An Introduction to Gmail Ads

Around 1.5 Billion people have a Gmail account, making it fairly safe to say Gmail has a wide net!  

Gmail is one of the most popular email service providers globally due to its usability and incorporated AI. A Gmail account comes with predictive email body responses and email categorisation to name a few features that make Gmail’s email service a unique and advanced product focused on user experience.  

You might know what predictive email body responses are and how they benefit the end-user, but what about email categorisation tabs? Gmail users have ‘tabs’ automatically enabled when they create a Gmail account and for many, the feature has become a ‘new normal’ as the benefits speak for themselves!  

The most interesting thing (to a digital marketer anyway!) is that Google has been able to productise the feature. If you hadn’t worked it out already, this is where Gmail ads come in. Gmail ads are emails that show in the top 4 positions of a Gmail user’s Promotions and Social tabs. When a user jumps into one of these tabs to check out offers and get socially updated, Gmail ads are served. 

What Are Gmail Ads? 

In Australia there are over 7 million Gmail users, providing an immense opportunity for businesses to get in front of their target audience when they want (users have to choose to click on those tabs) to see promotions. 

Not only do Gmail ads get in front of relevant and engaged audiences, but they also have a Pay-Per-Click model, meaning an advertiser ONLY pays when a user clicks on it.  

Their appearance is native (similar to other emails), which means it seems like “just another email” that they have subscribed to receive. The only difference is a green square box stating ‘Ad’ below the name of the sender. 

Why Gmail Ads? 

Gmail Ads are extremely customisable and interactive ads targeted to people with purchase intent. Your target audience is actively looking out for deals on products and services, and through Gmail ads, you can build brand awareness, drive clicks and sales.  

One of the many reasons why Gmail ads are interactive is because they are designed to connect with prospects on a personal level. We predicted that personalised marketing is going to be at the forefront in 2020 which bridges the gap between choices and needs in consumers. According to Epsilon Group, 80% of consumers are more likely to make a purchase when a brand offers a personalised experience. Thanks to advancement in Artificial Intelligence and data, the shift towards personalised experience is largely to deliver customised promotional opportunities. Gmail ads are an ideal form of advertising to get the right message to the right person at the right time. 

Targeting Available 

Advertising on Gmail is extremely powerful as it utilises Google’s big data to help you get in front of an extremely relevant audience. You can target people based on their location and behaviours. If you are familiar with Google’s location and behavioural targeting options, this is nothing new. If not, check out the options available below: 

Affinity Audiences: Get in front of audiences who are more likely to be interested in your products or services. For example, a sports clothing business would benefit from getting in front of people who have a penchant for ‘sporting goods’ or ‘health and fitness’.  

Custom Intent Audience: Reach your target audience in your Display and Video campaigns by applying keywords, URLs, apps or YouTube content which identifies customers actively researching for a related product or service.  

Demographic Targeting:  This option lets you reach people on the Display Network that are associated with certain demographic categories, such as gender, age or household income.  

In-Marketing Audiences: This targeting option is to get in front of customers that are in the market already looking for service or product that your business offers. In-market audiences help reach consumers that are close to completing a purchase.  

Life Events: This option engages with viewers around important milestones, such as graduation, getting married or buying a new house. You can tailor your advertising to reach the right users with the right message.  

Remarketing: With Remarketing, you can target your ad campaigns to those who have already engaged with your business or products. This includes past visitors to a website, mobile app or videos or your own lists.  

How does it look? 

A Collapsed Ad is referred to the ad sitting in your inbox as an unopened email. Here’s an example:  

An Expanded Ad is an ad that shows after someone clicks on the email: 

When setting up an ad, consider expanding the ad to look like a landing page. Besides that, there are several key elements that will captivate a user’s attention. 

Best practices for an expanded ad: 

  • A copy that truly highlights the value proposition. A reader should see the benefit of the offer as soon as their eye meets the ad copy! 
  • Ensure you have a specific and actionable Call To Action.  If you are advertising a 20% off deal, make your CTA “Claim Offer Now”. 
  • This tip might surprise you, but do consider adding emoji in your subject lines. Ads with emojis increase open rates by 30%. Of course, saying that, emojis should be relevant to your offering.   

In a nutshell, Gmail ads are highly customisable and an effective platform to build brand awareness and engagement. 

If you are looking to set up Gmail ad campaigns for your business, call to speak to one of our experts on 1300 655 312. 

Dhwani Dave

Dhwani is a Public Relations and Marketing enthusiast who has a natural knack for creating strong content and strategies. Currently she works as a Marketing and Communications Specialist for ReachLocal Australia and New Zealand, looking after both internal and external communications. When she's not busy promoting our brand, she's actively promoting life on Instagram, making short singing videos, enjoying yum cha, planning getaways and exploring the city's best cafes.

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