A Quick Guide to Gmail Sponsored Promotions

A Quick Guide to Gmail Sponsored Promotions

Carl Lewis

Gmail Sponsored Promotions spent two years as a Google beta and went through many changes during that time. Last year, Google finally released GSP from testing, opening up this valuable tool to all advertisers.

Here’s our quick rundown on Gmail Sponsored Promotions.

What are GSPs?

GSPs show up in Gmail inboxes in the promotions tab above the emails. Once the teaser ad is clicked, it expands into a full and more detailed ad.

The teaser add comprises of a 25 character text headline and 100 character body of text, a 50×50 image of the ad and a ‘Company Name’.

Expanded ads open up with a 600 x 1000 (maximum) piece of HTML that can feature images, text, links, embedded videos, click-to-call phone numbers and a form field.

What is the Cost?

The cost is charged on a CPC basis with the click on the ad counted as an interaction. For example, if a user clicks on your ad which expands into a fuller image then you will only be charged for that click and not for when they go through to your website.

Where Do They Appear?

The adverts appear on mobile and desktop devices. Desktops allow for two ads and mobiles allow for one.

Only ‘free’ Gmail accounts receive GSPs and they don’t turn up in business accounts.

Targeting Options

If you are used to using the Google Display Network (GDN) then you will be happy to hear that GSP shares the same targeting functionality, with a few more unique options.

Targeting can be based on demographics, device, gender, location, languages and topics. It can also exclude certain audiences.

Three types that are fairly unique: domain targeting, purchase history targeting and job title targeting. Job title and purchase history targeting have a slightly smaller reach but combined they are great for expanding your audience size and promoting niche products.

Strategies for Using GSP

Thanks to targeting, there are a number of ways you can use GSP to fire up your campaign. Here are a few of them:

Email marketing messages:

Reinforce your email marketing message by targeting your mailing list (AdWords Customer Match Marketing). The benefit will be that if your email is deleted then your message will still be there in the form of an ad.

Use segmented data to tailor your messaging based on what stage the user is at in the purchasing process. For example, look at who opened your email and target them with a message to encourage them to take the next step.

Target competitors:

Add your competitor’s domains and company names as keywords in your ad groups for your ads to show up in their inboxes.  To use this tactic to maximum effect, aim for your big competitors so your ad lands in more inboxes.

Up-sell to existing customers:

Use AdWords customer match to up-sell to those who have recently purchased one of your products.

Phone call enquiries:

Generate more calls by including a phone number. Create a unique phone number generated by call-tracking software to monitor which calls are coming from your ads.

Carl Lewis

Author Carl Lewis

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