Technologies

GMAIL

Advertising in Gmail is a great way to invite regular customers to take a look at new products, tell all your subscribers about a promotion, and even attract new customers by luring them away from competitors. An email in the Promotions tab can be equally effective in working with cold, warm, and hot leads. Advertising on gmail.com is one of the options for using Google Ads; email marketing that will bring customers to you from the world's most popular email service.

5 reasons to run ads in Gmail
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Promotions

Advertising in gmail appears in a separate tab with this name, and it is logical to use it for thematic email campaigns. If you're launching a promotion in honor of a holiday or sale, or offering new products and services, let us know about it. Users will definitely see your message - promotional emails will always appear at the top, even on the main tab.

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Ice generation

You can offer not only discounts but also bonuses. If your target audience loves special offers and you have an excellent loyalty program, don't miss the opportunity to attract more regular and potential customers.

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Storytelling

Stories sell, so do text and video blogs. Gmail ads can be a great channel for communicating with your readership. If your email marketer's reports show a high open and click rate, it means that your subscribers like this content and advertising in it will give you a good conversion rate.

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Testing a new marketing channel

Large-scale campaigns require maximum reach, and Gmail ads are one of the channels you shouldn't overlook. In addition, if your marketers are successfully using some of the features of Google Ads, it's worth trying others, allocating a test budget, and developing them further if the results are worthwhile.

How to set up ads in Gmail

Gmail ads are launched in your Google Ads account. This is a single platform for all campaigns - across search networks, product ads, YouTube, apps, and more. Separately, it can be launched as one of the sections of the large-scale Discovery campaign, which covers all the channels you need.

Setting up Gmail ads is a step-by-step process that takes a couple of minutes and is a familiar task for every marketer. To make the campaign successful, you need to conduct preliminary advertising analytics and set up the campaign based on the prepared data.

Basic conditions 1 / 3

Setting up ads in Gmail starts with specifying the country, language, bids (pay-per-conversion or clicks), and budget per day. Here you can also choose the rotation parameters, schedule, and devices of the users you want to target.

Targeting by groups 2 / 3

You can show ads by keywords (those who have entered certain search queries) and by audiences. These, in turn, are determined by demographic factors, interests, events, and intentions. For example, in the first group, you can single out only girls or people with children, in the second - those who are interested in sports or gardening and their different types. The third group will include, for example, those who have bought a computer and theoretically need peripherals, or those who are just looking for a wedding planner and may be potentially interested in rings, flowers, catering, etc. In addition to this, Google Ads has an automatic targeting feature that can expand your audience or adjust it.

Creating an ad 3 / 3

You can build a template email right in the editor or, if you want to make your Gmail ads more personalized, upload your own design layout. Regardless, it's important to follow the rules: write your company name and headline, upload your logo and URL, add images with the recommended resolution and a description with a certain number of characters. Additionally, you can place a call-to-action button at the bottom and a teaser (subject line and preheader) at the top. Before launching your campaign, you will see how your email will be displayed in browsers and apps on different devices.

Conclusion

Gmail advertising can be a very profitable marketing channel. It is one of the most popular email services, largely due to its Google authorization, and is used by millions of Ukrainians and even more people from other countries for personal and work accounts. Ads are set up in the Google Ads account, whose interface is familiar even to novice marketers and targeting specialists. It provides visual reporting that allows you to analyze your campaign from different angles and improve it. To launch a successful Gmail advertising campaign, it is important to conduct extensive research on the market, competitors, your business, and its target audience before launching.