If you use Gmail, you will see advertisements on the top and on the side when you login. These advertisements are the same as the ads you see when you do a search on google.com; these are ads from Google Adwords advertisers.
Google PPC Advertising targeting Gmail users can be a very effective marketing strategy, and I will explain why in this article.
Gmail Ads Screenshot
How Does Google Display Those Ads?
The concept is the same as any other PPC campaigns. The ads are being displayed based on the keywords advertisers are bidding on. Here is a sample process:
- A PPC Advertisre setups a campaign and bids on the keyword "He wants a divorce with me"
- A Gmail user sends an email to her best friend after a rough night and said "Kevin and I had a huge fight yesterday, He wants a divorce with me"
- After clicking send, the user has a very good chance to see ads from people bidding on "He wants a divorce with me" keyword phrases.
Why Is This Effective?
In any marketing campaign, with good research, it is easy to find out what people need in a broad demographics scope. For example, for weight loss products, most of the converting traffic comes from females between certain age groups. However, we can never find out what those people are thinking at the time of seeing the ads and promotions.
For example, Bob really wants to buy a new laptop. On the way to work, he sees an advertisement on cheap laptops in the subway. However, he ignores the ad because at that time he really just wants to close his eyes and rest a little before he starts working. The ad is ineffective, delivering the right message but at the WRONG time.
With Gmail is a little bit different, and here's why.
After Bob arrives at work, he goes on a Coffee break. While on his break he decides to send an email to his friend see if hhis friend knows any good laptop offers. After he sends the email he sees an ad on cheap laptops on the side. He clicks on the ad and there's a chance for Bob to purchase a laptop via the ad link. The ad is a lot more effective than the previous ad in the subway.
How To Proceed With This Strategy
The key to succeed in email PPC advertising is to bid on keywords and phrases that people use in their everyday emails.
For example, for laptop offers, if you are doing search engine advertising, people search for "cheap laptops" or "buy laptops online" on search engines. These keyword phrases are often very saturated and expensive.
However, if you are doing email PPC advertising, people write in their emails "Do you know anywhere to buy cheap laptops?" or "Do you know anyone who sells laptops?" These keyword phrases are definitely a lot cheaper to bid on.
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