Google have published an updated guide to best practices when using Gmail Ads. they sum up the advice in 4 neat tips. Gmail ads let you reach people in places where they spend a lot of time — their inboxes. From targeting to creatives, learn how to drive the best possible performance from your Gmail ads campaigns. Here they are:
1. Show your Gmail ads to the right people
Targeting your gmail ads will ensure that they reach interested parties and people who are more likely to convert. You can do this buy using domain, keyword and purchase intent targeting.
Customer match is the best way to reach your most valuable customers. Using existing email lists you are able to re-engage customers, with tailored ads and bids.
Similar audiences with Gmail can increase your ad views by 2x to qualified users. It does this by searching for prospects who are like your customers.
2. Entice people to click on your collapsed ads
It’s important to remember that only the first 40-45 characters from your description will show up on mobile ads. So make sure your call-to-action or promotion features here first.
Gmail has a handy Social and Promotions tab – people are actively looking for offers on this tab. Adding a time-sensitive offer will entice them to click.
If something works, re-use it. Explore what has worked for you in past or more traditional email marketing campaigns.
3. Design an expanded ad that converts
Gmail has ad templates to make life easy – so use them. They’re already mobile-optimised and often perform better than custom HTML templates.
Treat your ad like a landing page – guiding a potential customer to convert. Clear call to action, highlight benefits to customers.
4. Optimize your Gmail ads for success
With any good marketing campaign, reviewing and editing your campaign will help it to succeed.
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)?
Gmail Fast Facts
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.
So, are Gmail Ads invasive?
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.
Top Tips for Making The Most of Gmail
Quality Score Exists
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.
Re-Use Data You Already Have About Emails
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.
Keyword Targeting Is Your Friend
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.
Understand And Make Use of The 4 Formats
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.
Open Rates Are Only Half The Battle
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.
Call back form
I consent to receiving marketing communication from Broadplace. You can unsubscribe at any time