At our recommendation, some of our clients now use Gmail Sponsored Promotions (GSPs) as part of their marketing mix on a regular basis.
GSPs are a ‘push’ tactic, which makes them great for generating awareness. They can also be successful at generating conversions because the user has to go through two clicks before they arrive on our client’s website. This means they must be really engaged with the product/service.
We don’t expect large volumes of direct sales to be generated by GSPs, but they work well in terms of generating leads and sign-ups. We’ve seen particularly good results for ‘sign-up’ conversions in our clients’ campaigns.
No matter the device, users spend a lot of time on Gmail throughout the course of their day. And we know that’s what makes Gmail a key placement to find potential clients.
Key information about GSPs:
- Google’s direct customer list matching product is only available on Google’s owned properties: YouTube & Gmail.
- To advertise on Gmail, a Gmail Sponsored Promotion ad unit is required. This is a ‘native’ teaser unit appearing above emails in the promotions tab, opening up to a large image within Gmail itself.
- The reason why GSP ads are fantastic is because if you target correctly, you’re hitting people with a stronger intent to convert compared to regular Display ads – they’re either getting emails from your competitors or they’re reading emails around the keywords you want to target.
- In addition to being able to target prospects like a regular Display campaign, GSP campaigns have that little extra push you need when it comes to getting the results you want.
- Targeting options available are: Keyword Contextual, Domains, Geography, Demography, Topics, Interests and the big fish Customer match.