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Gmail ads learning deck
Gmail ads, formerly known as Gmail Sponsored Promotions, allow advertisers to display ads directly in a user's Gmail inbox. The ads appear above the email list in the "Promotions" tab as a collapsed ad that can be expanded. Advertisers only pay for clicks on the collapsed ad. Gmail ads provide accurate targeting based on user information and allow for interactive expanded ads with forms, videos, or links. Advertisers can track metrics like saves, forwards, and clicks to their website from Gmail ads. To set up a Gmail ad campaign, advertisers create a Display Network campaign and add "mail.google.com" as a placement while using templates designed specifically for Gmail ads.
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Gmail ads learning deck
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- 2. 2 What are GmailAds? • Gmail ads, formerly known as Gmail Sponsored Promotions (GSP), are now a part of the AdWords interface • Gmail ads are shown above the email list in the category ‘Promotions’ as a collapsed ad • The collapsed version opens to an expanded ad that can be designed to achieve a variety of goals (including embedded forms or videos) • Advertisers only pay for the clicks on collapsed ads. Any subsequent clicks on the ad are not chargeable
- 3. 3 What do GmailAds look like? Users initially see the ‘collapsed ad’ in Gmail inbox above their regular emails. They can click on this ad to expand it and get more details The ’expanded ad’ unit, triggered by a click on the collapsed ad, can include a link to an external website, app market, or a click-to-call feature
- 4. 4 Where are theyshown? • Gmail Ads are shown within the Promotions tab in your Gmail mailbox • One Gmail ad across 3 screens – Write an ad only once, and it customizes itself as per device automatically
- 5. 5 Why Gmail Ads? •Fully Automated - The process by which ads are shown in Gmail is automatic. Google doesn’t read your mails in order to show ads • Accurate & Relevant Targeting – Google uses the information provided by users in their Gmail account to target the users. This ensures higher relevance of ads as compared to other Display ads, which rely mainly on browser cookies • Interactive Ads - Reach users in their Gmail inbox by showing ads, that can also help advertisers drive user actions before getting them to their website • Cost Effective – Gmail ads seem to record higher traffic and significantly lower CPCs as compared to other GDN ads. However, the KPI benchmarks for these ads may vary based on factors like advertiser goals and industry, as well as the targeting methods used
- 6. 6 Targeting Options Available Location: Reachthe perfect audience located in specific geographies. Using this targeting, choose the locations (country, region, city or a specific radius around a location) that you wish to include and exclude, on a campaign-level Demography: Based on the information shared by users on their Google profiles, the age, gender and parental status is derived by Google. These details come into play when you wish to target an audience of a specific age, gender or parental status Device: Show ads in Gmail on desktop devices as well as on mobile devices. AdWords adjusts the size of your ad (the ad layout remains the same), based on whether it appears in Gmail mobile app or in Gmail inboxes on desktop computers Language: Use this targeting in order to extend the reach of your Gmail ads to your audience based on the languages they speak
- 7. 7 Targeting Options Available PlacementTargeting: In order to show your Gmail ads, you need to add ‘mail.google.com’ as a managed placement. This is the only way to differentiate your Gmail ads from other ads on the Display network. If you use managed placements as your targeting on the Display network, Google won’t automatically add ‘mail.google.com’ to your targeting. If you are not using managed placement targeting, Google will add Gmail as an automatic placement to serve your Gmail ads Keyword: Add specific words or phrases, relevant to your product or service, that you wish to target. This will help you to show ads to users who have those specific keywords in their 300 most recent emails Topic: This targeting helps you to choose from Google’s pre-existing list of topics and show ads to users whose recent email content is relevant to, or falls under the topics you have targeted
- 8. 8 Targeting Options Available Domain: Youcan target your own domain, competitor domains or any other site your target audience receives emails from. Simply add these domain names in the ‘Display Keywords’ tab, in order to serve your ads to email recipients from the targeted domains Interest: Google lets you target users based on their interests, who frequently browse pages about a specific category (This helps you target a list of people who Google thinks are interested in that category, based on their browsing history pattern) Custom Email List: Target specific users by adding a custom e-mail address list (create a custom list in the shared library) to your campaign in order to serve your ad in your customer’s Gmail inbox
- 9. 9 Incompatible Targeting Methods •In addition to ‘job title targeting’ and ‘purchase history targeting’ (which were a part of the GSP beta version), the following targeting methods are not available in AdWords: 1. In-market audience targeting (users that are actively researching, or are interested in buying products or services that you offer) 2. Remarketing lists (However, in an attempt to serve the same purpose, you can remarket to your email subscribers or purchasers by targeting your own domain) 3. Placements other than Gmail inboxes (mail.google.com) • Adding any of the incompatible targeting methods to an ad group would cause your Gmail ads to stop running. So it is best to create separate ad group or campaign that consists of only Gmail ads
- 10. 10 Conversion Tracking • Everyaccount has a default code which works for conversion tracking. This code is to be placed across all the pages of the websites. Conversion rules are then to be defined as per requirement • Multiple codes can be created (not necessary) for multiple products
- 11. 11 Conversion Tracking • Thetracking for the GSP campaigns is done the same way as other display campaigns, but the remarketing tag cannot be appended for Gmail ads • The conversion tracking code can be appended to the ‘landing page’ or on the ‘thank you’ page. It totally depends on the requirement of the advertiser • If a landing page is ‘content based’, then the tracking code can be appended on that page. If it is ‘product based’ then the tracking code can be appended on the thank you page
- 12. 12 Gmail Metrics • Whena user clicks on the collapsed ad, an expanded version of the ad pops up with one of the ad creatives (Rich media, Image, video etc.) • On the expanded ad, a user has the option to either save the ad to his inbox, forward the mail, or click on the link and go to the website. All this is tracked by Google and it gives the option on AdWords called Gmail metrics for the advertiser to track the user engagement and act accordingly
- 13. 13 Gmail Metrics -Engagement Type Gmail Forwards Gmail Saves Click to go to website
- 14. 14 Gmail Specific Metrics Beloware the 3 Gmail metrics tracked by Google in AdWords for which Google does not charge Gmail Saves - This metric tracks the number of times a user saves your Gmail ad to their inbox. When the Gmail ad is saved, it remains in the user’s inbox in the expanded form Gmail Forwards - This metric tracks the number of times a user forwards your Gmail ad to someone. When the Gmail ad is forwarded as a message, it is sent in the expanded form as an email from the initial viewer of your ad Gmail clicks to Website - This metric indicates the number of clicks to your landing page. These clicks on the expanded state of Gmail ads are free, even though they result in visits to your landing pages
- 15. 15 Gmail Specific Metrics •Gmail Saves and Gmail Forwards are good indicators of how an ad and targeting is performing, especially if branding and awareness are important to you • Gmail Clicks to Website are important if you ultimately want to drive direct conversions from these ads or can be a major KPI for advertisers who are interested in driving maximum traffic to their website Gmail Clicks v/s GDN Clicks • In AdWords, the ‘Clicks’ reported for Gmail ads (GSP), are the clicks to expand your ad. The ‘Gmail Clicks to Website’ metric indicates the clicks on the expanded ad which leads the user to the website • For GDN ads (other than Gmail ads), the clicks which lead the users to the advertiser’s website can be observed in the ‘Clicks’ metric
- 16. 16 How to Createa Campaign • Advertisers can show Gmail ads to users by starting with the creation of a ‘Display Network only’ campaign, through AdWords • Although you can have Gmail ads and other display ads in the same campaign, the best practice is to create a separate campaign dedicated to Gmail ads, for the purpose of better optimization
- 17. 17 How to Createa Campaign Add location Select language preference Set your daily budget Name your campaign and select the type Select bid strategy
- 18. 18 How to Createa Campaign – Ad Group Creation Set ad group level bid Select targeting method Name your Ad Group Listed below are the two major factors that help you form an ad group for Gmail ads: • Adding ‘mail.google.com’ as a managed placement • Creating ads using specific Gmail ad templates available in the Ad gallery
- 19. 19 How to Createa Campaign – Ad Creation The AdWords ad gallery consists of various Gmail ad templates that can be used to create expandable, interactive Gmail ads You can also upload a custom HTML file for your ad, that meets the formatting requirements of a Gmail ad
- 20. 20 How to Createa Campaign – Ad Creation Website URL Collapsed Ad Details Name your Ad
- 21. 21 Explore Gmail Ads •GSP can be implemented for accounts with varied advertising goals (branding, conversions, awareness, etc.). Many advertisers use a lead form in their ad creative to lead the users to their website on form submission • If you find your Gmail ad campaigns to be spending at a very low rate, it could be due to the layering of different targeting methods in your ad groups, or due to low bids • Since there are limited ad slots available for Gmail ads (2 slots for desktop and only 1 for mobile devices), the competition is really high. So, when it comes to bidding, it is more of a “go high or go home” situation for advertisers • Gmail ads were introduced to AdWords in 2015, and are still being explored for changes to make it better and easier, for advertisers to achieve their targets
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