Gmail Sponsored Promotions. Connect with consumers through an innovative and engaging ad format designed specifically for Gmail. Teaser ad is displayed in email pane or Promotions tab on desktop and on the Promotions tab on mobile. The ad will open and expand as an email, in which the user can save to his/her inbox and forward to a friend. The flexibility of GSPs creates opportunities to promote a variety of consumer actions. Customize ads based on the most valuable user behavior. Gmail Sponsored Promotions are designed to reach users -- not cookies, not emails, not placements. Unique targeting makes it possible optimize for a specific audience.

1. Gmail Sponsored Promotions
Connect with consumers through an innovative and
engaging ad format designed specifically for Gmail

2. Google Confidential and Proprietary
How it works: Teaser Ad
Teaser ad is displayed in email pane or Promotions tab on desktop and on the Promotions tab on mobile. The ad
will open and expand as an email, in which the user can save to his/her inbox and forward to a friend.
Ad opens and expands

3. Google Confidential and Proprietary
GSPs Offer a Unique Creative canvas
Deliver engaging full page ads directly to consumers’ inboxes
Reach potential customers from multiple placements: both the right hand
side of Gmail and in the Promotions inbox
Use our HTML and CSS-supported format for simple creative development
Make ads engaging with images and lead forms
Add video to provide a richer, more immersive experience
Extend your creative to mobile with no additional creative work

4. Google Confidential and Proprietary
The flexibility of GSPs creates opportunities to promote a variety of
consumer actions. Customize ads based on the most valuable user
behavior.
Lead generation: Embedding a form removes a step in the conversion process. Replicate
your normal lead generation form in your creative to make it easy for a user to convert
without even leaving their inbox
GSP Strategy: Desired Action
Drive calls and/or app installs: GSPs run on mobile devices, making it possible to reach
engaged users on the go. Include a phone number or link to download your mobile
application to make your ad as relevant as possible in this context
Drive YouTube video views: Embedding a YouTube video into GSP creative is a great way
to drive video views. It’s also a great way to present more information about your product or
service without using lengthy copy
Drive website visits: Include (multiple) relevant external links from an ad to drive users to
specific pages on your website

5. Google Confidential and Proprietary
Gmail Sponsored Promotions are designed to reach users -- not
cookies, not emails, not placements. Unique targeting makes it
possible optimize for a specific audience
Available targeting1
:
GSP Targeting Options
Age /
Gender
User interest verticals Job
Geo /
Language
Domain Device
Keyword Product purchase Targeting optimization
1
More detail on targeting in the appendix

6. Google Confidential and Proprietary
Let’s talk money!
What is the pricing model?
● Through auction and CPC ( same as Search & Display campagins)
● No extra charge if the user click on the expanded ad, or
forward/save the ad.

7. Google Confidential and Proprietary
Focus on the users...
Frequency cap
When a message ad is selected for a customer, it is shown to them until either:
● Depending on performance, the frequency cap is between 14 - 30 imps a
month
● They have clicked the teaser
● They dismiss it (either from the teaser or the main message)
● They Save it to their inbox or forward it to a friend (thus saving it in their
sent messages)
Capping occurs on the AdWords CID level (not the creative).

8. Google Confidential and Proprietary
More technical stuff!
Conversion, Analytics, Remarketing
● Conversion code is shared with the AdWords CID, but reporting
conversion will be separate in each UI
● No auto-tagging is supported - advertisers need to manually tag
their ads
● No remarketing is supported - however, advertisers are welcome to
user Remarketing list in Analytics

9. Google Confidential and Proprietary
Not everyone can advertise...
Policy for Gmail Ads
Much more restricted than regular GDN policy: Gmail externally safe policy guide
Examples: CANNOT RUN
- Politics
- Cosmetics procedures/weight loss
- Suicide intervention
- Dating
- Spiritual guidance

10. Google Confidential and Proprietary
There are three primary reports for GSPs: Time, Criteria and Campaign Health.
TIME REPORTING
It's designed to let you have a quick look at major metrics (users, clicks, CTR,
saves, forwards, external CPC, cost per conversion, etc.) broken out by date
CRITERIA REPORTING
It breaks out performance by targeting criteria for more detailed reporting. It
will also report on performance of individual creative.
CAMPAIGN HEALTH
It shows how a campaign is doing and makes recommendations to improve
performance.
GSP Reporting

11. Creating new GSP campaigns
in AdWords

12. Step 1: Create a new GDN campaign
Apply necessary geography
Select “All features”
Create a new Display Network only campaign

13. Step 2: Set up bidding and budget
Set max Daily Budget
Select rotation
Not customizable at this time
Select your bidding strategy
*Note: To utilize ad scheduling
feature, advertiser must choose
manual bidding

14. Step 3: Add Gmail as ad group placement
(2) Click “Add multiple placements at once”
(3) Type “mail.google.com” into the text box. Click
Close and then Save to add the placement to
your ad group.
Select Conservative Targeting
(1) Select Placements
Note: Each ad group must have this placement to serve on Gmail

15. Step 4: Create ad using the Ad Gallery
1 2

16. Step 4 (cont’d): Select from Gmail templates
Select a template that best suits your goals
Template
Description
Single Clickable Image Single Product Promotion
with Description
Product Showcase with
Calls to Action
Recommended
use cases:
Highly Visual Impact
Single Call to Action
Highlighting Top Product
Educating Users
Illustrate breadth of offerings
Drive engagement / sales across
multiple businesses

17. Adding Gmail as placement to
existing ad group

18. Go to the Campaigns tab, click Display Network, and select an Ad Group
Step 1: Add Gmail to existing ad group
Follow Steps 3-4 in the previous section
to add Gmail as a placement and create
a Gmail ad.
(Type “mail.google.com” into the text
box. Click Close and then Save to add
the placement to your ad group.)

19. INTERNAL: Google Confidential and Proprietary
Example Targeting Criteria
GSPs in AWFE Example (per Ad Group)

20. GSP Reporting: Add Gmail metrics
In the Campaigns tab, select
“Customize columns”
Gmail Clicks to Website
Gmail Forwards
Gmail Saves
Select all Gmail
specific metrics to
add to your reports

21. ❏ Target relevant locations & languages and all devices
❏ Turn on Conversion Optimizer
❏ Use standard delivery unless you are concerned that you will not serve the full
budget
❏ Use day-parting if you find performance varies by time of day
❏ Consider “run of network” strategy to increase traffic (placement on mail.google.
com without any additional targeting criteria)
❏ Ensure that your message is easy to read and understand within the ad
❏ Make your call-to-action direct and prominent to entice users to your site
❏ If you have something special to offer (exclusives, promotions), make sure to
highlight it in your ad text
❏ Coordinate your colors and images in your ad to match, and use easy-to-view
colors for backgrounds and fonts
❏ Balance the use of text and images within your Gmail ad
❏ Direct users to the most relevant landing page
Implementation Tips & Tricks
Targeting
Creatives