Gmail Ads are expandable ads in the Promotions tab of your Gmail account. These ads are collapsed by default, however, with a click they will expand into full page ads that can include videos and images. Gmail Ads allow you to target users based on demographics, location and the activity of their personal Gmail accounts, such as their email and browsing history. One of the key things to realise with Gmail advertising is that it is ALL about ad relevance and there are significant rewards for a high open rate.
Higher Open Rate = Much Lower Cost-Per-Click
Lower Open Rate = Much Higher Cost-Per-Click
Having a high open rate can be the difference between $0.10 clicks vs $1.15 clicks, therefore it is essential to produce high quality ads with detailed targeting.
Gmail ads provide you with a range of targeting options to choose from, to ensure your ads are reaching the right people. A popular method of targeting is keyword targeting, which allows advertisers to reach users with specific keywords in their inboxes. You also have the option of domain targeting, where you can direct your targeting to people who receive emails from specific websites. By directly targeting people who already show an interest in your competition, you can potentially steal some of their sales!
High open rates are obviously important for your ad’s success. However, it is still necessary to know what exactly users do after they open your Gmail ad. To assist with this, Google has a range of Gmail-specific campaign metrics that can be monitored, such as forwards, saves and clicks to website, which enable you to track the health of your campaign.
Gmail Ads offer four different ad formats to choose from including:
- Gmail image template
- Gmail single promotion template
- Gmail multi-product template
- Gmail catalogue template.