12 Dec Do You Use Gmail Advertising?
Do you use Gmail? You will no doubt have noticed adverts appearing in inboxes. Would you like to target new customers, as well as being able to reach out to your existing customers to promote new products and services?
How Gmail advertising works
Gmail advertising is accessible across all devices and works in two parts – a teaser advert that appears in the top of the promotions tab, and a full advert that opens when users clicks the teaser ad, giving you the full advertising space.
If you are familiar with managing pay per click or Google Display Network campaigns you will find the addition of Gmail very straightforward as the process is exactly the same – you set a daily budget and pay each time someone clicks on your ad. Just be aware that with Gmail advertising you pay for a click from the teaser advert to the main advert rather than from the main advert to the website, so not all clicks will result in a website visitor.
Within the Gmail panel, there are three different advertising options that suit different objectives:
• multiple product promotion
• single product promotion
• single image promotion
If you plan to promote a number of products then the multiple product promotion layout will work best for you as this can include multiple links through to different landing pages on your website. However, if you are selling something more complex that requires explanation then the image layout will be most effective. This acts as a landing page and gives more space to promote the product or service, though can only include one link due to its image format.
As with most forms of advertising, there is plenty of scope for targeting within Gmail advertising, and options include:
• Age and gender
• Affinity audiences
If you want you can target a combination of these. For example, people aged between 20 and 40 who are interested in fitness. Just be aware that when combining targeting, the audience reach will become smaller and so your adverts may result in lower impressions.
The specific targeting options allow companies to ensure their adverts are seen by the customers most likely to convert, therefore leading to very good conversion rates. One of my clients has seen non-branded adverts with click through rates of close to 9%, much higher than even Google’s benchmark of 4.0% for their industry, indicating that if the adverts are implemented correctly Gmail can offer an excellent return on investment.
Top Tips For Gmail Advertising
So if you fancy giving gmail advertising a go, here are my top tips for success!
• Promote special offers – include your best special offer in your advertising copy to encourage a good click through rate.
• Convey a single message – Focus on one topic, and have one clear call to action in the main advert.
• Refresh creative regularly – Google recommends updating adverts once a month to continuing capturing visitor interest.
• Use imagery – use imagery on your advert pages to improve conversion as Google data has shown that articles containing relevant images earn significantly more views than text-only adverts.
• Separate desktop and mobile – due to the smaller space available for advertising on mobile, I recommend that different campaigns are set up for desktop and mobile. This is so that on mobile the full advert can be designed to suit a mobile-sized screen.
If you would like to learn more on how I can help promote your company through Gmail Advertising then please get in touch with me and I will be happy to help!