Advertising in Gmail is an effective way to supplement your email marketing efforts. Learn how to set up ads that show up in Gmail using Google Ads.
- [Instructor] Hey, I'm Brad Batesole and in this marketing tip, I want to show you how to get started with Gmail ads. Consumers are spending upwards of 20 hours per week in their inbox, but as I'm sure you're aware, it can be difficult to capture their attention amidst all the other emails that flood their inbox. For example, I've opened up the promotions tab of my inbox and you can see it's full of offers. Now the offers that I'm most likely going to see are at the top of the inbox.
And to arrive there you have to compete with everyone else sending an offer, as well as get your timing just right. But that's where Gmail ads come in. You see, these interactive ads show up at the top of the user's inbox tab once they're viewing this screen. So here I see two ads from Wayfair and Lyft. They show up at the top, they show up only once I'm in this tab, and therefore they are guaranteed to get an impression.
Once you select into an ad, it creates a really interactive experience. It expands just like an email. This expanded ad can include images, video, or even embedded forms. This essentially puts your offer at the top of the inbox but it lets you put it in front of an incredibly targeted audience. You see, you have the ability to target audiences based on numerous factors. For example, you can target people based on the domains they're receiving emails from.
Here you can see I receive emails from Target, Duolingo, Jet, Marriott, and so on. So you might say that people that receive emails from brands like Bonobos are interested in apparel and you may have a similar style and so you'll target people that are receiving emails from those competitors. You can also target by keywords appearing in inboxes. You may identify that someone is part of a rewards program like Marriott and you may decide to offer travel incentives to that particular consumer.
Now, you can also upload an existing list of your customers to drive your promotions to the top of their inbox. But that will require what's known as customer match, and to use that feature you now need to work with a representative from Google due to privacy concerns. Now, it's really easy to get started. You'll fire up Google Ads and you'll go and add a new campaign. Once you're presented with the campaign type options, you'll select display. You can select a goal between sales, leads, and website traffic.
I'll choose sales and then from the campaign subtype you simply select Gmail campaign. From there, you can select continue. And now it'll walk you through the creation of a Gmail ad, much like any other ad. As you scroll through the various options you'll have all of the same features that you're used to before, including the ability to target based on keywords, audiences, and demographics.
It's here when you create a new ad that you'll see something a little different. It's in this view that you'll have the opportunity to add your business name, a headline, a description, a final URL, and then you'll need to build out the images and videos of the ad that's being generated here. You'll see a preview on the right-hand side. You can select more options to create things like a custom teaser, change the text on the call to action, or even modify the color that's used in your ads.
I encourage you to explore with this, evaluate if it makes sense for your needs, and give it a shot. And remember this. What's super-exciting about Gmail ads is that you're targeting people who've explicitly given perhaps your competitors the permission to send them emails. So you know that these are individuals who have passed the awareness stage of your competitors' funnel. And that's a great consumer to target. Thanks for checking in. As always, I'd love to hear from you. So connect with me on LinkedIn or on Twitter via @bradbatesole and let me know if you're going to be using Gmail ads.
Note: Because this is an ongoing series, viewers will not receive a certificate of completion.