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A Simple Guide to Gmail Sponsored Promotions

[vc_row][vc_column width=”3/4″][vc_raw_html]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[/vc_raw_html][custom_headline type=”left” level=”h1″ looks_like=”h1″]What are they?[/custom_headline][text_output]GSP (Gmail Sponsored Promotions) are a fairly new extension of paid search advertising. They allow unique targeting of users Gmail accounts, based around their recent email behaviour and online purchases. Using this information you can show really targeted ads to people you already know show an interest in your product.

Gmail is currently used by 35% of the UK’s population. This presents a huge opportunity that by not even attempting to reach you will be missing out on.

Here at Croud we have been trialling GSP across a range of our clients for a number of months now and have seen some interesting and promising results.[/text_output][custom_headline type=”left” level=”h1″ looks_like=”h1″]How they work[/custom_headline][text_output]GSP enables advertisers to provide relevant and targeted messages to a specific target market through a mix of text and image ads.

There are 2 main parts to a GSP ad:

  • Teaser ads – these appear at the top of the promotions tab or on the right hand side of emails such as those below:


gmail

 

  • Expandable image ads – these show when a teaser ad is clicked on, below are the expandable ads for our client Sealskinz

gsp

 

The user can then click through to the site from the expandable ad.

When reviewing performance metrics it is important to remember the way in which Google records clicks. Clicks on the teaser ad are what you will be charged for, clicking through to the site is recorded as external clicks and are not chargeable.

As well as tracking typically paid search metrics we can also track saves, forwards and video views giving further insight into how people are interacting with the ads.

Within expandable ads, advertisers can include any mix of text, images, video content and application forms.[/text_output][custom_headline type=”left” level=”h1″ looks_like=”h1″]Testing testing[/custom_headline][text_output]One key thing we have noted at Croud is the importance of high quality ads. We compared the success of one of our retail clients basic ads against Croud’s professionally designed ads. We recorded an 18% uplift in click through rate, with order volume and conversion rate also improving.

Among all the GSP ads trialled at Croud, video ad formats have performed particularly well. Application forms have been a real success for those clients wanting to obtain customer data over and above receiving clicks to the site.

Croud have tested the success of GSP’s across a number of clients in a variety of sectors, from retail to health, beauty and education.

Just like with paid search ads GSP’s can be targeted to specific audiences. Some particular audience segmenting we have seen to be successful is:retargeting

  • Demographics – we often have a strong idea of our target customer and are able to adjust age and gender targets to suit this
  • Domains – targeting competitor or similar brand URL’s that we identify to be in a users inbox
  • Jobs – focusing on specific job roles, e.g for our education client focusing on student users

[/text_output][custom_headline type=”left” level=”h1″ looks_like=”h1″]Results[/custom_headline][text_output]To date Croud have seen GSP’s generate incremental lead volume across all of our clients that have tested them.

In particular, one client who has seen this work particularly well achieved a 9% increase in incremental lead volume with GSP’s working to a comparable cost per lead to generic search activity. GSP’s increased brand awareness alongside supporting current search and display activity.[/text_output][custom_headline type=”left” level=”h1″ looks_like=”h1″]To conclude[/custom_headline][text_output]GSP’s is a great new channel for brands across all verticals to test. They create brand awareness and can also drive incremental lead volume.

They work best with well thought out, interactive ads targeting clearly defined audiences. At Croud we are going to be trialling GSP’s further testing different variations of ads and targeting methods.[/text_output][/vc_column][vc_column width=”1/4″][visibility type=”hidden-desktop”][gap size=”20px”][/visibility][vc_widget_sidebar sidebar_id=”ups-sidebar-2″][/vc_column][/vc_row]