Gmail Sponsored Promotions or Gmail Ads are interactive ads at the top of people’s inboxes. When someone clicks a collapsed Gmail Ad, it expands just like an email does.
The expanded ad, which is the size of an email, can include images, video, or embedded forms. Available in all countries Google reaches, Gmail ads are a way to connect with people in a more personal-feeling format.
A Gmail ad or Gmail Sponsored Promotions (GSP) shows first in its collapsed form. When someone clicks on the ad, it expands to an email-sized space that can be used to meet a variety of advertising goals and can include, for example, embedded forms or video.
People can interact with your expanded ad in different ways, depending on your ad’s layout. They can play video, fill out a form, click to go to your website, or (when they’re on mobile) click to call or to go to an app marketplace.
You aren’t charged when people interact with your expanded ad. You’re only charged once—for the click that expands your ad in the first place.
The digital ecosystem is growing rapidly. Demonetization has definitely acted as a catalyst to bolster this growth, while internet connectivity still poses a challenge to all the digital marketers.
As the digital penetration into various audience segments grows, so are the technologies or channels to reach a consumer efficiently in different ways, Gmail Sponsored Promotions being one of them.
Before we get into this discussion, let’s talk about the common mistakes that most advertisers make before or after they launch a campaign.
If the answer is No (and yes for the last point) then you are definitely at the right place, reading the right blog. Most often we don’t give much importance to channels that works best in driving awareness and consideration in consumers. We push our budgets to channels which help us achieve a good amount of last click conversions.
This is the reason why channels like Programmatic, Content and Gmail Sponsored Promotions are still the unexplored areas of the digital world. You need to look beyond last click conversions if you intend to scale your campaigns or brand.
With multiple brands offering more or less the same product as that of yours, you can create a difference by investing your budgets wisely on channels across the entire marketing funnel (Awareness > Influence > Consideration > Action) and giving users a reason as to why they should consider you over others.
Let’s take an example of Michael’s activity on different channels.
If an ad is shown in each of these channels, where is Michael more likely to respond? So if the behavior of a user is different in all the channels then why do we compare the numbers? I will leave the rest of the analysis to you.
When was the last time you logged into Gmail to check your mail? I did it 15 mins ago and guess what, so did 10 million people.
People often get confused between a Newsletter subscription and a Gmail ad. Newsletter subscriptions are the regular mails in your inbox that you receive from an advertiser to stay up to date on any new announcements, sale or promotions.
When a user clicks on a collapsed Gmail ad it expands just like an email in an expanded ad. This ad can include images, video or embedded forms. You can save or forward the ad and you only pay for the first click on your ad.
For more information, you can view the AdWords Help Center.
For a major BFSI giant, we observed 35% increase in the lead volume after the usage of HTML creatives.
At OnlineSales.ai, we have observed a desktop CTR of 7-10% across different verticals with the right set of targeting and ad messaging.
For one of our major eCommerce fashion client, we observed 25% increase in transactions by making use of different ad templates and right set of targeting options.
For one of leading global telecommunication client, we observed 30% increase in the lead volume due to proper device optimization.
CTRs is not the only metric to gauge the performance of your Gmail ads. You can use Gmail metrics like Gmail saves, forwards and Clicks to Website to measure how users are interacting with your ads.
These are very good indicators of efficient targeting especially if branding and awareness is important to you. External CPC (Gmail clicks to website/ Internal Click) is a very important metric to monitor traffic to your website.
We have been using these strategies for our clients across different verticals and they have been really helpful in setting new benchmarks.
Hopefully, this post has given you insights on some of the best practices to be followed for running a successful Gmail Sponsored Promotions campaign. This ad format is definitely worth trying!
If you’re an E-Tailer looking for an AI Driven Email Marketing Solution check this out.
Authored by: Bishmaya Kumar | Business Analyst
Targeting your audience just the right way is very important in these kind of campaigns.
What a fantastic article. Is really going to help with my new campaign. Thank you so much for such a well written approach to a topic that people make so complicated!
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