7 Great Gmail Advertising Secrets
There are hundreds of advertising methods out there, but few have been quite as successful or as highly regarded in recent years as Gmail advertising. What makes this seemingly simple PPC style of advertising any different from AdWords or banner posting? It’s all in the email.
Imagine the emails you send every day. You write to your family, your coworkers and your doctor. Personal information and inner thoughts are shared regularly, including your desires, fears, and plans.
That is the kind of data a marketer would kill for and with Gmail’s integrated advertising, it’s all right there for anyone that can write a highly optimized ad. To help take advantage of what Gmail’s advertising tools have to offer, here are 7 specific tips:
1. Adapting Your AdWords Campaign – To start with, you should develop an AdWords campaign that only appears for the content network and Gmail in particular. So, first remove yourself from the Search Network and then make exclusions that will ensure you only appear for the mail client.
Go to Exclude in the Networks menu and mark everything off that Google has on their list. You can exclude video hosting pages, error pages and other content network options that help you.
2. Thought Stringing – Start thinking of thoughts rather than keywords. Search and content can help you out with keywords, but for Gmail, keywords are more or less useless. You need to think in terms of what people are “thinking” of.
People won’t type keywords into their emails, they will type thoughts. If someone is having dog problems, they would say something like “the dog bit someone” not “how to stop dog aggression”. In Gmail you need to think of thoughts and phrases they would use in natural language.
3. The Types of Thought Strings – There are multiple types of thought strings that will reflect what your target customers might be thinking of. The first is hidden desires, or things they may not even realize they want or are only just talking about with friends, not actively seeking.
Imagine someone telling a friend they “went to see the dog trainer”. That’s a specific action that hides their needs.
Next are pain and frustration related thoughts – such as a divorce or the dog biting someone – and the last is common market vernacular or phrases that might relate to your niche and product.
4. Combatting Competition – Say someone writes in an email “I wish I had a Coke right now” and when they send that email, a message pops up that says “Enjoy Pepsi!” Pepsi is getting in there and targeting that specific phrase, hijacking competitor interest.
You can do the same when someone is prepped to make a purchase of another product. This requires a great deal of competitor research to know not only product and author names, but likely conversation context.
5. Contextualizing – Much more than any other form of advertising, you need to think in terms of context for your readers. What would they be talking about that they would need your product?
For example, say you are selling autoresponder memberships. Would a new marketer necessarily be talking about that or would they be talking about their new squeeze page and the list they need to build? Aim for related conversations to get into their heads.
6. Chaining Needs – Say someone just bought a car and has yet to do anything with it. They will need to register it, insure it and get it inspected. Consider the different things they will be doing as they progress in the car process.
You might be selling engine parts, but if you can gauge interest in a topic based on the strain of a conversation, you can insert contextual ads that they may see and go “oh yeah, I’ll need that too”.
7. Who Are they Writing to – Another good tactic is to use phrases that might occur naturally when someone is writing to someone related to your product. For example, if someone is writing to a woman for the first time, they might talk about getting together for a date.
You could target those phrases in relation to your dating guide. The same could be true for holidays like mother’s day or father’s day if you sell gifts or flowers.
Whether you’re just learning what your customers want out of your product or you have an ideal customer in mind, Gmail advertising should be at the top of your list of potential advertising platforms. Highly targeted, personalized, and affordable – this form of advertising is highly recommended.