Gmail, the email provider created by the search juggernaut Google, has over
1 billion monthly active users . Think about all of those people, checking their inboxes multiple times a day just waiting for a new message to arrive. What if your brand could use this massive user base to spread your message and attract new customers?
Good news! You can.
Gmail advertising allows you to show ads directly within your audience’s inbox, reaching people as they’re checking email throughout the day. Ads appear right above messages in a highly visible location, similar to an email subject line. You can put offers in front of people, when they are engaged, attracting clicks and sales without even having to actually send an email.
In this article, we’ll review how Gmail ads appear, how to create a campaign, and what tactics to use for the most effective targeting. Let’s start by looking at how Gmail ads show up in the inbox.
A Google Display Ad is a pre-designed ad that appears on one of the websites in Google’s extensive network of participating websites. These ads have the ability to appear in front of users while they are shopping, doing research or even watching videos of dogs doing tricks. They appear in front of potential customers where they are actively browsing online and can be very effective in gaining attention and clicks.
But, only if they are done well.
There’s a first time for everything.
The first time you tried caviar and discovered it’s an acquired taste. The first time you drove a new car and figured out just how sensitive the brakes are. Every time you try something new, there’s a learning curve and nothing is perfect right out of the gate.
In PPC (pay-per-click) advertising, when you’re diving in for the first time, the amount of information can quickly become overwhelming. But don’t worry, we’ll walk you through getting started.
While there are countless settings in the backend of Google AdWords to fine-tune campaigns, you should begin by seeing the setup process as a series of high-level steps. You won’t become a seasoned PPC account manager overnight. That takes time and experience. But you can begin wading into the waters with an AdWords account and building a basic campaign.
In this article, we’ll talk about how to work with a client to understand their goals and plan out a paid search campaign. Let’s start by talking with your client about their business.
Humans are visual creatures. A widely cited statistic states that 65% of the population are “visual learners”. No wonder most people would agree with the colloquial wisdom that “a picture is worth a thousand words.”
Google gets that, and that’s why there are a number of great ways to use the AdWords Report Editor for both data analysis and client communication.
The Report Editor is perhaps one of the most underused features in AdWords. Rolled out toward the end of 2015, this tool allows you to analyze data within your account in a more visual, and sometimes more granular, view than the main reporting section can produce. In fact, you can even create some reports that previously required an export into Excel.
PPC managers can use the Report Editor in a number of ways to look at performance and use those metrics to optimize campaigns. In this article, we’ll walk through accessing this tool and using it to create some practical, and fascinating, reports.
Everyone from marketing professionals to public speakers will tell you to “know your audience.” But that means a little something different to everyone. When it comes to putting that knowledge to work, there’s a lot more to understand than just who sees your ads.
While demographics should help define whom you target with online advertising, you should also use the data that’s available about your website visitors. If a site has a Google Analytics account, you can learn a ton of information about visitors and apply it to ad targeting.
Google Analytics tracks user demographics based on information stored in third-party cookies and mobile advertising IDs
which is compiled using behavior hints from web browsing activity. Be aware that this data is not 100% perfect but reflects the best work of Google’s algorithms to gauge user ages, genders, and interests. The key to targeting is realizing that even if these categories aren’t perfect, the users who show up in a particular “bucket” when visiting your site are the people interested in your brand.
The age subsets and interest categories you see in Google Analytics correlate to targeting options available within Google AdWords. You can choose from these categories when setting up display ad campaigns in order to serve ads to the most relevant people.
First, let’s review how to look at demographic information in Google Analytics and then move on to applying what we learn in AdWords bidding.