06 Jul, 2017
The targeting options with Gmail Sponsored
Promotions (GSP) are huge. You can target topics, interests, keywords,
demographics, and customer matches. Similar to PPC marketing, the chances of audiences
getting converted into potential customers are high.
Promotions (GSP) is a targeted marketing practice based on the users’ Gmail
account activity. Check your personal Gmail inbox in the "social” and
"promotions” tabs for customized GSP.
How can you improve
Gmail Sponsored Promotions’ performance? Read on.
Tip 1: Competitor Targeting
Go on and do not
hesitate to bid on your competitors’ keywords. This works well in GSP; when
your competitor sends an email, your sponsored ad will display on the top. All
the effort taken to create an email campaign by your competitor takes a back
seat, once your ad is displayed above their email.
You can simply add
the competitors’ website (competitorname.com/competitorname com) in the broad
match keyword and run the Gmail Sponsored Promotion (GSP).
Tip 2: Go
With the Overlap of Targeting Method
Expand your targeting group to reach out to larger and more relevant
audiences by following overlap targeting. For this, you may have to focus on more
than one target at once in your Gmail
Sponsored Promotions (GSP).
For instance, if you are targeting restaurants, then also target
restaurant managers, people looking for franchisees, and demographic-based
Tip 3: Use
Google permits the creation of HTML ads to create forms, landing pages,
graphics, click-to-call, etc. Click-to-call is always a better option in all
your GSPs, as it helps customers to get in touch with you instantly.
Also, having this click-to-call button in GSP improves conversion rate,
mostly from mobile users as there is no need to visit the website for contact
Tip 4: Design
Ads That Create Urgency
Your open rates go up by 22% when your Gmail
Sponsored Promotions create urgency. A sense of urgency increases engagement and
makes for better conversion.
deadlines within the subject line and in the body as well.
- 15 minutes
to grab an extra 20% discount
- Last few
hours: 80% off on 2000+ products
Tip 5: Design
Campaigns by Device
With the usage of mobiles, tablets, and desktops for browsing, Gmail
experiences vary widely between devices. This goes without saying that multipleGmail Sponsored Promotions have
to be designed for higher conversions.
Are you thinking
that you need to change the campaign completely? No, it’s not necessary. Just
duplicate the campaign and then add -100% in bid modifiers for both tablet and
Tip 6: Make
Use of Exclusions
Exclusions in your Gmail
Sponsored Promotions (GSP) are an
effective way to save your dollars. It’s considered as a waste of ad-spend if you
are not using keyword exclusions.
Through exclusions, you may stay away from unnecessary overlapping with
your other GSPs. For adding exclusions:
- Click on Targeting
- Select the topics to be excluded from Campaign exclusions dropdown.
Tip 7: Reduce Your Cost per Leads & Increase
Always remember to
perform the split test to increase your Click Through Rate (CTR) and reduce the
cost per leads.
Increase your CTR
by different targeting methods and powerful ad creative from different vantage
points, and ensure to run two ads at once.
For more assistance
on improving your Gmail Sponsored Promotions (GSP), Click Here.