Google has more than 900 million users worldwide which makes it a popular advertising platform for targeting its vast number of e-mail users. Online businesses are taking advantage of Google’s unique pay per click advertising program, AdWords.
Gmail for advertising is an excellent way of targeting users based upon their Gmail activity.G-mail Ads formerly known as Gmail Sponsored Promotions are now a standard part of the Adwords Toolbox and are now available to all advertisers. Placing their ads in Gmail not just increases the total page views but also the time that the users are spending on their individual websites.
Ads on Gmail use the information that the users share as their raw marketing data for G-mail’s integrated advertising. This lets the internet marketers create user specific and targeted ads highlighting their specific keywords. Following certain tips internet marketers can surely master G-mail marketing tools to their best.
1.) Creating rich and interactive ad formats
Gmail ads can be managed right in AdWords by setting up a display network campaign. The Ad has two main parts. The Collapsed ad that the user initially see in the promotions section of the Gmail inbox. The user can click on the collapsed ad and expand it to find more details. The expanded ad is visually rich full page advertisement.
Advertisers can choose from several customizable ad templates for the expanded ad which include a single image, a promotion that combines an image with description and call –to-action button, or showcase multiple products at once. The Custom HTML format offers great versatility in how you configure your assets along with a rich user experience in terms of videos, contact numbers and multiple links and calls-to-action.
It is vital to incorporate different ad styles offered by Google in their templates as this helps in developing a proper understanding of the ads preferred by specific demographics that also helps in improving your future click through rates.
2.) Reaching your targeted users with advanced display targeting
Display targeting options such as keywords,affinity audiences ,user demographics and topics can be used to target your right audience interested in your products or services .These options enable you to define the publication parameters for your advertisement. Use “Exclusion types”which can be found under “targeting” in your campaigns. Certain topics or keywords can be excluded depending upon your campaign type.
Google utilizes Contextual Targeting where the marketer can choose the keywords and topics for each ad group that is analysed and compared by the automated system with the text, links and pages of each display network. If a match is found the ad is placed.
The other way round is pinpointing your audience based upon age, gender and location to specific keywords,interests and webpages that your target audience would choose.This type of audience targeting leads to an increased brand awareness among the new leads and also inactive audience.
3.) Giving users control over the ads they see
Gmail ads allow its users to actively control the types of ads they wish to see. Google users can manage their ad settings to remove unwanted ads from specific advertisers and can even opt out of interest based ads completely and can also give their valuable feedbacks on the kind of ads they wish to see in the future.