7th June 2016
If you use email for reaching out to your target audience, then this post will help you develop a deeper understanding of that. If you aren’t leveraging emails, then this post is all the more important for you!
People are using emails in order to reach the target audience. This is the reason bloggers experiment with such strategies and tools in order to capture the email addresses of their visitors.
What Gmail ads?
Google ads look like regular emails. Google has been beta testing since 2013. native integrated Google Gmail ads with Google Adwords tool box in September 2015 and made available to all advertisers. With Gmail ads, you can use smart targeting options to reach 1 billion monthly active Gmail users.
With them, you can measure the open rate, reach, saves, click through rate (CTR), forward and more the price of your standard AdWords cost-per-click.
How Does Gmail ads work?
With these ads, your target audience will see your ad teaser in their inbox and when they will click on that, they will see an expanded ad. This is a custom HTML format which allows you to create a richer ad experience with the help of forms, phone numbers, multiple links and videos. There comes a “Save to Inbox ‘link with each ad that allows the user to use it as any other regular emails along with transfer options.
By adjusting the targeting correctly, there can be good engagement from users. According to experiment by world first with Gmail ads, there was an 181% registration conversion rate along with a higher level of engagement.
Launching First Gmail Ads Campaign
Here are 4 important steps you should follow:
Naming Campaign and Setting Budget
To start Gmail ads, you must have a Google Adwords account which most of us usually have. If you do not have, you can register for free.
Start with campaigns then go display network only. After that you will see a screen below asking you to name the campaign, upload the settings and enter the locations and languages you want to target.
You can go for ‘All functions’ in the ‘Type’ field if in case you do not have a strategy to target mobile apps users. After that, you’ll need to set up a bidding strategy based on your company’s objectives. If in case you are going for higher ad viewability along with lower CPA ,it is better to go for manual bidding. Although you will have to do more work, but it will give you better control over your bids.
You can start with a small amount to the budget and delivery. By choosing “individual budget”, you can bid less than $ 10 per day. You can opt for a standard delivery to converse budget.
After that, you can go for ad extensions. Although it is not guaranteed if your location or contact number appears, but if it gets your ad CTR improves.
Using the advanced settings, you schedule the start and end date of the ad. If you want to split test ads, you can set your ads to “Rotate evenly”. If you want your ads to get a rotation, you can choose to set your ads to “Rotate indefinitely”. In choosing this option, they will be rotated independently of their performance so that all the ads get the same number of impressions. After obtaining sufficient data, you can analyze the ads stop and poorly performing ads.
The next point is frequency limit. With this feature, you can set the number of times you want to limit your users see an ad. For example, you can limit to 3 impressions per day if you are afraid of reptiles customers.
Finally, you must select your ad targeting. You can find “Gmail investment” by clicking on “Use a different targeting method.” Add ‘mail.google.com’ list when searching for Gmail.
On confirming the Gmail Ads campaign, you’ll see the Ad gallery with which you can design your ad.
Design creative units of Ad
When you arrive at the Ad gallery, go to Gmail ads. There will be four template options that you can use:
1. Single Product
This includes a CTA button and an image to a landing page.
This is a large banner ad which links to a landing page. What is good to go for branding purposes.
3. custom HTML Upload
With this, you can embed an HTML form, youtube videos or click to call. The only thing you need is to upload the ad in a zip file.
4.Gmail Multiple Products
If you are an advanced user, you can go for this ad unit. It helps you to display more than one product. With this, you can link each product to a a full-fledged landing page.
If you are a beginner, you can start with a single product or Gmail picture because they are easier to start with.
Once you get your hands on Gmail ads, you can mix up these four ad formats according to your requirements.
If you are going for Gmail images, you must complete the details like the name of your ad, landing page URL, the display URL, email subject line, name of the advertiser and a description of offer made by you. Along with this, you will need to upload the logo of your company with a CTA persuasive.
For reduced ad, you must encourage the prospect to read your full email id. You can understand what works best for your audience based on your existing email marketing strategies and reports. Email subject line is the most important. It should be precise and able to grab prospect’s attention. For expanded ad, you should have a compelling and significant CTA. You can do this with high quality media and balanced color schemes. You can also update your creatives to ensure your ad is not monotonous.
You must keep in mind that your ad must be formatted to enter the screen and smaller loads instantly 75% of Gmail users to access their accounts via mobile devices.
You can use the Create validation tool for the purpose of validating your creatives, if you are using teasers and custom HTML. Once you have set your ad creatives, add them to a relevant ad group via ‘Select an ad group’ button from the top.
Careful targeting: To help you reach right customers
Speaking of ads targeting in Gmail is different from the regular targeting advertising network. This section will give you ideas on possible targeting options in Gmail ads.
You can start with targeting a user with its interests, demographics and topics. There is another option of starting which is using AdWords customer match that can be used to upload an email list of Gmail users. This allows your flash ads in their inbox.
According Wordstream, Google Customer Match have a higher percentage of e-mail match rates from their client list over Twitter Tailored Audience and Facebook Custom Audiences.
Using Customer affinity audience, you can create the list of users who visit specific websites and process long term interest. Excluding certain topics, keywords, site categories on the basis on your campaign, you can increase its efficiency.
If you want to get more targeting ideas for popular websites, you can log in to your AdWords account and opt for the display planner . Here, within the scope of the landing page, you will need to type the website of a competitor and then move to ‘Placements’ tab. In this you will see a list of popular apps and popular websites that you can consider for your ads.
Analysis of Campaign Reports
You can use open rate in order to judge your campaign performance which is the most basic metric. However, using that alone won’t give you insight into the likability of your ad by the prospects and the engagement rate after opening it. There are three additional metrics that you can use from your AdWords reporting interface. To include them, you need to customize your column.
They are discussed below:
This measure shows that the user finds your ad so amazing that they took out time to transmit.
This metric indicates the frequency of users who found your ad good and relevant enough to keep in their inbox.
This metric helps your website to gain conversions via Gmail Ads.
Other than these metrics, there are few other metrics as well :
Cost per click (CPC) and Click Through Rate (CTR)
These metrics are used to measure the clicks to expand your ad. They do not give to indicate the clicks to your website. Clicks to find your CTR website, you must divide the Gmail clicks on the site in your normal clicks.
You can also follow the time on your site via the bounce rate and pages per session and your users Gmail ads using Google Analytics.