Gmail Sponsored Promotions (GSP) in AdWords

Set Up Instructions for Advertisers

Download and share these instructions externally as PDF or use relevant slides in pitch decks

Creating new GSP campaigns in AdWords

Step 1: Create a new GDN campaign

Apply necessary geography

Select “All features”

Create a new Display Network only campaign

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

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

Step 4: Create ad using the Ad Gallery

1 2

Step 4 (cont’d): Select from Gmail templatesSelect a template that best suits your goals

Template Description

Single Clickable Image Single Product Promotion with Description

Product Showcase withCalls to Action

Recommendeduse cases:

Highly Visual Impact

Single Call to Action

Highlighting Top Product

Educating Users

Illustrate breadth of offerings

Drive engagement / sales across multiple businesses

Adding Gmail as placement to existing ad group

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.)

INTERNAL: Google Confidential and Proprietary

Example Targeting CriteriaGSPs in AWFE Example (per Ad Group)

GSPs in old UI Example (per Campaign)

GSP Reporting: Add Gmail metricsIn the Campaigns tab, select “Customize columns”

Gmail Clicks to Website

Gmail Forwards

Gmail Saves

Select all Gmail specific metrics to add to your reports

❏ 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

Mapping of old GSP UI creative fields to new Ad Gallery fields

Field Name in old GSP UI Field Name in GSP AdWords Ad Gallery

● Enter a name for this ad (not visible to consumers) ● Ad Name

● Sender Name ● Advertiser

● Teaser Title ● Subject

● Teaser Body ● Description

● Sender displayed short URL ● Display URL

● Teaser redirect URL (optional) ● Landing Page / Destination URL (optional)

● Teaser image ● Logo

● Rich Promotions ● N/A (removed from AdWords)

Creative Gallery Steps

Example Blank GSP Ad Template (Single Image)General:

● Ad name: only used to identify your ad● Display URL● Destination URL

Collapsed ad fields:● Logo: upload up to 144px x 144px● Advertiser: up to 15 characters● Subject: up to 25 characters● Description: up to 100 characters

Expanded ad fields:● Image: upload 650px x [300px to 1000px]

Accepted image formats: JPEG, JPG, PNG, GIF (non-animated)Max image size: <150kb

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Example Filled GSP Ad Template (Single Image)

Example Blank GSP Ad Template (Single Promotion)General:

● Ad name: only used to identify your ad● Display URL● Destination URL

Collapsed ad fields:● Logo: upload up to 144px x 144px● Advertiser: up to 15 characters● Subject: up to 25 characters● Description: up to 100 characters

Expanded ad fields:● Image: upload 300px x [200px to 500px]● Headline: up to 25 characters● Content: up to 1024 characters● Call-to-action button: up to 20 characters● Call-to-action button URL

Advanced customization (optional)● Header: upload 630px x [50px to 200px]

Accepted image formats: JPEG, JPG, PNG, GIF (non-animated)Max image size: <150kb

Example Filled GSP Ad Template (Single Promotion)

Example Blank GSP Ad Template (Multi-Product)General:

● Ad name: only used to identify your ad● Display URL● Destination URL

Collapsed ad fields:● Logo: upload up to 144px x 144px● Advertiser: up to 15 characters● Subject: up to 25 characters● Description: up to 100 characters

Expanded ad fields:Add up to 6 Items

● Image (optional): upload 180px x 180px● Title (optional): up to 40 characters● Call-to-action button: up to 20 characters● Call-to-action button URL

Advanced customization (optional)● Header (optional): upload 630px x [50px to 200px]● Headline (optional): up to 25 characters● Content (optional): up to 1024 characters

Accepted image formats: JPEG, JPG, PNG, GIF (non-animated)Max image size: <150kb

Example Filled GSP Ad Template (Multi-Product)