Could a Gmail ad campaign work for you?

Having reached the landmark total of one billion users earlier this year, Gmail has become the most popular email service in the world.

That’s great news for owner Google, but also for those businesses and organisations that use Gmail Sponsored Promotion (GSP) ads to reach that incredible target audience in order to sell their products.

Mailing shots used to involve lugging around hundreds of flyers, posting them through letter boxes and hoping they wouldn’t simply be trampled on in the hallway for a couple of days before being dispatched to the bin. With Gmail it’s now possible to push products and businesses via targeted emails, which means saving businesses from the printing costs and tired shoulders associated with leaflet drops, as well as preventing quite a few trees being felled.

Here are 5 things you need to know about Gmail ads:

What is GSP?

GSP is an ad that shows up in the promotions tab of personal email accounts. The ad comprises two creative elements: a teaser ad and an expanded ad unit that is opened when the teaser is clicked.

The teaser has a 25-character text headline and 100 characters of body text. There is also a 50×50 image in the ad and the ‘company name’ you declare. The expanded ad is a 600×1000 (maximum) piece of simple html that can feature images, text, links, a form field, embedded videos and click-to-call phone numbers.

How much does advertising cost?

You must have a Google AdWords account and be on invoicing rather than credit card billing within that account. An advertiser is charged on a cost-per-click (CPC) basis when a user clicks the teaser unit. There are no additional costs should the user click the expanded ad and visit an advertiser’s site or take any other action within the expanded ad unit.

Who should I target?

You should narrow down who sees your ad to those you deem most likely to be interested in your products. GSP offers conventional targeting such as age, gender, language and location, as well as keyword and interest targets. You can also select ‘user attribute’ options which define account holders by the content of the last 300 emails in their Gmail inbox. GSP also offers innovative targeting through domains visited, purchase history and job title.

So if you sell skateboards you might consider targeting people who are under 25 and have recently bought items, conducted searches or received email bulletins that suggest a skater lifestyle.

What should I send?

This is your company imposing itself on a potential customer, rather than them coming to you via a Google search or clicking an ad on a website. Unless you are a prominent brand, it’s therefore important that you use words and images to clearly outline what your company is and what services it provides.

Designing your email is easy with several off-the-peg Google Ad Gallery options available. Here you can decide on colours and the size, number and positioning of images, for example.

What can I achieve?

GSP can be utilised for many different goals, such as an entire promotion campaign or the marketing of certain products. You may want to simply collect prospects’ email addresses by offering them a great deal, and perhaps you can nurture those customers to further purchases down the line. It’s important to define your targets clearly before you begin the campaign, and you can evaluate its success through Google’s reporting data.

Ask us for advice!

At GrowthMinds, we believe that targeting the right people with great content can ensure great returns for your organisation. If you’d like to know more, get in touch!