December 12, 2022

4 Advantages of Serving Direct-Sold Native Email Ads from GAM

Many good things have come in combinations of three.

Athos, Porthos and Aramis make up the Three Musketeers. Curly, Larry, and Moe together are The Three Stooges. And you can combine Earth, Wind & Fire to get one of the best-selling bands of all time.

Now, it’s time to add another famous trio to the mix: native email ads, direct-sold campaigns, and Google Ad Manager (GAM).

You probably know the power of these tools individually. Native ads fit seamlessly into email content. Direct-sold campaigns can help you increase revenue. And GAM offers robust reporting and ad serving capabilities.

But now, for the first time, publishers can combine these elements on one, single platform to supercharge their email monetization strategies and drive results.

Ready to see how?

Here are four key advantages of serving direct-sold native email ads right from Google Ad Manager.

1. Make ad trafficking much more convenient

If you’re launching direct-sold campaigns, you’re manually striking one-on-one deals with advertisers. And that can take some time. But the good news is you can make up that time by automating native ad placements through GAM.

Meaning, instead of uploading and hardcoding those ads through your email service provider (ESP), you can use the ad server you already know — GAM — to traffic your ad units. (For more on these two options, check out “Email Ad Server vs. ESP Ad Serving: Which Is Right For You?”)

With the Jeeng Renderer, for example, you can use a ready-made creative template for your email ads, and just input your ad copy into the appropriate fields — like your headline, description, and call-to-action (CTA). GAM will then populate and output the ad in a predefined style that matches your email content. In the end, you save valuable time and enjoy a much more convenient ad trafficking process.

2. Create, track, and deliver ads from one platform

As many advertisers know, GAM offers much more than just ad serving capabilities. It’s a comprehensive ad trafficking platform that lets you create, distribute, track, and forecast campaigns from one, single place.

So, if you launch native email ads from GAM — just as you might do with your display ads — you can manage reporting and optimization without having to switch to another system. And you can keep your display, web, and email campaigns in one spot, instead of isolating your email ad campaigns to your ESP.

3. Increase revenue with one-on-one deals

Now let’s hone in on the advantages of direct-sold ads specifically. To start, the biggest benefit of striking one-on-one deals is increased revenue. While programmatic ad fill offers scale and automation — taking the leg work off your hands —  working directly with advertisers can yield better rates and opportunities to drive a profit. It’s no surprise then, that direct-sold advertising is publishers’ top monetization solution, according to Digiday.

Of course, not all publishers have the bandwidth to hit the proverbial pavement and manually build these relationships with ad partners. But if you do, you can reap the rewards in revenue. And, as mentioned above, you can then use a native email ad renderer to automate the ad trafficking process and save time going forward.

4. Provide more intuitive customer experiences

Native Ad Example with GAM

There’s a reason native ad use is rapidly increasing. Because, unlike display ads, native ads offer more fluid and intuitive experiences for customers, fitting seamlessly into their surrounding content. Native ads are also helpful for advertisers, because they provide more information pre-click, hooking users in and encouraging them to click through.

As AdYouLike reported, the native ad market is expected to reach $402 billion by 2025 — a 372% spike from 2020. Now, it’s easier than ever to harness this powerful format by rendering your ads directly through GAM. With an automated renderer, you can style native ads to match the look of your email content, customizing colors, fonts, padding, and CTAs.

Observer Media, for example, used to hardcode ad units into their emails. Then, they started using the Jeeng Renderer to automatically serve native ads directly through GAM. With this tool, the publisher was able to build custom templates for their native ads, matching them seamlessly to their newsletters. The result? Observer Media delivered ads in half the time, saving roughly 20 hours each week and harnessing new opportunities to increase clicks and revenue.

Discover how you can run native ads from Google Ad Manager in your email and  newsletters. Click here.