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4 Reasons Your Business Needs to Be Using Gmail Ads

4 Reasons Your Business Needs to Be Using Gmail Ads

NEWS

4 Reasons Your Business Needs to Be Using Gmail Ads

Tom Jacobs, Marketing Manager

17 January 2017

4 Reasons Your Business Needs to Be Using Gmail Ads

Gmail ads are an incredibly powerful PPC marketing tool, yet they remain hugely under used and under estimated. They’re incredibly targeted, relevant and cost effective, yet businesses consistently overlook the tool. Here’s 4 reasons your business needs to be using Gmail ads. 

High Click-Through Rates and quality scores

Unlike search ads, Gmail ads don’t actually have a quality score. However, quality score can still be measured. Cost per Click vs. Click-through rate (open rate) gives you a good indication of the quality of key words you are bidding on. A higher click-through rate indicates a lower CPC (cost per click), whereas a lower click-through rate indicates a much higher cost per click. 

The objective is to have a high click through rate, that way more people are interacting with your ads, and you’re paying less for them to do so. 

You can tie in remarketing

Remarkeing is an incredibly useful tool. It uses a person’s internet browsing history to predict future behaviour. If you have an email database of 10,000 email addresses, how many of them are likely to buy from you in the near future? Very few. Remarketing uses a channel in which they are already used to seeing your brand, but is far more bespoke to their specific real-time needs. Are those people more likely to buy from you? You bet they are.

Then you tie in deeper remarketing that sends them ads for actual products they’ve looked at. All of a sudden, you’ve gone from sending out a blanket ‘please buy from me’ email to your 10% open-rate database to sending real-time, product specific ads to interested leads.  

Competitor Keywords

Why limit yourself to bidding on keywords that only relate to your brand? If people are talking about your competitors via email, it’s unlikely to be because they’re really happy with them. It’s more likely to be because they are unhappy with them. An opportunity for a competitor to sweep in? Correct. 

Think about it. How often do you email a business because they’re doing a great job? Not very often? How often to you email a business to; chase up an order, complain, or enquire? A lot more often. Using Gmail Keyword targeting on your competitors names means you can show your ads to potentially unhappy customers of your competitors, and people with an interest in your service, but it yet to choose a supplier. 

There are 4 different advert types

Gmail ads offer you more variation in the way your ad is delivered, which means you can choose a format that better suits your product or service. The 4 types are; Image, Single Promotion, Multi-product and Catalogue. If you are selling a service, then the ‘Image’ or ‘Single Promotion’ format is for you. If you are selling products, particularly if you have a range of products, choose ‘Multi-product’, or ‘Catalogue’.

Want a great, measurable and transparent ROI? Speak to us to see how we can help grow your business through Pay Per Click marketing.

6 + 4 =

Why You Should Be Using Ad Extensions

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5 new PPC features that changed the game

5 new PPC features that changed the game

NEWS

5 new PPC Features that changed the Game

Tom Jacobs, Marketing Manager

12 January 2017

The ever-changing PPC world continues to live up to its reputation. From targeting, interface and 40% click through rates, Google has continued to keep AdWords users on their toes. Here’s our rundown of the top PPC changes and new features.

The removal of right-side ads

Back in February, Google removed the right-side text ads from results displayed on desktops. This brought the SERPs closer to the mobile experience. Although surprising at the time, figures from WordStream showed that 85% of paid clicks came from top results rather than side and bottom results, so it’s removal hasn’t changed the user experience a great deal.

Gmail Ads

Gmail Ads allow advertisers to show ads to users within their Gmail inbox. What excites us most about Gmail ads is the degree to which they can be targeted. Where on conventional search advertising you target ads based keywords that people search for, in Gmail, you target ads based on keywords that people are talking about. (Yes, talking about!) To give you some idea of the effectiveness of this feature, we achieved a 40% click through rate on the first day of using it.

Bid Segmentation

In May, Google introduced the ability to segment your bids between desktop and tablet, after research highlighted rapid growth in mobile search behaviour. This gives AdWords users more accurate device bidding, allowing for more ‘mobile-first’ AdWords campaigns. It works by setting a base bid for one device (let’s say mobile), and then you can adjust the bids on the other two devices (desktop and tablet) from minus 100% to a 900% increase.

The introduction of AdWords expanded Text Ads

The aftermath of the removal of right-side ads brought about Expanded Text Ads. The new expanded version of the text ads that we are used to feature two 30-character headlines and an 80-character description line. This change was designed to better suit the mobile browsing world, and early testing suggested that CTR (Click Through Rates) had increased by up to 20%.

Local search ads

Designed to increase footfall in businesses’ brick-and-mortar stores, Google introduced new advert formats in Maps. Amongst the formats were promoted pins, in-store promotions and local inventory search. This opened up AdWords to businesses that do not necessarily follow the usual e-commerce model. With messages that are unique to your area and your customer base, you don’t need an ‘add to cart’ button to get an ROI from AdWords.

In-store Conversion Measurement

Google are trying to improve the measurement of conversions for non-ecommerce businesses. Google analyses your phone location history and assess whether people that clicked on your advert actually visited your store.

This measurement system still has its issues. The number of variables in the gap between clicking the ad and visiting the store are too vast to track with any great accuracy. Many people don’t allow Google to use their location too, which makes measuring your ads ever more difficult.

Want a great, measurable and transparent ROI? Speak to us to see how we can help grow your business through Pay Per Click marketing.

3 + 2 =

Why You Should Be Using Ad Extensions

SEARCH Why You Should Be Using Ad Extensions Shona Finnie, PPC Executive 11 May 2017 What Are Ad Extensions? Ad Extensions are a type of ad format that show extra information about your business on your ads. The more you show, the bigger the ad. The bigger the ad, the...

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