{"id":2170,"date":"2017-10-12T01:05:42","date_gmt":"2017-10-12T01:05:42","guid":{"rendered":"https:\/\/www.gmass.co\/blog\/?p=2170"},"modified":"2017-10-12T01:05:42","modified_gmt":"2018-07-11T03:06:44","slug":"run-high-roi-gmail-ad-campaign","status":"publish","type":"post","link":"https:\/\/www.gmass.co\/blog\/run-high-roi-gmail-ad-campaign\/","title":{"rendered":"How to Run a High ROI Gmail Ad Campaign"},"content":{"rendered":"

 <\/p>\n

Email open rates aren\u2019t amazing. We all know that.<\/span><\/p>\n

Especially when it comes to cold emails or reaching someone for the first time. <\/span><\/p>\n

But all of that is about to change. <\/span><\/p>\n

Gmail <\/span>recently released<\/span><\/a> native, mail-based ads directly into AdWords after beta testing them for a few years. <\/span><\/p>\n

Now you can deliver display-network-style ads directly into a user’s Gmail inbox. <\/span><\/p>\n

It allows businesses to interact and engage with users like we\u2019ve never seen before.<\/p>\n

When you want to reach someone that you normally can\u2019t, these ads are a perfect way to do it.<\/span><\/p>\n

They stand out from typical emails in an inbox, so if your prospect isn\u2019t responding, these ads are a great way to drive engagement. <\/span><\/p>\n

In this post, I\u2019ll walk you through what Gmail ads are, how to set them up, and most importantly: <\/span><\/p>\n

How to run a Gmail ad campaign that generates a massive return on investment. <\/span><\/p>\n

Let\u2019s jump in!<\/span><\/p>\n

What are Gmail ads?<\/b><\/h2>\n

Gmail has more than <\/span>one billion monthly active users<\/span><\/a>, making it an email haven for countless companies and users around the world. <\/span><\/p>\n

And now, the platform has gotten even better for advertisers. <\/span><\/p>\n

In <\/span>September of 2015<\/span><\/a>, Gmail introduced native ads for all AdWords advertisers on the Display Network. <\/span><\/p>\n

They worked in beta testing for multiple years with advertisers to figure out how to extend their email marketing and advertising strategies. <\/span><\/p>\n

Now they\u2019re available for any advertiser to use, which is fantastic.<\/p>\n

Gmail ads are targeted ads based on account activity, and they appear within the promotions tab of a given inbox: <\/span><\/p>\n

\"\"<\/p>\n

These promotions tab ads come in one standard format that Gmail claims is the best in performance.<\/span><\/p>\n

From beta testing, they\u2019ve reduced the number of ads. So, to increase your open rates, they’ll show fewer ads but make sure that they are more specifically targeted. <\/span><\/p>\n

Currently, you can set up one format of Gmail ads directly within AdWords, called the \u201ccollapsed ad\u201d that contains an \u201cexpanded ad unit.\u201d <\/span><\/p>\n

The collapsed ad is what users see initially in their promotions inbox, mimicking the traditional look of an email: <\/span><\/p>\n

\"\"<\/p>\n

The Gmail ad will display at the top of the inbox with a yellow \u201cAd\u201d label to distinguish it from the rest of the content. <\/span><\/p>\n

When a user clicks on the ad, it expands directly within the inbox: <\/span><\/p>\n

\"\"
\nAdvertisers looking to take advantage of these ads can choose from multiple customizable templates for the expanded portion. <\/span><\/p>\n

Gmail allows users to use single images, highlight promotions, use a CTA button, and even showcase multiple products or offers with the use of a single ad. <\/span><\/p>\n

For tech-savvy users, the custom HTML format offers flexibility to control your assets and create a rich experience using videos, forms, multiple links, and more. <\/span><\/p>\n

For example, here\u2019s a sample expanded ad unit based on Gmail\u2019s current templated offerings:<\/span><\/p>\n

\"\"<\/p>\n

It includes multiple products and CTAs along with promotions. <\/span><\/p>\n

So, how does the audience targeting work? <\/span><\/p>\n

It taps into the already-existing display network tools like keywords, affinity audiences, demographics, and more. <\/span><\/p>\n

Do you sell SEO services? You can target specific topics like \u201ccontent marketing\u201d or \u201csearch engine optimization\u201d to show your ads to relevant customers. <\/span><\/p>\n

Gmail ads are already proving to have big impacts. Renaissance Hotels has seen a <\/span>25% longer time on site<\/span><\/a> and an 18% increase in pageviews per visit from their first few campaigns. <\/span><\/p>\n

Are you ready to run a high ROI Gmail ad campaign? <\/span><\/p>\n

Here\u2019s how to set yourself up for success. <\/span><\/p>\n

How to set up Gmail ads<\/b><\/h2>\n

Gmail ads are extremely easy to set up right within your existing AdWords account.<\/p>\n

To get started, all you need is an active AdWords account with your credit card or payment system linked.<\/span><\/p>\n

Head to the campaigns section and create a new one.<\/span><\/p>\n

Be sure to select the display network, as this is the only network that is currently compatible with Gmail-based ads. <\/span><\/p>\n

\"\"<\/p>\n

Clicking the display network as your campaign type will bring up a few different objectives and goals. <\/span><\/p>\n

Currently, only three of the five goals on the display network will support Gmail ads.<\/p>\n

Those include sales, leads, and website traffic:<\/span><\/p>\n

\"\"<\/p>\n

Choose one of these three ads, and you\u2019ll notice that your campaign subtype options will change. <\/span><\/p>\n

Be sure to select \u201cGmail campaign\u201d from the subtype list rather than a standard display network campaign: <\/span><\/p>\n

\"\"<\/p>\n

From here, you can customize your audience just like you\u2019d do for a standard display campaign. <\/span><\/p>\n

Select specific keywords or audience functions like affinity groups or intent and life events.<\/p>\n

You can even choose remarketing if that\u2019s your goal:<\/span><\/p>\n

\"\"<\/p>\n

Next, scroll down to the bottom after inputting your bidding and budget information.<\/span><\/p>\n

Under the ad creation section, click \u201c+ New Ad\u201d:<\/span><\/p>\n

\"\"<\/p>\n

From the drop-down list, select \u201c+ Gmail ad\u201d:<\/span><\/p>\n

\"\"<\/p>\n

Now you can start to create a beautiful ad directly on AdWords that is optimized for both mobile and desktop experiences on Gmail. <\/span><\/p>\n

\"\"<\/p>\n

You can add your business name, a headline, a description, your landing page, and your valuable assets like images and video content. <\/span><\/p>\n

Clicking \u201cMore Options\u201d will allow you to add a custom teaser, create call to actions, and even adjust the color options:<\/span><\/p>\n

\"\"<\/p>\n

The \u201cCustom teaser\u201d option enables you to add more headline content including a custom offer or discount: <\/span><\/p>\n

\"\"<\/p>\n

This is the main hub where you can create and edit your Gmail ads. <\/span><\/p>\n

Now that you know the basics of getting your Gmail ads going, it\u2019s time to dive into specific ways you can produce a sky-high return on investment with this ad format. <\/span><\/p>\n

Tips for a higher ROI with Gmail Ads<\/b><\/h2>\n

Setting up Gmail ads is the easy part.<\/span><\/p>\n

But producing a high return on investment in new mediums is tricky.<\/span><\/p>\n

Flying blind will require you to test the waters for weeks (if not months) all while draining your budget on mostly failed tactics.<\/span><\/p>\n

Here are a few ways to guarantee yourself a high ROI with Gmail ads.<\/p>\n

Improve your open rates for cheaper ad costs<\/b><\/h3>\n

One of the best ways to reduce your ad spend on any platform is to improve the quality score of your ads.<\/span><\/p>\n

That\u2019s true of the AdWords search network, display network, Facebook, and Twitter.<\/p>\n

Each platform sees a <\/span>massive boost in performance<\/span><\/a> with simultaneous decreases in costs when you optimize your quality score. <\/span><\/p>\n

Unfortunately for Gmail-based ads, you currently can\u2019t see the quality score of your ads.<\/span><\/p>\n

But that doesn\u2019t mean you can\u2019t infer if it\u2019s high or not.<\/span><\/p>\n

Instead, start by looking at your <\/span>open rates<\/span><\/a>.<\/span><\/p>\n

It\u2019s the click-through rate from unexpanded ad to expanded ad. <\/span><\/p>\n

If it\u2019s low, you\u2019ll want to improve it. <\/span><\/p>\n

Larry Kim of WordStream <\/span>conducted a study<\/span><\/a> on the relationship between cost per click and click-through rate (open rate) on Gmail-based ads. <\/span><\/p>\n

He found a strong correlation between the two: <\/span><\/p>\n

\"\"<\/p>\n

The higher the click-through\/open rates were, the lower the cost per click. <\/span><\/p>\n

Bad open rates? Your costs will be through the roof. <\/span><\/p>\n

Advertisers with an open rate less than 5% were seeing costs approaching or surpassing a dollar.<\/span><\/p>\n

Meanwhile, the top advertisers were paying less than 20 cents per click.<\/span><\/p>\n

The difference is shocking and can lead to huge increases or decreases in return on investment.<\/span><\/p>\n

So, what does this all mean?<\/span>
\n<\/span><\/p>\n

It means that audience targeting and optimizing your offer for that audience is crucial for a high ROI.<\/span><\/p>\n

You can\u2019t risk targeting an audience who doesn\u2019t want what you have to offer.<\/span><\/p>\n

That\u2019s only going to sink your ROI and deplete your budget. <\/span><\/p>\n

To combat this, dial in all of your audience targeting features within each ad setup on Gmail ads.<\/span><\/p>\n

For example, make sure that each audience you target gets their own customized offer that\u2019s guaranteed to resonate with them.<\/p>\n

To do this, start by targeting keywords related to your offer:<\/p>\n

\"\"<\/p>\n

For each different ad, you\u2019ll want to target different keyword sets. <\/span><\/p>\n

This way you can get as specific as possible with each offer rather than just targeting a broad group of \u201cmarketing\u201d related users.<\/p>\n

Next, specify that audience in more detail by including affinity groups:<\/p>\n

\"\"<\/p>\n

Affinity groups will narrow down your audience to only include users who have dedicated interests.<\/span><\/p>\n

If you combine this approach with intent and life-event targeting, you can narrow your pool a bit more, creating a hyper-specific audience:<\/span><\/p>\n

\"\"
\nLastly, cap your audience off with demographic-based targeting:<\/span><\/p>\n

\"\"<\/p>\n

With Gmail ads, you can target by gender, age, parental status, and household income. <\/span><\/p>\n

For example, if you sell a product geared toward parents, you can eliminate tons of non-parents with a simple click. <\/span><\/p>\n

Household income allows you to only target audiences who are most likely (or able) to buy from you.<\/p>\n

Remember: bigger isn\u2019t always better. <\/span><\/p>\n

Having a massive 1,000,000-user audience might sound amazing, but if your product is specific, it\u2019s not.<\/span><\/p>\n

You want a smaller, targeted list of users who will open your ads at high rates and drive your cost per click down. <\/span><\/p>\n

Boost your open rate more with your own best practices<\/b><\/h3>\n

Chances are, you\u2019ve already conducted some form of email marketing.<\/span><\/p>\n

So even if you haven\u2019t created a specific Gmail ad before, you likely have experience with email-based campaigns.<\/span><\/p>\n

MarketingProfs found<\/span><\/a> that email is ranked the best in terms of channels that drive leads for marketers: <\/span><\/p>\n

\"\"<\/p>\n

Odds are, email marketing is a commonplace tactic for you.<\/span><\/p>\n

Meaning you have an idea of what works and what gets you a 0.001% open rate. <\/span><\/p>\n

A great way to increase your open rate is to follow those same practices.<\/span><\/p>\n

Depending on which analytics software you use, you can analyze which email campaigns have performed best.<\/span><\/p>\n

Maybe you even recall what they were.<\/span><\/p>\n

Simply take those existing <\/span>subject lines and the content<\/span><\/a> within the body of those emails and use them for your next Gmail ad!<\/span><\/p>\n

You can place the subject line as your new headline to grab attention from users fast. <\/span><\/p>\n

What worked for you on regular <\/span>email marketing campaigns<\/span><\/a> can carry over well to Gmail ads. <\/span><\/p>\n

Test constantly <\/b><\/h3>\n

With any new advertising platform comes confusion. <\/span><\/p>\n

What works? What doesn\u2019t?<\/p>\n

The truth is: <\/span><\/p>\n

You\u2019ll never know what works for your audience until you try it.<\/span><\/p>\n

Thankfully, cost per clicks on Gmail are relatively cheap in comparison to typical search network costs.<\/span><\/p>\n

Most advertisers aren\u2019t paying 20 or 30 bucks a click.<\/span><\/p>\n

Most are paying just a few bucks or less. <\/span><\/p>\n

Meaning you can run a few small-scale tests and double down on the ones that show promise early on. <\/span><\/p>\n

On the display network, create multiple ads for each campaign that you run: <\/span><\/p>\n

\"\"<\/p>\n

Simply add a new ad to your ad group and see which ad performs best.<\/span><\/p>\n

Remember: keep the audience targeting the same here. All you want to test is specific variables like headlines and offers. <\/span><\/p>\n

See which headlines produce a better open rate. <\/span><\/p>\n

Or, conduct a test to see if coupons and sales-based offers resonate better with your audience.<\/span><\/p>\n

Always be sure to test one specific variable at a time to pinpoint what changes are causing increases or decreases in your sales. <\/span><\/p>\n

Testing is the key to producing a high performing, ROI-generating Gmail ad campaign. <\/span><\/p>\n

Final thoughts…<\/b><\/h2>\n

Reaching customers via email is becoming harder and harder.<\/span><\/p>\n

Inboxes are more cluttered than ever<\/a>, and people are getting more emails than ever before. <\/span><\/p>\n

But you still need to reach those prospects if you have any hopes of growing your business.<\/span><\/p>\n

With new Gmail-based ads, you can now target your ideal customers with ads directly in their inboxes.<\/span><\/p>\n

Instead of getting lost in the sea of emails, your ad will display at the top of the inbox, giving you diverse options for converting traffic.<\/span><\/p>\n

You can include diverse elements like video, product sales and customizable calls to action. <\/span><\/p>\n

When implementing Gmail ads, work to improve your ROI by refining your audience targeting and boosting your open rate. <\/span><\/p>\n

Take what you\u2019ve learned from your previous successful email marketing campaigns<\/a> and put it into practice here. To produce the best ROI possible with Gmail ads, you need to focus on driving your open rates higher. <\/span><\/p>\n

If you put these pointers into practice, you can run a successful Gmail ad campaign that yields a high ROI. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

  Email open rates aren\u2019t amazing. We all know that. Especially when it comes to cold emails or reaching someone for the first time. But all of that\u2026<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20,4],"tags":[],"class_list":["post-2170","post","type-post","status-publish","format-standard","hentry","category-digital-marketing","category-gmail"],"acf":[],"yoast_head":"\r\nHow to Run a High ROI Gmail Ad Campaign<\/title>\r\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\r\n<link rel=\"canonical\" href=\"https:\/\/www.gmass.co\/blog\/run-high-roi-gmail-ad-campaign\/\" \/>\r\n<meta property=\"og:locale\" content=\"en_US\" \/>\r\n<meta property=\"og:type\" content=\"article\" \/>\r\n<meta property=\"og:title\" content=\"How to Run a High ROI Gmail Ad Campaign\" \/>\r\n<meta property=\"og:description\" content=\"  Email open rates aren\u2019t amazing. We all know that. 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