji in the subject line can increase open rates by 30%. We’re not sure it would be that high. But certainly worth a try in the right circumstances. Don’t, however, stick a smiley face in and leave it at that. It needs to be relevant to your message.
There’s no such thing as a remarketing option in Gmail Ads, however, that doesn’t mean that you can’t target people who have expressed an interest in your product or service. Use keyword targeting to this end. This will bring about success – i.e. increased open rates and in turn a higher quality score and lower CPCs.
By the same token, you can target people who have expressed an interest in your competitors with similar products, by using competitor brand terms in your keywords.
Many people forget that there are four main types of Gmail Ads – Gmail image template (arguably the most well known), Gmail single promotion template, Gmail multi-product template, Gmail catalogue template. Which template works best can often depend on the particular offer.
After the user has opened your ad, what they do next is equally, if not more important. Looking at the engagement and clicks on each ad will provide valuable information on how it has performed and shape your future ads. You can look at metrics such as Gmail Saves (where the person has saved the ad to look at later), forwards (literally forwarding the email to another user), and of course… clicks to website/landing page.
To learn more about how Broadplace makes Gmail Ads that work, visit our dedicated page or call us on 020 7993 9853.