Why use Gmail Ads and How do they Work?
Gmail ads are interactive ads which appear at the top of a Gmail user’s email inbox. They appear collapsed, just as an email heading would, with ‘Ad’ marked clearly next to them.
When someone clicks a collapsed Gmail ad, it expands just like an email does. The expanded ad, which is the size of an email, can include images, video or embedded forms. The example below has been set up for one of our clients.
People can interact with the expanded ad in different ways, depending on the ad’s layout. They can play video, fill in a form, click to go to your website or (when they’re on mobile) click to call or to go to an app marketplace. You are only charged once – for the click that expands your ad in the first place, not when people interact with your expanded ad.
How Does the Targeting Work?
You have a target audience in mind when you set up any advertising campaign and Gmail Ads are no different. The platform allows you to reach the people most likely to be interested in your products in several ways: keywords, affinity audiences, in-market audiences, demographics and topics.
Gmail ads use automatic targeting to identify people’s interests. So, for example if you run a photography shop and have set up keyword targeting, your ad might show to a Gmail user who has recently received a lot of emails about photography or cameras.
If you advertise using topics, a sports clothing advertiser could select relevant topics such as “Fitness” and “Sporting Goods” or reach people in the “Health & Fitness Buffs” or “Running Enthusiasts” affinity audiences. You can also use Customer Match to reach your customers and people who are similar to them.
You can use domain targeting to direct your targeting based on emails from specific websites. For example, instead of targeting the keywords “photography” or “camera”, you might choose instead to direct your ads towards people who receive emails from particular photography websites.
Thankfully Gmail Ads differentiate between what a user views as desirable emails and junk, so your ad wouldn’t show if the user reported those emails as spam. For both keyword and domain targeting methods, the system automatically scans the body/subject of the last few hundred non-spam emails, including deleted and archived messages.
What are the Benefits of Gmail Ads?
Personal - Gmail ads are a way to connect with people in a more personal-feeling format: within their email inbox rather than in the search engine.
Email Ready - Many people who expand your ad can save it by clicking the star icon, or by clicking the blue Save button at the bottom of the message. Many people can also forward your expanded ads to someone else as an email message.
Responsive - AdWords optimises Gmail ads to help make sure that they look great wherever they're shown – be it on a computer, mobile device or the Gmail app. Your ad's layout automatically optimises for the mobile experience. To add even more impact, you can select from dedicated mobile options, like click-to-call and app promotion.