how to succeed with gmail ads

#SMX #11B @SpitfirePPCUsing Custom HTML Templates to Improve Lead Generation

How to Succeed with

Gmail Ads

#SMX #11B @[email protected]

Colleen McCaskellPaid Media Manager

at

#SMX #11B @SpitfirePPC

Gmail Ads allow you to reach your target audiences via the Google Display Network within Gmail’s Promotions tab. You are charged on a cost-per-click basis when somebody clicks to expand the teaser and view the full ad.

What are Gmail Ads?


Gmail Image TemplateAll content (text and visuals) must be contained within a single image.

Gmail Single Promotion TemplateThe brand’s logo is featured separately alongside a smaller image, text description with headline, and a CTA button.


(Gmail)

(An ACTUAL Email) (Qualified interaction from someone already engaged with

email content)

I want to promote my capybara rescue and rehoming service. How can I leverage Gmail Ads towards driving more adoptions?

The Challenge


Sign up for a free account Click “Create Template” in the

Templates section Choose a “Drag and Drop”

template from the “Basic” selection

Be sure to select a layout that suits your content– How many columns do you require

for your text?– How many images will you be using?

Create a Template in MailChimp to Get Started


Simple, User-Friendly InterfaceSimply drag and drop the elements that you require from the right to the left.


Recommended Components of the Email– High quality header / hero image with

optional text CTA– Business logo incorporated into the

header– Engaging, informative, descriptive ad

copy with headings as appropriate– Images to break up blocks of text– A call-to-action button – Ensure that your email does not

exceed the limits of 650 x 1,000 px / 1.25 MB!


Export as HTMLOnce you have saved your email, you can preview, duplicate and export the template as an HTML file to be uploaded directly into Adwords.

Tidy Up Your Email in MailchimpRemove any extraneous components from the email such as the standard Mailchimp footer which enables people to update their preferences or unsubscribe. Click the trash bin icon to delete.


Ensure that your folder aligns precisely with Google’s specs– The email itself (that you exported as

HTML) should be saved as “index.html”

– All images in the body of the email should be saved to a folder entitled “images”

– The logo should be saved to the main folder as “logo.png”

– The teaser should be saved as “teaser.txt”

– Compress your folder and you’re ready to go!

Organise Your Gmail Ads Assets


Create a Gmail Ads Campaign Create a new Display campaign

– Select the “All Features” option– Sort out the basics: budget, location targeting,

scheduling, etc.– Add Gmail as the only placement. Easy peasy!


Upload your HTML file into Adwords– Visit the Gmail Ads section of the Ad Gallery– Select the custom HTML upload option– Remove any unnecessary components of the email (or modify the HTML directly)

Create a Gmail Ads Campaign


The Finished Product

(Ad Preview)

(Collapsed Ad)


I still need to find fans of capybaras! Where do I start?– Domain targeting (via the Keywords section)– Keyword targeting– Customer Match lists– Topics– Demographics– Similar Audiences– You can also exclude audiences based on all

of the targeting listed above

Cool! But how do I reach the right Gmail users with my ad?


Target top-performing keywords from your Search campaignsTargeting is based on broad match content in the users’ last 300 received emails (inbox and archive).

(And don’t forget to “retarget” your own domain, as well!)

Target specific domains from the Keyword targeting sectionIf you add a domain as a keyword, you’ll be able to reach people who are on the mailing lists of your direct competitors or partners!


Expand your targeting, but keep it highly relevant.Don’t create a message mismatch like below!


User signs up to our newsletter

User ticks location as “United States”

User is added to the US Mailchimp list

The Mailchimp list is used to create a Customer Match audience in Adwords

Distribute a Gmail ad about American capybaras to this audience

Customer Match: Geo-targeting


Not clicking on your emails?You need to demand their attention!

Try a more urgent CTA:“Our capybaras need your help urgently. Save a capybara’s life today!”

User signs up to our newsletter

User doesn’t open up any emails from our drip campaign

User is added to a “low engagement” Mailchimp list

The Mailchimp list is used to create a Customer Match audience in Adwords

Distribute a Gmail ad to this audience with a more urgent CTA or even a special offer

Customer Match: Engagement


Bad News!The standard CTR and CPC columns are inaccurate in that they report all clicks on the ad unit itself rather than clicks through to the website.

Evaluating the Performance of your Gmail Ads

Calculate Your CTR and CPC

CTR = Gmail clicks to website / ImpressionsAvg. CPC = Cost / Gmail clicks to website

0.02% £1.76


How do Gmail Ads stack up against other Display campaigns?

Campaign Cost Impressions All Clicks

Clicks to Website CTR Avg. CPC

Gmail Ads

£4,085.73 1,151,076 37,082

2,321 0.2%

£1.76

Custom Affinity Audiences

£1,889.01 2,453,966 12,907 12,907 0.5%

£0.15

In-Market Audiences

£2,284.44 6,276,910 13,335 13,335 0.2%

£0.17

Similar Audiences

£1,474.19 2,266,869 15,163 15,163 0.7%

£0.10


How do Gmail Ads visitors engage with the content of the website?

Campaign Bounce rate Pages / sessionAvg. session duration (seconds)

Gmail Ads 51% 2.5 149

Custom Affinity Audiences 91% 1.1 10

In-Market Audiences 91% 1.2 17

Similar Audiences 93% 1.1 11


How effective are Gmail Ads at driving conversions within a goal CPA?

Campaign Conversions CPA Conv. rateApplication Forms

Gmail Ads 159 £25.70 0.43% 27

Custom Affinity Audiences 49 £38.55 0.38% 7

In-Market Audiences 43 £53.13 0.32% 8

Similar Audiences 32 £46.07 0.21% 5


“People aren’t clicking through to my site!”Embed a form directly within the ad, removing an impediment to capturing the lead data.

“People aren’t engaging with my content!”Embed a video within the ad, improving clarity on more complex processes or services.


Design expertise isn’t necessary

HTML / CSS knowledge isn’t necessary

Capybaras aren’t necessary (unfortunately)

So what’s stopping you?Take Gmail Ads out for a test drive in your account. They may just become one of your top-performing Display campaigns!

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how to succeed with gmail ads

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