If you’re like most advertisers, you’re always looking for new ways to get your brand out there. When considering branding opportunities, finding a new audience is important. Gmail Sponsored Promotions are a way to find audiences where they’re at every day (probably multiple times a day): their Gmail inbox.
What is it and how does it work?
Gmail Sponsored Promotions are Display Network Campaigns that target personal Gmail inboxes, showing up in the Promotions tab.
The expanded ad can be a banner ad, much like you see on Google Display network sites, or you can build it out. If you choose to build it out, you simply upload an image and develop supporting copy. One thing I especially like if you go this route is that you have the ability to enter the exact hex code of your school’s brand colors.
There are three trackable actions people can take on your expanded ad. They can save it to their inbox by clicking the star icon, forward the ad to someone they know who might be interested or click onto your website. Keep in mind that the only click you are charged for is the initial click from the teaser ad to the expanded ad.
What are my targeting options?
GSP lets you target by all the usual display campaign suspects – keywords, topics, demographics, device, you name it.
One notable setting for targeting is the only managed placement you should choose – mail.google.com.
Domain targeting comes into play with your keyword list. Build your keyword list with domain names your audience might be receiving emails from, including your competitor schools. For example, a school promoting a social work master’s degree might target users who receive emails from CSWE.org, or an MBA program might target users who receive emails from Wall Street Journal or Forbes.
Use topic and demographic targeting just like you would for any other GDN campaign – by segmenting the population to those likely to be interested in your program.
Why should I use it?
Inexpensive: You will see some of your lowest CPCs in Gmail campaigns.
Exposure: Google announced in early February that Gmail now has more than one billion monthly active users. Combined with low CPCs, you can be sure you’ll find the right audience.
Targeting Options: The ability to layer on multiple targeting types gives you a highly targeted and relevant audience. You can also choose to start with a broad audience and narrow it down when you see what works.
Creative: You can use a mix of image and text ads that work together to tell your story.
Do you have more questions about GSP campaigns? Reach out to me at michelle@convergeconsulting.org or leave us a comment!
