Online marketing – Gmail

Gmail marketing – What design and content and targeting gets the best results?



What are Gmail adverts?

In short, Gmail adverts are interactive ads that appear at the top of people’s inboxes and, when clicked, they expand just like an email. Once expanded, they can include images, video or embedded forms in just the same way and they must be a promotional advert to be used. The size of the ads vary, but have a maximum width of 650 pixels and maximum height of 1000 pixels and are available in every country Google reaches.

How it works

Companies use Gmail ads to meet a variety of advertising goals and people can interact with your expanded ad in different ways, including playing a video, filling in a form, clicking through to your website or, when looking on their mobile, click to call or to go to an app marketplace. You are only charged when someone clicks to expand your ad, not when they interact with it. Email marketing is one of the most direct forms of marketing communication we have at our disposal and is often used to:

  •  Introduce new offers to clients
  • Communicate new services at discount rates

How targeting works

Keyword targeting – You can use most of the display targeting options you’re already familiar with such as keywords, affinity audiences, in-market audiences, demographics and topics. For example, an estate agent may choose topics such as “Properties” and “Lettings” or reach people in the “London landlords” affinity audiences. People’s interests are identified using automatic targeting – if a Gmail user receives a lot of emails from estate agents about properties to let, a deal from an estate agent may show to them. If the user has reported those emails as spam, your email would not show.

Domain targeting – This is targeting based on emails from specific websites – such as your competitors. Therefore, instead of choosing specific keywords, your ads would be targeted to people receiving emails from particular property websites, for example.

With both methods, the system will automatically scan the body/subject of the last few hundred non-spam emails, including deleted and archived messages.