I recently launched a Google Sponsored Promotion (now known as Native Gmail Ads) internationally for prospecting purposes and learned a few things worth sharing along the way. First of all, if you are reading this and intending to run GSPs, don’t be afraid. The task may appear daunting but it’s very doable and a new innovative way to reach your current or future customers!
Before:
Targeting
If you are looking for a more technical introduction to targeting within GSPs, please refer to Christian’s previous blog. However, there are a few things to consider with international specific GSPs. A great way to target in this program is to base your audience on competitors. You should work closely with your client during this time to gather a list of foreign as well as domestic competitors. Google will use this list to target users who shop at these establishments as well as users similar to those consumers.
HTML
Most likely, you will be touching a bit of code while setting up your GSP campaign while tagging the HTML file to track performance. I recommend downloading this coding program: https://code.visualstudio.com/. HTML is not difficult to edit but this program can help you see what you’re editing as you go!
After:
So you ran your first GSP! Congratulations! Now you look at the metrics and realize there is much more to GSPs than a CTR and CPCs to look at.
Clicks
This indicates people who have clicked on a “Teaser” ad to view the expanded ad.
Gmail Forwards
People have forwarded the GSP to a friend or another email address.
Gmail Saves
Someone has starred or saved the GSP for later viewing.
Gmail Clicks to Website
Someone has clicked on the expanded ad and continued to your brands site.
How to compare GPSs to other programs you are running.
GSPs are tricky when it comes to measurement. Your first instinct may be to measure them on a CPM model. However, you are most likely paying on a CPC model. While your CPC may be on par with Brand Paid Search, your ROI may vary based on who and how you are targeting. Also, Gmail Forwards and Gmail Saves are unique metrics that present future revenue. At the end of the day, just remember that this is still a fairly new program and should be measured based on the goals you set at the beginning of the campaign. And, all in all, they can be a lot of work. So pat yourself on the back. You’ve done a job well done!