by Google Sponsored Promotions (GSP) has opened a new window to connect with the target audience.
It engages audiences to direct from the Gmail inbox. GSP has been run in Beta format since 2013 and in early 2015 it gets the final launch.
Moreover, during these two years, it has been gone through various changes. I with my clients tested the beta version and the results were much higher than we had expected.
As it is still new to marketing world so there are no much competitions.
Among other online ad provisions, I have found GSP as one of the great tools to reach the marketing goal.
What are Google Sponsored Promotions (GSP)
Gmail Sponsored Promotion is a Display Network Campaign. It enables you to target the users within their Gmail inbox.
GSP only entertains the personal Gmail Inbox not Google business apps mailbox. It also displays ads in a combination of texts and images.
It targets Gmail user’s accounts to display your ad on the basis of their recent online purchase and email behaviors.
[bctt tweet=”GSP is a newer version of Gmail Ads that displays ad only in users inbox on the promotional tab.” username=”adstriangle”]
Hence, this marketing option is more specific and targets only those people, who have real interests in your products or services.
How GSP Works
GSP targets the user activity in order to put eligible promotion ads into the user’s inbox. Generally, in a user’s inbox Google searches for the keywords you bid.
Therefore, by analyzing user behavior in Gmail, Google picks up matches of your keywords. As you qualified to the match your ad goes directly to the user’s inbox. Google Sponsored Promotions targets the user activity in order to put eligible promotion ads into the user’s inbox
Moreover, Google Sponsored Promotions targets the user activity in order to put eligible promotion ads into the user’s inbox
[bctt tweet=”GSP targets the user activity in order to put eligible promotion ads into the user’s inbox” username=”adstriangle”]
Google Sponsored Promotions is consisting of two main components- Teaser Ad and Expanded Ad Unit.
Teaser Ad:
This part of GSP ad appears at the top of promotion tab or on the right-hand side. This part contains an image of your company logo and texts. You can use maximum 25 characters in this creative element.
Expanded Ad Unit/ Email Ad:
This is the main feature of your GSP ad. When a user clicks on the teaser your email ad is displayed.
The ad expands within the user’s inbox like a standard email. Moreover, this is body text area of your ad and here, you can use maximum 100 characters. You can also add an image.
From the expanded body text you can redirect users to your website. You should also remember that in GSP chargeable clicks are calculated slightly differently.
You will be charged when the user clicks on the teaser or subject line. Other clicks on the body texts will not be charged. You can easily track how users are behaving to your ad.
Furthermore, as GSP is a Display Network Campaign your ad can be more specific by location, device and other options.
Initially, in GSP beta versions, an advertiser can only use custom HTML uploads. You could only use either an image format or embedded form/video format. Now with the previous custom uploads, an advertiser is able to use Single Image or Multi Product ad.
When users go through following alternatives, you can call it an action to your ad when:
- A user clicks on the Teaser
- The user clicks on expanded body text
- If ad is forwarded to someone else
- The user marks it as a star
- A user dismisses your ad (your ad will not be displayed to the user again)
Google calculates metrics as per the following terms-
- Impressions: The number of times your ad appeared in collapsed form
- Clicks: The number of times the teaser is clicked
- Average CPC: It is the calculation of average pay per click. Only the clicks on the teaser are eligible for payment.
- Other GSP Metrics- Saves, Forwards, Click to website
GSP Ads Formats
GSP is a display network ad. You can drive higher visual impact over the users.
There are two different GSP Ad Formats-
1) Single Promotion Ad: I recommend this format when my client does not want to convey a brand message. However, it has a strong influence over users to draw call to action. If you are having a single objective in your ad you must opt for this format.
[bctt tweet=”Single Promotion ads has strong influence over users to draw call to action ” username=”adstriangle”]
2) Multi Product Gmail Ad: This is perfect when you are intending to display multiple products in a single ad. This format enables you to showcase various offerings, services or products in a single display ad.
Why Use Gmail Sponsored Promotion Ads
Many of my PPC experts told me that GSP is a great PPC ad solution irrespective of business type.
I have utilized GSP for various ad campaigns and found in some aspects GSP reflects great results.
Here, I am trying to sketch some points on why you should opt for GSP-
i) Image & Text Combination: GSP has an expanded ad unit, where you can add images along with text messages.Thus, the combination of images and text gives a good visual treat to users.
You can also use images to describe offers and products. If you have a single product, single promotion is best for you.
ii) Wide Network Feasibility: Gmail is owning its reaches to maximum numbers of countries in the world. For its flexible and numerous user-friendly features most numbers of email users around the globe use Gmail.
Therefore, as an advertiser, you must utilize this vast network. As a smart business person, you can never wish to avoid utilizing the wide existence of Gmail.
You can set your GSP account according to language, countries and business profile. This extensive network lets you expand your business.
iii) Cheaper Cost: In Comparison to other Adwords campaigns I have found the average CPC in GSP much affordable.
No one could ignore using the wide network in comparatively lower cost for expanding the business.
[bctt tweet=”Average CPC in Gmail Sponsored Promotion Ads is much affordable than other Adwords Campaigns” username=”adstriangle”]
iv) Direct Touch With Users: Using GSP means establishing direct contact with target audiences in one go. Your ad is more likely to reach directly to the inbox of millions of users without much effort.
You have an opportunity to enjoy a direct reach to the appropriate audiences.
v) Ability to Customize Ads Format: GSP arrays a great way to customize your ad as per your preferences. Custom HTML lets you format the ad in your way.
Using HTML you are able to show a beautifully designed HTML ad before the users. It enhances the probability of good conversions.
vi) Easy to Create a Campaign: Clients often tells that creating a campaign in AdWords need expertise. Actually, AdWords Campaign creation is not a simple job.
However, in GSP creation an ad as simple as you could not think before. GSP will provide you the formats and you just need to put all the necessities as accordingly.
vii) Some Advanced Attributes: GSP furnishes four excellent features- Single Promotion, Multi Product, Image upload and HTML custom uploads. These options give you the ability to elaborate your GSP Campaign.
viii) Mobile Compatibility: Google maintains the Gmail Sponsored Promotion Ads display in a responsive manner. This enables users to get into your ad through any device without applying much effort. There is no need to separate campaign for a mobile device.
ix) Reflects High Performance: As Gmail is having extensive user network and your ad faces direct reach to the target audience, you are likely to get more conversions.
However, if your ad is configured properly on the basis of specific traits of the target audiences, your GSP ad campaign will surely get a good result.
[bctt tweet=”As Gmail is having extensive user network, your ad is likely to get more exposure” username=”adstriangle”]
x) ROI Viable: I’m using GSP from the beginning for my ambitious clients. It is worth saying that GSP still comes with unexpected results. Even in the beta version, CTR was 10%.
Hence, GSP gives a good opportunity to have great conversions and it is also much cheaper. In the calculation, my clients are more than happy with the ROI they get from GSP ads.
How to Create GSP (Gmail Sponsored Promotions)
It is a little bit different to set up GSP than other AdWords ad types. I am trying to draw a complete guideline here. Hope, it will help you to set up GSP easily.
Setting Up GSP Campaign
At the very beginning, you need to set up your first GSP campaign. If you are not having any Google Adwords account, make the account first. It is very simple.
I’m assuming you are already having a Google Adwords Account.
Therefore, to create your campaign you need to get access to GSP. Log in to your AdWords account.
On your Adwords account Select Campaign tab. Under Campaign, tab selects Display Network.
Upon selecting Display Network you will be redirected to Campaign Section. Here, you need to select “Marketing Objective” for your campaign.
And then select a daily budget, location, Ad schedule and all another setting for your campaign. After this click on Save and Continue and you will be redirected to Ad group page.
At ad group select ‘Use a Different Targeting Method’ as your ad targeting method. And then select Placements as targeting method.
Now you need to choose mail.google.com at placement. You can simply do it by clicking on Multiple Placement and type mail.google.com there.
Setting Up Bid Strategy
You should remember bidding strategy will determine to spend on your GSP campaign. I suggest you set bid manually for clicks. You should start up with the basic options also.
Moreover, Manual bid setup does not allow Google to spend your money by itself. Instead, you will get more control over your account spending.
After successful running of your GSP campaign for few months, you may opt for CPA bids options. I recommend you to select CPA bid option when you will get at least 20-30 conversions in a month.
[bctt tweet=”You can select CPA bid option when you get at least 15 conversions per month” username=”adstriangle”]
Hence, setting up a budget is very next step. As you are new to GSP, a limited budget is best for you. I recommend you to start with a low budget. You can increase the budget limit according to campaign conversions.
The next step is to conserve your budget. To do this you need to select standard delivery method.
Creating Gmail Ads
Now you are at ad creation section. Google provides four ad types for selection-
- Image Template
- Single Promotion Template
- Multi Product Template
- Custom HTML Upload
You have to select the most relevant type.
I would suggest you select image template. It does not only have a high visual impact but also It will be great for the first timers. The single image actually displays a large banner and redirects user to a single landing page.
[bctt tweet=”Image template has higher visual impact in GSP Ads” username=”adstriangle”]
Single Promotion Template has a single call to action button. It lets you add landing page.
When you will get familiar with GSP, you should utilize rest two options.
Designing Ad Copy
You must take extra care when setting up this section. Ad copy must be so attractive that it can be able to drive clicks from the target audiences.
Here, you have to put-
- Ad name- its name that will be used for your ad copy
- Display URL- It will redirect user to your landing page
- Advertiser name- Individual or company name. It consists maximum 16 characters
- Subject- Subject of the ad. This is the teaser name, you can use maximum 25 characters
- Logo- Company logo, which must be at least 144px X 144px in dimension
- Image- The main image for the visual impact. It should be 650px wide
- Body Text/Description- here you can describe your product or services. You cannot use more than 100 characters
Just to give you an idea we created a test email ad
However, after filling all the necessary fields click on save button. Your ad will take some times for approval. You must create another individual ad copy to run a split test.
Just like other Adwords ads, GSP also calculates the relevancy of landing page. So you should be conscious about creating the landing page. For GSP your landing page must be compatible with all display devices.
[bctt tweet=”For GSP your landing page must be compatible with all display devices.” username=”adstriangle”]
Furthermore, when you are ready with your GSP Campaign, your next step is to optimize your campaign to get the best possible return.
How to Optimize Gmail Sponsored Promotion Ads
Once you are ready with your GSP Campaign, you must not let it be on the self-run. Just like Adwords campaigns you need to optimize GSP to get best results.
Following are some best GSP practices that can ensure good conversions.
1) Apply Exclusions
Exclusion is a great opportunity for the advertisers to cut their spending off. It ensures to lower the wasted ad spend.
However, in GSP you are able to exclude irrelevant- topic, categories, keywords, and domains etc. It protects your ad from irrelevant traffics and clicks.
You can also specify exclusion type from campaign setting. Exclusion makes your ad more specific. However, you must not be robust using Exclusion; otherwise, you will likely to exclude some of the quality traffics also.
2) Target Domains
I would positively recommend you to use domain targeting. You will soon become aware of the usefulness of this feature.
Thus, it lets you target the companies, from where your target audiences usually receive emails. It directly allows you serve your ad on the basis of specific user behavior.
There are different popular domain targeting options
a) Domains of Associate Products: You can target the audiences of your companion products. You can easily drive traffics from those associated domains.
b) Your Own Domain: It helps you target the audiences, who usually may not read your actual mail.
c) Target Competitors Domains: This is the most useful targeting strategy. It helps you reach the customers of your competitors.
When you successfully target competitors domains, you actually increase the chance of having good conversions.
Although my experience with GSP says targeting domains of your competitors has the best opportunity to get converted. Therefore, it helps you drive the traffic from competitors campaign to your own campaign. GSP targeting based on limited competitors largely increase traffic volume.
[bctt tweet=”Targeting Domains of competitors helps you drive traffic of competitors campaign to own campaign ” username=”adstriangle”]
You must be more aggressive in bidding on competitors’ domains. You should export your ads target URLs from competitor’s campaign. Competitor targeting is an effective strategy in GSP campaign to generate leads.
3) Be Creative on Designing
For AdWords, advertisers induce much time in experimenting on Keywords. But in GSP you must be extraordinarily creative.
Unlike other paid search you need to commit same strategic time to design your GSP ad copy.
As it is for Display Network, creativity is important to yield mind-blowing visual impact. Ultimately the visual treat will determine much of your campaign success.
Therefore, be creative at the teaser and the expanded ad unit. The creativity you introduced in the expanded ad must be consistent with your ads landing page.
However, Gmail put your ad in a user’s inbox because your ad is more relevant to the user’s email account activity. It does not mean he is actually interested in your product or services. Your strength of creativity will decide if the user will become interested or not.
[bctt tweet=”You can lead the competition with your compelling creative GSP ads. ” username=”adstriangle”]
4) Use Targeting Optimization
I always ask clients to broaden their GSP campaign target. When you narrow the target you lower the chances of reaching maximum numbers of audiences. You must also consider allowing minimum segmentation.
My GSP expert friends advocate me to broaden GSP target and narrow the segmentation because only then It will perform best.
It was just not an advice. My test results have shown me that with the heavy segmentation campaign used to get significantly lower impressions.
Therefore, you should not segment your ad unnecessarily. And each segment must have wide targets.
5) Make Attractive Teaser
This is the primary visual that can call the user to read the body text. The poor teaser can never invite clicks.
Your teaser must be designed a significant way. It must be compelling enough to attract the people, who do not know about your brand name.
Moreover, teaser must have strong communication ability to invite clicks from potential people.
Try to deliver primary idea about your service or products through your teaser. The subject line must carry the message what you are offering.
[bctt tweet=”Teaser catches primary attention of users so try to make attractive teaser ” username=”adstriangle”]
6) Analyze Report and Data
To optimize GSP campaign you must go through analyzing data and reports. There is Gmail Reporting Column. In order to measure your campaign’s performance, you need to enable this column.
Your further decisions are largely depended on what you get from the granular report.
To get exact report you need to check the following reporting columns –
-
Gmail Clicks to Website:
It reports the number of clicks that happened to reach your landing page
-
Gmail Saves:
It tells about how many times your ad has been saved in inbox as real email message
-
Gmail Forwards:
This column reports the number of times your ad has been forwarded to other email destination as the real email message.
In order to calculate actual CPC, you should go through Gmail Clicks to Website report. You need to understand the difference between clicks on teaser and clicks to the website.
When someone clicks on teaser it only expands your ad. Not necessarily the user will likely to click on links provided on your ad’s body. Gmail counts clicks happened on teaser or subject line.
Initially, the numbers appear to be good but you have to count actual clicks to the website. To get accurate clicks to the website you have to add ‘Gmail Clicks to Website’ column from Gmail Metrics.
Therefore, adding this column will tell you actual clicks to the website are much lower than total numbers of clicks. This gives you a clear idea of what you are actually measuring.
[bctt tweet=”You should check other Gmail metrics and criteria report to get complete data and report.” username=”adstriangle”]
7) Use Video in Expanded Ads
However, if there is any YouTube video relevant to your ad, it should be embedded. It is great if you have YouTube channel for your company.
It will not only expand ad’s reach but will also improve performance.
Most of my GSP clients like to use video because practically it is very much engaging. The video you like to ad must maintain the dimension suggested by GSP structure.
[bctt tweet=”Embedded video improves performance of GSP ads” username=”adstriangle”]
8) Run More than One Ad Variation
You can also experiment with subject line and teaser variations. As you have to come up with the most effective teaser, you need to experiment with multiple teasers and subject line. You should go through multiple ‘call to action’ and message.
Sometimes targeting same users with the same ad may have a negative result. Therefore, try to attract those users with newer variations.
I found that Pausing GSP ad for a certain period and come up again with new messaging actually did boost to the GSP Campaign.
9) Target Using Purchase History
This gives you a relevant user database that enables you to be more target-oriented with your GSP ad.
Google finds purchase history through analyzing inbox if a user has purchased certain products as reflected by the receipt in their mailbox. It will also help you to restrict your target. You can also make a potential audience base.
10) Targeting Options
You can target the right audience for your Gmail Ads with the help of several targeting options.
The given targeting options are only for the Display Network Targeting available for the Gmail Ads.
- By using a list of customer emails from people who have provided their email address to your business, you can create customer match audiences.
- Based on the customer match audience, you can use similar audience targeting.
- By adding the keywords or domain to the audience keyword targeting section, you can reach out to people with specific keywords or domains in their inboxes.
- You can use the domain to target or exclude users who have received emails from specific companies. Therefore, domains can be used as keywords.
- Another thing to remember is that it is not possible to use keyword and domain targeting simultaneously. Having the same targeting method either of the ones will be used.
Some Additional Tips
- Do not forget to set frequency capping
- Run ads both for Mobile and Desktop
- You should bid comparatively higher on competitor’s domains campaign
- Analyze campaign health
Final Insight
Just like Google Adwords, the main purpose of using GSP is to gain ROI as much as possible and to generate great leads.
According to my experience in GSP average, CTR remains between 10%-15%. You should utilize this new interface to expand your business. GSP actually is much smarter in targeting formats as well as it requires some creativity in advertising format.
[bctt tweet=”GSP has proven its usability in increasing revenue and brand awareness” username=”adstriangle”]
If you can use this advertising platform strategically, you can be able to achieve your marketing goal. It opens up the opportunity to taste success alongside gaining strong CTR.
GSP is still new in the marketing arena. But within this span, it has proven its usability in increasing revenue and brand awareness.
In this high competition age, you cannot use only a single marketing platform. Therefore, it is not a smart way to depend only on GSP. However, along with GSP, you should also try other online PPC campaigns options to generate compound revenue.
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