Email, like many other technologies in the twenty-first century, has become a part of many individuals’ everyday lives. So much in fact that the average person spends roughly 2.5 hours each weekday checking their personal email according to Adobe’s 2018 Consumer Email Survey. This is eye-opening as the data reveals that despite the surge of digital marketing channels within the past decade, email can still reign supreme in regards to reaching your target demographic.
Although, building a list of emails that you can send newsletters and other promotions to can be quite the challenge, especially if you are looking to get the word out quickly about something such as a limited time offer. A great way to combat this issue is to invest in what are known as Gmail ads. Despite being less popular than typical display advertisements, this search engine giant considers these email campaigns to be display ads, meaning that you are charged when individuals actually view the email advertisement itself.
After deciding that you would like to proceed with Gmail ads, the process of actually setting it up is similar to setting up any other Google Display Ad Campaign. This involves three different ways in which you narrow down your target audience in terms of keywords, audience, and demographics.
Targeting By Keyword
Keyword targeting is used when aiming to target people according to their search interests. To properly do this, one must first conduct proper keyword research which can be done in a variety of ways such as looking at the competition, using online tools, and much more. Making sure to not only target the right keywords but also use enticing language in your email subjects is crucial when hoping to create a successful Gmail Ad campaign.
Targeting By Audience
In addition to keyword targeting, individuals creating a Gmail ad campaign can narrow down those that receive their advertisement by using audience targeting. This type of targeting includes targeting both similar and in-market audiences. Similar audiences refer to individuals who are considered to be similar to those found on your retargeting email list while marketing audiences are compiled of individuals deemed to be “in the market” for your specific product or service.
Targeting By Demographic
Last but not least is demographic targeting and it is debatably one of the most self-explanatory ways to target for display ads. Although, that does not mean that is should be overlooked or taken for granted. Narrowing down your audience by demographic is one of the most effective ways to ensure that you are targeting individuals who will convert after seeing your advertisement.