Tips to Make Your Gmail Ads More Effective
Although Gmail ads are not considered the most popular compared to other ads, they have been around for quite a few years. And even though it was a struggle during its first few years, the ads associated with Gmail have evolved. and as a result, marketers and business owners have experienced some success.
As with other ads, the biggest challenge with Gmail ads is making sure they are targeting the right group of people. After overcoming this hurdle, and you learn the inner workings of Gmail, you’ll soon see that Gmail ads can be just as effective as other digital based ads. If you’ve been struggling with Gmail ads or you just want to learn how you can be more effective in your Google Adwords marketing campaign, you may find the information below helpful.
Before You Begin: Basic House Rules
Before diving in, there’s one thing that you need to know about Gmail advertising. It is quite different from other search advertising. In most cases, the intent of the web user is always different from the searches that typically occur on other search engines. Because of this, it is important to set up a different set of criteria to measure your success. Hence, one of the first things that need to take place is to make sure you have a specific targeting strategy before you begin.
What you’re looking for when using this strategy is to make sure that the Gmail metrics and the Adwords interface are properly integrated to accurately measure its performance. See the sample below which would normally have a reflect on your audience behavior.
- Gmail Saves – 49
- Gmail Forwards – 14
- Gmail click to Website – 174
Monitoring the Competition
Often times it was challenging to know whether or not the right audience was being targeted. Using keywords alone was usually much too broad and things needed to be a bit more focused. The monitoring the competition strategy allows you to use your competitor’s domain names as a means to target their own clientele. In essence, it allowed them to target ads that indicated when a Gmail user received an email from a competitor. This approach lets you know whether your audience that you are reaching is potentially interested in your product or service ahead of time.
Targeting Audiences who are Already in the Market for your Product or Service
When you target people who are already in the market for a product or service that you provide, Gmail ads allows you to identify them as prospects that are basically ready to make a purchase. This is determined when the following activity occurs. Whenever audiences have been identified based on the type of emails that were previously sent to them, it’s an indicator that they are already in the market for your product or service.
Targeting Similar Audiences
You can also use what’s referred to as a customer match list in conjunction with Google’s Similar Audience feature when using targeted Gmail ads as well. This works when you upload a list of current customers in an Adwords promo, further allowing the system to find individuals with similar online behavior.
In essence, Gmail advertisements is more effective when interacting with a laser focused targeted audience. After which, you will begin to experience success.
