What are GSPs?
Gmail sponsored promotions are ads that you can place within a users Gmail inbox. You have a text ad at the top with a companion ad to the right, which can be an image, text or a video.
How do GSPs differ from remarketing/display?
The difference between a GSP and a remarketing/display ad is that you are targeting users directly, rather than audiences. So you will be targeting demographic data and using keywords to match to the userâ€™s email content. The keywords can match to the userâ€™s last 300 emails (or the email they are currently reading).
“How can GSPs work for me and my business?” I hear you cryâ€¦ Well, read on and you shall find out!
There are a few things you need to consider before using GSPs:
- Before proceeding with GSPs itâ€™s a good idea to decide what you actually want from the ads. This can be lead generation (database building) conversion or brand awareness.
- If you choose lead generation, you can include a form on the image ad for users to complete.
- If it’s conversions/direct sales youâ€™re after then itâ€™s a good idea to have a compelling image/message on the banner and a good CTA on the main image that opens when you click on the ad.
- You also have a text ad at the top to accompany the image ad, this text should contain the offer that you are advertising within the image.
- When speaking with Google, they said that there is an average of 3.5% conversion rate on GSPs, which is higher than display!
- When you click on the right hand image and text ad at the top you land on a page within your email similar to the below:
There are three different layers of ways to target users:
– Site URLs and language (this uses the user’s computer language), e.g. targeting French users of www.me.com
– GEO targeting (you can target specific areas, three miles out of London, for example)
– Domains that they receive emails from, e.g. certain airlines, or supermarkets.
– Keywords – you can use up to 500 keywords (including negatives) to target users, based on the email that they are reading or using the most recent 300 emails in a Gmail inbox.
Like what you’re reading? Get in contact for further information on the specifications and how to go about getting this set up â˜º