Gmail ads are interactive paid Google ads sent directly to the inbox of your users’ Gmail accounts. They’re displayed in both a collapsed and expanded form, where the collapsed version acts as the attention grabber and the expanded ad contains the full body of the message.
Why use them as part of your web strategy?
By landing your message straight into a user’s inbox, you’re achieving a level of visibility that many other paid ads can’t guarantee. On average, people spend 20.5 hours in their inboxes per week. You’re literally placing your ad under their noses, so if nothing else, your ad will likely be a valuable brand awareness device even if it doesn’t convert.
Gmail ads are also cost effective. Unlike other paid ads, you’re only charged once for the click that expands the ad and not for every time a user interacts with it. What’s more, Gmail ads are automatically formatted to accommodate both desktop and mobile devices. This means your content will always be displayed in the most optimal format.
We use selective targeting to communicate with an audience that will increase your conversion rate. Yes, it’s partly a numbers game but that doesn’t mean putting your ad in front of as many people as possible. If 80% of your audience isn’t engaging with it, what’s the point? We use keyword targeting to reach those people we know are interested in what you have to offer. Doing this increases your click through rate (CTR) and lowers your cost per clicks (CPC).
With so many ways to connect to your audience, picking the right medium can be overwhelming. While it may be tempting to focus your efforts on the latest social media platform, don’t make the mistake of overlooking Gmail advertising. Email is still the most popular lead generation channel and Gmail ads can add some serious value to your digital marketing strategy. At Redline Digital, we know the ins and outs of incorporating email ads into a successful digital marketing plan. If this is something your digital strategy could benefit from, get in touch with our experts today.
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