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Gmail Ads Made Easy: The Perfect Guide To Getting Started

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gmail ads made easy the perfect guide to getting started

A beginner’s guide to breaking out of simple Display campaigns and exploring Gmail ads.

Google offers a vast variety of campaign types and is continuously developing new features for advertisers to use. Sometimes it can be overwhelming deciding which campaigns and placements are right for your business, especially when considering budgets and creative asset limitations.

Google Search is a clear staple of the digital marketing game. Without a doubt, Search should always be part of your digital marketing strategy, regardless of budget size. However, if you have a greater budget and the ability to create captivating imagery for display campaigns, your horizons are broadened tenfold. With this, you have the ability to expand into Display, Gmail, Discovery, and Shopping campaigns – not to mention social.

Today, I will look at one of the lesser utilized channels for marketing – Gmail campaigns. I will walk through the Gmail campaign set up and provide tips on how to use the various targeting options that Gmail offers for your company to break into the email scene.

Ad Specs

Before you even begin building your Gmail campaign, you need to ensure you have adequate imagery to use in your ads. Gmail ads specs are similar to all those needed in all GDN campaigns:

  • Logo Image: Min. size 144px x 144px with a max. size of 150KB –  aspect ratio 1:1
  • Marketing Image: Min. size 300px x 300px and aspect ratio of 1:1
  • File Formats: JPEG, JPG, PNG, GIF (non-animated)

Images for Gmail ads can contain text, though this should be limited, as Headlines and Descriptions will be used.

Campaign Build

Once you’ve established the images you want to use for your Gmail ads, now it is time to build your campaign. To get started, go to the Campaigns tab of your Google Ads Account. Once there, find the Blue “+” button to start a new campaign.

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At this point, you will be presented with a list of goals you would like to achieve with your new campaign. Based on your selection, Google will suggest various campaign types to use. However, because I know I want to run Gmail ads, I am going to select “Create a campaign without a goal’s guidance.”

Cmapaign

Next, you will be shown the list of possible campaigns to run within the Google Ads platform. Gmail ads fall into the Google Display Network, so we will select Display campaigns.

Display Campaign 1

There are several types of Display campaigns we are able to run from this selection. However, we will select “Gmail Campaign.”

Gmail Campaign

At this point, we are ready to build. At first glance, the setup looks very similar to your Display and Search campaign builds. Google makes this process easy for even the newest of marketers by walking us through step-by-step. Here you will go through the basic settings for naming, location targets, language targets, and bidding.

Campaign Build 1

From there you are able to adjust more advanced setting options such as ad rotation, time of day you would like your ads to run, start and end dates, and device targeting.

Targeting Options

Google offers 3 types of targeting options for Gmail Ads: Keywords, Audience, and Demographic. To best determine the performance of these targeting types, create different ad groups of each targeting type you want to utilize.

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Keywords

By providing a list of keywords, Google will target individuals who are interested in those terms. This means anyone who has previously searched for those phrases in Google or YouTube will be targeted in their Gmail inbox.

Keyword targeting is great for lower-funnel Gmail targeting. By targeting your branded keywords, product terms, or even competitors, you will reach individuals who are researching similar items and have a higher intent to purchase.

Keywords

Audience Targeting

With audience targeting, you have the option to add the same audiences that are available in Display and Search. These fall into 3 major categories: Affinity Audiences, In-Market Audiences, and Remarketing Audiences.

Gmail campaigns are a great place to utilize remarketing strategies. By targeting individuals that have already visited your website and viewed your product, you can create a sense of urgency and entice them to purchase by providing exclusive offers directly to their inbox. Nothing is more likely to drive a customer to purchase an item they have been considering than a 20% off promo code!

Audience Targeting

Demographic Targeting

Demographic targeting is another layer of targeting that can be added to your strategy. Just like all other campaign types, you have the options for Gender, Age Range, Parental Status, and Household income.

Demographic targeting is great in refining your best-performing audiences when you already know who your most likely to convert user is. However, if you don’t know this, restricting demographic targeting may limit your conversion volume and cause you to lose out on some high-performing groups. Before refining your Gmail targeting by demographics, run your campaigns for a few weeks and analyze your historical converter demographic data – this will provide insight on where to start trimming the fat.

Demographic

Automated Targeting

Google loves automation, so it’s no surprise that Gmail offers expanded automated targeting utilizing Google’s internal algorithms. For Gmail ads, you have three options: no automation, conservative automation, and aggressive automation. By turning on automation, you give Google the green light to go out and find new customers outside of the specific targets you have just set by expanding placements in the Google Display Network, outside of Gmail. This is a good option for companies trying to reach new groups of people or gather enough data to determine their best-performing audiences.

Conservative automation and aggressive automation is simply how much you want Google to widen your current settings. In conservative targeting, Google will seek out users similar to those you are targeting in Gmail, only on other websites. With aggressive automation, Google will open to the flood gates on targeting and go after anyone they believe is likely to convert at your desired CPA.

Automation

Ads

Now that your targeting has all been set. You are ready to build your ad! This is a very similar process to your typical Responsive Display Ad builds, but for these ads, you only need to input 1 Headline of 25 characters and 1 Description of 90 characters, along with your business name and desired landing page. With this, Google will show you previews for both mobile and desktop formats.

Ad

Once your ad is built, you are ready to go! From here, just click “Create Campaign” and your ads will be sent for approval and launched.

Google’s Display Network and its various types of campaigns do not have to be difficult to navigate, typically they operate in much the same way. So if you know the basics and settings of one, you can easily find your way through another. To find out more about GDN campaigns and how to optimize them, check out Aaron Child’s Guide to Smart Display Campaigns.

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AI

Exploring the Evolution of Language Translation: A Comparative Analysis of AI Chatbots and Google Translate

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A Comparative Analysis of AI Chatbots and Google Translate

According to an article on PCMag, while Google Translate makes translating sentences into over 100 languages easy, regular users acknowledge that there’s still room for improvement.

In theory, large language models (LLMs) such as ChatGPT are expected to bring about a new era in language translation. These models consume vast amounts of text-based training data and real-time feedback from users worldwide, enabling them to quickly learn to generate coherent, human-like sentences in a wide range of languages.

However, despite the anticipation that ChatGPT would revolutionize translation, previous experiences have shown that such expectations are often inaccurate, posing challenges for translation accuracy. To put these claims to the test, PCMag conducted a blind test, asking fluent speakers of eight non-English languages to evaluate the translation results from various AI services.

The test compared ChatGPT (both the free and paid versions) to Google Translate, as well as to other competing chatbots such as Microsoft Copilot and Google Gemini. The evaluation involved comparing the translation quality for two test paragraphs across different languages, including Polish, French, Korean, Spanish, Arabic, Tagalog, and Amharic.

In the first test conducted in June 2023, participants consistently favored AI chatbots over Google Translate. ChatGPT, Google Bard (now Gemini), and Microsoft Bing outperformed Google Translate, with ChatGPT receiving the highest praise. ChatGPT demonstrated superior performance in converting colloquialisms, while Google Translate often provided literal translations that lacked cultural nuance.

For instance, ChatGPT accurately translated colloquial expressions like “blow off steam,” whereas Google Translate produced more literal translations that failed to resonate across cultures. Participants appreciated ChatGPT’s ability to maintain consistent levels of formality and its consideration of gender options in translations.

The success of AI chatbots like ChatGPT can be attributed to reinforcement learning with human feedback (RLHF), which allows these models to learn from human preferences and produce culturally appropriate translations, particularly for non-native speakers. However, it’s essential to note that while AI chatbots outperformed Google Translate, they still had limitations and occasional inaccuracies.

In a subsequent test, PCMag evaluated different versions of ChatGPT, including the free and paid versions, as well as language-specific AI agents from OpenAI’s GPTStore. The paid version of ChatGPT, known as ChatGPT Plus, consistently delivered the best translations across various languages. However, Google Translate also showed improvement, performing surprisingly well compared to previous tests.

Overall, while ChatGPT Plus emerged as the preferred choice for translation, Google Translate demonstrated notable improvement, challenging the notion that AI chatbots are always superior to traditional translation tools.


Source: https://www.pcmag.com/articles/google-translate-vs-chatgpt-which-is-the-best-language-translator

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GOOGLE

Google Implements Stricter Guidelines for Mass Email Senders to Gmail Users

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Beginning in April, Gmail senders bombarding users with unwanted mass emails will encounter a surge in message rejections unless they comply with the freshly minted Gmail email sender protocols, Google cautions.

Fresh Guidelines for Dispatching Mass Emails to Gmail Inboxes In an elucidative piece featured on Forbes, it was highlighted that novel regulations are being ushered in to shield Gmail users from the deluge of unsolicited mass emails. Initially, there were reports surfacing about certain marketers receiving error notifications pertaining to messages dispatched to Gmail accounts. Nonetheless, a Google representative clarified that these specific errors, denoted as 550-5.7.56, weren’t novel but rather stemmed from existing authentication prerequisites.

Moreover, Google has verified that commencing from April, they will initiate “the rejection of a portion of non-compliant email traffic, progressively escalating the rejection rate over time.” Google elaborates that, for instance, if 75% of the traffic adheres to the new email sender authentication criteria, then a portion of the remaining non-conforming 25% will face rejection. The exact proportion remains undisclosed. Google does assert that the implementation of the new regulations will be executed in a “step-by-step fashion.”

This cautious and methodical strategy seems to have already kicked off, with transient errors affecting a “fraction of their non-compliant email traffic” coming into play this month. Additionally, Google stipulates that bulk senders will be granted until June 1 to integrate “one-click unsubscribe” in all commercial or promotional correspondence.

Exclusively Personal Gmail Accounts Subject to Rejection These alterations exclusively affect bulk emails dispatched to personal Gmail accounts. Entities sending out mass emails, specifically those transmitting a minimum of 5,000 messages daily to Gmail accounts, will be mandated to authenticate outgoing emails and “refrain from dispatching unsolicited emails.” The 5,000 message threshold is tabulated based on emails transmitted from the same principal domain, irrespective of the employment of subdomains. Once the threshold is met, the domain is categorized as a permanent bulk sender.

These guidelines do not extend to communications directed at Google Workspace accounts, although all senders, including those utilizing Google Workspace, are required to adhere to the updated criteria.

Augmented Security and Enhanced Oversight for Gmail Users A Google spokesperson emphasized that these requisites are being rolled out to “fortify sender-side security and augment user control over inbox contents even further.” For the recipient, this translates to heightened trust in the authenticity of the email sender, thus mitigating the risk of falling prey to phishing attempts, a tactic frequently exploited by malevolent entities capitalizing on authentication vulnerabilities. “If anything,” the spokesperson concludes, “meeting these stipulations should facilitate senders in reaching their intended recipients more efficiently, with reduced risks of spoofing and hijacking by malicious actors.”

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GOOGLE

Google’s Next-Gen AI Chatbot, Gemini, Faces Delays: What to Expect When It Finally Launches

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Google AI Chatbot Gemini

In an unexpected turn of events, Google has chosen to postpone the much-anticipated debut of its revolutionary generative AI model, Gemini. Initially poised to make waves this week, the unveiling has now been rescheduled for early next year, specifically in January.

Gemini is set to redefine the landscape of conversational AI, representing Google’s most potent endeavor in this domain to date. Positioned as a multimodal AI chatbot, Gemini boasts the capability to process diverse data types. This includes a unique proficiency in comprehending and generating text, images, and various content formats, even going so far as to create an entire website based on a combination of sketches and written descriptions.

Originally, Google had planned an elaborate series of launch events spanning California, New York, and Washington. Regrettably, these events have been canceled due to concerns about Gemini’s responsiveness to non-English prompts. According to anonymous sources cited by The Information, Google’s Chief Executive, Sundar Pichai, personally decided to postpone the launch, acknowledging the importance of global support as a key feature of Gemini’s capabilities.

Gemini is expected to surpass the renowned ChatGPT, powered by OpenAI’s GPT-4 model, and preliminary private tests have shown promising results. Fueled by significantly enhanced computing power, Gemini has outperformed GPT-4, particularly in FLOPS (Floating Point Operations Per Second), owing to its access to a multitude of high-end AI accelerators through the Google Cloud platform.

SemiAnalysis, a research firm affiliated with Substack Inc., expressed in an August blog post that Gemini appears poised to “blow OpenAI’s model out of the water.” The extensive compute power at Google’s disposal has evidently contributed to Gemini’s superior performance.

Google’s Vice President and Manager of Bard and Google Assistant, Sissie Hsiao, offered insights into Gemini’s capabilities, citing examples like generating novel images in response to specific requests, such as illustrating the steps to ice a three-layer cake.

While Google’s current generative AI offering, Bard, has showcased noteworthy accomplishments, it has struggled to achieve the same level of consumer awareness as ChatGPT. Gemini, with its unparalleled capabilities, is expected to be a game-changer, demonstrating impressive multimodal functionalities never seen before.

During the initial announcement at Google’s I/O developer conference in May, the company emphasized Gemini’s multimodal prowess and its developer-friendly nature. An application programming interface (API) is under development, allowing developers to seamlessly integrate Gemini into third-party applications.

As the world awaits the delayed unveiling of Gemini, the stakes are high, with Google aiming to revolutionize the AI landscape and solidify its position as a leader in generative artificial intelligence. The postponed launch only adds to the anticipation surrounding Gemini’s eventual debut in the coming year.

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