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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
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Creating new GSP campaigns in AdWords
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Step 1: Create a new GDN campaign
Apply necessary geography
Select “All features”
Create a new Display Network only campaign
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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
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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
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Step 4: Create ad using the Ad Gallery
1 2
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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
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Adding Gmail as placement to existing ad group
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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.)
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INTERNAL: Google Confidential and Proprietary
Example Targeting CriteriaGSPs in AWFE Example (per Ad Group)
GSPs in old UI Example (per Campaign)
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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
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❏ 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
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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)
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Creative Gallery Steps
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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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Learn more about our free trial
Example Filled GSP Ad Template (Single Image)
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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
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Example Filled GSP Ad Template (Single Promotion)
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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
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Example Filled GSP Ad Template (Multi-Product)