Gmail Ads Tutorial - Google AdWords Gmail Ads Tutorial

Key Takeaways

what's up everyone welcome to the Surfside PPC youtube channel today we're me going over gmail ads they're a type of ad unit that run on the Google Display Network and you manage them directly through Google Adwords so to get started what I want to do is show you what Gmail ads look like I have the inside AdWords blog open here and what I want to show you is what these ad units look like on a mobile device so this is one of their blogs from 2015 and what we have is a renaissance hotels example here so if you open your phone you open the Gmail app and you go into your promotions tab this is gonna be right at the top it's gonna say you know whatever the business name is up here you have a little icon you get a subject line then you get a small description here at the bottom so when you click on it it's gonna have the subject line come up here and then you're gonna have whatever you want to create your ad unit here so you could put a video in they have links to some different pages here that you can see so there's some different options as far as how your ads can look and that's just something to keep in mind as you're building them if you want to come to that AdWords blog here you can see what these ads ads kind of look like on a mobile device and I have a couple examples here on a desktop device so if you open up your gmail account in desktop and you come up here and you click on your promotions tab you're gonna see something like this so here's a Home Depot ad I had in my promotions tab so they have a quick little subject line here free DIY workshops and the call to action is registered now so keep in mind this called action register now because I like this Home Depot ad so when I click on the ad and open it you can see free DIY workshop same thing that we had up here and then it's gonna show a little schedule that they have of the DIY workshops the same call to action here register now and then up here you're gonna see business name icon register now homedepot.com what you can do here is when you get these ads people can forward them to friends or they can save them directly to their inbox so if we save to inbox they basically just email this to you so you have it saved so if you want to register to these it's a good a good idea to now the only issue I have with this ad is I'm creating this campaign in October and they have some August DIY workshops here for home depot so whoever's running Home Depot's ads might not realize that they have an old outdated adhere so Home Depot you need any help always a contact Surfside PPC we can uh we can make sure you got your ads in order so this is what it looks like for a gmail ad so you just want to keep track of everything so you don't kind of have something that's running a little bit late so coming back in AdWords here we're going to start creating our campaigns so when you come into AdWords you set up billing and everything there is an overview screen that it might default to you just want to click on this campaign screen and click the plus arrow right here or plus a plus circle kind of whatever it is we want to do Display Network so Gmail ads run across the Google Display Network and we want to get people to express interest on our website we want them to fill out a form right on our website so we'll click express interests and this is where you select where your ads are running so standard display campaigns will run a clock run across the Google Display Network on videos websites Gmail campaigns will only run in Gmail so it's a different ad unit and everything so if you have the same targeting across a Display Network you still want to do a separate gmail campaign so optional settings here you can put your website and it's gonna pull up some keyword ideas when you set your ad group so we're just gonna do that here I don't always do this but I'm gonna show a keyword example so click continue so we come all the way the top it's gonna say type that you want to make sure it says Gmail ad campaign appear and goal express interest on your website so campaign name you just want to name it something that you'll remember so Gmail ads campaign and what I want to do is advertise my PPC advertising tutorials to marketers to anybody with an interest in marketing to anybody who's looking for marketing services I want them to see my tutorials I want them my goal is I want them to fill out a sign-up form on my website but if they don't do that what I want them to do is at least see my youtube channel and hopefully subscribe so if there's somebody that uses YouTube a lot that likes to learn on YouTube they're gonna see my channel they're gonna see some of my videos and say you know what I might as well subscribe to these because these are some useful videos hopefully so locations you can adjust these if you're targeting certain locations that aren't United States I just want to keep mine United States and let me add Canada so you'll see the impressions up here 120 million now we have a total between the United States and Canada on gene so pretty large large reach and that's before we even had any targeting at all so languages if you want to adjust languages at all you can I only really serve English so it's hard for me to adjust languages bid strategy of course we always want to get to target CPA that's our goal because then we're gonna be optimizing for conversions but we're gonna do is keep manual CPC and enable and hand CPC so we can start driving some conversions then we can get to target CPA and use that a little bit more effectively daily budget whatever you're willing to spend daily on your entire campaign so let's go twenty-five dollars you know so delivery method if you want to accelerate it you can additional settings so they don't know about dynamic ads here you can adjust campaign URL options you can adjust devices that you're showing on so you could just do specific targeting I like to keep it open because people use all sorts of devices now there's no reason to split up devices unless you're creating a separate desktop and mobile campaign okay so you could also set start and end dates here so our start date is gonna be today and date not set I can set my start date to enough to morrow or later this week and set my end date I'm not going to you can set ad schedule so if you only want to run during certain hours of the day good to know ad rotation what you want to eventually get to is optimized for conversions it's not supported so we're gonna have optimize bet prefer best performing ads so whatever the best ads are it's gonna optimize for those so now it's gonna ask us to create our first ad group what I would do if I'm creating this and this is important is I would create separate ad groups for each different types of targeting so I would do one keywords ad group here and target some keywords do one audiences ad group here and target in market do another audiences ad group target affinity do another audiences out group and target remarketing and then with demographics I like to layer these targeting zin so if I'm targeting interests and let's just say so for me I'd leave it wide open I want to target all genders all ages all parental statuses and all household income but let's just say I said okay you know what I want to target maybe I have a baby toy I'm targeting and/or trying to promote and I want to reach new mothers you know who let's just say I want to reach new mothers so what I would do is take out male unknown maybe go with a younger audience here um so now I have 18 to 34 um parental status obviously I want parents so it's gonna be female parents 18 to 34 all household income if I said hey let me just target you know if it's more of an upscale baby product so this is where demographics really comes in so now I only go down to eight hundred eighty thousand and then you can go up to audiences and try to target based on audiences in market affinity whatever it is you can target keywords with baby products whatever it is so that's just if you want to adjust that you can so we're gonna leave this wide open so click all of them again just something that's good to know with demographics I like to layer my targeting for this it wouldn't really make too much sense because you know male-female both like videos and things and different things like that ages can can really vary but what I can do is go into my YouTube analytics and say okay here's what people are the most interested and I can start like from there so that's how kinda how demographics works automated targeting I like to just keep aggressive all the time this depends on your budget and how much you're willing to kind of spend and let Google play around with your money a little bit so add groupid whatever you're willing to bid so I'll just set a dollar whatever you're willing to bid for clicks you're gonna adjust this as you go I like to set bids a little bit higher to begin and then bring them down really depends on the budget for higher budgets set them high for lower budgets keep them low and slowly put them higher so now let's show some of the different targeting so for my first ad group here I would do keywords and let's come into keywords so they're gonna pull up keywords based on our website URL here so it'll have them by relevance so let's just go I'm just gonna add all these in here so it's going to say 750,000 impressions maybe I do PPC advertising tutorials PPC ad tutorials Google AdWords tutorials okay so just added some different keywords in here and we'll get the impressions to go up the more broad your keywords are the more impressions are gonna have over here so let's just say I do marketing it's gonna go up drastically alright so we went from 750 to 3.1 so you want to keep it a little bit more narrow with keyword targeting but you could see it's pretty good because some of these these aren't really uh you know major major keywords we have a pretty decent impression here and we could see it's pretty targeted so we just click done so now we're targeting 13 total keywords it'll show the first one plus 12 more what you do now is create your ad create campaign and to create this ad group but I want to show the other targeting options you have here so we're gonna get rid of the keywords so that would be our first ad group just for example so let's come into audiences here and what I want to do is show you some different things so if you have remarketing audiences you can target some of your combined audiences here and you could also target YouTube users so since I have my youtube channel connected I could target you right now with an ad I'm not doing that so just some different options you have here with remarketing but let's go back so in market I love the in market segments they seem to give me my best my best results so the first thing you could do is life events so you do college graduation marriage moving so if someone just recently moved maybe you want to target them with furniture maybe want to target them with something with the new houses someone's moving soon maybe you want to offer some some moving services something like that you could do marriage so college graduation to some different life events here that make sense depending on where you're targeting them with in-market audiences which I always do is open them you can play around with them a little bit here but I like to just search so if you do marketing it'll pull up the different marketing audiences here so maybe I target everyone who's looking for advertising and marketing services let's see maybe we'll do anybody who's looking for sales and marketing jobs here so that's gonna be our two in-market audiences our total reach 14 million so pretty large reach this is we're targeting different demographics comes into play maybe you want to narrow it down with different keywords so just some different options there again you would come down here you would keep your 14 million I would do aggressive set your bid create your ads and that's an added group so that would be our second add group so let's get rid of these and go over affinity add groups so the best way to think about this in market you can see consumers actively researching products affinity groups of people based on their long-term interests so if you're in market you're looking for something to buy if your affinity your fall into that category so affinity audiences let's say avid investors there's people that spend time every day going online researching investing but they're not looking to buy anything there only booking looking to buy stocks you know you know mutual mutual funds whatever they're investing in and they're not looking to buy something so you're just reaching them with a more of a broad more of a broad message I'd say so what I would do here is you would search there's not really much for marketing I think the best thing is if you come into lifestyle in hobbies I think business professionals would be the best but even that's not great so I probably wouldn't really have a great affinity audience here technology you know maybe I try one of these but you know someone who's a social media enthusiasts might not be very interested in PPC advertising and a lot of these other ones don't really make a ton of sense examples you have here with affinity audiences so we're gonna come back out here and come back into our in marketing we use this as an example so do marketing to our ones from earlier now we have 14 million impressions as our reach and let's come down here I'm gonna show you how to create ads so let's do a new ad if you already have gmail ads created you can save them and upload them otherwise you can copy existing ads from other campaigns and ad groups we don't have anything created so let's do create a new one so over here you'll see it adjusts as we create our ads so you can kind of get a preview of what your ads gonna look like you start with is your business name so mine Surfside PPC headline whatever you're trying to sell like whatever your main thing is that you're trying to to sell to people whatever is gonna entice them to open up the email and look for more so for me I would do free PPC ad tutorials so people see they can get something for free learn something about PPC advertising if you're not interested in PPC at all and you don't know what this is you're not gonna click on it and I'm not gonna waste my money with them so that's always good description so description you and I have a call to action where you can kind of say you know start with whatever the goal is that you want people to do so I want people to sign its my newsletter so they can watch my videos they can get my videos right in their inbox so if I do description I want to go sign up to the Surfside PPC newsletter and get new PPC advertising tutorials in your inbox a little too long but let me just do PPC ad I'll do new free PPC ad tutorials in your inbox and we'll do an exclamation point okay so the next thing you want to do is set your final URL so wherever you want to send traffic to so I have a page on my website and we'll do sign up so I have this page and when people go to it they can see my newsletter I'm gonna have a couple of my video tutorials there and what I want them to do is enter their email they're automatically gonna go to a new page a thank-you page where I can track conversions so the way I do Google Analytics and AdWords is I set up automatic tagging you could do that right in AD where it's pretty simple if you're just Google it really quick you know how to track Google AdWords campaigns into Google Analytics it'll show you there's just a button you put you press and then everything is tracked perfectly so when people come into my forum and they sign up they're gonna go to a Thank You page it's gonna track it it's gonna track it into Adwords and analytics not gonna optimize for that so that's something you really want to understand that's kind of the key to using AdWords correctly is to understand how to use conversion tracking so I'm sending traffic directly to the sign up page and I want people to sign up for my newsletter I want them to go to my YouTube page and I want them to subscribe I want them to leave a comment whatever they want to do so coming in to add assets so you can kind of see what your ad looks like before you add anything to it so what I want to do first is add a video so since I'm promoting my Google AdWords I want to do or my youtube channel I want to do my Google AdWords search campaign tutorial here so I come back into AdWords I do search YouTube I could just enter this URL right here it'll pull it up so you just go up get your URL pull it up click Save and it'll automatically put this video right here nice thumbnail and everything so if someone were to come in I mean as as stands right now I kind of already like this the only thing I would change is you see how it says visit site down here I like to go into more options call to action and instead of doing visit site I would do sign up now so then people know sign up for my newsletter so when they see sign up here they see sign up here so the same thing with Home Depot using register you just want to use the same call-to-action you don't want to keep you know messing it around so if someone clicks sign up now they're gonna go to my signup page and hopefully they sign up for my newsletter and subscribe if they're not sure they can click on my tutorial watch it maybe they subscribe to that so they can get at least go to my youtube channel there's a lot of different ways for them to define me so this is how I would do it right now I would click add add group I probably create one more add or two more ads you want at least two or three ads running and test them against each other I'm only gonna create one here but I'm going to show you some examples of the way different ads look so again you want to split out all your targeting by different ad groups and you want to create multiple ads for every ad group so come in here we have our video already I'm gonna add images so for images what you can do is upload a couple images if you already have them uploaded they'll come here and your assets if you save them they've recently used so anything you've recently used in campaigns so I'm gonna upload a couple here okay so I've uploaded them here the two sizes they recommend and if you you could always come down here it says images should not exceed one megabyte and should meet our recommended size requirements so if you click on or just hover over this the marketing images they recommend is either 1200 by 628 or 1200 by 1200 and then the logo they recommend 1200 by 1200 they also have minimum required sizes there and also header images so I'm gonna show you kind of how each of them works so let's say I pick this 1200 by 628 image and I use it as my marketing image here so it's gonna say use landscape you could use square and just pull out the square in it so you don't have to upload multiple things like I did you could just use square and it'll just use the square here as long as it fits right but we're gonna use landscape click continue so we're using this as a marketing image and then over here we're gonna see my square thing here square picture here so I want to do is click logo so use AZ logo it's gonna be square click continue and we're and click Save so now we have to add assets here so logo here it's gonna be square to the left side so you want a logo that's pretty bold that shows well so this isn't perfect for me I'd probably try to crop it a little better and that's what I'm gonna do in the next step but this is where your logo looks you could see this image we use for the marketing image is now up here so you'd want to use a little better marketing image that I have and then if we have our video in here it'll still show insert an ad format so you can come down here and click Next preview and it'll keep showing what your ads gonna look like in different formats so there's a couple different formats here there's one with the video one without so what I would do personally is I would get rid of this image and just use my video I think it's a little better but if you have a good offer here you want to create an image that promotes the offer right at the top maybe I have sign up to my newsletter get three video updates you know and then someone clicks sign up now they can see one of my videos down here so I'm gonna remove those I just want to kind of show you what these different add assets look like for your logo here this is important because you want this square to look good on people's emails so what I would do is let's get rid of this up here the marketing image I don't want to use that I want to use this as my logo and it's gonna show that you can crop it a little better so let me crop it so there we go Surfside PPC continue looks a little better let's click Save and there we go now looks a little better I'd probably try to use the same logo I have on YouTube but I don't even I think I have that updated somewhere else so catalog images another option that you have so for add assets you definitely want one image and a video or at least one image or one video and you absolutely need your square logo here and you want something that people will see recognized and you know something that's fluent and the same throughout so if we come to add catalog images so I'm gonna upload a couple here again same thing you can come down to this square or this triangle sorry or this question mark and you'll see that they want square images for catalog so I'm gonna upload a couple here okay so I have a couple examples here so I have catalog image one and I uploaded the second one twice by accident but so you could see just a couple different catalog images here so if I take catalog image one and click Save it's gonna show here and when you scroll down just like the video before it's just gonna show it gives you another option for a call to action so if you have different products you want to add here let me add the other catalog image okay so use square you can crop this the same way but but continue save so now it's gonna show we have catalog image one catalog image two you see visit site here so what we can do is set up custom call to actions for each of them and let's do provide multiple so I can come in here and you know catalog I don't know by now whatever you're trying to promote and then final URL you can adjust this as you want so Surfside PPC comm slash catalog I don't know however you want to do it I don't actually have a page for catalog I just want to show you these things so now you can kind of see the difference so we have our ad copy up here which shows Surfside PPC it's gonna show display URL whatever your main URL is ad free PPC ad tutorials sign up to the surface i PPC newsletter now someone clicks on it okay you could see some a different ad formats showing here so different things they'll kind of test and try to give you the best best results so what we're gonna see I'm gonna be coming in next previews I want to find a good one okay this is a good one okay so we have we uploaded our logo so that shows up here in the top left corner we uploaded our video it's right here if you have a an advertisement that's gonna show here instead and then the video will be beneath it or you can adjust those as you wish catalog image one you can see by now we have different call to actions catalog image to I never updated it so it's gonna say visit site if you use a longer description here with catalog image one it'll show a little bit more but this is basically what your email is gonna look like it's gonna be your advertisement so what you would do you could also see what it looks like on a computer so again free PPC ad tutorials ad we're gonna have the little box probably up here in the top right corner sign up now free PPC eye tutorials you can add these catalog images I personally like this this is my cleanest so I'm gonna get rid of so what's good about looking at the previews is you can kind of see what the ads look like so this is my here so free PPC ad tutorials maybe someone's like yeah these tutorials aren't great they click on this one they say okay I actually like this let me subscribe let me you know sign up for their newsletter and let me start getting these in my inbox so click Add ad group so now we have an ad created if you click this you could duplicate it so different things you could try I'm not gonna actually do that and then we're gonna click create campaign down okay so let's click create campaign it's gonna say you're all set your campaign is complete and your ads have been sent for review so it should review our ads make sure that they're good again I would come in here create new ad groups do the keywords when I showed you the affinity campaigns if we click continue to campaign you can kind of see what it looks like so we have our gmail ads campaign here our main ad group we haven't named keywords though but I would change this to in mark it o n market save so now that's good you could ingest your bid wait for some results to come in and start optimizing it as you see fit you could adjust your budgets up here if you want so that's a gmail ads they're all run through Google AdWords hopefully this tutorial was helpful for you to kind understand the different targeting options you have if you're looking for domain targeting they no longer have it so they just just not an option anymore they got rid of it September 2017 so thanks for joining us today hopefully you learnt a little thing about gmail ads if you have any questions please leave in them in the comments if you haven't subscribed yet please subscribe to our Channel and thanks again