How BCM Helped Marriott Boost Pageviews With Native Gmail Ads
“I think that the best thing about Gmail ads is the ability to try to generate traction from users who are very engaged with the site,” McClain said. “We found that the users who come through Gmail ads are much more engaged.”
In addition, added McClain, “We found that the users who come through Gmail ads are much more engaged because they viewed all of this really rich content, they viewed a video, they viewed this really rich HTML image ad, and that made them decide to click through the site rather than something like maybe a text ad where they have much less information on the brand.
In general, users are likely to bounce or not to spend as much time on the site, so that’s been the most valuable thing for us about Gmail ads — just really making sure that the people we are directing there actually use it, that the users we are getting to the site through these ads are very engaged, they really want to learn more about the brand.”
Read the full interview on GeoMarketing.com.
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