PPC Expert for Gmail Ads – Our dedicated team (PPCChamp) is comprised of some of the earliest practitioners of paid search whose exposure to the industry pre-dates the launch of Google Gmail Ads.
Surjeet has built and optimized thousands of campaigns, driving more than 250 million clicks. He has trained hundreds of Digital Marketing Students & employees (CIIM) on advanced AdWords optimization strategies.
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We keep an eagle eye out and analyze all activities occurring within a PPC Campaign. Our activities includes:
Table of Contents
PPC Service Company in Chandigarh, India – PPCChamp
- Bid Optimization– Daily bid optimization to ensure you get the most bang for your buck!
- Negative Keywords – dentifying keywords that are harmful to the campaign and eliminating them from the equation.
- New Keywords– Looking for new keywords that can bring conversions and adding them to the fold to yield a much more productive, and financially lucrative campaign.
- Time Management– Time plays a crucial role in conversions. We optimize campaigns to only run at specific times to capture the “rush hour” of conversion-worthy traffic.
- Conversation Tracking – Immediately informing the client when a conversion occurs. Looking for new keywords that can bring conversions and adding them to the fold to yield a much more productive, and financially lucrative campaign.
Gmail Ads Strategies – Must Read
- The best strategy to use – which many people are getting excited about – is to bid on your competitors’ domains by uploading them into the keywords section. This means that your ads will appear to those who are receiving e-mails from your competitors. Be prepared to bid aggressively and tweak bids to gain impressions using this strategy, as there will be a lot of competition now GSP’s out of beta.
- Another great strategy is to target the domains that have the same target market as you, but are not necessarily competitors. For example, if you owned a garden machinery company, you could target gardening magazines’ domains, as you would both share a very similar audience. This is another fantastic way to place your ads in front of the right audience.
- Google has recently released Customer Match, which is another effective strategy to use. For Gmail ads, this works by uploading a customer’s e-mail addresses to a campaign in order to make your ad pop up in your customer’s Gmail inbox (sneaky I know!).
How to Create Gmail Ads in AdWords
Gmail Ads are part of the Google Display Network and are simply collapsed ads within a user’s Gmail account that appear at the top of the Promotions tab.
They can easily be confused for a regular email but don’t require filtering and searching to be seen. Once a user takes the initiative to click on the Gmail ad, it expands (or opens) similar to that of a regular email.
The ad can contain images, text, forms or video. At that point the user can interact with the ad by clicking to navigate to the advertiser’s site, watching a video of filling out a form
he Gmail advert is set out in two sections in the Gmail inbox – a collapsed ad and an expanded ad, but essentially this is the same advert.
The collapsed ad appears as a ‘new message’ in your inbox and when you click on it, this then leads you to another ad – the expanded ad. You pay for the cost per click (CPC) every time somebody clicks on the collapsed ad.
The expanded ad then leads the user to your landing page; however, you do not pay for the click from the expanded ad to the landing page (this is free).
How Do I Create A GSP Campaign?
A condensed version of the set-up process is as follows:
- Create the campaign – Display Network Only
- Choose your marketing objective – Awareness, influence, drive action or none.
- Finalize your settings (bid, budget, location, ad schedule)
- Upload or create your ad
- Set your targeting
Create a Display Campaign
If you’re able to dedicate a modest budget to testing Gmail ads, I suggest creating a dedicated Display Network only campaign. Next, select your marketing objective for the campaign. Marketing objectives allow advertisers to align their campaign settings towards with desired goals, such as a form fill. Performance, ROAS driven marketers should choose from a “drive action” objective.
Select Your Placements
Gmail ads are selected in the ad group’s placements section. To reveal placement options, scroll down to the “choose how to target your ads” section, and select “use a different targeting method”.
Within the placements search bar, submit a query for the web address “mail.google.com”. Then select the domain as a placement.
Refine with Keywords
Only using placement targeting can open your campaigns up to billions of weekly impressions on Gmail. Hone in on your target audience and conserve budget by adding keyword targeting.
Display keywords are utilized slightly different than search keywords. Where search can be exact and intent based, display keywords are broad match only. Display keywords help guide where an an ad will be shown based on the content of the website and previous user browser history. Contextual targeting is powerful for Gmail, as the page content is generated from users’ emails.
Often, I’ll adopt a similar ad group structure to my existing search campaigns. Taking the best performing broad search keywords and adding them to display ad groups.
Consider Audience Targeting
When Google allowed single sign-on across all their products, it not only created a better user experience, but also provided Google with connected data on their user profiles. Advertisers can use this data to build custom audiences to target.
Custom affinity audiences is an option worth considering.
Custom Affinity Audiences
Create a custom audience, targeting users who visit specific websites or have long-term interests in certain categories.
Within an isolated ad group view, visit the ads tab. Pull down the ad tab to reveal “ad gallery”.
Choose “Gmail ads” from the gallery options.
There are 4 types of Gmail ads:
- Gmail image template
- Gmails single promotion template
- Gmail multi-product template
- Gmail custom HTML upload
For this walkthrough, let’s explore the Gmail image and single promotion templates.
Gmail Image Template
This option is great for branding, featuring your image across the full page width if a user clicks through.
- Collapsed – 144px by 144px
Add your advertiser name, a subject line, and a description. Treat your subject line as if it were an actual email headline – be succinct and to the point. Your description line should follow, by clearly revealing your value proposition.
- Expanded – 650px by (300px to 1000px)
Next, let’s explore the benefits of using single promotion templates.
Single Promotion Templates
While a prominent image can be a powerful way to showcase your brand, sometimes it’s not enough to convey your product or service benefits. The promotional template layout includes both a large area for images, and also provides space for a headline and copy.
In addition to the collapsed copy, expanded promotional templates allow for:
- a large side bar image
- headline copy
- body content
- optional header image
- Side bar – 300px by (200pc to 500px)
- Header image – 630px by(50px to 200px)
Create Gmail ads with templates
Gmail ads are expandable ads at the top of people’s tabs in Gmail. With a click, these interactive ads expand into a email-sized ads that can include videos and images, and can be used to meet a variety of advertising goals. Once someone expands your ad, any clicks on your content are free.
This article tells you how to create Gmail ads with templates, and then set bids for them. It also includes information about how to measure your results in reporting.
Advanced users may want to jump to Create Gmail ads with custom HTML.
Before you begin
Many sophisticated features and types of targeting, like Customer Match, are compatible with Gmail ads. To keep our users safe, though, Gmail ads are not compatible with certain AdWords features. When creating your Gmail ads, keep in mind the following points.
- Campaign type. You need to use a Display Network using an “All features” campaign.
- Incompatible Targeting. The following targeting methods aren’t available for Gmail ads:
- Placements other than Gmail (mail.google.com)
- Custom affinity audiences
- Display Select Keywords
- Remarketing lists, except for Customer Match
- In-market audiences related to “Event tickets” and many in-market audiences related to “Travel”: air travel by class, bus and rail travel, car rental, hotels and accommodations by star rating, and trips by city or country destination
- Bidding. All standard bidding strategies are compatible with Gmail ads. You can use bid modifiers and offline conversions. CPM is highly discouraged as a bidding strategy for Gmail ads.
- Content. For specific content disapproved in Gmail ads, see the Gmail ad policy article.
- Frequency capping. Custom frequency capping is not supported. Gmail ads have a set frequency cap of 4 weekly impressions per campaign.
- Third parties. Third-party ad serving is not supported, although clients can use third-party click trackers in their ads.
- Final URLs: Newly created or edited Gmail template ads are compatible with final URLs and tracking templates. Learn more about Upgraded URLs.
Create an ad group or campaign exclusively for Gmail ads. With separate Gmail / non-Gmail accounts, you can:
- Set up targeting specific for Gmail ads, like domain targeting (showing your ads to people who receive emails from a certain site) and Customer Match (which is not available on third-party sites on the Google Display Network).
- Avoid mistakenly adding incompatible targeting to an ad group or campaign containing Gmail ads. (When you add incompatible targeting, your Gmail ads won’t run).
- Evaluate your ads’ performance in Gmail.
- Sign in to your AdWords account.
- Highly recommended: create a new campaign or ad group.
- Click + Ad and go to the Ad Gallery.
- Click “Gmail ads.”
- Select the template you’d like to use. For technical details, jump to ad specifications.
- Single image ad: a single image fills the body of the expanded ad
- Single product promotion: an image or video with text advertises a single product or service
- Multi-product promotion: several images with text advertise multiple products or services, each with a call-to-action button
- Catalog creative: features more descriptive text than the multi-product promotion, to create an almost magazine-like experience with multiple call-to-action buttons
- Provide the required information to create a Gmail ad.
- Note on ad name: your ad name doesn’t show in your ad—it’s only used for you to identify your ad.
- Note on destination URL: your newly created Gmail template ad is compatible with final URLs and tracking templates. Learn more Upgraded URLs.
- Click Save or Save and preview.
Before your template ads show to customers, they’re reviewed to make sure they meet our advertising policies. Your ad should be approved within 2 business days.
Your targeting options
There are several ways to target your Gmail ads to the right audience. The following are the only types of Display Network targeting available for Gmail ads.
- You can create Customer Match audiences using a list of customer emails from people who have provided their email addresses to you or your company.
- You can use similar audience targeting based on your Customer Match audience.
- You can either add keywords or domains into the Audience keyword targeting section. This helps you reach people with specific keywords or domains in their inboxes. In Gmail ads, and on the Display Network generally, keyword match type is automatically set as broad match. (If you enter another keyword match type, it will be ignored.)
- Domains can be used to target (or exclude) users who’ve received emails from specific companies. Domains should be entered as keywords using the format example.com or site.example.com (not example.com/site). The system will scan the body and subject of the last few hundred non-spam emails, including deleted and archived messages.
- Note: It’s not possible to use both keyword and domain targeting at the same time. Since they are in the same targeting method, either one or the other will be used.
Add Gmail as a managed placement
Add mail.google.com as a placement to your Gmail ad campaigns or ad groups. Here’s how:
- Sign in to your AdWords account.
- Click the Campaigns tab.
- Go to your Display Network tab and click the + Targeting.
- Select an ad group from one of your “Display Network only – All features” campaigns.
- Click the “Add targeting” drop-down menu and select “Placements.”
- Click the “Add multiple placements at once” link.
- Type mail.google.com in the text box.
- Click Close and then Save to add the placement to your ad group.
Your ads will appear at the top of tabs in Gmail inboxes in a collapsed state. Once someone clicks your collapsed ad, it expands into a message-like format.
Think of the expanded state as you would think about your website landing page. You won’t be charged for any clicks on the expanded state, so your CPC bids apply only to the initial click on your collapsed ad. It’s best to choose a CPC bid that matches the value of someone seeing your fully expanded ad. Here’s how to change your bids:
- Select an ad group.
- Go to your Display Network tab and click your Placements tab.
- Locate mail.google.com in your list of placements.
- Click and edit your bid.
In your “Reporting” tab, get the numbers about Gmail ads leading to clicks, saves, and forwards.
Add a Gmail metrics column to your reporting table:
- While signed in to your account, go to your Reporting tab.
- Click Modify columns in the toolbar above your statistics table.
- Select Gmail metrics under “Select metrics.”
- Click Add all columns.
- Click Apply.
View your results: While signed in to your account, go to your Reporting tab. Find your “Gmail metrics” column.
Here are some more click types from Gmail ads that can appear in the “Dimensions tab; Free clicks” report:
- Form submission: The number of times someone has submitted a form included in your ad
- Video view: The number of times someone clicks to view the videos in your ads
- Click to call: The number of times someone has clicked your ad to initiate a call to your business
Important policy note: All the parts of your email ad need to link back to the same advertiser (you) and be relevant to the product you’re promoting. For example, the “sender” name needs to represent the same advertiser as the one in the display URL field.
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There we have it – your complete guide to Gmail Sponsored Promotions Ads. If you have any questions, please feel free to contact me on the social profiles below or alternatively contact PPCChamp for help on setting up your Gmail Sponsored Promotions campaigns.