Recently, Google has released one of its most exciting BETA’s into the wild. Much like most Google BETA’s, Google Sponsored Promotions were started on a trial basis and opened to larger sized advertisers with high minimum monthly spends. Well, fear not because they are now available through the Adwords interface!
Google Sponsored Promotions
Gmail Sponsored Promotions are meant to get your company's best deals to the right customers through their promotions tab in your Gmail inbox. Everyone uses email, right? Well, at least 900 million people are using Gmail according to TechCrunch.
This is why Gmail has become a great place to target people. When Gmail users are checking their inbox, you are able to deliver a highly targeted advertisement straight to their inbox. This will help them find their way to your product and web page.
To setup and activate Gmail ads, you will first need some catchy display creative, a 144x144 company logo for the promotions tab with an intriguing headline to compel the user to click. This will direct them to a second page within Gmail, a 650x650 (up to 650x1000) expanded ad unit. The expanded ad unit is a great way to combine engaging texts and high-quality imagery to encourage the audience to click-through.
The expandable unit can be done from one of three templates: a single image, highlighting a promotion with a description and a call to action button, or a large unit ad that showcases multiple products or promotions.
Note: HTML is the best format to create your ads in as it gives you the ability to create rich format ads, such as video, forms, and multiple links. Depending on how it is set up, your goals can be different, if you do not have a rich format ad with a form on it, it would not be possible to convert here. Therefore, you need to guide the user to your webpage. Offering a great deal or “ limited time promotion” is the best way to do this, especially when offering goods or services.
Gmail Targeting
Many of the targeting options are very similar to Google Display. You can target users based on keywords, interests or demographics.
Narrowing your target for Gmail ads is very important because you don't want to waste your valuable ad dollars targeting people outside of your new network of customers.
Poorly targeted Gmail ads are very common right now with advertisers wanting to use the technology. After setting your interests or keyword targeting, make sure you chose the sex of the person you want to reach if need be, as well as the age group.
Personally, I constantly get ads from a select few PPC companies in the USA, insisting they do my PPC for me. Thanks, but no thanks! A majority of small-medium business source their PPC companies locally in order to maintain relations.
Note: Gmail ads can only be targeted to placements within the Gmail inbox (mail.google.com).
Cost of Using Gmail Ads
You incur cost when a user clicks on the initial “teaser ad," but not again after. Once you have expanded to the larger format ad, no additional costs will incur. Even if the user fills out a form to convert or taken to your site, you will not be charged anything additional.
The average cost per click can be very low for Gmail ads, much lower than other forms of Display ads, all while being just as targeted. CPC’s can range from as little as $0.50 to about $2.25, depending on how highly targeted your campaign is and how competitive the market is.
Success of Gmail Ads
The Success of Gmail ads can be measured differently depending on what you are looking to achieve. You can measure form submissions, video views, calls from clicks, and “free clicks”.
Free clicks are determined by someone clicking on an action button or clicking to webpage on the expandable ads, as you are not charged for these clicks. Click-to-call can also be attributed to the “free click” category.
In summary, Gmail ads are a great way to engage with customers, show them a video, or even get them to convert on your business' great promotions. When implementing, please make sure someone who knows what they are doing is implementing them for you. If you need further assistance, contact us or share with us your experience in the comments below!
