Gmail Ads, not to be confused with Email Advertising, allow a business to get in front of their target audience as they are addressing their daily emails within Gmail. This presents an opportunity to display your most enticing offers to potential or former customers and drive targeted traffic to your website.
Gmail Ads appear within a Gmail user’s inbox under the Promotions tab:
When the user clicks on the ad, it expands to the full size of a regular email and provides the full information within your ad:
Any of the call-to-action buttons can then be customized to the landing pages of your choosing.
Like Display Advertising, Gmail Ads have the following targeting methods available:
- Customer Match and Similar Lists
- Affinity Audiences
- In-Market Audiences
- Life Events
To run Gmail Ads, we need the proper creative elements to fill the ads. This can include product images, banners, etc. If you have an in-house creative team, we can provide guidance on the creative in terms of specs, ad copy, and design. You can also choose to have SEOM’s graphic designers create your Gmail ads for you.
Unlike typical PPC ads where you pay per click through to your website, Gmail ads are charged when a user clicks to expand your email promotion. We can then measure when users click through from the expanded ad to visit your website.
Once your targeting is set and the creative is in place, we optimize the campaign in an effort to generate the most cost-effective display traffic to your website and, by analyzing the data, we work to maximize the performance to reach your goals.
Working alongside your primary Search and Remarketing ads, Gmail Ads have the potential to drive targeted traffic to your special promotions with exceptional return on ad spend (ROAS).