One of the main reasons advertisers appreciate Google ad management is the availability of so many tools consolidated within the Google Ad Manager platform. A more recently added tool is the programmatic email. It is now possible to use email ads in much the same way you currently use PPC (pay-per-click) advertising.
The Old Way vs. the New Way
The old way of advertising via email is to create separate ads that are attached to a message prior to being sent out. The ad is either sent as an attachment or embedded within the email itself. It is a reliable strategy still preferred by a fair number of digital markers that utilize email.
As for the new way, it is accomplished through Google Ad Manager. Programmatic email is pretty much PPC in an email setting. Emails are sent without any advertisement attached or embedded. Instead, ads are served up dynamically when an email is opened.
Bidding works similar to the traditional PPC model. This is all very new, however, so both bidding and pricing are likely to change in the months and years ahead.
The Implication of Dynamic Ads
Programmatic email ads could be the future of Google Ad management. We will have to wait and see how it goes. But for now, what are the implications of relying on dynamic ads to market through email?
Audience Targeting
Targeting audiences with traditional email advertising relies heavily on email list segmentation. Marketers need to intimately understand audience members, their behaviors, and other relevant subscriber attributes. On the other hand, programmatic email ads target audiences based exclusively on subscriber data and behavior.
As a result, programmatic ads can be more precisely targeted. Targeting can also take place in real time, adapting to any changes in customer data and behavior. You don’t get that kind of flexibility with traditional email advertising.
Content Personalization
It is difficult to personalize ad content when utilizing the traditional method. You are working off email lists that don’t tell you a whole lot about individual consumers. But because programmatic email ads rely on the same data harvesting methods as PPC advertising, it’s possible to personalize ads based on who’s going to see them. You get the same level of personalization made available across the entire Google ad management ecosystem.
The Same Advanced Analytics
Given that programmatic email advertising is so similar to its PPC counterpart, you can expect access to the same types of advanced analytics. This is a huge advantage over traditional email advertising because you have the ability to actually track and measure the success of your ads. There is no tracking or analyzing traditional email advertisements.
Additional Complexity
Note that not everything relating to programmatic email ads is sunshine in roses. There are a few downsides, not the least of which is the necessity of integrating them with ad serving platforms. For someone who isn’t familiar with Google ad management, getting things set up could be challenging.
On the other hand, setting up and distributing a traditional email ad is fairly simple. You just create some HTML content or an image, then you paste it into an email before sending. Anyone with basic HTML skills can do it.
It’s Worth Considering
Programmatic email advertising is worth considering, especially if you are already utilizing PPC ads. This new form of digital advertising can be accessed directly through Google Ad Manager. If you’re inexperienced with Google ad management and need help, feel free to contact Webtek. We offer a variety of digital marketing and advertising services in Utah and beyond. We can get you set up.
