Introduction:

Use this Remarket Leads in Gmail Template to reconnect with your leads and engage them with your advertisements. 

With an average email open rate of less than 25% and the average click-through rate as low as 4%, it is evident, getting leads to respond to emails can be challenging. 

Segmenting your list is one option. However, this will only do so much. Good news though. There are other ways you can engage your leads with your emails. 

At Process Street, we recognize the huge benefit Gmail's remarketing feature will have for your business. Although a relatively new feature, Gmail's remarketing feature is a powerful way to start gaining attention from leads that otherwise ignore your content. 

How does remarketing work?

Remarketing acts as a reminder to your subscribers so they don't forget about you. Let's face it, when shoppers are online, they are used to seeing one ad after another and are probably used to ignoring them. 

Using Gmail's remarketing feature, you are taking these ads and adding them to the inbox of your leads.

Gmail ads allow you to place Google AdWord campaigns within a Gmail inbox. You can target specific demographics, keywords, audiences, events or customers ensuring that the right people see the right ads. 

Use this Re-market Leads in Gmail Template to get started. Learn how to use the Gmail remarketing feature, and remarket your ads!

As a business owner or marketer, you can run this template anytime you wish to remarket your ads. You will be presented with form fields, such as the long text form field and multiple-choice questions. You are required to populate each form field with your specific data.

More information on how to use each form field is provided in the 'Enter Checklist Details' task. 

You will also be presented with Stop tasks to ensure task order.

Our conditional logic step has been used to create a dynamic template to cater to your specific needs. 

Record checklist details

To begin this template Remarket Lead in Gmail Template, enter the required details into the form fields below.

These are all examples of form fields, which are fields of information which can be filled in by a user working through a checklist from this template.

More information is provided for each form field via our help pages:

This is a stop task, which means you cannot progress in this template until the required form fields are complete.

Create a new Google Adwords Campaign:

Set yourself up in Google Adwords

If you haven't used Google Adwords before, set up an account to get started. 

Once you have logged in, you are ready to go. 

Complete the subtask checklist below.

  • 1
    Begin on your main dashboard

To create a remarketing campaign, for Gmail you will need to use a new interface. How you create a new interface depends on whether you are operating in the old version of Google Adwords or a newer version. 

You are presented with our drop-down form field. The option selected will determine what stage of this template you are directed to, utilizing our conditional logic feature

Select the option to try the new Adwords interface

As you are operating in the older version of Google Adwords, follow the below steps, checking each step off on its completion. 

  • 1
    Click the settings cog in the right-hand corner of the screen
  • 2
    Select the option to try the new Adwords interface
  • 3
    Reload your screen, and the new Adwords screen will load
If you are in the old version of Adwords you can select the option to use the new Adwords interface.

Create a new campaign

You can then begin to create a new campaign by following the steps below:

  • 1
    Go to the 'Campaigns' page
  • 2
    Select the 'New campaign' button at the bottom of the page or the big blue circle to the left-hand side of your screen
To create a new campaign, select the plus or the 'New Campaign' buttons.

You will be prompted to either create a new campaign or to load campaign settings. 

By loading campaigns, you can create a new campaign using information from past campaigns. 

In this process, we will be creating a new campaign.

Creating a new campaign

To create a new campaign, follow the steps below, checking off the tasks on completion. 

  • 1
    Select 'Create A New Campaign'
  • 2
    Select your campaign type. You want to choose 'Display'

Once you have completed the steps above, the next stage is to establish a goal. Adwords will provide recommendations in terms of settings and features for your campaign. 

You don't necessarily need to establish a goal, as you can 'Create A Campaign Without A Goal'.

  • 1
    Select 'Create a campaign without a goal'

Once you have selected to create your campaign with no goal, you will be asked to select your campaign subtype. This is where you will want to designate that you are creating a Gmail campaign

  • 1
    Select your campaign subtype as 'Gmail Campaign'
  • 2
    When done, hit 'Continue'

Congratulations! The basics of your campaign are complete. We can move onto the next stage in this process, that is, to set your audience specifications

You cannot use the 'product and brand consideration' or 'brand awareness and reach' goals when trying to create a Gmail campaign. 

Set your audience specifications:

Specify your audience

We have set the foundation for the new campaign. The next stage is to specify the audience you are trying to attract. 

Follow the below tasks and check them off on completion. 

  • 1
    Give your campaign a name
  • 2
    Set the location of your campaign
  • 3
    Set the language of your campaign
  • 4
    Set the bid strategy for your campaign
  • 5
    Set the budget for your campaign

Once you reach the audience section, you need to select the group you are trying to remarket to.

  • 1
    Designate the group you want to reach by 'How they have interacted with your business'

You will then be prompted to edit your target audience

Consider your pre-saved audiences

If you are using Adwords for your campaigns, then you can view the list of your saved audiences, to then choose an audience on this list. 

You are again presented with our dropdown form field. Select one option to be directed to the relevant stage in this template utilizing our conditional logic feature. 

If you don't have a pre-saved audience or an audience you would like to use and would wish to create a new one, select 'No' from the drop-down menu below.  

Create an audience

If you don't have a pre-saved audience, or you would like to create a new audience to work from, then follow the steps below:

  • 1
    Go to the 'settings' icon, a spanner found at the top right of your screen
  • 2
    Then select 'Audience Manager'

From 'Audience manager' you will be brought to a dashboard showcasing all of your lists

  • 1
    Create a new audience list by selecting the blue + circle in the top right-hand side of your screen

From the pop-up, you will be asked to select what kind of audience members you would like to use. For example: 

  • Website visitors 
  • App users 
  • YouTube users 
  • Customer list 
  • Custom combination 
  • 1
    Choose your target audience. You can choose one or a selection of the 'audience types' presented
  • 2
    Select your list members

To make this stage clearer, we have worked through an example to aid understanding. If you would like to work through this example select 'Yes' from the drop-down form field presented. This is a conditional logic step. Selecting 'Yes' will direct you to the relevant stage in this process. 

Understand our 'create an audience' example

In this template, we have chosen 'Website visitors' as our audience, to act as an example. 

Moving forward in this process, you will be asked how you want to segment your leads. 

Go to 'List members'. You will be presented with a drop-down menu presenting the following options: 

  • Visitors of a page 
  • Visitors of a page who also visited another page 
  • Visitors of a page who did not visit another page 
  • Visitors of a page during specific dates
  • Visitors of a page with specific tags 

As you select your visitor types, you will be presented with different page specifications. This helps to narrow down your audience. 

Let's work through an example to make things clearer. 

For example, you want to create a list of individuals who have visited two specific pages on your site. 

For example, let's say you would like to create an audience from visitors of more than one page on your site.

Add rules about URL's

The next stage to creating your audience is to add rules about URLs, referring URLs and how specifically you want that user to match the rule. 

  • 1
    Add your credentials and select 'create audience'
  • 2
    Head back to your campaign

After adding your new audience, you will see a new column is added. For our example, creating an audience from 'Website visitors', we can see this in the new column featuring the new audience group. 

  • 1
    View the number of people you will reach with this audience presented on the right-hand side of your screen. This is an estimation by AdWords

You don't necessarily want to focus all your efforts to reach a large number of people, you also want to reach the right people. This is covered in the next stage of this process. 

Select your audience

If you have a pre-saved audience, then you can choose the audience you would like to work from. Or you can choose to combine a few. 

  • 1
    Select your audience from your pre-saved audiences

Get specific:

Refine your audience

Gmail ads are about getting the right message in front of the right audience at the right time

Sometimes list segmentation is not enough to connect with your audience.  AdWords allows you to get specific with your campaigns, allowing you to go deeper. 

You have selected your audience. You can start refining the audience selected by choosing specific demographics. 

  • 1
    Refine your audience by selecting specific demographics
Refine the audience chosen by specifying the demographics of your audience.

Consider using dynamic ads

You can also use dynamic ads to remarket leads.

Dynamic ads are tailored to site visitors who have visited your site. They show specific information about what the user looked at while they were on your page.

With a dynamic ad in Gmail, you can adjust your ad content to be specific to reach your audience even better.  

Create your ad:

Design your ad

Before you can complete your campaign, you will need to design your ad. 

You can design your ad using campaign builder, which is rather simple. 

Complete the steps below to design your ad. 

  • 1
    Select 'New ad'
  • 2
    Add your business name
  • 3
    Add a headline
  • 4
    Add a description
  • 5
    Add your final URL
You can design your ad simply using the campaign builder.
  • 1
    Preview your ad and double-check

Select 'Yes' or 'No' from the drop-down form field below to be directed to the relevant stage in this process. 

Making your ad more personal can strengthen your ad so that it will make a greater impression on your audience and encourage clicks. 

Design your ad for greater personalization

You can increase the personalization of your ad. You are presented with our multiple-choice form field, which includes the different ways you can make your ad more personal. Select the methods you will use. 

  • 1
    Customer teaser
  • 2
    Call-to-action
  • 3
    Unique color options
  • 1
    Apply the above-chosen ways to make you ad more personal

Create a powerful Gmail ad:

Focus on the collapsed ad first

You have set the foundation of your campaign and determined your audience. This is the beginning stage to create a Gmail ad campaign

It is time to make sure that your ads are getting noticed

Consider the following to make your collapsed ad stand out:

In the collapsed version on mobile, only about 40-45 characters will appear on the user's screen. This means you only have a few words to create something enticing, irresistible and descriptive. 

  • 1
    A feature logo
  • 2
    Business name up to 20 characters
  • 3
    Headline up to 25 characters
  • 4
    A 90 character description
  • 5
    Use your ad subscription to create a sense of urgency

You can create a few different subject lines and test them via A/B testing to see which subject line performs better to capture your leads attention. 

Use the short text form fields below to record these two possible subject lines. 

CoSchedule reports that 35% of marketing emails are opened based on the subject line alone. 

A/B testing is the test of two or more variants by statistical analysis to see which variant performs better.

When your ads are in an inbox, they are going to look like a regular email. It is this collapsed version of your Gmail ad which is the most important for attracting attention. 

All you have to attract the attention of your audience at this point is your subject line and description. 

Remember mobile users

It is important the remember a large number of your email subscribers will open emails on mobile devices. You need to make sure your ads are tailored for mobile device users also. 

You can preview what your ad looks like on a mobile device. Complete the below steps to do this: 

  • 1
    Jump back to campaign builder within AdWords
  • 2
    Preview your ad. Make sure you are looking at your ad's preview for a mobile device
  • 3
    Simplicity wins when it comes to creating your ad for a mobile device

2017 saw 50% of all emails being opened on mobile devices.

For Gmail users, this number is even higher. With 75% of users accessing their inbox via mobile.

Use the right ad template

Creating a strong expanded ad depends on the template you choose to use

The most basic template form is a single image ad. A more complex example would be the multi-product ad.

You can choose the option from the dropdown menu presented to view an example of these two ad types. 

  • 1
    Single image ad
  • 2
    Multi-product ad

View a single image ad example

There are a few things to note when using a single image ad. Check off each task to confirm each has been considered.

  • 1
    Images must be smaller than 1MB and be in JPEG, JPG, PNG or GIF format
  • 2
    Include a call-to-action button, which should be up to 15 characters long
  • 3
    Include a logo image
  • 4
    Include a marketing image
  • 5
    Include a header image
  • 6
    Include a short description, which should be around 90 characters long

Take a look at the single image ad used below by Walmart. This ad uses one high-quality image, which gets the message across.

Single image ad example, created by Walmart.

You can use a tool like Canva to create images.

View multi-product example

There are a few things to note when using a multi-product ad. Check off each task to confirm each has been considered.

  • 1
    You can feature up to 15 images with this ad template. Decide the multiple images you want to add and add them to your template
  • 2
    Upload your content
  • 3
    Include links to YouTube videos if required

A multi-product ad allows you to feature a few different products or areas in one add. Consider the below example created by Seneca.

Multi-product ad example created by Seneca.

Consider creating your ad using HTML

If you have the skills to do so, you can create your ads using HTML.

Track results and split test:

Perform A/B testing

You want your ads to have the strongest result possible. Even the smallest changes can make large differences.

You can get to know your audience better using A/B testing, as done previously with your subject lines. 

Consider performing A/B testing by the following:

  • 1
    Try a new header
  • 2
    Try a new image/s
  • 3
    Change your description
  • 4
    Change your call-to-action
  • 5
    Analyze the results, open rate, and click-through rates, for the different ads to determine which ad performs the best

Developing new Gmail ads will give each visitor something new to engage with, whilst increasing your chances of getting a click and a conversion.

Focusing entirely on making one ad the best can potentially cause you to miss out on creating new ideas and alternatives. 

Sources:

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