Gmail is a free email service operated and owned by search giant Google. They currently boast a subscriber base of over 1 billion users, which translates to one in seven people in the world using Gmail.
Gmail Sponsored Promotions (GSP) offers businesses the opportunity to market their product to a large user base.
GSP is sometimes referred to as an impression-based medium. This means that users are exposed to your ad without asking what your content is. Bear in mind this is not a search, you are requesting the user to make an unconscious action of clicking a link they naturally wouldn’t.
For advertisers pursuing leads with a conversion goal of free models or trails, GSP is effective in driving these ‘free’ conversions without hassle.
What is GSP?
GSP is a google service that was launched without fan fare in 2013 with google soft selling ads rather than a full promotion. GSP are advertisements that appear on Gmail user accounts. It is displayed in the inbox, right above the email. The Ads are cleverly designed to look like an email and it expands to a full Ad once clicked.
How does Gmail Ads Work?
Google moved GSP into a standard AdWords toolbox. The name changed from GSP to simply ‘Gmail Ads’. The new Gmail Ad appears in the personal Gmail inboxes under the ‘promotions’ tab.
The Gmail Ad is ‘pushed’ to an inbox even when the user did not search for the advertised content. Google secretly crawls Gmail user accounts and compiles information essential with advertisers. Advertisers can select their audiences based on interests, likes and behaviour. They are charged per click when there is an interaction with the ad. This model for online marketing campaigns benefits leads based ads rather than direct sales. Naturally, online users respond best to the ‘freemium’ model or free trial. Users are more likely to click on Ads offering free membership or content. Google Ads impresses with the capacity to deliver leads from those unwilling users.
Three ways to boost your marketing with Gmail upgrades
- Targeting is a fantastic substitute to remarketing. Businesses can target recent interest generated by the user and this will enhance your ability to target users more likely to interact with your ad.
- Research conducted by Emery Barnes reveals that 87% of online marketers utilise Gmail Ads, 25% of the emails were opened regularly and 30% more masked with emoji. To engage users, advertisers are encouraged to use emojis as this will lead to more conversion for the ad.
- Gmail Ads has a metric function that allows you to analyse and monitor your campaign. This way you can review your AdWords strategy to match current trends popular among users.
Gmail Ads is a desirable method of advertising that has earned the admiration of consumers and marketers globally. Forever changing how advertising and digital marketing will be conducted.