If you are already using a paid search strategy, then you should definitely consider adding Gmail ads to your marketing mix. Not only are these ads less competitive, but you will be able to ensure that your brand is front and centre on a platform that people monitor for hours each day. An added benefit is that if you have struggled to get your emails into your potential customers’ inboxes due to spam filters, Gmail ads will ensure that you make your way there.
If you have not used Gmail ads before, these ads show up as an unread email with a little green “Ad” sign, similar to other Google ads. Here are a few tips to make sure you boost brand awareness and your bottom line:
- Target Your Keywords
As with any PPC campaign, you need to choose your keywords. Some of the strategies to follow include:
- Keywords based on certain words or phrases, and
- Targeting your competitors’ branded keywords.
If there are a few big name brands in your industry, you should definitely use their brand names in your Gmail ads, but be sure to make it clear why the reader should switch to you instead. If you are offering a discount or incentive, make it obvious in the subject line.
You can target your ads by using a list of names that you have already built into your account. This is a good approach if you are trying to upsell to existing clients or if you are running a remarketing campaign.
- Expand Your Email List
Some people do not know about this option, but you can also upload your contact list and use similar audiences to grow your list. This is a great way to reach much more people.
- Narrow Down Your Demographics
If you are selling products to men aged 20 to 40, then you need to make sure you are not wasting clicks on people who do not fall into this demographic. You can use your Google Analytics to drill down into the people who are converting on your site by clicking on Audience > Demographic > Overview.
Need help with your Gmail ads or PPC strategy? Then contact WSI OMS today.