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Gmail Ads aren’t the first marketing approach people think of, but they are becoming more mainstream. There’s a great reason for that.

Gmail Ads give brands and marketers access to a huge audience, and one that is easily segmented. Then there are the savings: Costs per click are an estimated 27 percent less expensive than display ads.

Last month, I shared my strategies for targeting competitors and winning market share with Gmail Ads. Here are six things to know now about getting the most out of your Gmail Ads.

Use emojis

Everyone loves a good emoji, especially young consumers. If you’re an ice cream brand, put a tantalizing tiny cone on there. Using emojis has shown a positive influence on open rates, just  make sure to use ones that align with your brand and make your fans smile.

Leverage your remarketing efforts

Gmail Ads are a great way to remarket to those customers who haven’t heard from you in a while. They shine when it comes to getting back in front of a e-commerce customer who perhaps left something behind in his or her cart, or started to make a purchasing decision and abandoned it mid-stream. Help bring your customers back into the fold.

Test different ad types

Create and test different types of ads to see what brings you the most interactions. Consider:

  • Single promotion
  • Multi-product ads: These are great for e-commerce
  • Custom HTML, which allows videos, forms and multiple links in the same ad

Don’t worry about frequency capping to start

This is an aspect of Gmail Ads that always surprises people. You don’t have to sweat frequency capping right away. Test your engagement rates before you limit how many times people can see your ad.

Set up exclusions to reach your target

  •   Categories/Topics
  •   Domains
  •   Geographic

Protect your own URL by using brand keywords

Don’t let your competition drive traffic away from your site. It helps to think like a competitor when protecting your brand.

Jason Cormier

Jason Cormier

As co-founding Partner of Room 214, Jason is dedicated to helping people and companies grow and innovate. He is a best-selling author of Transformative Digital Marketing, is on HubSpot's Global Partner Advisory Council and serves as a mentor for social entrepreneurs at Watson University. He believes in acting out of love instead of fear, connected leadership and open book management.