gmail sponsored promotions

Gmail Sponsored PromotionsConnect with consumers through an innovative and engaging ad format designed specifically for Gmail

Google Confidential and Proprietary

How it works: Teaser AdTeaser ad is displayed in email pane or Promotions tab on desktop and on the Promotions tab on mobile. The ad will open and expand as an email, in which the user can save to his/her inbox and forward to a friend.

Ad opens and expands


GSPs Offer a Unique Creative canvas

Deliver engaging full page ads directly to consumers’ inboxes

Reach potential customers from multiple placements: both the right hand side of Gmail and in the Promotions inbox

Use our HTML and CSS-supported format for simple creative development

Make ads engaging with images and lead forms

Add video to provide a richer, more immersive experience

Extend your creative to mobile with no additional creative work


The flexibility of GSPs creates opportunities to promote a variety of consumer actions. Customize ads based on the most valuable user behavior.

Lead generation: Embedding a form removes a step in the conversion process. Replicate your normal lead generation form in your creative to make it easy for a user to convert without even leaving their inbox

GSP Strategy: Desired Action

Drive calls and/or app installs: GSPs run on mobile devices, making it possible to reach engaged users on the go. Include a phone number or link to download your mobile application to make your ad as relevant as possible in this context

Drive YouTube video views: Embedding a YouTube video into GSP creative is a great way to drive video views. It’s also a great way to present more information about your product or service without using lengthy copy

Drive website visits: Include (multiple) relevant external links from an ad to drive users to specific pages on your website


Gmail Sponsored Promotions are designed to reach users -- not cookies, not emails, not placements. Unique targeting makes it possible optimize for a specific audience

Available targeting1:

GSP Targeting Options

Age / Gender User interest verticals Job

Geo / Language Domain Device

Keyword Product purchase Targeting optimization

1More detail on targeting in the appendix

#


Let’s talk money!What is the pricing model?

● Through auction and CPC ( same as Search & Display campagins)

● No extra charge if the user click on the expanded ad, or forward/save the ad.


Focus on the users...Frequency cap

When a message ad is selected for a customer, it is shown to them until either:● Depending on performance, the frequency cap is between 14 - 30 imps a

month● They have clicked the teaser● They dismiss it (either from the teaser or the main message)● They Save it to their inbox or forward it to a friend (thus saving it in their

sent messages)

Capping occurs on the AdWords CID level (not the creative).


More technical stuff!Conversion, Analytics, Remarketing

● Conversion code is shared with the AdWords CID, but reporting conversion will be separate in each UI

● No auto-tagging is supported - advertisers need to manually tag their ads

● No remarketing is supported - however, advertisers are welcome to user Remarketing list in Analytics


Not everyone can advertise...Policy for Gmail Ads

Much more restricted than regular GDN policy: Gmail externally safe policy guide

Examples: CANNOT RUN

- Politics- Cosmetics procedures/weight loss- Suicide intervention- Dating- Spiritual guidance

https://support.google.com/mail/answer/6010275


There are three primary reports for GSPs: Time, Criteria and Campaign Health.

TIME REPORTINGIt's designed to let you have a quick look at major metrics (users, clicks, CTR, saves, forwards, external CPC, cost per conversion, etc.) broken out by date

CRITERIA REPORTINGIt breaks out performance by targeting criteria for more detailed reporting. It will also report on performance of individual creative.

CAMPAIGN HEALTH It shows how a campaign is doing and makes recommendations to improve performance.

GSP Reporting

Creating new GSP campaigns in AdWords

Step 1: Create a new GDN campaign

Apply necessary geography

Select “All features”

Create a new Display Network only campaign

Step 2: Set up bidding and budget

Set max Daily Budget

Select rotation

Not customizable at this time

Select your bidding strategy

*Note: To utilize ad scheduling feature, advertiser must choose manual bidding

Step 3: Add Gmail as ad group placement

(2) Click “Add multiple placements at once”

(3) Type “mail.google.com” into the text box. Click Close and then Save to add the placement to your ad group.

Select Conservative Targeting

(1) Select Placements

Note: Each ad group must have this placement to serve on Gmail

Step 4: Create ad using the Ad Gallery

1 2

Step 4 (cont’d): Select from Gmail templatesSelect a template that best suits your goals

Template Description

Single Clickable Image Single Product Promotion with Description

Product Showcase withCalls to Action

Recommendeduse cases:

Highly Visual Impact

Single Call to Action

Highlighting Top Product

Educating Users

Illustrate breadth of offerings

Drive engagement / sales across multiple businesses

Adding Gmail as placement to existing ad group

Go to the Campaigns tab, click Display Network, and select an Ad Group

Step 1: Add Gmail to existing ad group

Follow Steps 3-4 in the previous section to add Gmail as a placement and create a Gmail ad.

(Type “mail.google.com” into the text box. Click Close and then Save to add the placement to your ad group.)

INTERNAL: Google Confidential and Proprietary

Example Targeting CriteriaGSPs in AWFE Example (per Ad Group)

GSP Reporting: Add Gmail metricsIn the Campaigns tab, select “Customize columns”

Gmail Clicks to Website

Gmail Forwards

Gmail Saves

Select all Gmail specific metrics to add to your reports

❏ Target relevant locations & languages and all devices❏ Turn on Conversion Optimizer❏ Use standard delivery unless you are concerned that you will not serve the full

budget❏ Use day-parting if you find performance varies by time of day❏ Consider “run of network” strategy to increase traffic (placement on mail.google.

com without any additional targeting criteria)

❏ Ensure that your message is easy to read and understand within the ad❏ Make your call-to-action direct and prominent to entice users to your site❏ If you have something special to offer (exclusives, promotions), make sure to

highlight it in your ad text❏ Coordinate your colors and images in your ad to match, and use easy-to-view

colors for backgrounds and fonts❏ Balance the use of text and images within your Gmail ad❏ Direct users to the most relevant landing page

Implementation Tips & Tricks

Targeting

Creatives

gmail sponsored promotions

Marketing