Delivering targeted paid advertising using Gmail native ads: Case study of Liberty Marketing

Philip Woodward

Journal of Digital & Social Media Marketing, 2016, vol. 4, issue 2, 149-156

Abstract: This case study introduces Gmail native ads, a native advertising technique that allows digital marketers to reach key consumers using hyper-targeted adverts in Gmail. It explains the history of Gmail native ads, the benefits of native ads over other advertising avenues and how this technique complements other marketing techniques. The paper includes case studies where Liberty, one of the UK’s fastest-growing digital agencies, has been able to use Gmail advertising to grow digital audiences and increase online conversions by up to 90 per cent at a fraction of the cost of paid search.

Keywords: Gmail advertising; digital marketing; paid search; digital campaigns (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2016
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