Gmail Ads are one of the more intriguing opportunities Google has given advertisers to reach people where they spend a lot of their time online – in their inboxes.
I’ve been obsessed with mastering them lately and today I’m going to reveal what I’ve learned.
Please note, this article was originally published earlier this month on the WordStream blog.
What Are Gmail Ads?
Gmail ads target users based on the account activity of their personal Gmail accounts and appear within the Promotions tab.
Formerly known as Gmail Sponsored Promotions, they’ve been around since 2013 and finally became available to all advertisers (for the second time, no less) in 2015.
So what do we really know about these native Gmail Ads? Quite a lot now, actually.
After collecting massive amounts of data for more than a year from spending a few million dollars on this ad format, this post summarizes my top seven most gmail ads best practices and my best recommendations for making the most of this AdWords format.
- Customer Match
- Don’t forget deep click analytics
- Go nuts with competitor keywords
- No remarketing? Do keyword targeting
- Use emojis
- Use existing email marketing campaign data
- Raise CTR & QUALITY SCORE
Google presents many interesting opportunities to advertisers so they can make the most of the Gmail Ads format – you can reduce costs by optimizing several aspects of your campaign, reach your own (and a new) audience, and measure post-open success.
Yet there are quite a few restrictions and limitations unique to Gmail Ads which are above and beyond the normal limitations in search ads. Hopefully we’ll see Google open up Customer Match feature a little bit more in the future and relax some of the ad policies.