Gmail Ads are a unique opportunity offered by Google to connect with users in a space they frequent - their inboxes. Having recently focused on maximizing their potential, I’m sharing my key insights.

Understanding Gmail Ads

Targeting users based on their personal Gmail account activity, Gmail ads, previously known as Gmail Sponsored Promotions, appear within the Promotions tab. Launched in 2013, they became accessible to all advertisers in 2015.

Our understanding of these native Gmail Ads has grown significantly. After analyzing extensive data gathered over a year and millions of dollars spent, I’m sharing seven compelling findings about Gmail ads and recommendations for maximizing this AdWords format.

Gmail Ads Tip #7: Boost CTR & QUALITY SCORE!

I’m Larry Kim, and Quality Score is my passion. We’ve explored it in depth - for AdWords, the Google Display Network, Twitter, and Facebook. Guess what? Quality Score is definitely a factor in Gmail Ads!

Although not directly visible, a Gmail Ads Quality Score exists. Unlike search ads with keyword-level scores, Gmail lacks this visibility. This example demonstrates the relationship between Cost Per Click and Click-Through Rate (email open rate):

While not linear, there’s a clear correlation - high open rates bring rewards, low ones, penalties. In short: Higher CTR = Significantly Lower CPC Lower CTR = MUCH higher CPC Maximizing open rates is crucial, as the Gmail Ads Quality Score generously rewards them. The difference between $0.10 and $1.15 clicks hinges on the effectiveness of your subject lines. The solution? Craft enticing email subject lines! But how?

Gmail Ads Tip #6: Utilize Existing Email Marketing Campaign Insights

Email marketing, embraced by 87% of companies according to Chief Marketer, is a leading lead generation tool:

How can you leverage your current email marketing efforts to enhance your Gmail Ads? Even without prior Gmail Ad experience, you likely possess a repository of sent emails and can assess their performance. Access your email platform (we use Marketo, but any system like Constant Contact, HubSpot, or Salesforce works) and generate an email performance report. Sort by open rate.

It’s highly probable that successful organic emails will perform well as sponsored Gmail Ads. Sorting by open rate identifies your top performers. Promoting poorly performing ones is counterproductive, leading to low opens and high costs. While I can’t reveal all our strategies, our highest-performing email boasts a 40%+ open rate with the subject line: “Quick Question”. Ignoring your existing collection of effective email subject lines for Gmail Ads would be a missed opportunity.

Gmail Ads Tip #5: Embrace Emojis

This was inevitable! Emojis demonstrably boost open rates.

You get the idea. In the competitive landscape of inboxes, emojis, particularly on mobile where roughly half of email opens happen, make subject lines stand out (this can vary based on audience and industry). Using emojis is a no-brainer. Almost any business can find a relevant way to incorporate them (except perhaps funeral homes). Be confident that emojis can increase open rates by approximately 30%. Relevance is key - don’t just use a smiley. A doughnut shop could use a doughnut emoji, while a pizzeria promoting a special could use a pizza emoji.

Gmail Ads Tip #4: No Remarketing? Try Keyword Targeting!

Past browsing history effectively predicts future purchasing behavior, making remarketing highly successful. Consider your email marketing. Even with a massive list, wouldn’t you prioritize those who interacted recently? Absolutely! Why?

People’s interest wanes. Hot prospects turn cold. Someone who signed up a year ago but hasn’t opened an email in six months is likely no longer interested. So how can you target individuals with recent interest within Gmail Ads? Unfortunately, remarketing and “In Market Segments”, common display ad options, aren’t available in Gmail Ads, likely due to regulations surrounding personally identifiable information related to email marketing. However, a clever workaround exists: keyword targeting as a remarketing substitute. Our marketing automation sends emails containing “nexus-security” to new leads, which land in their Gmail inboxes. I can then target individuals with recent interest by targeting my own trademarks. Why target those already in your funnel? Even with a 15-20% email open rate, 75-80% of your funnel isn’t engaging. This presents a significant opportunity for Gmail Ads, even for existing leads. Targeting familiar audiences also boosts CTR and Quality Score, lowering CPCs.

Gmail Ads Tip #3: Go All Out With Competitor Keywords

Why limit yourself to your own trademarks? Target individuals showing interest in your competitors’ offerings. Along with your brand terms, target competitor brand terms using Gmail Ads. Those interested in your competitors receive emails mentioning their brands, creating an opportunity for you to capture potential customers! Targeting competitor trademarks is a strategic way to potentially gain market share. Existing interest in competing solutions significantly increases Quality Score and reduces CPCs.

Gmail Ads Tip #2: Don’t Overlook Deep Click Analytics

While open rates are crucial, tracking post-click actions within Gmail Ads is equally important. Google offers Gmail-specific campaign metrics (forwards, saves, website clicks) that aren’t enabled by default. Monitoring these is essential for assessing campaign health:

Gmail Ads Tip #1: Diversify with 4 Ad Formats

Gmail Ads offers four distinct ad formats:

• Gmail image template
• Gmail single promotion template
• Gmail multi-product template
• Gmail catalog template

Utilize them all. Different offers might perform better with certain formats. For instance, the multi-product template, similar to Etsy’s marketing emails, provides more options, increasing the likelihood of engagement.

Notice What’s Missing? Customer Match

Why isn’t the new Customer Match feature, allowing targeting based on email addresses, on the list? The reason: I’m encountering challenges. Despite uploading extensive email lists, achieving substantial ad impressions is proving difficult. For example, a campaign with a 100,000 email match list yielded only a few thousand impressions. The reason remains unclear. Hopefully, this promising feature will soon reach its full potential.

Final Thoughts on Gmail Ads

Google offers numerous opportunities to maximize Gmail Ads. Optimizing various campaign aspects can reduce costs, while reaching new and existing audiences, and measuring post-open success. However, Gmail Ads have unique restrictions beyond those in search ads. Hopefully, Google will expand the Customer Match feature and relax certain ad policies.